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  • Get the most out of your email marketing

    12 September 2017


    According to Netwealth’s 2017 Advice Tech Research Report, 71% of advisers surveyed use technology to create, send and even automate e-newsletters, and mass emails to their current and prospective clients.

    This is estimated to increase to 93% by 2019. Over the next financial year, 79% of advisers will be planning to improve their customer engagement tools such as email management/automation software.

    There are many email management tools available. MailChimp, XPlan and Microsoft Outlook are the most popular amongst advisers. The 2017 Email Marketing Industry Census by Adestra found that email marketing is a huge factor when it comes to return on investment (ROI), but many companies must be more proactive to better their results.[1]

    Being proactive and consistent in communicating with your current and prospective clients via email works in building relationships. But to improve your ROI, you need to be flexible and continually monitor the results of your emails and adjust your strategy accordingly. 

    Effective email software includes reporting tools to show:

    • the best time to send email and how often
    • what time your emails are being opened and by who
    • what e-mail links are getting clicked
    • if your email is being forwarded to other recipients


    Hypothetical

    Donna is an adviser who sends a monthly e-newsletter on Friday afternoons at around 3pm to all her current and prospective clients. Her email reports show the email open rate has steadily decreased over the last three months.

    Donna decides to trial sending her monthly e-newsletter on Fridays at lunch time. She immediately sees increased open rates and experiments with other send times over the next few months. Using the data in her email reports, Donna determines that 12pm on Friday gets the best open rates, so she adjusts her strategy accordingly.

    Donna includes links to articles on her business’s website in her e-newsletter. In the report she can view exactly what links her readers are clicking on, who they are, and what they’re interested in reading. This gives her better insight into which topics to focus on in future.

    Donna sees her client Ben has clicked on the article How to create a household budget. Based on her own knowledge and CRM, Ben is 28 and saving for his first home deposit.

    Donna recently introduced a new money management service that helps her clients create and maintain a monthly budget. She identifies that there’s a good chance Ben may be interested.

    She contacts him directly about how her new money management service might help him. Ben is interested and decides to use it.

    This is just one example of how a detailed reporting program can positively impact Donna’s ROI.  

    For more information on email marketing, download “Email Marketing for Advisers” and read our previous article “How to write engaging content that gets read”. 


    [1] http://www.adestra.com/resources/downloadable-reports/2017-email-marketing-industry-census/ 


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    Copyright © 2021. AIA Group Limited and its subsidiaries or affiliates. All rights reserved. Priority Protection and Priority Protection for Platform Investors products are issued by AIA Australia Limited (ABN 79 004 837 861, AFSL 230043). AIA Vitality, a personalised, science-backed program that supports members every day to make healthier choices, is available with eligible products issued by AIA Australia. AIA Health with AIA Vitality is issued by AIA Health Insurance Pty Ltd ABN 32 611 323 034, a registered private health insurer governed by the Private Health Insurance Act 2207, Private Health Insurance Rules 2007 and the AIA Health Insurance Pty Ltd Fund Rules. The information on this website is current as at 1 April 2021 and may be subject to change. It is general information only and is not intended in any way to be financial, legal, tax, health, medical, nutritional or other advice. You should consider your own personal circumstances and needs and view the relevant product documents, fact sheets, fund rules and terms and conditions before making a decision to acquire such products. If necessary you should obtain professional advice from a financial, tax, medical or health professional. Unless expressly stated, any views or expressions of opinion (including any video content) do not represent the opinion of AIA.
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