Email is the most prevalent way that companies communicate with their customers today, yet nearly half of e-mail marketers send everyone on their list the same email — a surefire tactic that won't get your emails read. Instead, advisors need to take a different approach to email in order to actually get through to their clients and see the impact on their business.
For starters, using email effectively requires a personalization strategy. At a time where likability and trustworthiness are critical to building long-term client relationships, email can be one of the most personal methods to keep in touch with clients. In fact, when done right, it can be 40 times more effective than Facebook or Twitter for customer engagement.
As an advisor with an established connection with your clients, you already have a leg up in ensuring your emails are read; however, just because your clients may not instantly delete your messages doesn't mean it's going to strengthen the relationship. There's still much work to be done in leveraging the marketing power of email.
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