I’ve had two shopping experiences recently that can be adapted to help financial advisors increase investor email response rates.
For this post, I focus on how advisors can increase investor email response rates from their weekly or monthly email newsletters. I also provide examples of call-to-actions that’ll likely pull well for you.
2 Strategies to Increase Investor Email Response Rates
FIRST EXPERIENCE
My first experience was with Amazon. There were three sellers for the product I wanted. The prices were essentially the same. However, one was able to deliver it to me that day. I chose the latter and enjoyed my product that evening.
Adapting this Strategy for Financial Advisors:
When distributing your next email newsletter, include a call-to-action (CTA) that specifies how to schedule an appointment with you today, tomorrow and the next day.
What’s most important is for the scheduling process to be automatic and immediate, void of your involvement.
For example, I use the cloud-based scheduling software Calendly to proactively block out times to meet with prospects. Upon receiving communications from me, the latter are able to self-schedule with me. The ability to “self-schedule” ultimately increases investor email reply rates for two reasons:
#1 — Prospects can take immediate action, since your schedule is tangible, current and readily available.
#2– Prospects can take action when they’re ready, i.e., you sent your email on Thursday, but your prospect didn’t open it until Saturday.
Related: Blog & Social Media Content Ideas for Financial Advisors (special report)
Example Call-to-Action:
There are several times available today, tomorrow and Friday for you to speak with us regarding your financial planning needs. Click through to our live calendar and select a time convenient for you. Both 30-minute and 45-minute appointments are available. There’s no charge for this appointment, nor any obligation. Our goal is to answer your questions regarding your financial situation as well as questions you may have about doing business with us.
Ultimately, by using an automated calendar, you reduce friction typically created by back-and-forth emails. Also, you’re tapping into the power of timing. Specifically, you never know when a long-time reader is ready to speak with you.
As an aside, your scheduling process copy should answer all possible questions a prospect may have.
For Example:
An experienced advisor will call you at your desired day and time at the number you specified. We look forward to building a relationship with you and helping you achieve your financial goals.
SECOND EXPERIENCE
I received an email from Robert Glazer, author of the weekly leadership e-newsletter Friday Forward. His email was promoting his new book, Elevate: Push Beyond Your Limits and Unlock Success in Yourself and Others.
I’m a fan of his writing and find his strategies motivating and thought-provoking. Still, I already have a stack of books waiting to be read. I’ve also promised myself that I would finish the stack before buying another book.
Until…
One phrase within his email drew me in:
“Takes about one hour to read.”
That’s it?!
Click, click.
I now own his book. (It was very motivating!)
Adapting this Strategy for Financial Advisors:
To increase investor email replies, apply time concepts. The key is to add tangibility to time.
Here are two examples:
#1 — “Increase confidence regarding your financial decisions. Use my automated calendar to schedule an appointment with me at a time most convenient for you. The scheduling process takes less than 30 seconds.”
#2 — “In roughly 60 minutes, about the same amount of time it takes to enjoy a nice lunch with a friend or a good workout, you’ll experience more confidence regarding your financial decisions. Schedule your complimentary consultation now.”
In Closing
When you have an excellent shopping experience or are spurred to purchase something, pay close attention to the underlying marketing strategy: copy, tone, communication vehicle, etc. Almost always, it can be retrofitted for promoting your financial practice.
Before You Go…
Keep in touch while gaining fresh ideas to attract affluent investors and increase client loyalty, sign up for my free monthly financial advisor marketing tip. Also, be sure to explore my freelance financial writing services.
Thanks for reading, sharing and commenting.
Independently Yours,
Sharron