Email remains a vital medium for financial marketers to generate leads and maintain client relationships. But what types of email communications resonate most with professional investors, and how can you generate better engagement, which can’t be driven by a catchy subject line?
We have reviewed the top desired email campaigns according to our 2018 financial email marketing report (coming soon), and have crafted tips on how to best optimise them for better engagement and conversions.
1. Financial Event Related Emails
Want to get the attention of your email recipients? Send out an invitation to an event.
Relationship building and keeping on top of trends within the financial services industry is a crucial driver for professional investors.
For that reason, marketers will usually see that event campaigns result in higher open rates. For the emails we send for our clients, event-related campaigns also result in the highest average click-through rates. What are some tips for making your event emails stand out?
Personalise your event invitations
Personalisation can go a long way when it comes to promoting events to your contacts. For Roadshows or events that have multiple dates and/or locations, you can target separate segments based on their contact information.
For example, with the help of dynamic content, your images can showcase different venues based on their location, or even include a different banner or message based on the type of contact.
Have guest speakers at your event? Include a guest speaker spotlight or bio in your email to highlight their expertise. We found professional investors favour Fund Managers as speakers as opposed to Sales Representatives. Attendee testimonials from past events can also bring a boost to event registrations.
Target individual needs
Keep in mind that many successful event campaigns aspire to meet individual needs in a client group instead of setting one collective goal for all of the subscribers.
To follow up with your initial invitation, try sending a direct email to those who did not take an action, touching on topics they might be interested in that wil be discussed at the event.
Create an intriguing and timely call-to-action
A call-to-action is one of the most critical factors determining engagement. Some of the call to actions to consider are:
- Reserve your seat
- Register Now
- Attend the Roadshow
- Save Your Spot
Avoid using ‘click here’ as this phrase is often used as a trigger by spam filters.
Bright and visible buttons will help you drive engagement. Instead of image-based or link-based calls-to-action, try using bulletproof buttons – neatly coded in HTML, visible even offline.
2. Market Commentary Emails
Professional investors value information – they want to know when, what, and why things are happening in the market. our digital marketing report confirms that market commentary and market news are a close second when it comes to what investors tend to open and read from fund providers.
These types of emails are time sensitive. Something that happened a week ago may no longer be relevant. Therefore, financial news and market trends need to be put together quickly and sent in a timely manner. Investors will want to hear fund provider’s points of view when big news is breaking.
Target your audience according to their preferences
To get the most engagement from market commentary emails, besides remain timely, target your audience according to their preferences – some of your clients might be interested in the news and comments about equities and others might want to read about bonds. You should allow for your recipients to opt-in to the content to fit the needs and preferences of your different client groups.
Incorporate share buttons
These types emails give you an excellent opportunity to gain reach and scale. Therefore, try to incorporate share buttons. Don’t miss the chance to generate more leads. However, make sure you only use the social media channels and content approved by compliance.
3. Thought Leadership or Investment Idea Email Communications
Most likely you are already sending product-related email communications to keep your clients up-to-date. Here are a few thoughts to consider when sending investment idea emails.
Use relevant content and new research
Professional investors want to receive performance of the products they recommend to their clients, so relevancy is essential – as well as new product research. Make sure you add this information to your next investment ideas campaign.
Summarize Your Findings
We’ve noticed certain Financial firms send out investment idea email communications that are quite lengthy. No one wants to read a novel in an email. We suggest including a summary or include bullets highlighting the main points you want readers to take away from your thought leadership or investment idea emails.
Keep your emails short and concise, if you have a lot to say create a PDF and make it your main call-to-action as a downloadable asset within the email. You will have a better idea of who is engaged as well as who is actually reading your content.
General Email Deliverability Best Practices
Optimise your sending times for your audience
According to our digital marketing research, late mornings and after lunchtime are optimal times for opens in the US and UK. However for those in France and Italy, the best times for opens are either in the early morning or around 2:00 p.m. Be sure to test your send times per different locations, you may also find that engagement times range as well – where a majority of recipients may tend to open emails in the late afternoon, but engagement seems to be higher in the morning, and vise versa.
Give it a personal touch
If you are sending to a client list that you are in constant contact with, it could help to make sure that the email is sent from someone they know – in fact our research tells us that 36% of professional investors actually filter their emails by people they know and do business with.
Why not add a human touch to the email? Including a headshot of the relationship manager, alongside their contact details, can help establish a connection between your company and the reader. You should also consider using dynamic emails to make sure the email signature shows the correct person.
Email marketing is an excellent, cost-effective way to grow and cultivate the relationship between professional investors and financial brands. Professional investors want to receive relevant and valuable content, but if the emails aren’t changing with the latest trends, you might see drops in engagement. It is vital that companies optimise their marketing campaigns to deliver the right content to the right audience at the right time.
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