{"id":31250,"date":"2022-04-12T07:00:34","date_gmt":"2022-04-12T14:00:34","guid":{"rendered":"https:\/\/insights.fmgsuite.com\/?p=31250"},"modified":"2025-03-05T17:27:37","modified_gmt":"2025-03-06T01:27:37","slug":"how-to-write-the-perfect-financial-advisor-prospecting-email","status":"publish","type":"post","link":"https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/how-to-write-the-perfect-financial-advisor-prospecting-email\/","title":{"rendered":"How to Write the Perfect Prospecting Email as a Financial Advisor (With Templates)"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Email marketing is <\/span><a href=\"https:\/\/inboundrocket.co\/blog\/6-reasons-why-email-marketing-is-important-for-internet-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">one of the most successful marketing strategies<\/span><\/a><span style=\"font-weight: 400;\"> for <\/span><span style=\"font-weight: 400;\">financial advisor <\/span><span style=\"font-weight: 400;\">prospecting<\/span><span style=\"font-weight: 400;\">. It\u2019s a great way to nurture your existing relationships and build new ones. There are <\/span><a href=\"https:\/\/insights.fmgsuite.com\/email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">different emails for marketing<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">such as promotional emails, <\/span><a href=\"https:\/\/insights.fmgsuite.com\/market-in-motion\/how-to-write-a-financial-advisor-newsletter\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">email newsletters<\/span><\/a><span style=\"font-weight: 400;\">, and welcome emails, that help to build your brand. But there&#8217;s one email you have to get right to build your business<\/span><span style=\"font-weight: 400;\"> \u2014 the prospecting email.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From <\/span><span style=\"font-weight: 400;\">how to introduce yourself as a financial advisor<\/span><span style=\"font-weight: 400;\"> to creating calls to action that get prospects to make the next move, <\/span><span style=\"font-weight: 400;\">successful prospecting for financial advisors<\/span><span style=\"font-weight: 400;\"> requires expertly crafted <a href=\"https:\/\/fmgsuite.setupwp.io\/insights\/guide-to-effective-email-marketing-for-financial-advisor\/\" target=\"_blank\" rel=\"noopener\">email<\/a> campaigns that are segmented, personalized, and engaging. Whether you&#8217;re targeting Millennials or the go-to Baby Boomers, your prospecting emails will convert if you use the right data and follow financial advisor prospecting email best practices.<\/span><\/p>\n<h3>How Do You Write a Financial Letter?<\/h3>\n<p>Writing a financial letter might seem daunting, but it&#8217;s actually much simpler than it sounds. The most important thing to remember is that the letter needs to be clear. That means doing things such as:<\/p>\n<ul>\n<li>Limiting request words like &#8220;please&#8221;<\/li>\n<li>Avoid words such as &#8220;quite, some, a bit, a chance, and possibly&#8221;<\/li>\n<li>If there are any deadlines, be sure to include them<\/li>\n<li>Include any important numbers to ensure there&#8217;s no confusion<\/li>\n<\/ul>\n<p>Financial letters shouldn&#8217;t be daunting, they&#8217;re there to help both advisors and clients so be sure to make them easy for everyone to read and understand.<\/p>\n<p><iframe title=\"HOW TO WRITE A FOLLOW UP SALES EMAIL as a Financial Advisor (4 Email Templates included!)\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/ekJqcFVTlxs?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2>Prospecting Clients as a Financial Advisor: Emails and Demographics<\/h2>\n<p><span style=\"font-weight: 400;\">&#8220;Email segmentation and personalization are certainly strong marketing trends, and the days of sending the same email to your whole email list are dwindling. Email is still effective, as long as your <a href=\"https:\/\/fmgsuite.setupwp.io\/insights\/email-marketing-content\/\" target=\"_blank\" rel=\"noopener\">content <\/a>is relevant to your audience.