Using Email Blasts for Prospecting as a Financial Advisor

Successful advisors know the value of email marketing in a competitive landscape. Email offers a direct connection to the people you want to reach with your services. It’s an opportunity to cultivate relationships, build trust and convert prospects to clients. Blast email campaigns are one strategy you might consider to grab and hold a prospect’s attention.

SmartAsset’s Advisor Marketing Platform (AMP) offers financial advisors services like client lead generation, automated marketing and more. Learn about SmartAsset AMP today.

What Is a Blast Email?

A blast email is a message that’s delivered to your subscriber list en masse. Rather than segmenting your list to filter recipients, you send the same message to all prospects’ email addresses on file.

Blast marketing departs from traditional email marketing for financial advisors, which advocates tailoring messages to specific segments of your subscriber list. The focus is on distribution rather than connection. Simply put, you’re trying to reach as many people as possible with your message.

Are blast emails worth your time as an advisor? They can be if the mass emails you share offer genuine value to your prospects and include a solid call to action. Otherwise, your messages could fall flat.

How to Write a Financial Advisor Blast Email

A financial advisor reviewing data to develop a prospecting strategy with email blasting.

Blast emails are stand-alone messages that are separate from other email campaigns you might be sending to your prospects or current clients. How you approach them matters, as you don’t want your email blasts to end up in a prospect’s spam folder.

Let’s look at how to create blast emails that get results:

Start with a compelling subject line. Your subject line needs to excite, inspire or intrigue without coming off as “spammy.” Good subject lines are engaging and speak to a common pain point or concern that your prospects are likely to share.
Personalize the greeting. While blast emails are not segmented, they don’t have to be impersonal. Most email marketing platforms give you the ability to personalize your greetings using your subscribers’ names. If you have that feature, use it to add a personal touch.
Choose a purpose. Email blasts need a purpose. Otherwise, you’re just cluttering up a prospect’s inbox. For example, you might use a blast email to drop your latest quarterly newsletter, announce a new service offering, share a valuable resource or tell prospects about an upcoming event. Once you choose a purpose, ask yourself this question: Why would prospects care about this? That’s a straightforward way to gauge whether your email blast is likely to succeed or flop.
Include a clear CTA. No email blast is complete without a call to action telling prospects what they should do once they’ve read your message. For example, say you’re using a blast email to offer prospects a sneak peek of an upcoming seminar you’re planning. Your CTA should direct them to click a button or link in the email to secure their spot. You’ll want to ensure the button or link is clearly visible, as well.
Create a sense of urgency (but don’t overdo it). Email blasts are, by nature, meant to inspire action. Your messages should convey a sense of urgency to prospects, but they shouldn’t sound desperate or intimidating. Steer away from overused phrasing, such as “time is running out” or “hurry, before it’s too late.” Those kinds of terms can be off-putting and have the opposite effect intended.

How do you send an email blast campaign? You’ll need an email marketing platform and, of course, a prospect list.

Your customer relationship management (CRM) software may include the tools you need to create and send blast campaigns. Redtail, for example, allows you to create what’s called broadcast emails and select individuals you want to send them to from your contact list. You can do something similar with Wealthbox.

Getting prospects onto that list means giving them a compelling reason to join, typically in the form of a valuable lead magnet. A lead magnet is a free resource you share with prospects in exchange for their email list. The most effective lead magnets are tailored to the pain points your ideal clients need help with the most.

For example, if your target client base is doctors in their 30s and 40s, they might be interested in a free guide to balancing student loan repayment with retirement planning. Creating multiple lead magnets can help you test what formats and topics resonate most with the prospects you’re trying to reach.

You can also use a lead generation and marketing service, such as SmartAsset Advisor Marketing Platform (AMP), to add more prospects to your list. AMP can deliver up to 540 client referrals per year, and includes automated outreach tools to help you connect with and nurture those leads.

AMP also integrates with various customer relationship management platforms, including Salesforce, HubSpot and Wealthbox, as well as scheduling tools like Calendly and ScheduleOnce.

Schedule a free demo today to see how SmartAsset AMP can help simplify and scale your email marketing efforts.

Financial Advisor Blast Email Example

Having an example to follow can help if you’re developing blast emails for the first time. Here’s a simple template you can use to create email blast campaigns to reach prospects.

Subject: Building Wealth While Building Your Practice: Learn How to Do Both at Our Free Seminar

Dear [Prospect Name],

As a physician, you’re committed to promoting the health and well-being of your patients. But how much thought have you given to your financial health and future?

We understand the complexities of building a thriving practice and the unique financial challenges physicians often face. Having a guiding hand can help you strike the right balance between living for today and planning for tomorrow.

That’s why we’d like to invite you to a free, private seminar for busy professionals like you. We want to help you gain valuable insight into:

Retirement strategies that fit where you are now, and where you expect your practice to be in 5, 10 or 20 years
Tax management and optimization so you can preserve more of your wealth
Student loan management and repayment, including potential avenues for loan forgiveness

Date: [Date]
Time: [Time]
Location: [Location or link if you’re hosting a virtual seminar]

This is a unique opportunity to evaluate where you are financially and where you want to go next. We don’t want you to miss it, so click the link/button below to reserve your spot today!

[Save My Spot button or link]

We look forward to helping you shape a financial vision that features a healthy practice and a healthy retirement.

Sincerely,

[Your Name]

[Your Title]

[Firm Name]

[Your Contact Information]

Before you hit send, review the details.

If you’re hosting an in-person seminar with seating for 200 people, for instance, then it should be clear in the body of the email that a limited number of spots are available. You should also have a mechanism in place to cut off new sign-ups once you hit capacity. That’s something you may be able to set up inside your CRM. Salesforce, for example, includes seminar management tools.

Check your message for misspellings, grammatical errors and other typos. Then, read it through for tone to make sure it’s appropriately formal or casual, depending on who you’re trying to reach.

Bottom Line

A financial advisor setting up an email blast for prospecting.

Blast emails can help you convince more prospects to become clients, but there’s an art to using them to drive conversions. Experimenting with different subject lines and topics, then tracking your open rates and click rates, can help you determine how effective email blasts are in expanding your reach.

Tips for Growing Your Advisory Business

Marketing is a necessary task for growing your business, but it can easily be overwhelming if you have limited time. Automated tools can help you promote your business without taking time away from your clients. SmartAsset AMP (Advisor Marketing Platform) is a holistic marketing service that financial advisors can use for client lead generation and automated marketing. Sign up for a free demo to explore how SmartAsset AMP can help you expand your practice’s marketing operation. Get started today.
Be aware of compliance rules and government regulations governing email marketing before sending out blast campaigns. For example, email archiving rules require you to keep a physical or digital paper trail of the messages you exchange. CAN-SPAM Act rules, meanwhile, require you to give recipients clear instructions on how to opt out of emails and avoid any false or misleading claims.