Many financial advisors swear by the e-newsletter. According to them it is the best way to be in touch with your clients without intruding in to their lives. There are four other reasons why you should send your e-Newsletter.
Build relationships
By sending the newsletter, you give your clients and prospects an opportunity to educate themselves about various financial concept and news while you get to update them on your business. This helps you to build relationship.
One way you can strengthen your client relationship is by featuring some interesting client experience. The process of writing the article will create a deeper bond between you and the subject. In addition, the person or organization featured in the article will be honored to be highlighted in your newsletter. This can help you maintain existing relationships or nurture new ones.
“It is the best way to build relationship with clients because you cannot call your clients regularly. It also helps you to keep them updated about new happenings in the industry,” says Bratati Bhattacharya, IFA from Kolkata.
Bratati sends weekly newsletters and she claims that it has helped her to strengthen relations with her clients.
To enhance social media content
Finding original content for your Facebook business page, LinkedIn profile or Twitter account can be a challenge. So, post your e-newsletter on your various social media sites, which solves your content issue and also makes the sharing process even simpler.
Vice versa, even posting a link of your social media pages on your newsletter might expose you to a new audience that you do not have in your email database.
Some distributors use social media site to hold discussion forum on topics mentioned in their newsletters. This helps them to popularize their newsletter as well engage their audience in an interesting manner.
“I usually put some topics from my newsletter on Facebook to conduct discussion forum. It serves two important purposes – I get to regularly refresh my content and social media gives me the leverage to reach to larger number of audience,” says Pramod Jain, IFA from Mumbai.
Stay top-of-mind
Even if your recipients don’t open the newsletter, they see your name or your firm’s name every time the email arrives. This keeps your name in the top of the minds of your clients and prospects. It may also remind them that to contact you for one reason or another.
Many advisors claim that a minimum of three contacts respond to each newsletter depending on the importance of the issues mentioned in the letter.
“We regularly send our newsletter ‘Coffee with Ghalla Bhansali’ to our clients and this helps us to always be in their mind. We have got feedback from clients that they wait to read our newsletter every morning as it helps them to get a snap shot of financial markets,” says Mukesh Dedhia, Director of Ghalla Bhansali Group of Companies.
Showcase your expertise
When you give your views/market outlook and present financial news in an interesting manner through your newsletter, you help your clients gain a better and deeper understanding of the financial world. As someone who facilitates this understanding, you will be perceived as an expert.
The last word
A well designed newsletter with interesting and relevant content can do a lot to enhance your relationship with your clients and prospects. The effort and time will be worthwhile, we promise!
