Tag Archive for: newsletter marketing

Focus on WIIFM, not the article

Nobody gets excited about reading an article. That’s the thought that crossed my mind when I received a newsletter that opened as you see in the image below.


The person sending the newsletter had good intentions. He knew that the SECURE Act brings changes that can affect the retirement planning of his clients and prospects. However, he didn’t convey that the changes were going to offer opportunities for readers to gain—or to experience pain. As a result, few people are likely to click on the link to read the article. It might be a great article. But the newsletter doesn’t give readers a reason to click.

Readers care about the WIIFM—What’s In It For Me. They want to know how they’ll benefit—or how they can minimize their pain.

The SECURE Act offers both gains and pains. That could inspire better headlines, such as:

  • GAIN: Avoid required minimum distributions—and the related taxes—for longer under the SECURE Act
  • PAIN: New limits on “stretch IRAs” mean you may need to adjust your retirement plan.

If you think about it, I bet you can apply this lesson to create better headlines.

Ready-to-use content for financial advisors

Financial advisors with tight budgets and limited time sometimes buy ready-to-use content from publishers who offer a library of resources. I list some of them below, including links to their sites. I am not endorsing any of them. Some of the content comes from names that I know, such as Litman Gregory, Wendy Cook, and Bob Veres’ Inside Information.

Using ready-to-use content

These resources typically offer ready-to-use content that can be presented as if it has been created by the advisory firm that shares it. This is different than curated content, with which you share material (or links to material) for which its creation by a credible third-party source is part of its appeal.

Please check that the content is right for your firm. Some of the resources cater more to registered representatives (including getting content preapproved by FINRA), while others may appeal more to registered investment advisors.

Each resource is listed in alphabetical order with a description provided by the resource.

The marketing professionals who told me about some of these resources have a good tip for you. When you buy standardized content, do something to customize it, to make it yours, assuming this is allowed by the terms of your agreement with the provider. I’ve written about this in Canned newsletters can hurt your marketing.

Sources of ready-to-use content for advisors



AdvisorFlex says:

Tired of the boilerplate market commentary available from many of the industry marketing services? Don’t have time or staff expertise to create your own? Want to differentiate your firm? Let AdvisorFlex do it for you. They provide market commentary for your practice, custom written monthly articles, custom website copywriting or editing, automated content marketing, and RIA branding services.

Advisor Products’ FINRA reviewed content

Advisor Products says:

Business websites that post new content consistently get their pages indexed by search engines 434% more than the sites who don’t. Blogs and articles using keywords that are relevant to your target audience help Google improve your ‘relevancy’ score [and] your rankings.

Broadridge’s Advisor Resource Center

Broadridge says:

Differentiate your advisors as thought leaders. Expand your advisors’ library of resources and save time by leveraging original content created by our team of in-house subject matter experts. Advisors can share content with their audiences, quickly respond to requests for information and convert more clients with custom presentations.

Inside Information’s Client Articles

Inside Information says:

Receive articles and cartoons to send to clients, use in quarterly newsletters or as part of your drip-marketing campaign. This service may NOT be sent to centers of influence or professionals.

Litman Gregory AdvisorIntelligence Communications

Litman Gregory AdvisorIntelligence says:

White-Labeled Materials to Guide Your Client Conversations

One of our goals with our AdvisorIntelligence service is to make available everything we do in our own practice that might be of value to other advisors. Beyond the considerable resources we devote to providing our research and investment strategy, we also share the communications we use to establish and maintain our client relationships. Importantly, through our communications, we seek to instill client confidence in our competence, investment approach, and core values (integrity, excellence, passion, and courage). This sets the foundation for a successful, long-term client relationship and requires clear and regular communication around our investment philosophy, approach, and the reasoning underlying our decision-making on our clients’ behalf.

MarketingPro Marketing Library

MarketingPro says:

Downloadable and professionally pre-written content with compliance review built right in. Keeping up communication with clients and prospects is pivotal to the success of your practice, but why waste time trying to draft your own messages, then wait weeks for compliance review? Our MarketingLibrary service offers Financial Professionals 24/7 online access to high-quality, high-impact content written by seasoned financial copywriters. And if your Broker/Dealer supports the system (hundreds do), the content you need may be pre-reviewed and approved for immediate use. Thousands of messages, with new content added every week – all for one low monthly fee.

