Business Operations Marketing

A Brief Guide on Email Marketing for Financial Services

Digital marketing has revolutionised the way we do business. However, it can be hard to find your footing and establish yourself in a highly competitive landscape. It can be challenging for financial advisors to market themselves successfully. It’s not exactly the type of market where people are eager to learn more.

Getting the right financial advice is essential if one wants to succeed in life. So, how do you market financial advice to people? You have to make it interesting for them. The key to marketing financial services is making them more digestible and relatable for people. You have to make them see how it can benefit their lives.

The first step is getting to know the market. Then you have to know how to talk to them. There are plenty of ways you can connect and engage with your target market. One of the most important ways you can speak to prospects and convert them into clients is through email marketing.

People sign up for mailing lists almost off-handedly. However, when it comes to financial services, people sign up with more intention and purpose. Effectively marketing financial services is all about providing quality content and good connection.

Here are a few ways you can do better at email marketing to gain more clients:

Engage and Educate 

People who need financial services are looking for someone or a company to help them understand the complicated task of managing their finances. If you can provide them with unique, helpful, and engaging content, that could be exactly what they need to choose you. The content you put out is crucial. You have to get creative. 

What you send to the subscribers on your mailing list should be more exclusive and purposeful. This is your chance to show them how you can help them and the value of your work. 

Get Personal, Don’t Rely on Automation

When you send emails to your subscribers, there will be templates and autoresponders available to you. Make it a point to skip all of those. A good percentage of people, including those subscribed to your newsletter, are wise and discerning. 

While they can smell a marketing tactic from a mile away, they appreciate it when it offers them value. Personalising your emails to your subscribers can make a huge difference. It shows the reader that you care and that you are willing to go the extra mile. 

Whether it touches them on an emotional level or not is not the most important thing. It should catch their attention and increase the chance of the reader finishing the whole email.

Don’t Send Too Many Emails

The last thing any subscriber wants is to be bombarded with a series of emails. You need to make sure that you don’t send them too many emails. Aside from the risk of becoming annoying, there’s also a chance that you might become invisible. 

It is highly likely that your subscribers are on a number of other mailing lists. That means they probably receive more than a few promotional emails. Even in their inbox, you have to stand out.

By following a schedule, you won’t risk easily deletable content, but you also won’t be inconsistent. 

The Bottom Line

People know the value and benefits of getting financial services in theory. For the most part, it does take a little more convincing to help them understand it more deeply. 

Marketing for financial services is all about showing people the value and benefits of the service. Email marketing is a great way to connect and engage with an audience willing to listen and be converted into a client.

If you are looking for help in marketing for financial services, we can help you. MBS is a digital marketing agency based in Australia. We help financial services businesses grow and succeed through industry-leading, evidence-based digital marketing. You can book a complimentary meeting with us today!

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