Email is one of the most powerful marketing tools for advisors who want to connect with prospects, foster trust with leads and instill loyalty among their existing clients. One of the biggest challenges of email marketing is crafting messaging that’s both impactful and personalized. Sample email scripts for financial advisors can provide a template to follow as you shape your own marketing plan.

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Understanding the Importance of Email Marketing for Advisors

Email is just one component of a comprehensive marketing plan, but its value can’t be underestimated. Developing email marketing campaigns allows you to forge deeper connections with both prospects and existing clients. Not to mention, it also helps you gain a better understanding of the people you serve and their needs.

If that’s not enough of an incentive to add email to your marketing plan, here are some additional advantages:

Compared to digital ad campaigns or direct mail, email marketing is a more cost-effective way to reach out to those who are interested in your services, or currently use them.
Email marketing allows you to add a personal touch. You can create targeted campaigns that appeal to the specific needs or interests of different segments of your client base.
Email can be less time-intensive compared to other marketing avenues. This is especially true if you’re leveraging AI to create content or are using automation tools to schedule and send messages.
You can easily track metrics like open rates or click-through rates through your email service provider. This helps you gauge how effective your campaigns are and where you may need to adjust your strategy.

Considering that around 4.4 billion people use email globally, it just makes sense to leverage it for your marketing as you grow your advisory business.

Sample Email Scripts for Financial Advisors

Example email scripts for financial advisors can be used and adapted to suit a wide range of situations.

Templates can simplify marketing because they give you a base to start from. You can customize email scripts or templates to better fit the audience you’re sharing your messaging with.

Below, you’ll find some example email scripts for financial advisors that you can use and adapt to suit a wide range of situations.

Script #1: First Contact

A solid introduction goes a long way, and what you say in your first email to a prospect matters. The following script can help break the ice if a prospect fills out your contact form, schedules an initial consultation online or signs up for your email list to get your lead magnet.

Dear [prospect name],

I saw that you recently [filled out a contact form/booked an initial consult/joined our email list] and I wanted to reach out to offer a personal welcome. I’m excited to learn more about you and what you need help with in navigating your financial planning journey.

About me: I specialize in helping clients like you create retirement plans that fit their lifestyles. My greatest satisfaction comes from seeing clients not just achieve but exceed their financial goals.

So tell me, what’s the ONE thing you’d most like to change about your financial situation right now?

I’d love to sit down with you to discuss your financial vision and any challenges you might be dealing with. When would you be available for a chat?

Looking forward to hearing from you,

[Your name]

Script #2: Follow Up

Once you’ve had a first meeting with a prospect, it’s important to follow up via email. Following up keeps your business fresh in their minds, and it’s a chance to move the conversation forward.

Hi [prospect name],

It was great to connect with you and I hope you found the conversation as enlightening as I did. I appreciate your willingness to walk me through your finances and share some of your concerns about the direction you’re heading with retirement.

You mentioned that you were torn about how much you should be contributing to your 401(k) right now since your oldest child is heading to college in the next five years. You were wondering whether it might make sense to reduce your contributions and funnel some extra cash into a 529 savings plan.

I ran a few scenarios through a portfolio visualizer to see how redirecting some of your cash to a college savings plan might affect your retirement plan growth. I’d love to share some of the outcomes with you. Would you be available for a follow-up conversation next week?

Looking forward to hearing from you,

[Your name]

Script #3: Referral Introduction

Referrals can play a significant part in driving growth. Maybe you have satisfied clients who send a steady stream of referrals your way. If that’s the case, you can use this email script to introduce yourself to your new referrals.

Hi [prospect name],

It’s nice to meet you! I understand that you’re looking for an advisor and [client name] suggested we connect.

They may have already told you a little about me, specifically that I specialize in helping clients who may be getting a late start on retirement get caught up. I know that retirement is sometimes a daunting topic, but I’m passionate about helping people just like you cross that finish line successfully.