Wendy J. Cook Communications

Wendy J. Cook Communications says:

Wendy offers a content-sharing library with affordable, turnkey content written especially for use by the evidence-based advisor. For your client letters, e-newsletters, video scripts and more, stop settling for tired financial speak that doesn’t speak to you.  Also, custom content.

Warning from my experience with this list

I originally created this list on Storify, a platform for sharing content. I kept it off my blog because I didn’t want to seem to endorse any providers. However, one day I tried to access my list, and found that it had disappeared. Oops, Storify had gone out of business!

Any time you share content only on a third-party platform, you run the risk of losing it. I’ve blogged about my earlier experience with this in Ouch, LinkedIn, why did you do that to me?

Luckily, I was able to recover my list using the Wayback Machine. However, it was a tedious process. I could have made my life easier by posting this list on my blog from the beginning.

Pick your e-newsletter sender name carefully

Recently, I sent the newsletter of a person whom I like to my email’s spam folder. My gut reaction proves that you should clearly identify the sender of your email newsletter.

Unrecognizable sender name spells trouble

When I looked at the newsletter, I thought, “I don’t know this person. Why is he sending this to me?” I also had a vague sense that I’d received multiple issues of this unwanted newsletter.

When I receive newsletters from people whose names I don’t recognize, I’m afraid to click their “unsubscribe” links. I’m concerned that my confirming the existence of my email, I’m sentencing myself to receive more newsletter spam. That’s why I sent this person’s email to my spam folder.

The sender used only his first name in his “from” line. It’s as if I identified myself simply as “Susan” instead of “Susan Weiner, CFA” in the from line of my e-newsletter. I had no idea who he was—at least, not initially. But the name nagged at me. Eventually, I realized from the person’s mailing address that I did know him. But, by then it was too late for me to undo his spam designation.

As Campaign Monitor says in “Why ‘From’ names and email addresses are important,

Studies on email open rates have found that trusting the sender is the single most important factor in whether an email is opened or not. That means it’s critical to choose an effective and consistent “From” name and email address.

A better approach to your sender name

If you’re a solopreneur sending an e-newsletter, consider using your full name—first name plus surname—as your sender name. In the example I give above, I would have recognized the full name. I wouldn’t have sent the newsletter to spam.

Sometimes a full name isn’t enough to jog my memory. Even adding a company name to your sender name often isn’t enough. “10 Tips to Optimize Your Newsletter’s Sender Address” by Newsletter2go offers some tips on picking the right sender name. I don’t believe that you should always use your company name as your sender name, as I discussed in “Should my firm insert its name at the start of every email subject line?

The best way to avoid getting sent to spam for an unrecognized sender name is to stop adding people to your email lists without their permission.

It also helps to deliver value in every newsletter. However, everyone defines value differently, so that’s hard to do consistently.

The e-newsletter problem you don’t know about

Don’t get me wrong. Sending an e-newsletter is a great idea. I’ve gained thousands of dollars of business from my subscribers. But there’s an e-newsletter problem nobody tells you about.

The problem? Delivery.

Your newsletters may fail to reach your subscribers’ in-boxes for reasons that have little to nothing to do with you. You can avoid some, but not all of these problems, by using a provider of e-newsletter services—like Constant Contact, MailChimp, or aWeber—instead of sending your newsletter via your email client, as I discussed in “Do NOT send your newsletter via your email.” But you’ll experience problems even with those providers.

Bounce list reveals problem

You may think that all of your newsletters are reaching your subscribers. But they’re not. For one thing, some subscribers divert your newsletters from their inbox using rules to divert them to other folders. An email provider like Gmail may direct your newsletters on its own initiative to a separate tab called Promotions. Also, some subscribers may forget they subscribed and mark your newsletter as spam. That’s for starters.

There’s more, which I discovered from going through my newsletter’s “bounce list,” a list of subscribers whom Constant Contact says didn’t receive my newsletters.

