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Shiny new tactics for attracting new clients may often catch our eye. However, while staying up to date on what is working in advisor marketing and what’s not is imperative, it’s also crucial to remember the basics, like a client newsletter.
The newsletter was one of the first widely used marketing tools that served various purposes. Acta Diurna was the earliest physical newsletter found, published as early as 131 BC. These early-day newsletters were government gazettes containing information for the public containing news, service announcements, and court news.
Today, the financial services industry uses newsletters to share relevant and valuable financial information with clients to empower them to make better financial decisions.
Here are a few ways a regular newsletter provides value to clients:
1. A consistent way to communicate
Consistency is critical when developing and maintaining a relationship with anyone. By sending a newsletter simultaneously every month, you instill the idea that you or your firm is dependable and trustworthy with their assets. Being reputable is crucial when attracting new customers and keeping existing clients content.
2. Provides a one-stop shop for a wide array of information
Being forthcoming is excellent for building trust. Include honest, detailed, and relevant content to who you’re sending the newsletters. Tip: It may be a good idea to segment your email lists so different versions of the newsletter go to various people. Include announcements, product updates, any upcoming webinars or events, regulatory news if applicable, financial news, and more.
3. An excellent forum for communicating nuanced information
Newsletters have shown to have some of the highest open and click-through rates in the world of email marketing. MailChimp’s analysis shows that the average newsletter open rate is nearly 21% (though rates vary by industry), making newsletters an excellent forum to share information.
4. Newsletters hold internal teams accountable
Sharing relevant information ensures what you’re sharing is valuable, and most importantly, accurate. Using an industry publisher or third-party content provider helps to validate the source and, in turn, validate you.
Remember that consistently sharing content through a newsletter, your website’s blog, and social media is essential to positioning you and your firm as an expert that helps solve people’s financial problems.