Rethinking your Newsletter

by Megan Elliot

March 25, 2014

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Many investors have told me that they enjoy receiving a newsletter from their financial advisor.

But newsletters, once a cornerstone of advisor marketing, now look a bit old-fashioned. Compared to Facebook, Twitter, videos, blogging and other flashier marketing strategies, many simple newsletters look boring and dated. But newsletters can still have a place in your marketing repertoire, provided you approach them in the right way.

Why newsletters work

Advisors and marketers like newsletters because they offer an easy, consistent way to stay in touch with clients, prospects and centers of influence (COIs). Consider the advantages a newsletter offers over an alternative communication method, like a social media site:

  • Even in our always-connected age, many clients aren’t active on social media. And those who are may not want your updates popping up in their Facebook newsfeed between pictures of their grandkids and a friend’s vacation photos.
  • Some firms still have restrictions on how they can use social media.
  • Social media is changing. For example, Facebook is making it more difficult for users to see organic (non-paid) content from companies.

 

Most importantly, many clients like newsletters. A recent survey found that newsletters were the most popular “one-to-many” form of communication among financial advisor clients, with 34% favoring enewsletters and 18% preferring printed newsletters. In comparison, 24% preferred social media. Newsletter preference was high among all age groups, but especially among baby boomers and Generation X clients, with only clients under 35 preferring social media. (You can read a summary of the survey on Michael Kitces’ blog or download a copy by clicking here.)

Still not sure if your firm needs a newsletter? Ask. When you meet with clients or COIs, ask them whether they read your newsletter or find the information valuable. A client communications survey can also reveal valuable information about how people want to hear from you.

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