Every month I go through the “bounce list” for my monthly and weekly newsletters. Sometimes the bounces are temporary, as when an inbox gets overloaded while someone is out of the office. Other times, though not too often, the bounce reports are false, as I discover when I contact the bounced email addresses, and my subscribers say, “Susan, I’m getting your newsletters. I just read one.”

I think the most typical reason for bounces is that the subscriber’s company or internet service provider (ISP) blocks e-newsletters. There are ways for subscribers to request that their company of ISP allow your newsletter through. But that can be time-consuming for the subscriber.

One of my most surprising discoveries was that it can take years for an invalid email address to bounce. I only learn this when I go the person’s LinkedIn profile to contact them about a bounce, and I see they left their job long ago. Apparently, some companies don’t immediately deactivate email addresses of employees who leave. I can see keeping an email address active for one to three months. Keeping it active for one to three years, without even activating an autoresponder about the person’s departure, seems crazy to me.

What’s the fix?

There is no easy fix to this e-newsletter problem. One approach is to chip away gradually at undelivered emails by contacting subscribers on your bounce list. Ask them to update their email addresses or take other measures to ensure your newsletter reaches them. There can be a silver lining to this practice, as I discussed in “Boost your newsletter list’s power with this tip.”

Another approach is to periodically review lists of newsletter non-openers. You can then contact those who’ve been inactive for a prolonged period, asking if they’d like to unsubscribe. I’ve made a step in that direction, but I’ve found that identifying longtime inactive subscribers is a clunky, hands-on process with Constant Contact. Other providers may make it easier. For example, I believe some providers make it possible to generate a list of those who haven’t opened a newsletter for X number of months. Last time I checked, Constant Contact didn’t offer that feature.

Have YOU found a better fix to this problem? If so, I’d love to hear from you.


Do NOT send your newsletter via your email

Are you thinking of starting a newsletter and sending it via your firm’s email? Stop. Sending newsletters using your firm’s email client—whether it’s Microsoft Outlook or some other program—is a bad idea. It can anger people, and handicap the delivery of your newsletter. But, don’t worry. There’s an easy solution.

An easy way to annoy newsletter recipients

I’m thinking about this because I just received a mass email from someone who’s launching a new business. This person emailed me—and maybe 20 other people—in a message that displayed our emails in the CC line.

It’s not a good idea to expose other people’s email addresses if they don’t already work at the same company or correspond via email for other purposes. People like their privacy. In the case that I’m thinking of, the other recipients were all people who had taken a class together, so many of them may have welcomed the chance to stay in touch. But some might not.

Another problem: When you send a mass email using the CC line, inevitably some people will “respond all.” That’s true even when their message is of no interest to the other recipients. This is annoying.

A way to handicap your newsletter delivery

You might think that using the BCC line to blind-copy recipients would solve your problems. Sure, it’ll solve the problems listed above. But there are other issues with sending newsletters via your firm’s email software.

Internet service providers (ISPs) are suspicious of emails that have many addressees. They fear that you might be sending spam. Your email address could get blacklisted.

As e-mail marketing application MailChimp says in its explanation of blacklists, “If your emails get marked as spam, or ISPs see a sudden increase in email volume coming from your domain, you could get blacklisted.” Campaign Monitor, another email marketing app, notes that “Just a few spam complaints can land an IP address on a blacklist, even if the ratio of complaints to the volume of email sent is very low.” 

That could hurt the delivery of your regular emails as well as your newsletters. That’s a high price to pay.

Solution: use an email marketing application

An email marketing application—I use Constant Contact—solves the problem of exposing recipient’s email addresses. It also gives your newsletter the chance to be viewed more favorably by ISPs than emails sent to many recipients via your firm’s email software.

For one thing, an email marketing app will make sure that you comply with certain standards set by the CAN-SPAM Act, an anti-spam law. It’ll force you to provide an unsubscribe link and to put your address in the email, as pointed out in “7 Reasons You Should Use An Email Marketing Service to Send Your Newsletters.” The same article asserts that “Email service providers such as Constant Contact and MailChimp are trusted within the email community and they keep a good eye on their account holders to make sure there is no funny business going on.” As Liz Lockard says in “5 Reasons Why Email Marketing Service Providers are a MUST,” “They keep a record of the opt-in when your subscriber signs up and also have things like spam filter checks to help you avoid the junk folder and being reported as spam.”

