Why financial professionals need a welcome email series
Insights and best practices to grow client relationships
By Cindy Schrauben
Great Gus Marketing
Would you like to make a notable first impression on prospective clients? (Of course you do!) What if I told you that this fantastic first impression can be relatively easy and automated? (Another win!) Now, add the fact that a lot of financial professionals aren’t doing it.
This all means that you’ll be steps ahead of the competition in creating impactful, trusting relationships with your ideal clients. How do you do it?
You create a welcome email series.
If you collect emails on your website, having a welcome email series is vital. It’s frustrating for prospective clients to provide you with their email address and not receive a response.
They’re left wondering if the submittal went through or if they’ll hear from you later.
Financial professionals without a welcome email series are missing a huge marketing opportunity. Consider these facts from Klaviyo:
Welcome emails have a 46% average open rate.
When subscribers sign up for your list, their interest in your business is at its peak. You need to capitalize on their interest.
Welcome emails have a four times higher click-through rate than regular marketing emails, and the conversion rate is 23 times higher.
So, now you’re convinced that you need a welcome email series. But what should be in the emails?
Email #1 – Say thank you and welcome
The first email to land in your subscriber’s mailbox should be a message of welcome and thanks. Here’s an outline:
Express your gratitude for them signing up to receive emails from you.
If they signed up to download your lead magnet, include a link (even if the download is automatic).
Tell them how often they’ll hear from you.
This email should arrive within minutes after they submit their email to you, which is made easy with automation software. Many automation tools are available (such as Constant Contact and MailChimp), so you’ll need to research which one will work best for you.
Email #2 – Introduce yourself and invite them to connect further
Within a day or two of sending the first email, send an email to tell them more about you and your company. But please note: This isn’t the time to brag about yourself. Your goal is to tell your reader more about yourself while keeping it in the context of how you will help them achieve their goals.
Also, in this email, invite them to follow you on social media. Here’s a brief outline of what to include in the second email in your welcome email series:
Provide a quick intro to yourself, your business, and your philosophy.
Briefly outline who you serve.
Share your social media channels.
Include your web address and phone number.
Invite them to reach out to you on any of these channels.
Email #3 – Refer back to why they joined your email list
Your third email should remind them why they signed up for your email list in the first place. Here’s what to include in this email:
Ask if they’ve downloaded the lead magnet (if that’s what got them to sign up).
Give them a snippet about what they’ll learn in the lead magnet.
Include a link to a relevant blog post.
If a lead magnet isn’t involved, explain that you like sharing content to help them achieve their financial goals.
Include a link to a relevant blog post or article.
Email #4 – Offer to help them
The fourth email is an excellent time to acknowledge that if they’re in the market for financial guidance, you’d like to help. In the body of this email:
Include helpful information that will help them decide to hire you. “10 things to consider before hiring a financial advisor (or coach)” is one idea.
You always want your reader to click through to your website, so include a link to one of your blogs with a teaser about it.
Email #5 – Ask for their help
This is the final email before the reader is moved to your regular email list. I like to call this the “Can you help?” email. With their feedback, you can present tailored solutions based on their needs. Here’s an outline:
Ask readers what they struggle with most in ____ (budgeting, retirement planning, college saving, etc.)
Encourage them to share their struggles with you in the way they are most comfortable – email, phone, text, etc.
Be sure to thank them quickly in the way they reached out to you, as it will help you build a relationship with them.
I hope you take these suggestions and create a welcome email series because it will help boost your business. I’d be thrilled to work with you if you'd like assistance.
I’m a copywriter and strategic marketer for financial professionals. I'm ready to help if you’re a financial advisor or financial coach and want assistance creating marketing that will connect with your ideal clients! Book your free 10-minute strategy call today.
Based in Kalamazoo, Michigan, Great Gus Marketing specializes in copywriting, content writing, and marketing strategy.