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Email Marketing, Social Media and You

Email marketing may seem like old technology, but it’s far from out of the game in terms of importance. The Understanding Financial Services Email Marketer in 2018 study found that over half of financial services marketers are using email marketing to promote their businesses. It’s also estimated that 49 million emails are sent by financial services companies per month, with customers receiving on average three emails monthly.

Email continues to bring value as a marketing tool because of its unique ability to create valuable personal touchpoints at scale. In the financial services industry, this is key. The ability to have meaningful, high-touch connections with your clients is crucial to building and maintaining relationships. Money is an intensely personal subject, and advisors need to prove their commitment to their clients’ financial success with every message, every meeting, every email.

4 Email Marketing Best Practices

1. Personalize
Customers are more likely to open emails when their name is in the subject line and/or mentioned in the body. It makes the email experience seem more engaging and authentic and less like a robot sent them a message. In order to make your email stand out amongst the thousands of other emails that clients receive, personalizing it is the right way to go. It is important to invest in an email program that lets you personalize emails at scale.
2. Automate
Schedule your emails in advance and automate the sending process. If you frontload the work of sending and scheduling emails on Monday, then you have time for the rest of the week to focus on other high-value tasks. Automating also ensures that you maintain a consistent level of contact with your clients, which helps to build your relationship with them. You won’t have to worry about whether or not you’re sending a happy birthday email to each of your clients on his or her special day; a good automation program ensures it.
3. Mobile-Friendly
According to Email Client Market Share Trends, 46 percent of all emails are opened on mobile devices. Make sure your email is easy to read on a phone and that your messaging is concise and clear. Test your email content by sending it to yourself first to view it on your phone. Ask yourself: Would you read this email if you were busy and on the go? How does it read? Is the most important information at the top? Is it engaging? Another important thing to keep in mind is whether your images, such as logos or professional portraits, are appearing correctly.
4. Consistent with Social Presence
It is important to ensure that your tone in your email efforts is consistent with the content you’re posting on social media. By making sure your brand and behavior are the same across the board, you’ll present a consistent, reliable presence that your customers and prospects will grow to know and trust.

Email Copy Best Practices

1. Subject Line
Personalize your email subject lines and ensure that they 1) have less than 50 characters, 2) create a sense of urgency, and 3) pique the interest of the reader.
2. Body
Make sure the body of your emails are concise and clear, and that the point of why you sent the email is easily understandable “above the fold.” “Above the fold” once referred to any content that appeared on the top half of the front of a folded newspaper. Content had to be catchy and interesting enough for people to want to buy and continue reading. Nowadays, it means anything that’s not cut off by the bottom edge of a computer or phone screen.
A call to action is what you’re trying to get the reader to do after reading the email. It could be clicking a link to a new blog post, scheduling a new meeting, or a request to follow you on social media. Whatever action you hope to encourage, your messaging must be clear from the get-go, or your recipients will most likely lose interest and stop reading.
3. Cadence aggregated 10 studies on email marketing in order to find overall recommended times and days to send out marketing emails.
The studies show that the best days to send emails are on Tuesday through Thursday (Tuesday being the best, Thursday being the second best, and Wednesday being third best). The best times are 6am, 10am and 2pm, and between the hours of 8pm and 12am. Because these are averages and studies conducted across several industries, we highly recommend you test different times and date combinations to see what works best for you. Experiment, experiment, experiment … and then stick to whatever combinations work best for you and your client base.
4. 1-to-1 Outreach
From personalization at scale to automation via email campaigns, Hearsay’s 1-to-1 Outreach feature (part of our Advisor Social solution) allows financial advisors and insurance agents to email their prospects and clients easily, efficiently and effectively – with the right message at the right time – in a way that drives sales.

If you’re a Hearsay customer, join us for this month’s advisor webinar, “Email Marketing, Social & You,” on Tuesday, August 21, 2018, at 8am PST / 11am EST / 4pm GMT and learn how to combine your efforts on social media and email marketing to expand your overall automated workflows, content channels and other best practices can optimize your digital communication. We will cover the importance of using social and email to meet your customers and prospects where they are, and make tangible gains for your business. See you there!

Linh Le

Linh Le creates training resources and educational content to help Hearsay’s customers succeed. You can follow her on Twitter at @HSSLinh where she tweets about the financial services industry and the state of social media.

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