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Do Your Email Campaigns Suffer from Stranger Danger?

Sales & Marketing

Have you ever received an email from an unknown sender? Did you open it? If you did, what enticed you to ignore the potential risk and click?

For every $1 invested in email marketing, there is a $42 return on investment (Direct Marketing Association, “Marketer Email Tracker 2019”). However, to have successful email campaigns, you need to overcome “stranger danger” and stand out as newsworthy to your clients, prospects and centers of influence.

Newsworthy Content

Thankfully, the 401(k) world is always evolving, so we have a lot of topics to choose from. But while we may think that QDIAs, ESGs and CITs are newsworthy, your readers may not. That is why you need to format your content in a digestible and relatable way.

Use a range of formats to educate and inform your email contacts, such as blog articles, plan sponsor guides, infographics, videos, newsletters, webinars and designed images.

Research shows that Baby Bboomers prefer newsletters, while Gen Xers like infographics and Millennials enjoy videos. With a diverse mix of content, you will appeal to the wide range of generations in the workforce today.

Intriguing Message

Inbox competition is fierce, which means your email subject line needs a hook: something that piques interest, curiosity and a desire to open it.

To create click-worthy subject lines, follow these 3 tips: 

  1. Limit to 40 characters or 4-6 words
  2. Use lower case letters 
  3. Include an odd number, if possible (1, 3, 5, etc.)

Additionally, you can use a subject line tester such as Omnisend. They will automatically score your subject line for readability, interest and other important click factors. It’s free, and should help improve your email open rates.

Read more commentary by Rebecca Hourihan here.

Safe Formatting

As a retirement plan advisor, you’re a trusted partner. As such, your email formatting should represent your professional brand. Every touchpoint either strengthens or hurts your reputation. To boost your reputation within your email marketing platform, try these two tips: 

  1. Set up your communications to send from your business email address. By default, your email marketing platform will use a generic domain to send your emails. However, recipients may not trust a generic domain as much as they trust your brand’s domain; after all, that’s who they signed up to receive messages from. 
  2. Looks matter. Take the time to setup all of your email campaigns with your logo, colors, fonts, imagery and key messaging that reflects your professionalism.

Earning Clicks

If you haven’t yet jumped into email marketing, now is great time to start because it is one of the easiest and cost-effective ways to nurture your contact list. It keeps you top of mind for any plan related questions and new business opportunities.

Boost your campaign results by optimizing your communications with timely, relevant and topical content to your plan audience. As you send important information, you will enhance your brand as a trusted retirement plan knowledge source.

Thanks for reading and Happy Marketing!

Rebecca Hourihan, AIF, PPC, is the founder and CMO of 401(k) Marketing, which she founded to assist qualified experts operate a professional business with professional marketing materials and ongoing awareness campaigns.