66% of financial advisors get 6 or more emails from asset managers per day. 32% get 11 or more.
With the increasing clutter in any given asset manager’s inbox, it has become more and more difficult to get your emails noticed. Making your email stand out without coming off as unprofessional or needy can be a tough line to toe, but it’s essential to the success of your campaigns.
That’s why we compiled this list of tips to help your email stand out from the crowd:
1. A Test of Time
One of the main problems with your email landing in an overcrowded inbox is the fact that it will be pushed down out of sight if you happen to send at the wrong time. You should, therefore, look closely at the day of the week and time of day your emails will hit your recipients’ inboxes when prepping your campaign for launch.
A lot of people suggest sending during “off-peak” hours since your email won’t immediately get buried. But, it’s important to remember that peak hours are that way for a reason. They’re typically when most people are checking their emails, either in the morning or right after lunch.
The point is, there is no definitive answer to when you should send your email since it varies so much between audiences. Due to these inconsistencies, testing your send time and date repeatedly is crucial to narrowing down the sweet-spot in which your email will stand out like a sore thumb.
2. Who Are You?
Timing isn’t the only variable that wavers between audiences. The amount of familiarity with your audience, and the tone your email takes to reflect that familiarity are both important things to consider when drafting your email.
According to our research, when receiving emails from firms they do business with, 86% of asset managers prefer the email be sent by a personal sales representative. Conversely, when receiving emails from firms they don’t do business with, 63% prefer the email be sent by a generic firm name.
3. Subject Line & Preview Text
The importance of your subject line and preview text should be the most obvious factors in the visibility of your email campaigns. It’s the first point of contact your recipient will have with your campaign and the best way to entice your recipients into reading your email.
In fact, 95% of the asset managers we surveyed said more interesting subject lines can make fund group emails more effective.
There are plenty of ways to spice up your subject lines and preview text. In fact, there are whole articles worth of suggestions, all of which you can find here:
- 10 Tips for A/B Testing Your Subject Line
- The Three Second Email Rule
- 5 Ways to Increase Your Click-Through Rate
- Using Preview Text to Improve Email Open Rates
4. Give Them What They Want
One of the main causes of inbox clutter is the lack of personalization in email marketing. Firms don’t take the time to learn what their audience wants so they just send them everything, resulting in an inefficient, messy system.
95% of asset managers said that relevant content would make fund group emails more effective. 82% said content personalized to their interests would as well.
In order to increase your engagement, you need to stand out by delivering on the things your recipients want to see and conveying that effectively in your subject line. The most effective way to achieve the highest level of personalization you can would be to try using a content distribution system (CDS).
CDS allows you to auto-populate your emails with your own content and dynamically send it to your recipients based on their preferences. All they need to do is fill out a preference form and from then on everything they get from you will be relevant to them, and therefore stick out in their inbox.
You could also utilize Engagement Scoring and post-campaign reporting to determine which pieces of content your users have interacted with most and base their future emails off of those preferences. It’s more legwork than CDS, but essentially the same uptick in engagement.
If you would like to learn more about StoneShot’s Digital Marketing Survey and all of the insightful facts about asset managers it holds, let us know!
For more articles about increasing your engagement, check out these helpful articles: