Email newsletters are the basis of financial planning marketing campaigns. Newsletters work to providing value, create an industry-leading voice for your brand, keep your clients updated and generate sales and referrals. However, in a world where we’re faced with numerous emails a day, you need to make sure your financial planning newsletter stands out from the crowd.
Clients+ specialises in creating high-quality digital content for financial planners, including financial newsletters. In this article, we’ve covered everything you need to know, to create a successful newsletter for your clients. From planning and design to segmentation and data analysis.
1 – Start with your data
The first step in creating a successful financial planning newsletter is to have a clear content plan. However, there’s little point in creating excellent content if you’re sending it to the wrong people. Use the data you already have to inform your content. Look at your subscriber list (or if you don’t have one, think of your ideal client) and paint a picture of your audience.
2 – Design your content plan
Whether you send your newsletter weekly, monthly or quarterly, you need to have a clear content schedule in place. Knowing what you’re sending and when will stop you scrabbing for last-minute ideas, and ensure that your newsletter is always packed with value. Remember, it doesn’t matter what your content is, as long as it’s client-focused and works towards your marketing goals.
If you’re stuck for content ideas for your financial planning newsletter, simply sign up to Clients+ today to receive your free piece of expert-created content.
3- Segment your subscribers
Next, you need to use your subscriber data to consider segmentation. Segmentation can be time-consuming, but it enables you to send the most relevant information to your audience, helping to keep them engaged with your newsletter.
4 – Create an Exciting Template
The look of your newsletter is just as important as the content. After all, there’s little point in curating great content if you can’t entice people to read it. Your design should be professional and on-brand, yet fresh and exciting. There are 4 key things to remember when creating your newsletter design; add images, make the text easy to read, include a clear call to action, and make sure it’s mobile-friendly.
5 – Let people share your content
Adding ‘forward to a friend’ or social media sharing buttons to your e-newsletters is one of the most simple and effective ways to grow your subscribers. It means your content has a much higher chance of being seen by people outside your mailing list, who will be encouraged to sign up.
6 – Don’t Forget the Landing Page
If you’re looking for conversions, your landing pages are just as important as your newsletter. If your audience are engaged enough to click through to your website, don’t lose them with a complicated or dull page. Make sure your website reflects your newsletter and keeps your audience hooked right up to the conversion.
7 – Send a Test Email, Every Time!
It may sound obvious, but it’s surprising how many people decide to skip the test and send their newsletter straight to their audience. No matter how busy you are, take the time to check the following; all images and text are displaying correctly, buttons are taking people to the right page, it views correctly on mobile and desktop, and it isn’t being sent to your subscriber’s junk folders.
8 – Always Analyse
Once your newsletter has sent, don’t just forget about it! Make sure you use analytics to check on its performance. Use the data to make small changes each time, in time creating your perfect financial newsletter.
