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Email is a powerful marketing strategy for advisors, offering a direct connection to the people you want to reach with your services. Once someone subscribes to your email list, typically in exchange for receiving your lead magnet, you have an opportunity to cultivate relationships, build trust and convert prospects to clients. Email newsletters are one of the most popular ways advisors market their services, with 37% of advisors using them in 2024.1 If you’re hoping to foster engagement with prospects, you might consider a blast email campaign to get on their radar.
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What Is a Financial Advisor Email Blast?
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. A strong hook and a compelling lead-in can grab prospects’ attention, while a clear call to action can direct them to take the next step in advancing your relationship.
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How to Write a Financial Advisor Blast Email
Blast emails are standalone 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:
1. Create a Stand Out Subject Line
The first thing a prospect will see when your blast email shows up in their inbox is the subject line. If you want them to open the message, your subject line should 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.
You may try A/B testing with different subject lines to see which blast emails get the most attention. Tracking some performance metrics, like open rate and click rate, can give you a better idea of which messages are resonating with prospects the most.
2. Personalize the Greeting
While blast emails are typically 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.
And if you’re wondering whether you should segment your list for email blasts, consider the message you want to send. If it’s something that would apply to all prospects on your list, multiple emails may not be necessary. But if you have a more diverse mix of prospects you’d like to connect with, it may be worth the extra effort and time to create blast emails tailored to specific groups.
3. Know Your Target
Email blasts need a purpose; otherwise, you’re just cluttering up a prospect’s inbox with a message they may not be inclined to read. So, before you write the first word, think carefully about your end goal.
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.
4. Include a Single 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.
A common pitfall advisors fall into with email marketing is giving prospects choices when it comes to the CTA. For example, you might close your blast email by telling them to reply to the message with their top financial concern, book a call and visit your website to learn more about your services.
While you’re certainly covering all the bases, you’re also potentially confusing the prospect. They may feel unsure as to which CTA is most relevant or helpful, and decide to skip out on all of them. Focus instead on delivering a single call to action that reflects your overall goal.
5. Create a Sense of Urgency
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. And you also want to avoid any marketing messages that include misleading or unsupported claims, as this is a violation of the SEC’s marketing rule.
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How to Set Up and Deliver Email Blast Campaigns
To send a blast email campaign to prospects, you’ll need an email marketing platform or service to create and deliver your messages. You may use a standalone service or rely on the email marketing tools built into your customer relationship management (CRM) software. 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.
Aside from a vehicle to deliver your messages, you need someone to send them to. Getting prospects onto your email list means giving them a 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 address. 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 help build and manage your prospect pipeline. AMP includes automated email and text outreach tools that help advisors follow up with prospects, nurture relationships and stay top of mind. Its email capabilities can support ongoing engagement through automated nurture campaigns and newsletters, while integrations with CRM platforms like Salesforce, HubSpot and Wealthbox, as well as scheduling tools like Calendly and ScheduleOnce, can help keep outreach organized.
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 five, 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 secure retirement.
Sincerely,
[Your Name]
[Your Title]
[Firm Name]
[Your Contact Information]
Before you hit send on any email blast, 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. And if you’re using AI tools to draft emails, a human review is especially helpful for verifying that your messages reflect your brand voice.
Frequently Asked Questions (FAQs)
What’s the Difference Between Email Blasts and Drip Emails?
Email blasts are messages that are delivered to your entire email list at once. An email drip sequence is a series of emails that are fed to subscribers at specific intervals over time. For example, you might deliver a series of five emails to new subscribers over the course of a week to share information about what your firm does and how you might be able to help them reach their goals. Both types of messages can serve a purpose in your email marketing strategy.
How Often Should Advisors Send Blast Emails to Prospects?
After sending an initial welcome email when a prospect joins your subscriber list, you may choose to send them blast emails weekly, biweekly or once monthly, depending on what your ideal clients typically prefer. Sending blast emails too often may rub prospects the wrong way, leading them to unsubscribe, while infrequent contact may cause them to forget about you. Asking prospects how often they’d like to hear from you using a simple survey can help you determine the optimal schedule for reaching out.
What Should Blast Emails Include?
The content of your email blasts is up to you, but they typically make sense when you have something to share that requires immediate attention or action. For example, you may reach out with a blast email to share a breaking market news story that could potentially impact investor portfolios, with a CTA encouraging prospects to get in touch to discuss what it might mean for them.
Bottom Line
Blast emails can help you engage more prospects, 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.
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Article Sources
All articles are reviewed and updated by SmartAsset’s fact-checkers for accuracy. Visit our Editorial Policy for more details on our overall journalistic standards.
- How Financial Planners Actually Market Their Services. Vol. 1, 2024, Kitces.com, https://www.kitces.com/kitces-report-financial-planner-advisor-marketing-tactics-strategies-referrals-centers-influence-networking/.