5 Tips for Financial Advisors to Improve Email Campaigns

Email marketing remains a powerful tool for financial advisors to reach their target audience and drive conversions. Lack of communication is one of the top reasons investors leave their advisor.¹ In the face of the constant emails flooding users' inboxes, it is essential to discover the perfect balance and create impactful email campaigns that capture attention and connect with your target audience. Here are five essential tips to enhance your email marketing.

1. Personalize your emails

Personalization is key to grabbing your readers' attention and building a connection with them. Address your recipients by name, include relevant information tailored to their interests, and segment your email lists based on demographics, behavior, or preferences. Personalizing emails increases the likelihood of your emails being opened and acted upon.

2. Make your emails mobile-friendly

With the increasing use of smartphones and tablets, optimizing your emails for mobile devices is non-negotiable. Ensure your email templates are responsive and can adapt to different screen sizes without compromising readability. Use a clear and concise layout, optimize images for fast loading, and avoid excessive use of Flash or animations that may not render well on mobile devices.

3. Keep your emails concise

People's attention spans are short, especially when it comes to emails. Avoid unnecessary fluff or lengthy introductions. Get straight to the value proposition and make it easy for your readers to skim through your content.

4. Use a clear and concise subject line

The subject line is the first thing recipients see in their inboxes, so it plays a crucial role in determining whether your email will be opened. Craft clear, compelling subject lines that accurately reflect the content of your email and create a sense of urgency or curiosity. Avoid misleading or clickbait subject lines, as they can damage your sender reputation and lead to decreased open rates.

5. Use a strong call to action

Every email should have a clear call to action (CTA) that tells your readers what you want them to do next. Whether it's visiting your website, scheduling a free consultation, or signing up for a newsletter, make your CTA prominent and easy to follow. Use actionable verbs and design your CTA button or link to stand out visually.

Pro tip: Try Split (A/B) testing

A good email strategy involves frequent testing and assessing. A/B testing is a method of comparing two versions of an email campaign to see which one performs better. The results of the test can then be used to determine which version of the campaign is more effective.

To conduct an A/B test, you will need to create two versions of your campaign that should be identical except for one variable, like the subject line, the body of the email, or the call to action.

The test group should be representative of your target audience. After you have sent the emails, you will need to track the results of the test. You can track metrics such as the open rate, the click-through rate, and the conversion rate. You can then determine which version of the campaign was more effective. You can then use this information to improve your future email marketing campaigns.

How LPL Financial can help

Here at LPL Financial, we understand the importance of email marketing and staying in touch with clients. That's why we offer a variety of tools, templates, resources, and support to help our financial advisors create and send effective emails to their clients. LPL partners with email vendors for you to utilize that will help save you time and stay in touch with your clients. Go to LPL's Vendor Affinity Program within the ClientWorks Resource Center to see the Investor Outreach vendors available.

We’re also excited to offer the new LPL Digital Marketing Suite. With built-in compliance workflows, CRM integrations, and omnichannel content distribution, this platform sets our advisors up for success by automating and simplifying digital marketing, including email, social media, and website content. Learn more about Digital Marketing Suite.

Questions and consultations

No matter how you want to grow your practice, LPL can help. We have innovative marketing solutions, tools, and content to help our advisors define and distinguish their brand, deepen client relationships, and find investors who are the right fit for their service model.

If you’re not currently affiliated with LPL but would like to learn more about how we can help you pursue your business and marketing goals, please contact Business Development.

Suzy partners with financial professionals to help develop their marketing strategies to effectively grow their practice. Suzy specializes in social media marketing. View full bio.