Email Marketing

Email Marketing for Financial Advisors: 7 Email Subject Line Formulas To Get You More Opens in 2021

Email Subject Lines for Financial Advisors

Email remains one of the most effective marketing tools available. Not only is it widely spread, with 3.9 billion daily users, according to Hubspot. But it’s also used often, according to Oberlo:

Oberlo Email Statistics

For these reasons, email serves as an excellent nurturing tool, allowing content to be distributed to readers in a personal manner.

For advisors, a well-designed email campaign helps maintain current clients and supports leads as they convert. However, there is one feature every advisor must get right before they can gain the rewards of email marketing. This feature is the subject line.

We’ve all received those emails we don’t open, immediately finding their way to the trash or spam folders. Then there are those few that catch our attention, we click through, find some interesting information, maybe make a purchase or look into the topic more. The defining factor between these two examples is the subject line. Without an effective subject line, your content won’t receive views.

In an effort to resolve this, we’ve provided 7 types of subject lines that are shown to be effective. Along with reasons for using them, and templates to input your own information.

7 Email Subject Lines Templates for Advisors

Great subject lines are personal, they focus on the individual. After all, you’re in their inbox, not on a public platform. Recipients don’t want to feel like they’re being advertised to, more like you’re reaching out to share helpful information.

Looking at our most successful Lead Pilot user emails, subject lines that are relevant to current events also receive some of the most opens.

Lead Pilot Succesful User Email Subject Lines

Lastly, great subject lines are emotional, they evoke a feeling in the reader that initiates the desire to click and open the email. The templates on this list keep these factors in mind but remember to modify where you can, especially for your individual audience.

1. The Question Email

This email engages the reader and asks them to analyze something they may have not considered before. The question email should focus on creating curiosity around your services or imply a solution to the audience’s pain point.

Example: Is Saving the Best Path to Retirement?


  • Are You Ready for [content or service]?
  • When Did You Last [client/lead pain point]?
  • Is Now the Right Time To [service]?

Always make sure your question subject line is answered by the content you’re providing. You don’t want the subject line to grab attention and not deliver.

2. The Emoji Email

Most inboxes are a list of black and white letters. Emoji’s give an email the opportunity to pop, drawing the reader’s attention. However, they should also be used with caution. Emojis can give a casual feeling, which can be great for personalization, as long as your audience actually uses emojis.

Example:⬆️ Your Savings With These Tips


  • How to [Emoji] Your [Content/Pain Point]
  • [Content/Pain Point] That Makes You Feel [Emoji]
  • Turn [Emoji] To [Emoji] Using [Content/Pain Point]

Emojis replace a word and imply emotion. If you’re unsure of the meaning of an emoji or are just looking for more, then check out Emojipedia. Their database of emojis provides definitions and easy copy-paste emojis for email subject lines. Optinmonster’s list of top-performing subject line emojis can also help determine what emojis will help your open rates:

3. The Numbers Email

This email quantifies a problem or solution, implying actionable information. Numbers also make an email stand out in an inbox, especially when that number is higher, and give the reader a variety of solutions without having to do the research, allowing them to choose their direction.

Example: 10 Reasons You Need a Budget


  • [X] Proven Ways To [Content]
  • [X] Effective Ways to [Content]
  • [X] Quick Tip to [Content]

Including a sense of benefit or authority to a numbers email can help fortify the reliability of the list. Words like proven, effective and quick give the reader an idea of what to expect.

4. The Segmented Email

These emails target specific members of your audience, allowing you to fine-tune your messaging to meet exact needs. Every email list should be segmented, as it provides the most personal approach to messaging, and has the highest chance of being opened. 

Example: Your Personal Retirement Plan


  • Tax Tips Just for [Occupation]
  • A Guide To Estate Planning in Your [Age of Recipient]
  • Best Charitable Donation Locations in [City of Recipient]

Each segmented email should utilize the information you have on your target audience. Notice the templates focus on demographics, age, location and occupation. Using similar data allows you to create a message finely tuned to an individual. This segmentation breakdown from emailmonday can provide multiple other ways to separate your audience:


5. The Scarcity Email

This type of email is often used in retail for sales purposes, placing a time limit on certain purchases. But for financial advisors, the scarcity email can be used to emphasize changes in the financial industry or market news.

Example: 5 Tax Changes in 2020


  • How [Content on Market Change] Will Affect You
  • What To Do When [Content on Market Change]
  • Is Now the Right Time To [Content on Market Change]?

Traditional scarcity emails use a time-gated approach to sell a product or service. Obviously, advisors wouldn’t want to sell services this way but could adopt the approach when giving opinions on market changes. The natural fluctuation of the market makes these opinions time-gated, and similar to a sales item instills a desire to click-now or miss out.

6. The Value Email

A value email emphasizes the educational or entertainment qualities of a piece of content to attract reader attention. Combined with segmentation, value emails get relevant information to the right members of your audience.

Example: A Complete Guide To Estate Planning


  • [X] Tips To Achieve [Content]
  • The Importance of [Content]
  • [X] Things We Learned From Becoming Advisors

Since the value email emphasizes the most beneficial part of a piece of content, you’re free to highlight whatever you feel will interest your audience. This could be your advisory firm’s story, something personal about a hobby or more professional.

7. The Authority Email

Sometimes the presence of a well-known name is enough to get people to click. And this name could simply be your firm name, though what’s often better is a single person or the ‘face” of your firm.

Example: Twenty Over Ten’s Guide To Email Marketing


  • [Face/Firm Name’s] Financial Insight for 2021
  • [Face/Firm Name’s] Must-Follow [Content] Strategies
  • [Face/Firm Name’s] Top Tips To [Content]

Authority emails can be difficult if your firm name or the face of your firm is not well known. But if you create and distribute enough content then your name will obtain recognition.

Wrapping Things Up

Advisors can fill in the above templates with their own information. But don’t feel obligated to follow each of these. You can and should combine different email types. For example, segmentation can be used on every email list. And emojis and numbers combine with any other email type to attract attention in the recipient’s inbox. Lastly, make sure to always use A/B testing and adjust your subject lines based on what your audience responds to.

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stuart farst

About The Author

Stuart Farst

Stuart is a Content Marketing Specialist at Twenty Over Ten and enjoys creating content that both entertains and educates. A Game Designer at heart, he can be found pursuing one of his many hobbies during his free time.