Email Marketing

7 Email Marketing Hacks That Work for Financial Advisors

As the COVID-19 virus spreads throughout the nation, more businesses are working from home and many are feeling confused and scared. Now it’s more important than ever to boost your digital presence and stay in contact with your clients. What better way to do this than with email marketing? This is a huge part of your overall marketing strategy and extremely cost-effective with 80% of marketers saying that email is the best way to acquire clients. Additionally, there is a huge ROI of $44 for every $1 that is spent! Email marketing is integral to your inbound marketing efforts as it reaches thousands of people in just one click, so how do you tackle your email marketing? We’ve got 7 hacks to take this part of your strategy to the next level.

7 Email Hacks for Financial Advisors

Hack #1: Have a System in Place

Before you can start to send awesome emails, advisors must have solid software in their tech stack that not only can send emails for you but can archive, collect data and make content creation easy for you. As a financial advisor, you are getting pulled in so many different directions already, so you shouldn’t have to waste time worrying about the software you’re using but rather getting creative and delivering your clients and prospects with the content they crave. While there are different tools out there, Lead Pilot is the perfect solution for the busy advisor that wants to be able to “do it all” with one platform.

Lead Pilot

Lead Pilot enables advisors to launch robust, multi-touchpoint content campaigns from a streamlined, easy-to-use dashboard. Team members can collaborate and share content pieces, upload original content, and customize content from a robust media library that includes video, editorial and infographic content (all unique to Lead Pilot). Once added, the content is scheduled to be sent out via email or social media via branded landing pages – all of which are automatically archived to meet industry compliance standards.

Hack #2: Optimize For Mobile

According to Campaign Monitor, 81% prefer to open emails on their smartphones, which is a huge number! For that reason, among many others, it’s so important that your website is mobile-friendly. Another reason that Lead Pilot is so great for advisors, is that the emails deployed from this platform are responsive across all devices, making for quick loading and easy readability no matter where you open it.

Lead Pilot

If someone is trying to check an email from your company, and it takes a long time to load or doesn’t have good readability then they will more than likely go to a competitor with quick loading emails and mobile compatibility. So, ensure that you are testing and sending your emails to yourself before sending them to leads and clients, and make sure everything looks good on all of your devices, not just a computer.

Hack #3: Focus on the Subject Line

Recipients want to know what they’re getting before opening an email, so tell them by highlighting something interesting in the email.

35% of email recipients open email based on the subject alone.

Pique your recipients’ curiosity and entice them to click with a strong subject line. When it comes to writing a strong subject, there are some things to keep in mind, such as:

  • Keep it short and sweet
  • Use the strongest and most important first
  • Use keywords since many system filter emails
  • Make sure the topic of the email is clear and specific
  • Get creative and change up the subject line
  • Make sure you personalize the subject
  • Avoid certain catchphrases such as “Free” or “Help” to miss the spam folder.

Remember that you can easily customize the subject lines on the emails that you send out through Lead Pilot so that you are always ready to create and send content in just a few clicks.

email marketing

Hack #4: Resend

If you send an email and nobody opens it, then it’s as if you never sent the email. If this is the case, then it is no problem at all to resend your email. When you send an email in Lead Pilot, you can track every person who has opened or engaged with your emails in any way. This is great, so you can see who has actually opened your email and who has not. So, a great strategy to get more email traction is to resend your emails to those who did not open them. When you resend an email, it gives your contacts a second chance to read your information.  Something to keep in mind when resending your emails are to be sure that you change the subject line the second time you send the email!

Hack #5: A/B Test Subject Lines

To piggyback on our point above – A/B testing your subject lines can be incredibly helpful to find out what works best for your company. With A/B Testing, you can find out what works best for your email marketing strategy. With marketing automation platforms, including Lead Pilot, you can use A/B testing to send half your mailing list one email, and the other half an email with changes. By doing this, you can test subject lines, sender names, buttons, colors, design, content, and much more!

We highly recommend you test for times you send the email as well. This study found that Tuesdays and Thursday are the best days to send your email campaigns with 2 PM being the optimal time. However, it’s best to test times out and see what works best for you and change if you need to.

Hack #6: Broaden Your Metrics
If you aren’t tracking your analytics then how will you know how your emails are performing? Lead Pilot not only tracks email sends, opens and clicks, but it also tracks your leads and the quality of those leads. Knowing this type of information is so important so that you can connect your email marketing with leads to sales to deals closed and revenue earned to truly see the ROI on your email marketing efforts.

If one of the campaigns seemed to have high engagement, figure out what you did and try to tailor your next one in the same sort of way. If you noticed that another one did not perform quite as well as the others, then make some tweaks for the next one and try to boost engagement.

Hack #7: Segment Your Lists
List segmentation is so important when it comes to sending out email campaigns. When creating email list segmentation, Instead of sending large email blasts, you send different emails to each group. The main reason that you should be segmenting your email lists is because of personalization.

Emails with personalized subject lines are 26% more likely to be opened and marketers have found a 760% increase in email revenue from segmented campaigns.

What is the best way to segment your emails? Segment your lists by:

  • Signup Date
  • Interests
  • Behaviors
  • Merge fields such as zip code, job title and customer type

Segmenting can be easily done in the Lead Pilot platform.

  1. From the “Contacts” page, click “Segments” beneath the Lead Pilot logo:
Segmenting

2.  Next, click the “Create Segment” button in the top right corner:

3. Type in a name for your segment:

4. Select whether your segment should include contacts who match “ANY” of the conditions (matches at least 1 condition) or “ALL” (must match exactly all conditions):

5. Click “Add a rule”  to choose from a list of conditions:

In this example, an “Email Address” will be the condition.

6. Type in a value for the condition:

In this example, the value for “Email Address” will be twentyoverten. What gets generated is a segment of with email addresses that contain twentyoverten in them.

7. Click “Preview” to see which contacts match the conditions and will be in the segment:

8. Click “Settings” to continue making changes to your segment.
9. Click “Add a rule” to create an additional condition.

 In this example, the condition will be LEAD Scores that are above or equal to 75.

10. Next, you have the option of clicking “Preview” again to see what contacts are in the segment. When finished, click the “Create” button in the top right corner to save:

To edit a custom segment of contacts, please follow these steps:

  1.  From the “Segments” page, click on the “…” to the right of the segment.
  2. Select “Edit” from the dropdown:

3. Click the “Minus” symbol next to a condition to remove it:

4. Click “Add a rule” to create a new condition.
5. Edit existing conditions by clicking and typing.
6. Click the “Save” button to save changes made to your segment:

It’s important to tailor each of these with different materials and subject lines. For instance, if you cater to millennials, you certainly won’t be sending the same type of information that you send to pre-retirees or retirees. It’s all about catching the interest of your audience and providing them with useful information that will best benefit your readers.

Rundown
If you don’t already have a monthly newsletter or consistent email marketing strategy, we hope that these useful hacks will help you to create one or make one that you have in place even stronger. As we mentioned, you can reach thousands of people with just a single click, so it’s a highly effective and cost-efficient way to get out the information that you most want your leads and clients to see.

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About the author

Blair Kelly

Blair is a digital marketing assistant 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.

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