Newsletters are a powerful tool for maintaining client engagement and keeping the communication channels open. They provide regular updates on market developments, office news, and valuable financial insights, helping to reinforce the client relationship.
When crafting a newsletter, content is king. Choose topics that are timely, relevant, and of interest to your audience, such as market trends, upcoming tax changes, or personal finance tips. The design of the newsletter should be clean and easy to navigate, encouraging readers to engage with the content fully.
Personalize newsletters to cater to different segments of your client base. This might involve segmenting your mailing list by client type or interests and tailoring content accordingly. Personal touches, such as acknowledging client milestones or anniversaries, can also enhance the personal connection.
For distribution, consistency is crucial. Decide on a frequency—monthly or quarterly—that keeps you in regular contact without overwhelming your clients.
Newsletters require review and approval by the Advertising Guidance Team (AGT) before being disseminated. For the approved vendors, Broadridge provides their content to us directly for review, so we only need to review your personalization (“masthead”) which is kept on file and added to the newsletter template by the publisher. Other newsletters are customized each month by the Rep/Advisor, requiring us to review and approve each new issue prior to publication. Approved ESI newsletter vendors are Broadridge, FMG, and Snappy Kraken.
Evaluate the effectiveness of your newsletters by monitoring analytics provided by one of the approved platforms. Pay attention to open rates, click-through rates, and direct responses from clients. Use this data to tweak content, design, and delivery strategies to better meet your clients’ needs.
If you are creating the newsletter yourself, and not using one of the approved vendors, please submit for review and approval through AdTrax, located on the Agent Portal.
Newsletters are an invaluable component of client engagement strategy. They not only keep your clients well-informed and connected to your practice but also serve as a subtle reminder of your value as their trusted financial professional.
Contact us to learn more about tools we offer to help launch your newsletter.
TC8011370(0525)1