&#8221; &#8211;<a href=\"https:\/\/www.forbes.com\/sites\/forbescommunicationscouncil\/2019\/06\/07\/tips-on-marketing-to-the-generations-through-email\/#5eafaa9a57a8\" target=\"_blank\" rel=\"noopener noreferrer\">Forbes<\/a><\/span><\/p>\n<h3>Emailing Millennials<\/h3>\n<p><span style=\"font-weight: 400;\">Millennials embrace technology and use it for entertainment, education, and to make buying decisions. <\/span><a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2018\/05\/02\/millennials-stand-out-for-their-technology-use-but-older-generations-also-embrace-digital-life\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">92% of millennials<\/span><\/a><span style=\"font-weight: 400;\"> own a smartphone, and they use it frequently for texting, browsing, and emailing. One of the most relevant trends we\u2019re seeing with this demographic is the popularity of video. Whether it&#8217;s using videos in financial prospecting emails or other marketing, video has become the medium of choice for <\/span><a href=\"https:\/\/www.emarketer.com\/content\/the-digital-video-series-millennials-infographic\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">most Millennials<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Research shows that by the end of 2019, the <\/span><a href=\"https:\/\/www.fiercevideo.com\/video\/video-will-account-for-82-all-internet-traffic-by-2022-cisco-says\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">video will account for nearly 82% of mobile online content consumption<\/span><\/a><span style=\"font-weight: 400;\">. If you want to connect with the <\/span><a href=\"https:\/\/www.pewresearch.org\/fact-tank\/2018\/03\/01\/millennials-overtake-baby-boomers\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">largest population<\/span><\/a><span style=\"font-weight: 400;\"> in North America, you better focus on video with your <\/span><a href=\"https:\/\/insights.fmgsuite.com\/fmg-content\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">marketing content<\/span><\/a><span style=\"font-weight: 400;\">. If you&#8217;ve been struggling with <\/span><span style=\"font-weight: 400;\">how to introduce yourself as a financial advisor<\/span><span style=\"font-weight: 400;\"> to Millennials, using video links in your prospecting emails is the answer.<\/span><\/p>\n<h3>Emailing Baby Boomers<\/h3>\n<p><span style=\"font-weight: 400;\">Over the next decade, <\/span><a href=\"https:\/\/smallbiztrends.com\/2019\/03\/how-to-market-to-baby-boomers.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">the number of Americans aged 50+ will grow by 16 million<\/span><\/a><span style=\"font-weight: 400;\">. As a <\/span><span style=\"font-weight: 400;\">financial advisor prospecting<\/span><span style=\"font-weight: 400;\"> for new clients, there are many opportunities within this age group.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While Baby Boomers weren&#8217;t exposed to technology or digital marketing until they were into adulthood, email is now an integral part of their lives. Baby Boomers may have evolved to adopt technology, but many of them still haven\u2019t figured out how to plan for retirement. If you can help new retirees or help their adult children take care of their parent\u2019s finances, <\/span><span style=\"font-weight: 400;\">financial advisor prospecting<\/span><span style=\"font-weight: 400;\"> emails can help you get your foot in the door.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here&#8217;s how to capitalize on the largest generations in history as well as other demographics with targeted prospecting emails.\u00a0<\/span><\/p>\n<h2>Understanding What Prospecting Emailing Is<\/h2>\n<h3>What Is a Prospecting Email?<\/h3>\n<p><span style=\"font-weight: 400;\">A <\/span><a href=\"https:\/\/digitalmarketinginstitute.com\/en-us\/blog\/how-to-write-a-prospecting-email-that-gets-replies\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">prospecting email<\/span><\/a><span style=\"font-weight: 400;\"> is an email you send to warm leads to introduce yourself and start a conversation about their financial needs. This prospecting email will go to a referral from one of your current clients, someone who has engaged with you through email or social media, or <\/span><span style=\"font-weight: 400;\">a prospect<\/span><span style=\"font-weight: 400;\"> who signed up for your email newsletter. This is your chance to make a first impression and you want to make sure it\u2019s a good one.