Other advantages of email marketing service providers:

  • They give you the option to automate sign-ups to your newsletter with a link in your emails, on your website, or in other locations.
  • They provide templates to help you format your newsletters attractively—and in a mobile-friendly way.
  • They usually offer some sort of support, which can be invaluable when you run into problems with your newsletter.

You may still have problems

I wish I could say that email marketing service providers are the solution to all of your problems. They’re not.

Some companies block communications sent via such providers. I’ve run into this with subscribers to my Investment Writing newsletter. Some of my subscribers end up re-subscribing from their home email addresses, rather than battling their company information technology folks to get the newsletter whitelisted.

Still, if you follow my advice, you’re likely to have fewer problems than if you send newsletters via your regular email software.


My newsletter experiment with confirmation requests

I suspect that a significant percentage of my newsletters don’t make it into my subscribers’ email in-boxes. Every month I get a list of email addresses that “bounce,” not reaching their destination. An even larger number of subscribers fail to open any emails—possibly because my emails aren’t reaching them. The data is provided by Constant Contact, the provider I use for sending my newsletters.

Newsletter confirmations

Wondering if the disappointing numbers are partly because new subscribers input bad email addresses, I experimented with Constant Contact’s feature that requires new subscribers to confirm their interest before they join my list.

I didn’t like the results. My weekly list of new subscribers shrank. Also, the list of names in an “Awaiting confirmation” category grew. Looking at the email addresses on the “Awaiting confirmation” list, I saw many email addresses that appeared legitimate.

My assistant suggested that the confirmation-request email went into the individuals’ spam folders. That’s what happened when she tested the feature by subscribing to my newsletter. (Of course, it’s possible that’s where anything sent via Constant Contact goes for those individuals unless they’ve whitelisted Constant Contact.)

I asked Constant Contact if I could re-send the confirmation-request email. No, there’s no way to do that.

Asking people to re-enter subscriptions

The only way I can get those subscribers on my Constant Contact list is to send them an email asking them to re-enter their subscription request. I sent 25 requests in early January. It’ll be interesting to see how many of those people re-subscribe by the time I publish this article.

In the meantime, I’ve turned off Constant Contact’s confirmation request.

Catch e-newsletter non-openers with this technique

Do you feel disappointed when some of your e-newsletter subscribers fail to open your newsletters? It happens to everybody. The average “open” rate for financial e-newsletters is about 18%, according to Constant Contact.

I’ve learned a technique that has boosted my open rates significantly in two tests. First, I increased the open rate on one of my monthly e-newsletters from 20.4% to 29.1%. Second, I increased the open rate on one of my Weekly Tips from 20.7% to 27.2%. Since then, I’ve achieved open rates greater than 30% on some newsletters.

The secret of my higher open rates

I achieved this improvement by re-sending those emails to people who hadn’t opened them within about a week following their original sending. It’s big win to boost the open rate this easily.

How did I do it? I had my virtual assistant use the QuickSend feature in Constant Contact. I imagine that other forms of e-newsletter software offer similar features. For example, Mailchimp has an option to resend an unopened campaign.

I use QuickSend on every issue of my monthly newsletter. I use it on just one of my Weekly Tips because I don’t want to overwhelm my subscribers’ email in-boxes. I time the Weekly Tip re-send so it doesn’t overlap with the re-send of my monthly newsletter.

How about YOUR newsletters?

Look at your newsletters. Think about how you can use this feature. If your newsletter is monthly, it’s a no-brainer to use this QuickSend approach. If you publish more frequently, be careful that you don’t overwhelm your readers’ in-boxes.

Please tell me if it boosts your open rate and, more importantly, if it helps you to improve your relationships with clients and prospects.

Another tip for your e-newsletter

In addition to using QuickSend, I have another tip for boosting the open rate for your monthly newsletter.

