Investment managers and RIAs: ready to do a quick workout to improve your email marketing conversions? Go:
Minute 1: Don’t spam and don’t buy lists. Period. Only send emails to folks who have opted in to receive them.
Minute 2: Preferences. Some alternative asset managers don’t do emails, but for those who do, you can provide prospects the option of receiving your missives either daily, weekly, bi-weekly, or monthly, depending, of course, on how frequently you produce content.
Minute 3: Optimize. Make sure your emails are optimized for prospects who retrieve emails on their smartphones or tablets. This means they should look crisp, clear and centered.
Minute 4: Personalize. If you gain a prospect because they clicked on your landing page in order to get information on the Forex market, or on succession planning, then send them a targeted series of nurturing emails about the benefits of Forex (or succession planning) – not on the potential asset allocation benefits of municipal bond investing.
Minute 5: Research. Who’s clicking, how often, what are they viewing, when are they leaving? You can track all these prospect metrics on Google Analytics, HubSpot, or other platforms. The research can inform your future campaigns.
Minute 6: Maintain. Expect list attrition. Over time, prospects will opt out, unsubscribe, or simply move from one job to another without letting you know. So you’ll always need more subscribers and leads.
Minute 7: Test. Always be testing all the major components of your emails – subject lines, subheads, text, images, days sent, time sent. You may think you know which is best; the result may bear out or bear different. Always best to test one element at a time to isolate cause and impact.
Will your email workout actually take seven minutes, and be divided into basic, intermediate and advanced stages? Perhaps not, but the point is that in a relatively small amount of time each week or month, you may be able to improve the lead generation results of your email marketing efforts.
Infographic below created by the Content Marketing Institute.