How to Create Strong Content for Email Marketing

You know the importance of email marketing and drawing in your readers with a strong subject, but more importantly, once the email is opened, the content needs to be powerful. It is imperative to produce and send content that is valuable to your subscribers. Doing this creates value for your company, as well as helps to build your brand and create rapport.

To begin, you should have different subscriber lists and different content for current clients versus prospective clients. It is so important to segment the people you want to receive the information into the appropriate lists. A segment is a collection of subscribers based on common qualities. Many times financial advisors divide their client base by business professionals, pre-retirees, retirees or those going through a life transition . You are able to filter and group subscribers based on how you choose, but the goal is to target each segment and provide them with the content that is the most relevant to them.

It is so important to tailor your message content to specific types of users so that your messages feel as though they are meant for each individual. Current or potential clients do not want to receive messages that they can tell were sent in mass quantity to others. The following are some examples of valuable content to include in your messages:

  • Link to recent blog posts
  • Share photos from events
  • Offer information about upcoming deadlines/dates
  • Invitation to seminars/webinars/events

It’s important to think outside the 📦! You want to create and send subscribers’ unique content that gives your company and its messages a competitive advantage. If you have a niche (which we recommend), you can and should be very targeted in the content that you communicate. For instance, let’s say you are a financial planner who targets pre-retirees who are typically W-2 wage earners. Your emails should include:

  • Article on “When’s the best time to start taking social security”
  • Interviews with local CPA/attorneys/estate planners
  • Sharing a ‘what we’re reading’ list of articles

We’re going to break the rest of the post down to cover four 🔑 message content components: calls to action, value, influencers, and length.

Call To Action 🗣

A call to action is an instruction to the audience to provoke an immediate response. It usually includes an imperative verb such as, “call now” or “find out more” to urge the reader to do something that immediately interacts with your brand further. It can be a text, a graphic or both that should be strategically placed to entice subscribers to take proactive step and engage with your business.

Calls to action should ideally be located at the top or bottom of your messages and should include explicit language. Examples are:

  • Sign up now
  • Book a free portfolio review
  • Download your free report

These buttons should be bold, highlighted or colored text that draws the reader’s attention. DON’T include more than two calls to action in one message because subscribers won’t know where to click and will be more inclined to not click at all.

Email marketing message content best practices for financial advisors.



Value is created by addressing a need or solving a problem that your subscribers have. It is so important that it’s both timely and relevant. For example, use content space to highlight your company’s area of expertise or to promote a service that you have. As long as you are sending this information to an audience that will find it relevant, this content demonstrates value to both the subscriber and your brand.

It is also important to show personality in your messaging. Include something personal to you or your company in your message content – people love reading personal information about others! Uniqueness also makes content valuable. Create content that users cannot find anywhere else or present it to them in a new way, and this creates incredible brand value for your company. Ask yourself, does the campaign:

  • Provide enough value to keep subscribers interested?
  • Show that you are giving valuable information, not just asking for something?


Influencers are leaders in an industry with opinions and experiences respected by others within that industry. If you’ve partnered with someone respected in your industry, if they’ve been quoted recommending one of your services, or something along those lines, then include that in your message content, especially in the emails you send to prospective clients. Doing this shows your expertise and builds trust in your brand. It also provides references for the work that you do and usually makes new clients more inclined to feel comfortable in working with you.


The length of your content can make or break how subscribers receive your message. Financial advisors are very busy people, and they do not have time to be reading long and drawn out emails with a hidden message. Keep it short and sweet and put the most important point that you are trying to get across near the beginning of the email. Being concise is a universal best practice. Think about what you personally are most drawn to and would be most inclined to enjoy reading in an email – LESS IS MORE.

It is a great idea💡 to write your full article on your blog or website, and then provide a summary of the article or topic in your email. Clients that are interested in that topic can then click to “read more.” This will also allow you to track which content gets the most “clicks” in your emails – providing very valuable information on what your users are most interested in. It also help you to know this information for writing and sending other articles the future and the best way to do this.

Page layout is also extremely important. Email message content needs to be easy to scan because if it overwhelms a reader, they are much more inclined to just delete the message, unsubscribe from your mailing list, and have a negative connotation with your brand in mind. Breaking your email design into two or three columns, just as it might look in the print media, can help make sure content is easy to scan.

Email marketing message content best practices for financial advisors.
This amount of content looks overwhelming -users are more likely to not read any of it
Email marketing message content best practices for financial advisors.
A message like this one from the Cup of Joe Blog has a much more visually appealing layout and concise content that readers are much more likely to look forward to receiving and reading


We know how hard it can be to create meaningful content that speaks to your leads and clients in the appropriate manner, especially when you are already so busy, so hopefully this post provides you with some useful and additional insight that will help you be a better writer and gain more leads.