Don’t wait until your regular monthly date to send a newsletter to a new subscriber. I try to send weekly to new subscribers. I hope to attract more attention by contacting them while they still remember signing up for my newsletter.

Print newsletter vs. e-newsletter for financial marketers

Should you send a print newsletter or an e-newsletter? I’m asking this question because I just added a 28-page paper newsletter to my “to read” pile. This newsletter wouldn’t have commanded my attention if it had come via email. While newsletters printed on paper and sent via the postal service are becoming dinosaurs, you may find them worthwhile.

The case for a print newsletter

The big reason to send a print newsletter is to break through the clutter encountered by e-newsletters. I have e-mail inbox rules that move most e-newsletters into a folder called “newsletter.” I rarely read them. I even skip newsletters that would interest or help me because there are too many of them.

Marketing via mail generally achieves higher response rates. According to “2015 DMA Response Rate Report: Direct Mail Outperforms All Digital Channels Combined By Nearly 600%“:

Direct mail achieves a 3.7% response rate with a house list, and a 1.0% response rate with a prospect list. All digital channels combined only achieve a 0.62% response rate (Mobile 0.2%; Email 0.1% for a Prospect list and 0.1% for House/Total list; Social Media 0.1%; Paid Search 0.1%; Display Advertising 0.02%).

Direct mail’s 3.7% and 1.0% response rates for house lists and prospect lists respectively look attractive compared with the 0.1% response rates for email. Of course, your experience may differ from the DMA’s results.

Another plus of print is your control of what readers see in front of their eyes. This contrasts with e-newsletters, where readers’ email programs or browsers may distort your layout or blank out images.

The case against a print newsletter

stamps for print newsletter

Stamps on the envelope of the 28-page newsletter that inspired this post

I see three main drawbacks to print newsletters: cost, timeliness, and lack of analytics.

It’s relatively expensive to send a print newsletter via the U.S. mail. A $1.57 worth of stamps adorned the newsletter I just opened. Other costs may include envelopes, paper (fancy stock is pricey), ink, and design work. Only design work might apply to an e-newsletter, though you may also need to pay for an e-mail marketing provider, such as Constant Contact or MailChimp.

Taking a contrary view on cost, “2015 DMA Response Rate Report: Direct Mail Outperforms All Digital Channels Combined By Nearly 600%” argues that direct mail’s costs are competitive with other media, perhaps partly because of print’s higher response rates. Here’s the article’s take on costs:

Cost-per-acquisition for direct mail is very competitive. Direct mail stands at $19, which fares favorably with Mobile and Social Media (both at $16-18), Paid Search ($21-30), Internet Display ($41-50) and even email ($11-15).

Print newsletters take longer than e-newsletters to reach your readers. That’s partly a function of the creation process, especially if an outside designer or printer is involved. Plus, you must give your newsletters to the post office and wait for their delivery.

Unlike e-newsletters, print newsletters don’t give you detailed analytics. You can’t see who opened your newsletter or which content attracted the most attention.

Use both instead of only a print newsletter

Enjoy some of the benefits of both printed and electronic communications by using both formats, if your budget permits.

For example, like the person who sent me the 28-page newsletter, you can email your list about with teaser copy about your printed newsletter. You can also include a link to an online version of your paper newsletter.

Another possibility: use print for your regular newsletters and use e-newsletters for more time-sensitive communications.

What are your results?

If you’ve used both a print newsletter and an e-newsletter, how do your results compare? Would you recommend one over the other? I enjoy learning from you.


Dinosaur image courtesy of Geerati/FreeDigitalPhotos.net

Financial e-newsletters, kill your annoying, weak clickbait!

Some financial e-newsletters drive me crazy. I click to open them and find nothing there. Well, not nothing, but just enough to annoy the heck out of me.

If you’re doing what these newsletters do, please stop.

The most annoying habit of financial e-newsletters that I actually open

If I actually open a financial e-newsletter, I expect it to have some content. The body of the newsletter shouldn’t simply consists of links leading elsewhere.

Below is an example of a newsletter that failed the test. The first two blacked-out lines are the title of a blog post formatted as a clickable link. I’m concealing the firm’s identity because I assume this is an innocent mistake on their part. It’s the kind of thing that happens when non-professional writers create content.

annoying financial e-newsletters: an example

This is the only text that appeared in the main body of a financial e-newsletter that I received.