<\/span><\/p>\n<h3>The Importance of Prospecting Emails<\/h3>\n<p><span style=\"font-weight: 400;\">Prospecting emails are an important part of the <\/span><a href=\"https:\/\/neilpatel.com\/blog\/how-marketing-funnels-work\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">marketing funnel<\/span><\/a><span style=\"font-weight: 400;\"> and they are what marketers consider \u201cbottom of the funnel\u201d strategies. For someone engages with a prospecting email, they are further along their buying journey and ready to make a decision. Most marketing funnel<\/span><span style=\"font-weight: 400;\">s look something like this<\/span><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li><strong>Awareness<\/strong>\n<ul>\n<li>The consumer realizes that their problem\/need exists<\/li>\n<\/ul>\n<\/li>\n<li><strong>Interest <\/strong>\n<ul>\n<li>The consumer is researching their options<\/li>\n<\/ul>\n<\/li>\n<li><strong>Desire <\/strong>\n<ul>\n<li>The consumer has narrowed down their choices<\/li>\n<\/ul>\n<\/li>\n<li><strong>Action<\/strong>\n<ul>\n<li>The consumer makes a decision<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As with all marketing strategies, <\/span><span style=\"font-weight: 400;\">your email campaigns<\/span><span style=\"font-weight: 400;\"> should address all stages of the buying funnel. Email newsletters, informational emails, and welcome emails address the top of the funnel. Promotional and <\/span><span style=\"font-weight: 400;\">financial advisor prospecting<\/span><span style=\"font-weight: 400;\"> emails address the bottom of the funnel because they convince a reader to take action.<\/span><\/p>\n<h2>Writing Prospecting Emails as a Financial Advisor<\/h2>\n<p><span style=\"font-weight: 400;\">There\u2019s no denying the importance of a great prospecting email for financial advisors, but <\/span><span style=\"font-weight: 400;\">how do you create emails that get results? These<\/span><span style=\"font-weight: 400;\"> tips will help you write the perfect prospecting email to attract future clients:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Keep Your Email Short and Sweet\u00a0<\/span><\/h3>\n<p><a href=\"https:\/\/financesonline.com\/email-statistics\/#:~:text=When%20it%20comes%20to%20how,how%20to%20manage%20emails%20effectively.\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">The average office worker gets <\/span><span style=\"font-weight: 400;\">more than 100<\/span><span style=\"font-weight: 400;\"> emails every <\/span><span style=\"font-weight: 400;\">day<\/span><\/a><span style=\"font-weight: 400;\">, and most of those go unread and <\/span><span style=\"font-weight: 400;\">are quickly<\/span><span style=\"font-weight: 400;\"> deleted. The best way to stand out and get your point across is to keep your email short, sweet, and to the point. Explain what you\u2019re offering clients, why they should do business with you, and how you<\/span><span style=\"font-weight: 400;\"> can<\/span><span style=\"font-weight: 400;\"> solve <\/span><span style=\"font-weight: 400;\">their<\/span><span style=\"font-weight: 400;\"> pain points.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Test Your Subject Lines <\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The subject line is the first thing your clients read, so you have to make sure it <\/span><span style=\"font-weight: 400;\">gets their attention<\/span><span style=\"font-weight: 400;\">. One way to make sure your subject line is as effective as possible is to <\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/A\/B_testing\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">A\/B test different versions<\/span><\/a><span style=\"font-weight: 400;\">. Email scheduling platforms allow you to test different subject lines and look at the data to see which ones perform best. Don\u2019t<\/span><span style=\"font-weight: 400;\"> leave<\/span><span style=\"font-weight: 400;\"> the most important part of your email <\/span><span style=\"font-weight: 400;\">to chance \u2014 <\/span><span style=\"font-weight: 400;\">use data to back up your strategy.