Newsletters are one of the most effective content tools for financial planners. They enable you to add value to your clients, create an authoritative brand voice, while also generating leads and sales.

However, there are a number of mistakes that many financial planners make which reduces the effectiveness of their newsletters. The good news is that these mistakes are easily avoidable when you know-how.

Here are the 5 most common newsletter mistakes.


1 – Sending your Newsletter on an Inconsistent Basis

Whether it’s weekly, biweekly, monthly or quarterly – you should have a consistent schedule for your email newsletter. The schedule you choose is dependent on your business and marketing efforts, but the main rule to follow is that there should be enough time in between each letter for you to provide new, updated and valuable content.


2 – Using the Same Subject Line Each Time

Just because your newsletters are regular, doesn’t mean your subject line should be the same each time. A good subject line should reflect the contents of your message, so each time you send it your audience are inspired to click open and read it. On the other hand, your From line should always be the same, so your subscribers know at a glance who is contacting them.


3 – Focusing on Yourself Rather than Your Clients

While your newsletter should update your audience on your business, first and foremost your newsletter should be a helpful resource for your subscribers. Focus on including educational and value adding content for each email you send, especially if you’re including blog and article posts.


4 – Not Including Links to Your Social Media

Combining your social media efforts with your newsletter marketing is an easy and effective way to boost engagement and generate leads. As well as detailing links to your own socials, best practice is to include a ‘share’ button, so your audience can easily share any of your content to their own social channels.


5 – Not Showcasing your Important Content and/or CTA

It can be tempting to leave your most compelling content, new service or Call To Action at the end of your newsletter as a way of building up to it. In fact, you should always lead your strongest content, as this ensures that the largest number of people possible will see it. No matter how popular your email, there is no guarantee everyone will read all of it. You have a much higher chance of engagement early in your newsletter.


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