In all of the technical planning and strategy that goes on behind the scenes of your email campaigns, it’s easy to overlook the fact that your benchmark engagement numbers represent actual people with actual feelings, families, and Netflix subscriptions.

The emotional appeal of email is often thrown by the wayside since there are more important things to focus on when planning a campaign, like tagging and A/B testing strategies. This is especially true in the finance industry, where people are concerned with the bottom line first and foremost and typically don’t have time to waste on sentimentality.

Target audience

This isn’t to say that you should open the emotional floodgates, drowning your email audience in affection, like certain B2C companies. But, it also isn’t to say that your recipients are emotionless robots processing data until the next refueling break, either. In our industry, a light touch of emotion is all it takes to establish a connection between you and your recipient without sacrificing any credibility.

Here are some tips to help you finesse that light touch into your email marketing strategy.

Magnanimous Marketing

According to StoneShot DMS research, 43% of financial advisors receive 11-30 fund provider emails every week, most of which have all the warmth and relatability of a wet paper bag. Just imagine how much your email would stick out of the crowd if it had a positive, emotional message that appealed to their humanity. But, the question then becomes, “How do I utilize an emotional appeal in a way that doesn’t seem forced or unprofessional?”

One of the best opportunities to connect with your audience lies beyond your typical value-driven communications with your target audience. If you try to shove in some sentimentality into your standard fund update emails, you risk your message getting muddled and your audience getting turned off. But, if you instead reach out independently of your regular email cycle, your emotional appeal is much more likely to land positively with your audience.

In these instances, timing is key. Giving your thoughtful email some context will give it more weight, so hold out for a special occasion to let your recipients know how much you appreciate them. Examples include:

  • Subscription anniversary
  • Company anniversary (yours or theirs)
  • Non-religious holidays
  • Birthdays
  • Follow-ups

Although they are all great opportunities to demonstrate your goodwill to your audience, email follow-ups are perhaps the most important. These small gestures are perfect opportunities to show your recipients you care about their interaction with your communications while simultaneously promoting other aspects of your content that they might be interested in.

Getting The Last Word

Email follow-ups and thank-yous make for the perfect bookend to any email campaign or marketing automation workflow. They allow you the opportunity to humanize yourself a bit, show your genuine appreciation to those who have interacted with your campaign, and, most importantly, to offer additional content related to what they interacted with. This extra push could end up keeping them in the sales funnel and could end up making a difference to your bottom-line.

The prospect of encouraging further interaction with your content via follow-ups and thank-yous becomes even more interesting when you consider they often receive a higher engagement than your typical dedicated email blasts. According to Hubspot, their thank-you emails generated twice the engagement than their typical emails, providing them a perfect opportunity to cross-promote products and keep people interested.

hubspot chart

The best part about sending these types of communications is the ease of executing them properly. Email follow-ups of any kind fall entirely into the category of marketing automation emails. Whenever you are setting up your marketing automation workflow, you should weave in these thank-you emails either as a continuation of the user journey or as the final communication before they exit from the workflow. Either way, your users will appreciate the sentiment of your email and be more likely to engage with your content in the future.

According to our research, 52% of advisors prefer a personal touch to their emails, so putting in the extra effort to make your recipients feel appreciated will be well worth it in the long run.


For more info on email personalization, check out these articles:

Got specific email marketing questions? Reach out anytime on our website!