Email marketing is incredibly popular. In fact, email is 40 times more effective at acquiring new customers than Facebook or Twitter. Additionally, the ROI is one that can’t be beat as for every $1 that you spend you see a $42 ROI. So, if you are not already sending emails regularly, now is the time to start.
And when it comes to email marketing, advisors can approach popular topics while focusing on differentiation. With the click of a button, you can reach thousands of people. But what if you want to share timely and trending topics? How can you provide an opinion on a trending topic, instead of just sharing the topic? Today’s blog weighs in with 6 ways to write emails on trending topics in a way that draws your customer in and makes them want to keep reading more.
6 Ways to Write Emails on Trending Topics
1. Change Up the Subject Line
The average person receive 121 emails per day in their inbox with an average open rate is 18 percent. When you start to receive that number of emails, it can really start to add up, so how do you ensure that your emails are getting noticed and opened in the first place? A strong subject line is key! In fact, 47 percent of email recipients open email based on the subject line alone. If you are sending an email on a trending topic, then the chances that someone else is sending an email about the same topic are pretty high, so it’s important that you are using a unique and catchy subject line so that your email doesn’t come off as spam.
And as you can see in the image below from some examples of email subject lines, the ones that were relevant and based on timely information were the ones that got the most opens. So, you already know that the emails about relevant topics get the most opens, so if you can tailor your subject lines to stand out and truly entice your readers, then this will go a long way.
Seven ways to write strong subject lines are:
- Ask a question
- Provide value
- Show authority
- Use scarcity or emphasize change
- Segment your emails
- Use numbers
- Use emojis
By switching the subject lines up a bit, it can really go a long way and make a difference in your open rates.
2. Provide an Opinion on the Topic
While it’s great to provide an insightful article, if you take it a step further and actually share your thoughts and opinions, this will make a huge difference in the reception of the article. Perhaps you are sharing an email about cryptocurrency. Rather than just providing your reader with the article, tell your audience how you feel about that topic and why they are sending it. Does it affect your reader in some way? What value does providing this email on a particular subject provide for your reader.
3. Have Different Team Members Share their Insight on Topics
While we encourage a particular person to be the face of the company, it pays to have different team members share topics along with their insight. It takes all different people and experts to run a successful financial advisory firm, and so it’s great to hear from individual team members.
4. Change the Body of the Email
If you are sending out emails regularly about trending topics, then change up the body of your emails periodically. Don’t just copy and send the same wording each week. If you change up the body and content each week, it will humanize your brand and show your readers that there is, in fact, a real person behind each of the emails that they receive.
5. Consider How Often You Send Emails
If you are sending out emails regularly, it’s important that you are not “spamming” your readers or bombarding them with too many emails. While it varies, and you will have to find what works best for you and your firm, the ideal number of times to send emails if you are a small business starting out could be 1-2 times per week and increase that to weekly. It can be a difficult line to walk, as you want to stay in touch with your readers while offering them useful insight, but you also don’t want to overdo it.
Twenty Over Ten client, WealthKeel, LLC offers visitors the chance to sign up for the “WealthKeel Weekly” newsletter by simply providing your email address. As you can tell by the title, “WealthKeel Weekly,” these are sent every week and subscribers receive:
- Insightful Blog Posts
- Valuable YouTube Videos
- Beneficial News Stories
As mentioned above, it differs for every business, but weekly seems to be working for WealthKeel, so just be sure to check your analytics when testing out different times and days, etc.
6. Segment Your Emails
According to HubSpot, people who segment their email campaigns see as much as a 760 percent increase in revenue. If you provide financial services to different niches, then chances are that they are interested in different topics. By segmenting the lists, you can provide specific content that will best serve your audience.
Like so many other things, when it comes to inbound and email marketing, standing out from the competition is going to be key. And differentiating yourself when it comes to sending emails is a great way to do this. Providing your readers with timely content is so important as you want to keep your audience “in the know” and further show your value, but if you can do this in a way that differentiates you from the competition, it will be ever more impactful. We hope that these 6 tips can help you to reach your audience in an entirely different way.
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About the author
Blair is a social media and marketing coordinator at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.