Financial Consultant Email
Background
This email came to my Promo Tab from a financial consultant’s office. The email promotes a particular article on the company's website. They send these emails about once a week. They all follow the same format as the one below.
Let’s break it down….
Make it stand out
Whatever it is, the way you tell your story online can make all the difference.
Strengths
The email is brief which is respectful of the reader’s time.
It has a clean, easy to read layout.
The email contains a trust element by mentioning the expert who wrote the article.
The subject line is clear and targeted to their audience.
Weaknesses
If the reader wants to read the blog article, they must click on two buttons to do so. The one in the email and then one on a landing page, before getting to the actual article. I believe this is a waste of the reader’s time and unnecessary. I’d love to see the link in the email go directly to the article to increase the reader’s satisfaction and increase the positive thoughts about the company in the reader’s mind.
The email does not provide any benefits for the reader to click on the article and read the whole thing. I think adding some meat as to why this particular article would be helpful to the reader would increase engagement.
It is not personalized at all. Adding personalization helps the reader feel more connected to the sender and the email.
It would be more powerful to tie in how the company can help the reader with the issue / article topic at hand. A more powerful CTA at the bottom of the email body would help with conversions.
The email lacks any emotional connection with the reader and is overly reliant on factual information. Combining the facts and the article teaser with how it can relate to the reader’s life or financial situation would make it a more powerful email.
About half the real estate in the email is dedicated to the content of the email and the other is dedicated to images, legal disclaimer, compliance information, advertisement disclosure, contact info and how to unsubscribe. I think this ratio is off and the email should contain more valuable or interesting info than obligatory statements in the footer.
If you’re a business owner with an email list of over 1,000 subscribers, contact me at nancy@nancybushagency.com for help avoiding the email mistakes you read about here. Or get on my schedule so we can talk in person about your email marketing status by clicking on my calendar link here:
