How to Utilise Email Marketing for the Financial Services Industry
How Financial Service Businesses Can Use Email Marketing
Do you know what happens to the visitors that land on your website, but are not ready to make a buying decision? If your website’s only options are to make a purchase or contact your sales team to learn more about your products or services, there’s a good chance you’ll lose a visitor that might have become a customer one day. This is why email marketing is important. In this post, we’ll look at how email marketing is used in the financial service industry.
What is Email Marketing
Email marketing is a great way to stay in touch with website visitors that aren’t ready to invest in your products and services. Instead of just letting your visitor leave your website, you’re inviting the visitor to submit their email address to receive marketing messages via email from you.
From there, the email marketing service that you have chosen for your business will add that email to your email list. You will be able to send emails to your subscribers on a regular basis with a mixture of valuable content and promotions from your business. The goal is to keep your business at the forefront of your website visitor’s mind so that when they are ready for financial services, your business will be the one they think of.
Email Content Types
The following are common email content types your financial service business can use to help convert your leads into customers in the closing stage of your inbound marketing strategy.
Autoresponders – Autoresponders are automated email messages sent to email subscribers based on their actions. You can set up an autoresponder series to welcome new email subscribers, follow-up emails to subscribers who click on particular links in your emails, and more.
Newsletters – Newsletters are email messages sent at regular intervals (usually daily, weekly, or bi-weekly) that combine informational content with marketing messages for a product or service.
Broadcasts – Broadcasts are one-off email messages that typically focus on one goal, such as getting email subscribers to read a new blog post or see a special promotional offer on your website.
Remarketing – Remarketing emails are customised email messages sent to subscribers based on a website action, such as visiting a specific product or service page or not completing an application.
Each email message you send to your subscribers, whether it’s an autoresponder or broadcast for content or promotions, should be focused on getting your subscribers back to your website where you can convert them into a customer.
How to Build Your Email List
Once you have chosen an email marketing service, you can start to build your email list by adding opt-in forms to your website. Most email marketing services will allow you to create simple opt-ins that ask website visitors for just their email address or their first name and email. These forms can be placed in your website’s header, footer, sidebars, at the end of the main body of content on a page, and on pop-up windows that appear when visitors are navigating away from your website.
You can also create a page on your website that is dedicated to capturing a visitor’s email address to get them on your email list. Some businesses create pages like this to promote in-depth content, such as an e-book, whitepaper, or educational series, that visitors can receive in exchange for their email address. To build your email list via social media, share a link to your email subscription page with your Twitter followers, Facebook fans, and other social media audiences.
How to Maintain Your Email List
At bare minimum, you should aim to have a welcome email autoresponder and weekly updates to keep your business on potential customer’s minds, reminding them of the valuable content, products, and services you have to offer. You need something of interest to share with your subscribers on a weekly basis, such as a new article, helpful tip, or business promotion.
As your email subscriber base grows, you will want to consider different ways to segment them to ensure that the right messages are reaching the right subscribers at the right time. Ready to implement an email marketing strategy for your business? Learn more about how we can help!