I’d love to have a chat with you about where you are financially and what big (or small) goals you’re working towards. Would you be available for a sit-down sometime next week?

Looking forward to hearing from you,

[Your name]

Script #4: Email Newsletter

Sending out a weekly or monthly email newsletter keeps you visible in prospects’ and clients’ eyes. If you’re stumped for ideas on what to share, you can use this template as a guide.

Hi [prospect/client name],

I hope this finds you well! I’m reaching out with your [weekly/monthly] update to share the latest financial news and trends I’ve been watching.

As you probably know, the Fed has decided to move ahead with a 0.25% rate cut. And you might be wondering… what does it mean for me?

Since the Fed’s announcement, the market has been on a steady upward trend, suggesting that stocks are weathering the rate change well. The latest jobs report points to a still strong and growing economy, while inflation is showing signs of definite cooling.

Those are all positive indicators but as we both know the market can turn on a dime. That’s why I’m taking a deeper dive into what the Fed’s rate cut means you for right now – and what it could mean six months from now.

Head over to [your blog/YouTube channel] for a detailed breakdown.

And as always, I’m here to chat when you need me. If you’d like to take a closer look at potential impacts on your portfolio, let’s schedule a meeting.

Looking forward to hearing from you,

[Your name]

Script #5: Client Check In

Email is an excellent way to foster client engagement and remind your clients that you’re there to help should the need arise. If it’s been a while since you’ve heard from a client, consider using this script to craft a check-in email.

Hi [client name],

How have you been doing? I realized it’s been a couple of months since we last connected and I wanted to pop into your inbox and say hello.

Last time we met, you mentioned that you were considering taking a loan from your 401(k) to fund some home repairs. If you remember, we walked through the pros and cons, but you weren’t quite ready to make a decision. I wanted to ask if you’d gone ahead with the loan yet.

If so, I’d love to catch up and see how you’re feeling about that decision and discuss what it might mean for your retirement portfolio in the long term. And if you didn’t, I’m still happy to sit down with you to have a chat about anything else that’s on your mind. When would be a suitable time to meet?

Looking forward to hearing from you,

{Your name}

Email Marketing Tips for Financial Advisors

Email marketing takes time to perfect, and you may need to experience some trial and error to find a formula that works best for you. With that in mind, here are some tips you can apply to make the most of your marketing efforts.

Personalize emails by using the recipient’s name and mentioning something specific to their financial plan or life situation.
Be professional and courteous, but also approachable and friendly.
Go for concise messaging and keep “fluff” to a minimum.
Use bullet points or callout boxes to break up the text and give your messages some visual appeal.
Check your message for grammar, spelling and punctuation errors.
Include a clear call to action (CTA) directing the reader as to what they should do next.
Be consistent in your tone, how you frame your messaging and the frequency with which you send emails.

Lastly, make sure that every message you send has value so that prospects or clients look forward to seeing your name in their inbox.

Bottom Line

If you’re not growing your business as quickly as you’d like, email marketing could be the missing piece of the puzzle.

If you’re not growing your business as quickly as you’d like, email marketing could be the missing piece of the puzzle. Creating some email templates like the ones shared here can make it easier to conquer this part of your marketing plan.

Tips for Growing Your Advisory Business

Once you get into the practice of marketing your business, you may quickly find that it’s more time-consuming than you anticipated. If you’d like to add hours back to your day, you might consider partnering with an advisor marketing platform. SmartAsset AMP takes a holistic approach to marketing to help independent advisors grow. Schedule a demo to learn how you can leverage it to generate more leads.
Whether you’re marketing via email or another channel, it’s important to keep compliance top of mind. The SEC’s marketing rule, for instance, requires advisors to refrain from making misleading statements in their marketing materials. You’re also expected to adhere to regulatory guidelines for recordkeeping. Reviewing marketing compliance rules can help you avoid potential violations.

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