It is not a secret that financial service firms to attract potential customers but the problem is that there are so many emails that are being sent out to those people that they are being bombarded every day.
Knowing that, should you stop using email marketing? According to HubSpot, there is an ROI of 4300% when you use email marketing. Unless you've mastered email marketing, I don't suggest that you should stop. We do have some suggestions to make you stand out from the rest of the financial service firms out there.
Look back on the past emails you have been sending. For each email that you have been sending for the past few weeks, look at them and ask yourself, have they been helpful or have they been salesy?
In order for email marketing to work, you need to have a helpful attitude. In order to do that, you need to shift your mindset to be a helpful advisor and not a sales person. By having this mindset where you help instead of selling, you will see that your emails are more approachable, and you provide more value in terms of what you are trying to say in those emails.
For example, a lot of financial service firms, they send out a lot of newsletters. Now as yourself, why do you send those newsletters? Is it to show how great your company is?
Secondly, ask yourself, is it helpful for them to have those emails? What goals does it accomplish to send those emails?
By asking the questions as to why you want to send it and to who you want to send it and what result you want to get, then you will see that your emails are much more structured in a way that is helpful and useful for people that are receiving it.
A lot firms what they do when then send emails they are just shooting out to the potential clients but you don't want to that. What you want to do with email marketing is to provide the right content within the right context. You need to consider the buyer's journey of your potential customers. Are they in the awareness stage, consideration stage, or decision stage?
For each stage of the buyer's journey, they have different needs. You really need to understand where they are at in their buyer's journey.
Whenever you are planning to send out an email, ask yourself, is this email for people who are in the awareness stage, consideration stage, or decision stage? Each stage represents different needs at that time.
When you use email to nurture your leads, It's about moving your prospects from one stage to the next. When you actually follow the buyer's journey, you will be able to know what content is important for them at that stage.