Email Marketing

How to Create Your Financial Advisor Newsletter: Selecting the Best Content

Email marketing is an integral part of your inbound marketing strategy, as you can reach thousands of prospects and clients with a single click. Additionally, the ROI is huge with $44 for every $1 that is spent! With that being said, it’s important that you are creating engaging content that really resonates with your audience. Here are 9 examples of strong newsletter content you can implement plus best practices.

5 Newsletter Best Practices

Implementing a strong newsletter as part of your marketing best practices is crucial to boosting your firm’s connection and leads. So, before we dive in with examples on the types of content that you can be sharing with your audience, let’s go over some best practices.

1. Forget the Irrelevant Content

Keep your newsletter short, sweet and to the point. Your readers are busy, so they don’t have time to scroll through tons of content without actually finding the important parts. Generally speaking, interest in the content of an email lessens as the email goes below the fold. So, put the important stuff near the top. The average email open rates range from 17.8 percent to 22.15 percent, depending on the source, so make sure you’re catching their eye with relevant content above the fold.

2. Keep It Consistent

Make sure you are sending your content out on a consistent schedule so that your readers come to expect your newsletters at a certain time and day. To find out what works best for you, send out tests and check your Google Analytics to see when most emails are being opened, click-through rate, etc. You should also use the A/B testing.

With marketing automation platforms, you can use this tactic to send half your mailing list one email, and the other half an email with slight changes. This allows you to test:

  • Subject Lines
  • Sender Names
  • Buttons
  • Colors
  • Design
  • Content

Best time to send emails

3. Write a Strong Subject Line

For most people, the subject line is the first thing that someone reads when they get your newsletter, so ensure that it’s strong and entices your readers to keep reading to find out more. In fact, according to HubSpot, 35% of email recipients open emails based on the subject line alone. Be concise and upfront, let your readers know what the email contains so that they know what to expect.

Also, don’t forget to personalize your subject line and tailor it to your audience. 74% of marketers say targeted personalization increases customer engagement.

Strong words to use in subject lines

4. Optimize Your Call to Action

A strong call to action is so crucial for getting your readers to take that next step. Calls to action should ideally be located at the top or bottom of your messages and should include language that provides a sense of urgency and tell your readers what they need to. Some examples include:

  • Sign up now
  • Download your eBook
  • Subscribe to our webinar
  • Download your free report

Make sure the color is bold so their eyes gravitate to the button.

5. Segment Your Lists

Depending on your audience and where they are in your journey then you need to tailor your message accordingly. You are able to filter and group subscribers based on any way you want, but the goal is to target each segment and provide them with the most relevant content possible. Tailoring your message content to specific types of users allows your campaigns to feel like a personalized conversation.

When it comes to segmentation, Lead Pilot allows you to easily do this. Some of the best practices for doing so are to segment by:

  1. Address
  2. Company
  3. LEAD Score
  4. Email Address
  5. Date Added
  6. Contact Type

When using Lead Pilot, you can easily segment your leads through the platform by following the step-by-step instructions below.

1. Click the “Share” button at the top of your “Edit Draft” side window. This will open a “Share Settings” side window:

Send emails to specific contacts in Lead Pilot

 2. Click the email toggle button so it turns green and then click “Customize” :

Send emails to specific contacts in Lead Pilot

3. Emails will be sent to “All Contacts” by default. Click “X” to remove “All Contacts” and make changes to the recipients:

Send emails to specific contacts in Lead Pilot

4. Click “Options” to open a dropdown of segments and lists to choose from. Select which list(s) or segment(s) you want to send your email content to:

Send emails to specific contacts

9 Examples of Strong Newsletter Content

1. Share Your Blog Posts and Blog Roundups

You spend a lot of time creating awesome blog posts, so why not share them with your audience? Include share buttons in your emails so that your subscribers can easily share your blogs on their social pages, getting even more eyes on your content.

If you produce a lot of content and sending out newsletters for each post is too much, then blog roundups are a great option. At Twenty Over Ten, we share content at the beginning of every month in our monthly newsletter and then additionally, a bi-weekly blog blast where we share 3-5 articles that our audience will probably find relevant.

