HARNESS EMAIL MARKETING IN FINANCE:
A DATA-DRIVEN STRATEGY
Tweaking Your Financial Email Campaigns For Success
Successfully reaching your target audience in the finance sector is crucial element of your success. As marketing strategies evolve, one channel continues to reign supreme: email.
The Dominance of Email in Financial Marketing
Recent studies have shown some striking statistics that underscore the importance of email marketing in the financial sector:
- 92% of financial professionals prefer email for content distribution
- An overwhelming 97% value email's capability to deliver detailed content
- 83% rely on email for product and strategy updates
These numbers are a beacon, signalling that email remains an unparalleled medium for reaching decision-makers in finance.
Content that Resonates
Understanding what content types perform best is crucial for crafting an effective email marketing strategy. Our research has unveiled the following preferences among financial professionals:
- Product and Strategy Updates (83%)
- Innovative Investment Approaches (67%)
- Market Perspective (64%)
- Portfolio Ideas (54%)
This data provides a clear roadmap for content creation, ensuring your emails deliver the value your audience craves.
A Multi-Channel Approach: Unlocking Maximum Reach
While email is undoubtedly powerful, a well-rounded marketing strategy incorporates multiple channels. Here's our proven approach to maximising your reach:
- Create Compelling Content - Develop insightful, data-driven content that addresses your audience's key interests and pain points.
- Amplify on Social Media - Leverage LinkedIn and Twitter to extend your reach. These platforms are particularly effective for financial services, allowing you to engage with industry professionals and thought leaders.
- Build a Robust Email List - Use gated premium content to grow your email subscriber base. This approach ensures you're capturing leads who are genuinely interested in your insights.
The Toolkit for Success
For financial firms looking to optimise their marketing efforts, especially those mindful of budget constraints, we recommend the following tools:
- HubSpot CRM: A powerful customer relationship management tool. We suggest using the CRM functionality without opting for their more expensive marketing suite.
- ActiveCampaign: -A cost-effective solution for marketing automation that integrates well with other tools.
- Sendible: - An efficient platform for scheduling and managing organic social media posts across multiple channels.
- Twitter & LinkedIn Ads: - These platforms offer targeted advertising options that are particularly effective for reaching financial professionals.
- Zapier - A versatile tool for seamlessly integrating your various marketing platforms and automating workflows.
The Twitter Factor
It's worth highlighting Twitter's unique role in financial marketing. The platform has become a hub for financial thought leaders, from value investing gurus to high-frequency trading experts.
Its real-time nature makes it ideal for sharing market insights and engaging in industry discussions.
Maximising Email Performance
One final point to consider: investment firm emails consistently outperform industry averages regarding open rates. This statistic underscores the hunger for quality financial insights and the trust in established firms.
To capitalise on this opportunity:
- Segment your email list based on subscriber interests and behaviours
- Personalise content to address specific pain points or goals
- A/B test subject lines and email content to optimise performance
- Ensure your emails are mobile-responsive, as many professionals check email on-the-go
Commitment To Excellence
As we continue to adapt to new technologies, we remain committed to delivering high-quality, effective marketing solutions for our clients in the financial sector.
The key lies in balancing innovation with proven strategies, always prioritising the unique needs and regulatory requirements of financial services marketing.
Closing Remarks
To this day, email remains a steadfast and powerful tool for financial services firms.
By creating high-quality, relevant content and leveraging a multi-channel approach, you can unlock new levels of engagement with your target audience.
Remember, the key to success lies in understanding your audience's preferences, delivering value consistently, and staying attuned to industry trends. With these strategies in place, you're well-positioned to unleash the full potential of your financial marketing efforts.
Shane McEvoy is a seasoned SEO and inbound marketing expert with nearly 30 years of experience in advertising. He established Flycast Media, a financial marketing digital agency, and is a published author of two well-received guides while contributing to several industry publications - read his complete profile here.