I think that the e-newsletter senders hoped that their links would serve as clickbait—provocative content that drives readers to a web page. However, the title of a blog post written by financial professional rarely has the flair to do that.

The senders could have achieved better results by adding a brief summary or introduction to their article on MarketWatch. That would have let me assess whether their topic interested me.

I understand that the authors probably are limited in how much they can copy from their MarketWatch article. However, that shouldn’t prevent them from writing teaser copy or saying “If you’re a ___ type of investor, this article can help you to ____.”

The second offense by this financial e-newsletter

clickbaitWhen I clicked on the two blacked-out lines, which are clearly meant to be clickable links, they took me to a post on the company’s blog. The content on the page? Exactly what you see in the image above.

Oops! I had to click again to reach the article on MarketWatch. What casual reader is going to take all of these steps with so little indication in the e-newsletter of what benefit they’ll gain from their clicks?

I understand that people want to drive traffic to their websites. But balance that against the risk that along the way you’ll annoy and lose readers for your financial e-newsletters.

I think the newsletter senders in this case should have linked directly to their post on MarketWatch. They would have avoided annoying me by sending me to their blog post that didn’t add anything new. Also, even without the link to their website, they would have learned whether their title was strong enough to interest me. Most newsletter programs allow you to measure your readers’ click. Although their measurements aren’t 100 percent accurate, they’ll tell you if one title attracts more readers than another.

Mistakes by other financial e-newsletters

What else do financial e-newsletters do to annoy or drive away readers? They:

  1. Add people to their newsletter distribution lists without asking permission, as I’ve discussed in “no, No, NO: My business card shouldn’t add me to your e-newsletter list” and “Our LinkedIn connection isn’t an invitation to spam.”
  2. Use weak subject lines in their emails. For an analysis of a weak title and how to spice it up, read “Stop! Get a better title, or forget winning readers.”
  3. Send newsletters that aren’t mobile-friendly. Today people are often read emails on their phones and other mobile devices that fail to display traditional e-newsletter formats effectively. For tips on how to be mobile-friendly, see “3 ways to make your emails mobile-friendly.”

They may also suffer from “4 reasons your emails don’t get results.”

Image courtesy of adamr/FreeDigitalPhotos.net

Stop being happy–and win more readers

Does the following sentence inspire you to dig into the writer’s newsletter?

The XYZ Financial team and I are happy to bring you this month’s newsletter.

It doesn’t inspire me. I doubt it inspires you. However, I often see financial professionals start their emails, letters, and newsletters with similar sentences. If they’re not “happy,” they’re “pleased,” “delighted” or something similar. This is so wrong. Stop being happy!

Why to stop being happy

stop being happyPlease stop talking about how great your content makes YOU feel.

Unless you’re writing to close family members or friends, no one cares about your emotions. They care about WIIFM—what’s in it for me, your reader. When you talk about your happiness you sacrifice the opportunity to appeal to their WIIFM.

In addition, focusing on YOUR emotions may make you seem self-centered or self-important. It’s as if you’re saying, “We are great. Bow down at our feet and worship us.” Okay, I’m exaggerating. Still, I hope you get the idea that I’m trying to communicate.

Your alternative to being happy

How else can a writer open their message? Start with something that solves a problem that your reader has. This will appeal to their WIIFM.

For example:

Curious about how the new tax law affects you? Avoid problems with the IRS by learning about the three things you may need to do differently, as covered in this month’s newsletter.

In addition to focusing on the reader’s WIIFM, this new introduction also gets to the point quickly. That’s essential to grabbing the attention of readers whose email inboxes are overcrowded.

Not sure how to identify your unhappy topic?

If you have trouble identifying your readers’ problems, read “Identifying ‘WHAT PROBLEM does this blog post solve for them?’” The same issues apply to blogs and newsletters. In fact, today’s newsletter articles often originate as blog posts.


Stop being happy and start attracting more readers and clients!

Image courtesy of stockimages/FreeDigitalPhotos.net