Few would debate the positive impact a well conceived email marketing campaign can have when it comes to forging stronger relationships between a firm and its clients. There are two byproducts associated with deeper client bonds that most organizations would aspire to; 1) Higher client retention levels  2) Increased levels of client referrals. Additionally, unlike other forms of outbound marketing, email is an excellent tool for encouraging two way communication with both clients and prospects alike. These are among the many reasons that email marketing volume has continued to grow and remains a preferred online communications tool for consumers. With approximately 150 million email users in the U.S. and the low cost of delivery it is no wonder that marketers continue to invest in this important channel while they have pared back spending in other media to fuel their digital investment. What is surprising is that in spite of the increased level of both email spending and volume, open rates and click rates have remained stable at approximately 22% and 6% respectively over the course of the few years.

Unfortunately, many firms take their email programs for granted and as a result may not be optimizing their performance. In our work with Financial Advisor firms, we are routinely achieving open rates of 30% and click rates north of 15%. So, what is the secret to our success? We approach every email event with the same level of thought, creativity and energy as one would with their inaugural effort. Like a fluid golf swing, there are several “moving pieces” when it comes to constructing a successful email campaign. These run the gamut from the viability of the mailing list to the appropriateness of the content to the allure of the subject line to the appeal of the call to action. Each requires an appropriate level of review and consideration to insure that they are working in tandem to create a compelling piece of communication that informs and inspires your readers toward your campaign’s desired end. Whether email is currently part of your firm’s marketing mix or you are considering it for the first time, the following article from Chief Marketer provides a basic checklist to assist you in planning your next email campaign…Read More