ZyraTalk

Email marketing is still a powerful way to reach your clients in 2021 and beyond. For every dollar your firm spends on email marketing, you could generate over $40 in revenue. (Source: Data & Marketing Association, 2019)

If you're not already investing in email marketing, now's a great time to start.

As a financial services business, you're in a unique position. Educating your clients is part of what you do — and educational is always the way to go for email newsletters. Which means finance email marketing ideas should come naturally.

But you're probably here because you're stuck or you're not sure where to start. We've got you covered with 8 handy tips on creating finance email marketing campaigns that convert!

Email marketing for financial firms: 5 tips

Before we give you 3 finance email marketing content ideas to steal, let's cover a few best practices to help you get started.

Educational emails are the way to go.

Obviously, you want your emails to convert leads into paying clients. But excessive advertising and hard selling in your emails is a quick way to lose subscribers.

You already know the golden rule of marketing is to provide value. So before you set up your first email marketing campaign, brainstorm the most common questions your firm receives. Each of those answers can be fleshed out and repurposed into separate emails. Take it a step further and extend the lifespan of that content into long-form blog posts, short social media posts, and even downloadable lead magnets like PDFs. It's a great place to start if you're stuck for finance email marketing ideas.

Invite your subscribers to reply to your emails with questions.

Your email newsletter shouldn't be a one-sided conversation. Encourage subscribers to contact you with questions they may have about the email content or your services.

Bonus tip: In the newsletter, let your subscribers know they can reply directly to the email. This is an excellent way to build trust. Since so many email newsletters are automated, your subscribers might assume you've taken a set-it-and-forget-it approach too. Encouraging replies proves there's a real person monitoring the inbox who's standing by to answer their questions.

Keep emails concise.

Here's a shocking statistic on ideal email length for you:

Emails that contain between 50 and 125 words perform best on average.

Your audience doesn't have all day to spend reading your email newsletter.

But you might be thinking, "How could I possibly fit everything I want to say in so few words?"

Simple: with images and other design elements like headers and buttons. (Which leads us to our next finance email marketing tip.)

Make your emails aesthetically pleasing.

People tend to skim emails — and most other digital content, for that matter. Well-placed images and splashes of color draw the reader's attention. Use that to your advantage.

Follow best design practices. Make your calls-to-action attractive. Take advantage of rich text styles like headings and bullet points. Use or create relevant images. Infographics work especially well for this — they deliver a lot of information in a compelling, easy-to-digest visual.

Include links to relevant blog posts and landing pages.

Let's say you're writing an email about how to save money for retirement. You could include a ton of tips right there in the email. Since people are always looking for ways to save money, that's providing value, right?

Yes, but it's not necessarily the best way. Your leads and clients are just as busy as you are. As much as they want to save money, they're less likely to read a wall of text — no matter how much value it contains.

But this is something you can use to your advantage with external links. The click-through rate metric is one of the best ways to measure engagement on your email marketing campaigns. So you need to give your subscribers something to click.

Blog posts are always a safe bet since they drive traffic while keeping things educational and not too "salesy". For example, your email subject might read something like, "3 Quick Tips to Save Money Fast".

It's enticing. It's relevant. And most importantly, it's short.

The end of that email might include a call-to-action like, "Unlock 12 more money-saving tips" with a button linking to the full blog post.

Remember, your clients' inboxes are overflowing just like yours. Redirecting them to an article they can bookmark ensures the best possible chances of engagement.

Steal these 3 finance email marketing content ideas!

Now that we've covered some of the best practices, let's get to the goods you came here for — email content ideas for financial services.

Answers to FAQs

While every client's needs are different, your finance officers answer the same questions over and over again. Choose 3 of the most common questions you receive and answer them succsuccinctlyintly in an email. Encourage your clients to respond to the email or contact you if they have additional questions.

Remember, you can also repurpose each question into a separate email to provide more detailed answers!

Tips for first-time buyers or borrowers

Buying a home or taking out a loan is a big commitment. Your new clients will appreciate any advice you can give them. Of course, not all of your subscribers will be first-time buyers or borrowers. But they might know someone who is!

Finance terms everyone should know

Whether you're an accountant, mortgage broker, or loan officer, part of your job is helping your clients become more financially literate. Financial jargon can be a real head-scratcher to the average homeowner or borrower. Explain those complicated terms in plain English to establish trust and educate your clients.

Email marketing content ideas for financial services: wrapping up

Sure, you could steal these ideas. (Is it technically stealing if we gave them to you?)

But the ideas themselves are just the start. You still have to write email content (or commission a copywriter). Not to mention creating images (or hiring a graphic designer). Then there's the matter of finding an email client...

Sounds like a lot of work, right?

Or, you could delegate to save your firm a ton of time, effort, and money!

With 12 months of built-in email copy curated for local finance firms, ZyraTalk's Engagement Engine offers a done-for-you email marketing solution. In addition to pre-written email copy, we also offer customized copy and a dedicated account manager to fulfill all your email marketing needs!