Emailing clients is an effective touchpoint for advisors to stay top of mind with their clients. Not only will it help to improve client awareness, but it can also result in increased business. However, when utilizing e-mail marketing, you need to be mindful of the content, structure, and consistency of your e-mails.

Selecting content.

When determining what type of content to send, it’s best to ask yourself what you would want to read. The truth is, we live in a world where we get inundated with hundreds of emails a day, with the majority of them being salesy. To set yourself apart from your competition, consider sending informative, yet intriguing emails to resonate with your clients. Often, newsletters work great. You can send relevant industry articles—from the best money managing tips to new product information—it should provide value to your readers. You can even take it a step further and personalize your newsletter. Consider including local happenings, deadline reminders, and delicious recipes or fun crafts that you think would appeal to your clients. However, just be mindful of compliance restrictions.

Effective formatting.

With emails, less is more, especially when it comes to the subject line. Whether it’s the subject line or actual body of the email, this tip is extremely important. According to a study, 64% of people say that they open an email because of the subject line. Regardless of the content, every email should include a call to action (CTA). It’s meant to grab the reader’s attention, and encourages them to act. If you’re sending a newsletter, you can include a simple CTA like “read more,” or “learn more.” As a society, once we become accustomed to something, we begin to expect it. The same goes for your email marketing. If your clients are used to receiving your newsletters or updates, they’re going to look forward to them. We recommend creating a schedule and sticking to it. Whether it’s by way of an email platform or just the calendar on your computer, a schedule is crucial.

If you’re not utilizing e-mail marketing as part of your communication strategy, you’re certainly missing out. Staying mindful of the above tips can help you to create powerful emails that deliver value to both you and your clients.