5. Reduce Load Times
There is a very small window to capture the reader’s attention in an email, about 8 seconds. That’s why you need to optimize your images to reduce email load times. A picture will grab the attention of the reader and hopefully push them to keep reading. The longer the load times for your emails, the higher chance you have of people dropping off.
6. No Clear Call to Action
The last thing you want to do is overwhelm your audience and have an unclear message of what to do next. The Call to Action (CTA) needs to be clear, during, or after reading the email the reader needs to know the next steps. Multiple buttons linking to different things is okay but do not go overboard, try and make the CTA’s simple and spaced out. Don’t overcomplicate and overstuff your emails with information, sometimes it is better to send two separate emails with different information and different CTA’s, keeping the message clear and concise.
7. Unsubscribe Button
An unsubscribe button is important for two major reasons, first, it’s a legal requirement and second, you don’t want unengaged readers to feel trapped and report your advisor newsletter as spam. Sending emails to disengaged prospects and clients will tarnish your brand, while simultaneously impacting email deliverability.
Watch your open rates and unsubscribes. If there is an increase in unsubscribes look over your last newsletter. It may be any of the reasons above that caused people to drop off. Always give a way out to your email or newsletter, the value from email subscribers that want your information will be much higher.
• No-reply email addresses are cold and impersonal and you do not want it associated with your brand.
• Don’t automate your email greetings, these are a waste of your time and usually do more harm than good.
• Segment your list, you want to make sure that your email is relevant to that particular prospect or client. It is not one size fits all.
• Subject line, you want something that grabs the attention of the reader but does not use the subject line to mislead.
• Load times, optimize your images to reduce email load times. You only have 8 seconds to capture the reader’s attention.
• No clear call to action, make sure your CTA is clear and concise and the reader knows the next steps.
• Unsubscribe button, people feeling trapped in an email loop is not the perception you want to convey for your brand.
Remember, email marketing is a common tactic that financial advisors use in order to communicate with clients and prospects. However, a financial advisor’s email strategy must be effective to gain subscribers throughout their emailing journey. When writing emails remember to have the purpose and your value proposition in mind. Planning in advance is needed to make sure that you are effective and providing valuable content to your audience. A personalized touch is always a nice thing for your emails to stand out. You are differentiating yourself from the crowd while showing your clients that you care about them. Remember, the average open rate on emails is 38-42%, as a financial advisor, you want to make sure your emails are the ones being open. An email is a powerful tool for financial advisors, and if used properly could have a positive ROI in email subscriptions.