In the world of finance, ROI is the name of the game. The goal is to maximize every investment opportunity. And when it comes to financial digital marketing, few channels are as impactful as email marketing, which has an ROI of $36 for every $1 spent.
That begs the question, are you getting the most out of your email marketing lead generation efforts?
Here are some tips that you can use to enhance your current strategy.
Tip #1—Segment Your Lists
The most effective email messages are personalized to the audience. Knowing your audience allows you to address their pain points and create a message that resonates.
What lands with retail investors may be irrelevant for an institutional investor. Similarly, emails about retirement won’t convince young investors who are working their first job out of college.
As you build your prospect lists, the more information you can gather about each potential client, the better. From there, it’s vital that you segment the lists into target markets and categories like:
- Net worth
- Age
- Income levels
- Location
- Retail investors
- Institutional investors
Tip #2—Perform Email Sequencing
A prospect may not respond to the first email you send. But they might reply to the second. Or the third.
Here, persistence is key. But you have to walk a fine line, being careful to not overdo it. It’s important that you send emails at appropriate times and then space them out so as not to be too aggressive.
Most email sequencing campaigns have four emails:
- The opening message
- The follow-up
- The request for a meeting
- The break-up
Tip #3—Have a Compelling Subject Line
A subject line is like the introduction to a book or a movie. It’s a brief window of opportunity to hook in the audience and capture their attention. According to an email subject line study:
- 47% of email recipients open an email based on just the subject line
- The most effective subject lines are between 6-10 words
- Personalized subject lines are 22.2% more likely to be opened
For finance lead generation, subject lines should be to the point and deliver value to the specific audience without being spammy. For example, here’s an example of some good and bad subject lines about cryptocurrency:
- Good – “A cryptocurrency primer and 2022 forecast for speculative retail investors”
- Good – “Ethereum outperforms tech stocks with 171% ROI in 2021”
- Bad – “Don’t miss out on the opportunity of a lifetime with Bitcoin”
- Bad – “Traditional stocks are out. Here’s what’s in…”
While the purpose of these subject lines is to encourage recipients to click through to the email, the first two manage to explain the underlying message of the email and still convey excitement about an investment opportunity without coming off as clickbait.
Tip #4—Content Sells
Encouraging a potential lead to open an email is a good start. But it’s only half the battle.
Once you’ve hooked a prospect in, you need to keep them there by providing compelling financial content. Aside from being personalized to the reader, it also needs to be concise, informative, relevant, and actionable. Keep messages between 50 to 250 words.
Relevant content you can cover includes:
- Financial tips
- Insights on the current trends in the market
- Forecast about what’s to come
- Customer success stories
Semgeeks—Driving Financial Lead Generation
Done right, email marketing can provide significant value to your lead generation efforts. You can derive even more value from your email campaign by segmenting lists, using email sequencing, including a compelling subject line, and providing high-quality content.
Do you want to enhance your email marketing lead generation efforts?
Semgeeks is a SEM marketing agency that specializes in digital marketing, creative, and web development. Whether you need help with a specific email campaign or an entire marketing strategy, we provide whole-brand leadership through empowerment.
What would a Semgeek email marketing campaign look like? Contact us today!
Sources:
CMO Council. Email Marketing ROI. https://www.cmocouncil.org/thought-leadership/reports/410/download
Invesp. Email Subject LInes Statistics and Trends. https://www.invespcro.com/blog/email-subject-lines-statistics-and-trends/