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Don\u2019t Make It All About You<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A common email marketing mistake many businesses make is that they craft emails that are all about them. While this can be effective in some email campaigns, such as a newsletter, a prospecting email should be focused on your future clients. They want to read about how you <\/span><span style=\"font-weight: 400;\">will<\/span><span style=\"font-weight: 400;\"> solve their problems, <\/span><span style=\"font-weight: 400;\">how they will benefit from<\/span><span style=\"font-weight: 400;\"> working with you, and why they should <\/span><span style=\"font-weight: 400;\">choose your practice<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Personalize Your Email <\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In the past,<\/span><span style=\"font-weight: 400;\"> busy financial advisors <\/span><span style=\"font-weight: 400;\">often used<\/span><span style=\"font-weight: 400;\"> a \u201cone size fits all\u201d email strategy <\/span><span style=\"font-weight: 400;\">that focused more on quantity than quality<\/span><span style=\"font-weight: 400;\">. While this <\/span><span style=\"font-weight: 400;\">strategy is less time-consuming than a targeted email campaign<\/span><span style=\"font-weight: 400;\">, it won\u2019t encourage prospects to take action. Instead, <a href=\"https:\/\/fmgsuite.setupwp.io\/features\/marketing-assist\/\">personalize your emails<\/a> to <\/span><span style=\"font-weight: 400;\">create a real connection<\/span><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if you are sending a prospecting email to a referral from an existing client, mention that connection and show that you are <\/span><span style=\"font-weight: 400;\">in tune with the recipient&#8217;s<\/span><span style=\"font-weight: 400;\"> needs. You might say something like, \u201c[Client\u2019s name] mentioned that you might have questions about saving for retirement and if you\u2019re getting the most out of your pension. Let\u2019s put something on the calendar to answer your questions.\u201d<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Have a Strong Call to Action <\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You can craft a perfectly targeted prospecting<\/span><span style=\"font-weight: 400;\"> email, but if your prospects don\u2019t know how to take action, then your prospecting email <\/span><span style=\"font-weight: 400;\">won&#8217;t convert as well as it could<\/span><span style=\"font-weight: 400;\">. Make it easy for <\/span><span style=\"font-weight: 400;\">prospects<\/span><span style=\"font-weight: 400;\"> to take action by i<\/span><span style=\"font-weight: 400;\">ncluding strategically placed calls to action that entice your recipients to call, email, or text for more information<\/span><span style=\"font-weight: 400;\">. U<\/span><span style=\"font-weight: 400;\">se t<\/span><span style=\"font-weight: 400;\">ools like <\/span><a href=\"https:\/\/calendly.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Calendly<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/youcanbook.me\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">YouCanBook.me<\/span><\/a><span style=\"font-weight: 400;\"> that <\/span><span style=\"font-weight: 400;\">make <\/span><span style=\"font-weight: 400;\">scheduling meetings or following up on recipients&#8217; calendars convenient<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2>Email Templates to Engage Potential Clients<\/h2>\n<p>Writing an email can be hard, especially with the changing landscape. So knowing how to start an email and finish strong can be difficult. If you ever feel stuck or need some inspiration, take a look at some of the <a href=\"https:\/\/adrimillerheckman.com\/5-email-templates-swipe-financial-advisors\/\" target=\"_blank\" rel=\"noopener noreferrer\">email templates tips below<\/a>:<\/p>\n<p>To make it more personal, try using &#8220;Hello &lt;first name&gt;.&#8221;<\/p>\n<p><a href=\"https:\/\/adrimillerheckman.com\/5-email-templates-swipe-financial-advisors\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-45466 size-full\" src=\"https:\/\/insights.fmgsuite.com\/wp-content\/uploads\/2019\/11\/Capture-1-e1649793860796.png\" alt=\"Template for using first names\" width=\"144\" height=\"33\" \/><\/a><\/p>\n<p>Add value by providing a checklist of things that can help your client.