Creating Effective Marketing Campaigns

Client communication is one of the most important aspects of the Financial Services business, and delivering smart and effective messages via email should be a vital part of your strategy. Here are some ideas to consider when you’re building your message. This is by no means a complete list, just some concepts you should be thinking about when communicating to your audience.

Keep it short. You should avoid overwhelming the reader with too long a message; your goal is to pique their interest enough to get them on the phone with you or visit your website. Too much text in one place will either leave them with no questions to ask or intimidate them to the point of disinterest. A clear, brief message will give you more opportunities to expand on those ideas down the road.

Keep it simple. Many people open an email and glance over it before giving it a full and detailed read. This is a good opportunity, if you’ve organized your message with call-outs, bullet points, and subheads, to create a message that will catch the attention of someone skimming through the email just to understand the highlights.

Be clear. While this might seem like the most common sense advice, you’d be surprised how often the message can be lost in a jungle of terminology, lingo, and jargon. Keeping to the point and making your call to action clear can be the difference between successful communication and the recycle bin.

Be personal. Unless your name is “Occupant” or “Resident,” you probably put envelopes addressed in that way through the shredder rather than reading them. The same goes for emails; having the correct name or term of address tells the recipient that you know them and have put energy into making contact with them.

Don’t be flashy. Don’t sabotage yourself! Beyond a simple logo or photo to identify your company, excessive HTML, graphics, and music have more potential to alienate your contacts than engage them. Impress them with your message, rather than an overdone spectacle filled with bells and whistles that might take forever for their computer to load.

Get permission. Sending emails to someone who hasn’t expressed interest in getting information from you is Spam. Spam is ineffective, illegal, and just plain bad business. Remember that you want to be seen as an invaluable resource rather than an Internet pest, so use your email communication to build upon existing relationships. Reinforce that relationship by re-introducing yourself, if it’s been a while.


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