If you’re like most financial planners, your workday is filled with client meetings, planning, employee management, and the many other tasks that keep your business running. Sure, you’d like to spend time composing thoughtful marketing emails to send to prospects, but there just aren’t enough hours in the day. With a little work up front, you can “set it and forget it.”
Autoresponder systems are great marketing tools that every financial planner should be taking advantage of. They’re inexpensive, and they allow you to create a personalized series of messages and then schedule them to go out over a period of time. The best news is that you can automate the entire process so that it runs completely on autopilot.
These messages should focus on client problems that are evergreen or timeless, such as the fear of running out of money during retirement—that’s a concern people have had (and will have) forever.
Here’s an overview of the seven emails needed for a successful email marketing campaign:
Message 1: Create a free report to entice prospects to receive more information from you and eventually become a paying customer. (For instance, your report might be “5 Myths about Saving for Retirement.”) Your first message template offers the recipient the link they can use to download your free report.
Message 1 subject line: “Here’s the ‘5 Myths about Saving for Retirement’ Report You Requested.”
Message 2: This message will go out one day after your prospect signs up. It should be a quick follow-up message to make sure they received email No. 1. Make sure you include the link to access the free information again.
Message 2 subject line: “Quick Follow-up.”
Message 3: You’re going to focus on a particular section contained in the free report. It might be a particularly interesting story that you tell in the report, or the one nugget of information you think is the most relevant to your audience. Anyone who emails you with feedback is beginning to engage with you on a personal level. So, regardless of whether you agree with their feedback, acknowledge their comments.
Message 3 subject line: “A Quick Question, (First Name).” (You are more likely to convert a prospect into a client if they read your report, so this is another way to motivate them to look at it.)
Message 4: You’ll be telling a story about someone who has used the information in your report. You don’t need to mention a specific name or company. The idea is to communicate that others who are similar to the reader solved their problems by following your advice.
Message 4 subject line: “How (Name) (what he or she accomplished)” (e.g., “How Sarah Created Her Nest Egg”)
Message 5: You will share something that you “forgot” to include in the free report, such as an additional tip or idea. To choose a topic, ask yourself:
- What benefit or result do your clients or customers want that you might not have mentioned yet?
- Can you make a list of dos and don’ts?
- What’s a big mistake people often make that they need to avoid?
- What success stories do you have that you haven’t used yet?
Message 5 subject line: “(First Name), I Forgot To Mention This”
Message 6: Use this message to answer a question a client recently asked you. Ideally, you want to either show off another benefit that comes from working with you, answer a question that overcomes a typical objection that stops people from working with you, or pick something that adds to your credibility as an expert.
Message 6 subject line: “A Question Many Investors Are Asking.”
Message 7: The next step after your prospects get to know you through your emails and your report is to speak one-on-one with them. So, in your final message, you’ll offer a free 30-minute consultation.
Message 7 subject line: “Of Potential Interest to Some.”
After you’ve created your series of messages, all you have to do is load them into your autoresponder. It’s quick and easy.