Three Secrets for Better Advisor Newsletters

By

Stephen Boswell

Email newsletters play an important but often unheralded role in digital marketing. While they don’t always get the attention that social media does, newsletters offer a stable, controlled channel to nurture relationships with clients, prospects, and centers of influence. But not all newsletters are created equal. Some are dry, boring, and read by dozens. Others are highly-personal, tailored to ideal clients, and read by thousands.

If you’ve been thinking about starting a newsletter or want to take an existing newsletter to another level, here are three key strategies to consider.

1. Craft Hand-Picked, Authentic Content

One of the most impactful ways to improve your newsletter is by focusing on creating original, high-quality content. Your clients and prospects are looking for insights and information that are not only relevant to them, but come from a trusted source. Here’s how you can do it:

Personal Lead-in: It doesn’t have to be wordy, but a personally written intro tells the reader this is more than just a boilerplate financial newsletter.
Short-Form Video: Videos featuring you or members of your team convey authenticity and establish a personal connection with your audience.
Advisor-Written Articles: Articles can communicate in-depth knowledge that’s specific to the needs and interests of your clients.

2. Get Personal

This is the key to making your newsletter stand out. By including elements that reflect your brand and the people behind it, you make the newsletter feel more personal and engaging.

Feature Team Members: Highlight different team members in each issue. Share their roles, interests, and even fun facts.
Showcase Clients and COIs: Include photos of your clients’ and COIs’ successes and charitable contributions. This builds community and shows appreciation.

3. Grow Your Subscribers

Building a subscriber list is the only way to see success with newsletters. Volume is the name of the game. Here are some ways to expand your audience:

Leverage Existing Contacts: Start by adding people you know to your list, including clients, prospects, and COIs. Ask them to sign up and encourage them to share your newsletter with others.
Promote on Your Website and Social Media: Make it easy for visitors to sign up for your newsletter by having a prominent signup form on your website. Promote your newsletter on your social media channels to reach a broader audience.
Run Targeted Ads: Consider running ads to attract new subscribers. Target your ads to reach your ideal audience and encourage them to sign up for your valuable content.
Utilize Email Signatures: Include a link to your newsletter signup in your email signature. This can help you capture new subscribers from your everyday email interactions.

Newsletters are a powerful tool for connecting with your audience. Focus on personalized, high-quality content, proactively grow your subscriber list, and create a newsletter that builds lasting connections with your readers.

We build personalized newsletters for financial advisors.

We custom-build your newsletter template. Our goal is for it to look polished, professional, and on-brand. We’ll include your logos, fonts, and colors, to ensure cohesion with your website and social channels.

We personalize each lead-in.
It’s hard to gain traction sending an all-financial newsletter. It needs to be personal to be interesting. Coming up with personalization ideas can be hard, so we’re here to help. Every month we provide you with a prompt that helps us add a personal touch.
We'll feature your content.
If you create video-based, audio, or written content, we’ll incorporate it into the newsletter. It’s a great way to make sure your audience is seeing your content, even if they miss it through social media or on your website.
We'll provide you with educational articles.
Every month Oechsli provides two professionally-written articles. We come up with interesting financial concepts, have them written and edited, then add eye-catching imagery to encourage more interaction.