During these unpredictable times, a positive relationship between Financial Advisors and their clients is imperative. In-person meetings have been replaced by video calls, networking events aren’t happening and handshakes are a thing of the past.
This added layer of complexity compounded by the fact that clients expect clarity on what’s happening in the market, to help calm nerves, and to set realistic expectations for their financial future.
Armed with the right technology, you can keep your clients engaged and feeling good about your relationship as their advisor. Email marketing platforms can help wealth management firms communicate effectively, efficiently, and with that added personal touch.
Many platforms integrate directly with CRM technologies. Here at Junxure, we partnered with Constant Contact to deliver an online marketing tool designed to help financial advisors and wealth management firms reach a wider audience without breaking their marketing budget.
Pro Tip: Find an email marketing solution that seamlessly integrates with your CRM
If you are at a loss for how to communicate respectfully in these uncertain times, here are 7 recommendations for the types of email marketing communications that matter most to clients.
1) Market Updates
Clients are looking for peace of mind that you are keeping a close watch on what is happening in the market and how that affects their financial future. It's one thing to hear about economic fluctuations through new headlines, but clients really want to know what it means for them and their portfolio, and what you are doing about it.
Clients are typically very interested in advisor insight; tell them your thoughts and plans in response to current events and financial news.
2) Checking In
This is a great time to remind clients not to take any impulse actions regarding their investments. Of course, make sure to reassure them that you are available to talk them through questions. Use this as an opportunity to invite your clients to connect one-on-one.
3) Proactive Reminders
Who doesn't appreciate a reminder? If they have quarterly estimated tax payments, property taxes, or insurance payments, give them a heads up before they're due. Informing clients of upcoming deadlines or events shows that you are aware and also in tune with them.
4) Show Your Expertise
We recommend you share articles you’ve personally written or ones that pertain directly to your client. These emails are great for showcasing your expertise in financial matters.
5) Company Updates
Let your clients in on some aspects of your business. How are you coping during this global pandemic? What are you doing as a firm? As an advisor? Share some examples of continuous improvements with clients; whether in staff, processes, or systems. Reinforce that your company culture is client-focused. Consider adding a follow-up item to every committee meeting: were significant decisions made that highlight your firm's commitment to always reach higher? Share them.
6) Common Interests
Many clients enjoy receiving personal emails from their advisors, especially about topics they are interested in. It shows you know them and care about them. Use your CRM to easily track which of your clients like to hike, cook, vacation at the beach, etc. Share a recipe or ways that you are surviving social distancing.
7) Personal Connection
When clients divulge all their financial information, they also share their goals and dreams. When life changes occur - good or bad - they tell you. Clients value that trust. A great way to reciprocate - tell personal stories that can help them connect with you. Did you adopt a pet? How did your kids tackle e-learning during quarantine? Send a picture or tell a story that shows you're more than their advisor, you're a person with experiences and challenges just like others.
Relationships matter. It's important to keep in touch, but it's just as important to make sure you're providing the kinds of information they want.
Technology matters. The right CRM combined with the right email marketing integration can help to stay in touch with clients easier and more efficiently. You can generate targeted client email lists within your Junxure CRM and utilize Constant Contact to send these emails en masse, but still with that personalized touch.
Are you a wealth management firm looking to integrate CRM with an email marketing platform? Constant Contact has partnered with Junxure, the leading CRM platform for financial advisors and their teams to deliver powerful marketing made easy.