One of the biggest comments when working with clients in the financial services sector is how it is so heavily regulate that they have difficulties writing email content for financial services. While this may be true to some degree, there are still many strategies that can be implemented to stay in touch with your clients.
Remember that one of the main goals of email marketing is to keep yourself top of mind so when your prospects and clients are ready to buy, they think of you. In order to do this you should consistently contact them, reminding them of who you are and what you do. Sending an email once a month does exactly that, while at the same time establishing you as an expert and nurturing trust.
One client I work with has successfully established himself as a part of the community. He writes about local events, upcoming issues, and other concerns that may affect him, his neighbours, and local businesses. The benefit of this strategy is that he establishes himself as a local resource that cares about his community. It also helps to spread his name through word of mouth and forwarded emails if the audience is interested in local events and news.
Content that works for any industry is seasonal and holiday based articles. Write about how the holidays or seasons can affect your specific industry. The New Year is a great time to reflect on the past year and re-evaluate things for the upcoming year. Write about the origins of holidays or just wish your readers good tidings. Here in Canada we are blessed with 4 seasons and several holidays.
Here are a few other content ideas specific to the financial services industry:
Do you read, watch, or hear about industry specific articles, blogs, or videos? These are great content to reword in your blog and put your own spin on it. Then develop a two or three sentence teaser paragraph to use in your email and link back to your blog. Your content does not have to be original as long as it is rewritten in your words.
Are there any tips or trends that you have seen? These can be excellent content ideas for your email as well. Tips and trends can be short, which is perfect for your email, but if it seems as if it will be more than a few sentences try to publish it as a blog post and link to it rather than stuffing it all in your email.
Is there an upcoming event? Make sure to talk about it and build up the hype. Not only will you be reminding them of the dates and times, but you will also make them more excited about the subject matter.
Next time a client asks you a question, write it down. Questions make the best email content for financial services because you know at least one person will be interested in hearing the answer. And if one person has asked the question, there are most likely many others are thinking the same thing.
Using the strategies above can help you write great email content for financial services and get it read by those on your email list. The most important thing is to write something, send it, watch the results, and then do more of what worked. Your email will only get better with time. Even if the first one you sent was a huge success, by following these steps the next will be better. And the next, and the next after that.
If you have any questions about email marketing, email content for the financial services sector, please contact us. We look forward to hearing from you.