What kind of methods do you use in your marketing efforts? SEO? Social media? Blogging? There are many different tactics you can use to spread your campaign, but one tool with a clear benefit is email. According to the Harvard Business Review, the average person checks their email 15 times a day! Keep reading to find ways to better use email to reach your prospective and retain your current clients.
Answer Financial Questions Before They’re Asked
Mass email marketing is a perfect platform for sharing answers to trending queries straight to those with the same concerns. Sending a bimonthly newsletter with the latest tips and related blog posts is great outreach that is relevant to your audience. By sharing these contributions, you will be seen as a reliable source of quality information, which can help develop leads and clients.
Automate Your Emails to Confirm and Remind
One of the secret powers of email marketing is automation. Using workflows, certain actions can automatically trigger prewritten emails to be sent out. One easy example is an email confirming a subscription to a newsletter or service. According to WordStream, 74% of consumers expect a welcome email as soon as they subscribe to anything. Workflow triggers can range from signing up for a mailing list to clicking on a downloadable form, scheduling a meeting with a staff member, and more.
Cue Internal Actions Using Workflows
Prewritten emails are not the only thing that can be achieved through email workflows. Workflows can also trigger internal action, such as sending a notification for a financial advisor to call a potential client who is interested in more information or reminding them to check in on a client on retainer.
Use Segmentation to Focus on Specific Audiences
It’s important to remember that the person on the other side of the screen is still a human, and craves curated, relevant content. One way of accomplishing this is by segmenting your audience into subgroups. Examples of subgroups can include geographic location, professional industry, age, annual income, and interests—all information that can be gathered with a simple form during signup. If a new tax law is introduced in California, use your segmenting abilities to target California residents and direct them to a tax advisor in their area. This appeals to Californians without being irrelevant to those living in other states.
Foster Relationships with Valued Connections
Automation doesn’t mean your outreach becomes more impersonal. In fact, automation creates opportunities for customization and personality. Consider sending out birthday emails to clients. This is a great way to make a person feel seen and connected to your company. While this is a simple way to incorporate data, the sky's the limit! Remove people from your lists (or add them to new ones) as their interests evolve and they change age brackets. For example, parents aren’t saving for college after their children graduate, but they might be interested in saving for retirement instead.
Do You Need More Convincing?
Clearly, email marketing is a valuable tool for current and prospective clients. Here are even more reasons why you should revamp your marketing strategy to capitalize on email marketing:
- Email marketing meets your audience where they are.
- Email is the most accepted way to communicate with your target audience.
- Email is a great vessel for inbound marketing tactics.
- Email marketing is a great way to collect usable data.
Ready to Take the Plunge?
Email marketing is a valuable tool to reach your target audience, and luckily, there are resources available to get started. Three tools to begin crafting your emails and workflows are HubSpot, MailChimp, and Constant Contact. Offered at various price points with different available features, one of these is bound to fit your company’s needs. Don’t forget to check out our other blog posts on building your email lists and creating newsletter templates.