Finity Group, LLC newsletterTwenty Over Ten client, Finity Group, LLC has included the option on their website for visitors to provide their email address and receive their latest blog posts and podcasts. They describe how each one contains specific financial tips specific to their niche, doctors and medical professionals.

2. Share Videos

Do you have a YouTube channel that you want your audience to subscribe to? Sharing it in a newsletter is a great opportunity. But just including a video in your newsletter is a great option, as well. Video is growing increasingly popular and in fact, when you use video content, your audience retains 95% of the information– that number drops to 10% if they’re simply reading text.

WealthKeel, LLC YouTube channel

Twenty Over Ten client, WealthKeel, LLC has a strong YouTube channel and when you have consistently put out videos for your audience, this is the perfect opportunity to share it in your newsletters.

So, what types of videos should you be sending?

1. Repurpose Content Into a Video

Did you write an awesome blog that contains a lot of useful content? You could quickly turn that into a video and share it with your audience. Simply use it as a template to record a quick video, and as mentioned above, people retain more information when they watch it in a video.

2. Create Lead-Specific Content

You probably have both leads and clients in your lists, so create content that is specific to each. And remember to use email segmentation to send drip campaigns to specific audiences in your lists. This will ensure that you can send prospects separate email information than your long-term clients if need be. Another option is to organize a video-integrated drip campaign that is specific to leads, addressing the biggest financial questions your clients often have.

3. Send Webinar Replays

After hosting or participating in a webinar, include a webinar replay in your newsletter. You can post the whole thing to YouTube and simply embed it into your email, or you could create “highlights” to share. Make sure you are sending it to both attendees and those who registered but still could not make it.

3. Provide How-To Guides

A “How-To” Guide is great for showing your clients and leads how things work. Does your firm have a new tool that you are so excited about? If so, this is an opportunity to show your worth to your clients by not only providing them with something useful but taking the time to show them how to use it properly.

4. Do You Have Any New Services or Products?

Before releasing a new product, get your audience excited by sending them a newsletter. You can treat it as a “sneak peek” and let them know when it will be released and what they can expect from this plus how it will benefit them. If you tease this in a newsletter, it will get your audience excited for what’s to come.

5. Include User-Generated Content

An effective form of social proof is to utilize user-generated content. This is any content, such as images, videos, blogs, etc. that is used and shared online, such as social media platforms.

Businesses typically repost user-generated content on their social media feeds, but you can also create a newsletter about it.

6. Show Case Studies and Testimonials

Case studies and testimonials act as social proof for your business. If a prospect reads about a success story of someone who has loved working with you, then this is a great way to drive more leads to your business.

Social proof statistics show that 92% of people will trust a recommendation from a peer and 70% of people will trust a recommendation from someone they don’t even know. And with the passing of the SEC Ad Rule, you can use case studies more freely in your marketing.

At Twenty Over Ten, we often include testimonials in our newsletters when clients have something great to say about our services or products, such as the one below from Andrew J. Tapparo, MSF, founder of Tapparo Capital Management and Lead Pilot user.

Testimonial for Lead Pilot

7. Webinars

Do you have a webinar coming up? Share it in your newsletter and let your readers know what they can expect. It would be a good idea to include an image with the speakers at the top of the newsletter plus details about it such as:

  • The speakers
  • Topics to be discussed
  • Date and Time

And make sure you don’t forget a call-to-action and a link for your readers to register.

8. Sharing Industry News

Instead of only sharing news about your company in your newsletter, sharing news in your industry is a great idea, especially if there is some timely news.

9. Answering Frequently Asked Questions

Using your newsletter to answer FAQs is a great way to teach your subscribers more about your firm. While it’s a great idea to have a Frequently Asked Questions section on your website in order to provide answers to your clients and prospects but also fosters a stronger user experience while also serving basically as customer service.

Key Takeaways

Ready to start sending stronger newsletters? It’s all about connecting with your audience and sharing what you think they want to see and what will help them learn more about your company, your services and help them on their financial journey.

Struggling With What Content to Share on Social Media or via Email?

We are offering access to our content for advisors to use via Lead Pilot for 7-days completely free (even on our month-to-month plans).

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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.