<\/p>\n<p><a href=\"https:\/\/adrimillerheckman.com\/5-email-templates-swipe-financial-advisors\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-45465 size-full\" src=\"https:\/\/insights.fmgsuite.com\/wp-content\/uploads\/2019\/11\/Capture-e1649794754850.png\" alt=\"Template for email Checklist\" width=\"697\" height=\"246\" srcset=\"https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2019\/11\/Capture-e1649794754850.png 697w, https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2019\/11\/Capture-e1649794754850-300x106.png 300w\" sizes=\"(max-width: 697px) 100vw, 697px\" \/><\/a><\/p>\n<p>Use real stories about another client&#8217;s issues (changing names for anonymity) and how they affected you.<\/p>\n<p><a href=\"https:\/\/adrimillerheckman.com\/5-email-templates-swipe-financial-advisors\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-45467 size-full\" src=\"https:\/\/insights.fmgsuite.com\/wp-content\/uploads\/2019\/11\/Capture-2-e1649794869402.png\" alt=\"Story to show how it affects you as an advisor \" width=\"706\" height=\"264\" srcset=\"https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2019\/11\/Capture-2-e1649794869402.png 706w, https:\/\/7e78e84f-a80e-4b05-ba90-7dd3f9d29edc.express.conves.io\/wp-content\/uploads\/2019\/11\/Capture-2-e1649794869402-300x112.png 300w\" sizes=\"(max-width: 706px) 100vw, 706px\" \/><\/a><\/p>\n<p><i><span style=\"font-weight: 400;\">Editing note: This article was originally published on <\/span><\/i><i><span style=\"font-weight: 400;\">November 1st, 2019, <\/span><\/i><i><span style=\"font-weight: 400;\">and has been updated to ensure consistency.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Prospecting emails might be the piece of the <\/span><span style=\"font-weight: 400;\">email marketing<\/span><span style=\"font-weight: 400;\"> puzzle you\u2019re missing to drive conversions and leads. Make sure your prospecting email is <\/span><span style=\"font-weight: 400;\">to the point<\/span><span style=\"font-weight: 400;\">, has an <\/span><span style=\"font-weight: 400;\">engaging subject line<\/span><span style=\"font-weight: 400;\">, and makes it easy for your <\/span><span style=\"font-weight: 400;\">prospects<\/span><span style=\"font-weight: 400;\"> to take action.<\/span><\/p>\n<hr \/>\n<h2 style=\"text-align: center;\"><a href=\"https:\/\/fmgsuite.setupwp.io\/features\/email\/\"><span style=\"color: #2d69ff;\">Authentic and Timely Communication Made Easy<\/span><\/a><\/h2>\n<div class=\"elementor-element elementor-element-7029cc5 animated-slow elementor-widget elementor-widget-text-editor animated fadeIn\" data-id=\"7029cc5\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"text-editor.default\">\n<div class=\"elementor-widget-container\" style=\"text-align: center;\">Poor communication is the number one reason clients leave their financial advisors. We offer tools, templates, and content to make connecting with prospective clients and nurturing existing ones easier than ever.<\/div>\n<\/div>\n<p class=\"hero\" style=\"text-align: center;\"><span style=\"color: #2d69ff;\"><a class=\"btn\" style=\"color: #2d69ff;\" href=\"https:\/\/fmgsuite.setupwp.io\/features\/email\/\" target=\"_blank\" rel=\"noopener noreferrer\">Find Out More Here<\/a><\/span><\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Email marketing is one of the most successful marketing strategies for financial advisor prospecting. It\u2019s a great way to nurture [&hellip;]<\/p>\n","protected":false},"author":29,"featured_media":31251,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[9],"tags":[248,251,252],"class_list":["post-31250","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing-best-practices","tag-email-templates","tag-prospecting"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.9 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Successful Prospecting for Financial Advisors | FMG Suite<\/title>\n<meta name=\"description\" content=\"Looking for tips on how to write the perfect financial advisor prospecting email? FMG has you covered. 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