For this episode we will answer the following question:
What data can I collect with Email Marketing that will be helpful for Advisors?
Email marketing these days is more than a tool to send emails. It can also be used as a tool to collect data about prospect, lead and client engagement with your business online.
If you use a CRM along with an email marketing platform, your financial service firm can collect data as to how your recipients interact with your email and website to help you better understand their shopping and purchasing behaviour.
Have you ever wondered what your recipients do after an email has been sent to them? Let’s say you send your leads a webinar about the private capital market, would you like to know what actions they have taken? You hope that they sign up for the webinar but many will not. For those who do not, wouldn’t you like to know what they did next in terms of their engagement with your business online? Maybe they went on your website to learn more? Reopened your email a few times? Read a blog article that you sent last week?
Even for those who sign up for a webinar, I’m sure you would still want to know how much they have engaged with your business.
I have listed down 3 types of data that I believe financial service firms, especially the advisors, will greatly appreciate having access to, in order to build and foster strong relationships with their prospects, leads and customers while closing more and better deals.
Whenever an email is sent with hyperlinks and are clicked, they get recorded in the CRM system. The system records the date and time. If a link is clicked at 3 times throughout the day, all 3 times will also be recorded in the CRM.
I am certain that many financial advisors are wondering if their hot leads are opening emails. Similarly to clicks, all opens are recorded including the date and time and for every time they are opened.
Email marketing could prompt action other than the one you intended. For example, you ask for recipients to sign up for the private capital webinar but then they they decide to do other things such as re-visiting your website, open an old email that you sent to them awhile ago or even read a blog article about the subject matter.
The more you understand your contacts, the better you will be at helping them. With the collected data, your Advisors will be able to have more fruitful conversations because they will know how to lead the conversations that will be most relevant to their contacts.