It can often be frustrating to pour over lackluster post-email campaign results wondering where in the process you and your team went wrong. According to what you’ve read and been taught, you’ve done everything right, so why aren’t the results reflecting that?
The truth is you can never be completely sure you’re doing exactly what your audience wants unless your information is coming directly from them. But it’s uncouth to come right out and ask them as much, so we went ahead and did it for you in our Digital Marketing Survey (DMS).
They revealed a lot of interesting things about their email predilections, but they were particularly ardent about a few aspects of fund group emails they seemingly can’t live without. Here are the most important aspects of your email as identified by financial advisers.
1. Interesting Subject Lines
100% of FAs agree that interesting subject lines could make fund group emails more effective.
Your target’s inbox has become increasingly cluttered over the past few years to the point where 73% of financial advisers get 6 or more emails from asset managers a day. Coupling those with the other communications streaming into their inboxes, it’s easy to see how your email could get lost in the mix.
It’s apparent from the overwhelming consensus in the survey that email subject lines from asset managers and fund groups have gotten a bit too homogenous. This area is seemingly the perfect opportunity to stand out amongst the competition.
Seeing as your subject line is the main piece of information standing between your email and your target, you should spend about as much time coming up with the perfect subject line as you spend on the email itself. This may seem like overkill but seeing as the content in your email is rendered useless if your email is never opened, the importance of enticing your audience via your subject line shouldn’t be underestimated.
If you or your team are stuck in your old ways, timid to break from the traditional email subject lines you’ve been using for years, there’s an easy way to dip your toe in the water without fully committing to a radical change. A/B subject line testing lets you run two subject lines at once on separate portions of your audience for a set period of time. The subject line that performs better in the time allotted is used for the remaining portion of your audience.
For more tips on creating interesting subject lines, check out these articles:
- 4 Ways to Stand Out in a Crowded Inbox
- 10 Tips for A/B Testing Your Subject Lines
- The Three Second Email Rule
2. Bullet Point Summaries at the Top of the Email
98% of FAs agree that bullet proof summaries could make fund group emails more effective.
As previously mentioned, inboxes are getting more cluttered which means that advisers have less time than ever to read every email that comes through their inbox. As a result, 60% of advisers skim their emails before deciding what to do next. That means if your email is bulky and unappealing, they’re moving on immediately.
The simplest and most reasonable way to get your point across to even the hastiest email skimmers is to include the pertinent details of your email in the header so they’re impossible to miss. Using large font and a bulleted format, lay out the key takeaways from your email so the reader doesn’t have to go searching for them. This will make their decision to read your email or move on much more straight forward.
For more info on how to catch email skimmers and improve your engagement, check out these articles:
3. Relevant Content
98% of FAs agree that relevant content could make fund group emails more effective.
It seems painfully obvious that advisers would want content relevant to their interests as opposed to irrelevant content, but yet you would be surprised at a number of asset managers who would look at that statistic and not change a thing about their marketing strategy. What on the surface seems like a content issue is, in actuality a content delivery issue.
Your recipients have unique tastes so sending them all the same types of content will only get consistent engagement from a fraction of them. Even if you are using segmentation techniques, you still aren’t giving everyone exactly what they want all the time and your engagement suffers as a result.
Giving your entire audience exactly the types of content they want all of the time may seem like a tall order, but with modern marketing technology, it’s not as farfetched as it sounds.
Content Distribution Systems (CDS) allow your users to choose the types of content they want using a preference form so they are always interested in the emails you send them. The CDS uses the preference form info to auto populate emails with the content they like to deliver fully personalized emails on a case-by-case basis.
When it comes to giving your audience relevant content, it doesn’t get more relevant than individually personalized emails.
For more info on email personalization, check out theses articles.