by Matt Iverson
Want to find new clients? Then look no further than your e-mail address book.
While social networking is all the rage to get your message out to the unknown masses, as a financial planner your real marketing assets are your relationships. Your list of e-mail contacts reflects these relationships, and if you can leverage and grow that list you shouldn't have any problem finding one new client a month.
First, the good news about e-mail marketing: Everyone has an e-mail address, and links embedded in an e-mail make it easy for a recipient to take up an offer. Now the bad news: It is very easy to ignore.
Here are steps you can take to craft an effective, high-converting e-mail campaign:
1. Have a Unique, Compelling Offer
What will move your target audience to engage with you? Is it a white paper on long-term investment patterns? A webinar on Roth 2010 conversions? A complimentary private dinner at a local restaurant? Figure out what kind of offer will be most popular with your e-mail contacts and make sure that it's aligned with your firm's values. You can always segment your list and make different offers to different groups.
2. It's All About the Subject Line
The appeal of the subject line is what will get your recipients to open the e-mail. Sure, it may be from you, but if it doesn't speak directly to something that is important to them, it's unlikely they'll click. Try subject lines that will get them to reflect, such as, "Do you know if you're financially on track?" Also, test out different subject lines on your friends.
3. Keep the E-mail Body Simple and Relevant
Recipients are asking themselves these questions:
- What is in it for me? You need to be able to answer this question succinctly and in the first sentence.
- How much time is this going to take? Make this relative and familiar, for example, "... faster than popping popcorn."
- What does this cost and what is the catch? Be transparent.Your reputation is too valuable.
- Where are you sending me? Whenever possible, use a real, clearly stated URL to send someone to collect on your offer, such as www.FPAnet.org instead of a "click here."
4. Stay on Message
Link to a landing page that has a heading with the same message as the subject line in the e-mail. Continuity of messaging helps to build confidence. Don't just drop folks on your homepage.
5. Schedule That Campaign
Send your campaign at a time when prospects will be most willing to open and read it. As a general rule, the best times are Tuesday and Wednesday between 10 and 11 a.m., or between 2 and 3 p.m. If you want to track key metrics, such as open or click rates, use professional e-mail marketing services like MailChimp or Constant Contact.
6. Pass It On
Once someone has taken you up on your offer, send them a follow-up e-mail that they can easily forward to others who would be interested in what you're offering.
7. Learn to Multiply
Now that you have a valuable offer and some practice, find ways to spread the message far and wide. Here are some ideas:
- Start with your clients. Most likely, your current source of new business comes from client referrals.After you've attended to the business of the client meeting, take a few minutes to tell (or show, if possible) them about your special offer.Then you can ask them to think about anyone who might be interested.After the meeting is over, send them an offer e-mail that they can easily forward to others.
- Give a talk. A compelling offer at the end of a presentation can be enough to get audience members interested. Make it easy for them to opt in to get your offer. Pass around a sign-up form or let them drop their business card in a box.
- Leverage your Web presence. Do you have a Web site or blog?Are you on LinkedIn, Facebook or Twitter?Use your Internet real estate to prominently promote your offer.
The key to attracting new clients with e-mail marketing is to stand out with a compelling offer, execute on your campaign and persistently grow your list of contacts. The starting point is right there in your e-mail address book.
Matt Iverson is co-founder of Boulevard R (www.boulevardr.com), whose Advisor-Branded Marketing Platform (AMP) is the first Web-based marketing software created for financial advisers. Boulevard R helps advisers attract new clients by automating e-mail and search marketing, while helping them build their local brand with a free, personalized marketing plan. Contact him at matt@boulevardr.com.
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For a live demo and to read what advisers are saying about Boulevard R, visit www.BoulevardR.com. Practice Management Solutions readers receive a 10 percent discount on any plan with the "FPASolutions" promo code.
