time management

7 mistakes financial advisers keep making with newsletters

We look at 7 common mistakes financial advisers keep making when it comes to newsletters and you can overcome them.

Most financial advisers know the value of newsletters. They can build trust and credibility. They can show off your expertise and let people know the full range of what you can help them with. And they can keep you top of mind when it comes to making a purchasing decision.

But many financial advisers make such rudimentary mistakes with their newsletters that they’d almost be better off not sending them at all.

Here’s 7 of the most common mistakes we see.

1. They’re boring.

There’s a lot of information competing for people’s precious time. So if you want people to actually pay attention to what you’ve got to say in your newsletter, you need to make sure they’re going to find it interesting. Fight against blandness. Present your information in an interesting way and use proven techniques such as the ‘How to’ article and the listicle. And, above all, make sure your headlines grab attention and compel people to read more. Speaking of which…

2. They ignore the subject line.

Too often financial advisers slave away for hours on an newsletter, then sabotage their good work by sending it out with a subject line like, ‘Newsletter – March 2018’.  Your subject line should be short (ideally viewable in its entirety on a smartphone) but it should also reel people in, appealing to their emotional side as well as their rational one. You can read more about how to get people to open your emails here.

3. They don’t segment their newsletters.

Nothing turns people off more quickly than irrelevant newsletter content. Send out stuff that misses the mark even once and you’ll start losing people: open rates will plummet; unsubscribe rates will soar. So don’t rely on one big mailing list. Instead, group your subscribers together by interest and send out different eNewsletters – with different headlines and even different articles – that speak directly to them. And before you include any article, first ask yourself, ‘why would my audience care?’.

4. They get the format wrong.

Some businesses still like to include each article in its entirety in the body of the email. Others like to use an attached document such as a PDF… This is 2018 not 1997, so there’s no excuse for either. The stories in your eNewsletters should be hosted on your website and the content of your eNewsletter should contain punchy intros that invite people to click through. Only then will you be able to tell who’s opening what and what they’re reading. Read more about 4 simple ways to measure content marketing here.

5. They don’t use the data.

Once you do have that data, use it. The analytics you get from even simple mailing programs such as Mailchimp and Campaign Monitor can give you great insights into what your audience is interested in. If people click on a particular type of story, replicate it. If people aren’t clicking on anything, stop what you’re doing and work out a new approach.

6. They view newsletters as standalones.

A lot of businesses think they need original content for each one of their channels: social media, eNewsletters and website. That’s admirable, but it also misses the point. Your social media, eNewsletters and website blog share a symbiotic relationship and each story you write should appear across all three, with the ultimate goal of driving people to your website and converting them into paid customers or clients. You can see that relationship below.

content marketing, ecosystem. eNewsletters, financial advisers

Don’t make things hard for yourself. Write once, use many times.

7. They get the timing wrong.

Some businesses send too frequently (even your mother doesn’t want to hear from you every day); others too infrequently (you want people to remember that you’re out there). Read more about how often you should blog. Other businesses send their eNewsletter at the wrong time of day, ensuring it will never get read. I clear about 300 emails out of my inbox every Monday morning and I’m sure most of you go through a similar purging process where the default position is ‘delete’. So it goes without saying, that you probably shouldn’t send B2B eNewsletters over the weekend, overnight or too early in the morning.

So there you have it, 7 eNewsletter mistakes we see all the time… But the good news is that AdviserUpdates helps you overcome each and every one of them, without any effort on your part at all. 

Sign up now to get a month’s free trial

A version of this article first appeared on the website of our parent company, Antelope Media