Many Advisers I know send out monthly newsletters via third party providers, they haven’t even seen the articles! Whilst regular communication to your current clients and potential clients is critical, I question how relevant the newsletter is for the readers and how successful it is for the Advisers.
What do I mean by successful? any marketing activity you undertake should be tested and measured. For what purpose would you pay a third party provider to send out a monthly newsletter if you don’t know how successful it was? how many people open the newsletter? who opens it? which articles are read more than others? did they respond to your call to action? did you have a call to action? not many do.
Every time you send out your monthly newsletters it is a golden opportunity to invite your clients and prospects to either contact you, answer a question online, share your information plus much more.
The exact strategy can be different for every Adviser but typically what works is offering a White Paper, 2nd Opinion Service, Event, online presentation or participating in a joint venture campaign.
One of the challenges I see many Adviser face is a lack of email details for current clients and potential clients thereby limiting their ability to take advantage of their monthly newsletter.
Regardless of your challenges and tactics, below are 7 proven tips for making your newsletter work!
1. Be sure to get the email address of all clients and prospects. A simple statement but unfortunately too many businesses have limited details. Email marketing enables you to receive excellent reporting to measure how successful your communications is.
2. Be sure to have a timely offer – Talk about life events, each month target a different event (depending on your database)
3. Think multi-step and multi channel – your newsletter alone will almost never generate a great deal of response so think of other communication channels or multiple steps to get your message and offer across.
4. Check the articles and don’t have too many – email marketing lends itself to speed, unlike paper produced newsletters we don’t tend to spend too long reading email newsletters so limit the amount of articles you have and the length.
5. Make it personal – people connect with people not stock photography.
6. Have images – 80% of us are visual people we like to see things not just words on a page. There are no excuses in today’s digital world for a lack of images.
7. Have a call to action on every newsletter – you do want to hear from your prospects don’t you? and include your social media icons, let people have the ability to share your articles
Unsure how effective your newsletter is? If you would like your newsletter reviewed (at no cost) then please feel free to email firstname.lastname@example.org and I will gladly do that for you.