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7 ways financial advisors can use email marketing to nurture client relationships

During these unpredictable times, a positive relationship between Financial Advisors and their clients is imperative.

In-person meetings have been replaced by Zoom calls, networking events aren’t happening and handshakes are a thing of the past.

This added layer of complexity is 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. 

Good news, Junxure CRM users can enjoy a discount off their Constant Contact subscription.

Click here to learn more

This blog is sponsored by AdvisorEngine Inc. The information, data and opinions in this commentary are as of the publication date, unless otherwise noted, and subject to change. This material is provided for informational purposes only and should not be considered a recommendation to use AdvisorEngine or deemed to be a specific offer to sell or provide, or a specific invitation to apply for, any financial product, instrument or service that may be mentioned. Information does not constitute a recommendation of any investment strategy, is not intended as investment advice and does not take into account all the circumstances of each investor. Opinions and forecasts discussed are those of the author, do not necessarily reflect the views of AdvisorEngine and are subject to change without notice. AdvisorEngine makes no representations as to the accuracy, completeness and validity of any statements made and will not be liable for any errors, omissions or representations. As a technology company, AdvisorEngine provides access to award-winning tools and will be compensated for providing such access. AdvisorEngine does not provide broker-dealer, custodian, investment advice or related investment services.

Kathy Crowley

Kathy Crowley

With over 10 years of experience in software sales and FinTech, Kathy spends her days sharing the incredible value of AdvisorEngine CRM with advisory firms. You may have seen her at conferences at the AdvisorEngine booth or recognize her voice from webinars. Having past experience as a CRM administrator, Kathy knows the important decision that your firm is making when choosing a CRM and is driven to ensure you have all the information you need. She brings a wealth of knowledge and experience to helping firms recognize the need for a CRM and how our solution can be the best choice for them.


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