The importance of email marketing in business continues to grow as the use of technology becomes increasingly popular. Twenty Over Ten is known for developing successful websites for financial advisors, but we always want to take it a step further. So, to help you tackle email marketing, we shared some of the knowledge and experience that we’ve gained in this area in a blog post series: Email Marketing 101. In this post, we recap each of the posts in the Email Marketing 101 series as a quick overview for you.
1. Write a Strong Subject Line
What’s the first thing that you notice when you receive a new email in your inbox?
For most people, it’s the email’s subject line. In fact, 35% of email recipients open an email based on the subject line alone. Subject lines determine a person’s initial reaction to a message and often decide if the subscriber opens the email at all.
For this reason, we recommend figuring out a great subject line first. After all, you can write the best message in your email ever, but it won’t be effective if your email never gets opened!
How to improve your subject line
- Personalization: A great place to start with your subject line is personalization! Email personalization helps customers engage with your businesses by relating to something that interests them. In fact, 74% of marketers say targeted personalization increases customer engagement.
- Highlight Benefits: Like most marketing, you need to show why engaging your message is valuable to the reader. This can be difficult with a subject line, given such limited space. Start by distilling what makes your email valuable, and seeing if you can fit that into your subject. If you can’t, then try to find a way to hint at the value.
- Use Evocative language: Furthermore, you’ll want to use language that engages the reader and piques their interest. Emotionally charged and evocative language has a better effect than flat descriptions. This list of words for subject lines from CoSchedule can help:
2. Find an Effective Send Time
Choosing when to send your email messages may seem like an afterthought, but it is very important that the decision of when to send your campaigns is well-thought-out.
Start by using email campaign send time best practices to give yourself a starting point. From there, track the performance of your emails and test different send times. Over time, you will find a time that works best for your clients and prospects.
3. Use an Email Service Provider
Is your advisory firm utilizing an email service provider? If not, then you should be!
For example, our tool, Lead Pilot, gives financial advisors an all-in-one, intuitive platform to dramatically increase the number of leads and simplify the entire inbound marketing process. With this platform, users can launch robust, multi-touchpoint content campaigns from a streamlined, easy-to-use dashboard. The content in the media library includes video, editorial and infographic content, and it is completely editable and can be tailored to fit the needs and niche of each user.
Once you have pored through the content and figured out which you would like to send, put on your website, etc., the content can be scheduled to be sent out via email or social media with the use of branded landing pages. We know that compliance is a huge deal, especially in the financial industry, so all of your content and work are automatically archived to meet these standards.
If you are not ready to commit to a particular service yet, there are other email service providers available to choose to facilitate your company’s email campaigns, such as AWeber, Constant Contact, and MailChimp.
4. Provide Valuable Content
When you are creating content, it is imperative that what you are producing is valuable to your subscribers. Doing this creates value for your company and helps build your brand. Since clients are exposed to thousands of messages every single day, you need to provide content that’s actually compelling.
We mentioned this in the subject line info above. But once you’ve captured your reader’s attention, you’ll want to provide them with content in the body that shows the value and makes them look forward to the next email.
At Twenty Over Ten, we provide our readers with a “Bi-Weekly Newsletter” where we send out five of our favorite blogs or video from the month, in addition to, a “Monthly Newsletter,” that we send out at the start of every month. It includes timely and useful blogs, infographics, videos in addition to our webinars that will be taking place that month and a call-to-action at the end. We want our readers to come away from all of our emails feeling as though they have learned something.
As mentioned in the point above, when you are using Lead Pilot, you can choose from a robust library with tons of editable content to include in your next email or newsletter. Tailor it to your niche and watch your conversions soar.
5. Build and Segment a Subscriber Lists
Inbox clutter is on the rise and this has caused people to become increasingly more sensitive to unwanted communication. Because of this, you need to develop your subscriber lists with relevance and care. When you do send an email, make it worthwhile for your audience to read it!
6. Create a Newsletter That Subscribers and Prospects Will Want To Read
Maybe you have the basics in place with your ESP (email service provider) but now you just need help creating content your subscriber base will read. Look no further! In this post, we’re giving you all the details on how to make a newsletter your subscribers will actually read.
Editing note: This article was originally published March 27th, 2020, and has been updated to ensure consistency.
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).
About the author
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.