An e-newsletter is one of the best ways for financial advisors to engage their client base and encourage referrals. But are you using it to its fullest potential? In this post, I look at the 4 things every financial advisor should include in their e-newsletter.
- Present yourself as a thought leader
For your e-newsletter to be a success, it needs to be something they look forward to and enjoy consuming. This means dedicating time and careful thought to the content you’ll offer them.
For instance, think about the topics you are covering in your newsletter articles. Are they relevant and topical? Do they address questions that your clients are actually asking? Assuming so, check the quality of the content. Is it useful and original?
This all amounts to thought leadership – i.e. providing authoritative insights on pensions, investments, and other areas of financial planning which cannot be easily found elsewhere online.
2. Think about design
A range of useful platforms exist to help you create an attractive newsletter that looks great on different devices and in various email clients. Examples include MailChimp and Sendinblue.
It can help to enlist the help of a professional design agency or freelancer to maximize the quality of your design.
3. A strong CTA is important
What action do you want your subscribers to take when they read your e-newsletter?
Many advisors are content just to have clients open their emails and read an article. Whilst this is a great starting point, a newsletter can hold much more potential.
Even a simple invitation for the client to share an article on their social media can be a powerful call to action.
4. Be consistent
Do clients know when to expect your newsletter to arrive in their inbox? If not, how can they truly look forward to it?
Having a regular publishing schedule is very important for nurturing a sense of expectation amongst your readers. This, in turn, promotes engagement with your newsletter when it arrives.
Without consistency, there is also a greater chance that your message will be missed or cast into the rubbish bin.
I hope that you have found this post on ‘The 4 things every financial advisor should include in their e-newsletter’ useful.
If you’re a financial advisor looking for help, please feel free to get in touch here. Myself and my team are more than happy to help.
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