Marketing directors and email marketing specialists at financial advisory firms often face a familiar challenge: engaging leads and converting them into clients. While crafting personalized, engaging emails is the first step, tracking effectiveness and knowing which emails lead to conversions can be elusive.

With 80% of new business leads never converting due to slow follow-ups or ineffective communication, this article will provide 10 proven email marketing strategies that will help you nurture leads and move them through your funnel. You’ll also get actionable tips and free email templates to help you get started.

By leveraging these strategies and using tools like LeadCenter, you can automate, optimize, and track every step of your email campaigns, ensuring your firm engages prospects at the right moment and converts them into clients.

1. Segment and Personalize for Maximum Impact

Segmenting your email list based on client interests, financial goals, or demographics can increase revenue by up to 760%. Personalized emails that speak directly to the unique needs of each prospect are far more effective than generic messages sent to everyone.

Best Practices:

• Use contact fields and tags to categorize leads based on investment interests, client status, geographic location, or financial goals.
• Create targeted content that addresses each lead’s specific financial concerns (e.g., retirement planning for older prospects, and wealth-building for younger clients).

With tools like LeadCenter, you can create filters based on contact fields, tags, and other data points to deliver personalized emails at the right time. Use personalization shortcodes to dynamically insert client names, financial goals, or investment interests.

Free Email Template: Retirement Planning - Introductory Email

Subject: Secure Your Financial Future: Personalized Retirement Planning with [Your Firm]

Body:

Hi [First Name],

Are you prepared for retirement? Many people feel uncertain about their financial future, but with the right plan, you can approach retirement with confidence. At [Your Firm], we specialize in helping individuals like you develop tailored retirement strategies that ensure financial security.

Here’s what we can help you with:

• Maximizing your retirement savings through tax-efficient strategies.
• Minimizing risk while ensuring consistent growth.
• Ensuring your retirement portfolio supports your lifestyle goals.

Let’s schedule a complimentary, no-obligation consultation to discuss your retirement goals and how we can help you achieve them.

[Schedule Your Complimentary Consultation]

2. Optimize for Mobile Devices

More than 60% of emails are now opened on mobile devices. If your emails aren’t optimized for mobile, you risk losing engagement and conversion opportunities. Emails that are difficult to read on smaller screens or load too slowly can easily lead to a prospect losing interest.

Best Practices:

• Use a single-column layout for better readability on mobile.
• Keep subject lines short (30-40 characters) to ensure they’re fully visible on mobile screens.
• Make sure your images load quickly and your call-to-action buttons are large enough to tap.

With LeadCenter, you can preview your emails on different devices to ensure they are responsive and mobile-friendly. This ensures that whether your leads open your email on their phones or desktops, they’ll have a seamless experience.

3. Find the Right Email Frequency

Sending too many emails can overwhelm prospects, leading to higher unsubscribe rates. On the other hand, sending too few emails may cause your firm to fall off their radar. Finding the right balance of frequency ensures you stay top-of-mind without annoying your audience.

Best Practices:

• Start with one email per week and adjust based on engagement metrics (open rates, click-through rates).
• Avoid sending more than two emails per week unless you have highly relevant, time-sensitive content.
• Monitor your unsubscribe rates closely to see if frequency is turning off leads.

With LeadCenter, you can track email engagement metrics and adjust your email frequency accordingly. If you notice a drop in engagement, you can lower your frequency or adjust the content to better fit your audience’s needs.

Free Email Template: High Net Worth Clients - Wealth Building

Subject: [First Name], Maximize Your Wealth with a Personalized Investment Strategy

Body:

Hi [First Name],

At [Your Firm], we know that high-net-worth individuals like you have unique financial needs. Whether you’re looking to grow your wealth, preserve your assets, or build a legacy, having a customized investment strategy is critical to success.

Here’s how we can help you:

• Strategic wealth-building solutions tailored to your risk tolerance.
• Access to exclusive investment opportunities that align with your financial goals.
• Ongoing support and adjustments to ensure your portfolio evolves with changing markets.

Let’s schedule a time to discuss how we can help you grow your wealth and secure your financial future.

[Schedule Your Complimentary Consultation Here]

4. Use Email Sequences to Nurture Leads Over Time

It takes an average of 7 to 10 touchpoints to convert a lead into a client. A well-planned email sequence allows you to nurture leads gradually by sending scheduled emails over time. These sequences help keep your firm top-of-mind while offering valuable insights and resources at regular intervals.

Best Practices:

• Start with an introductory email that outlines your value proposition, followed by educational content.
• Spread the sequence over a few weeks to avoid overwhelming your leads with too much information at once.
• Tailor your email sequence based on the lead’s stage in the funnel (early-stage leads might need more educational content, while later-stage leads need conversion-focused content).

LeadCenter’s email campaigns feature makes it easy to set up a sequence of emails that are sent over time, ensuring that your prospects receive the right content at the right stage of their journey. You can customize the timing of each email to keep leads engaged without overwhelming them.

Free Email Templates: Tax-Efficient Investing and Lead Nurturing

Email Sequence #1:

Subject: Optimize Your Investments and Minimize Taxes with [Your Firm]

Body:

Hi [First Name],

One of the most overlooked aspects of wealth-building is tax-efficient investing. At [Your Firm], we specialize in helping clients like you minimize tax liabilities while optimizing your investment strategy for long-term growth.

Let’s set up a time to discuss how we can help you build a tax-efficient investment plan that keeps more of your hard-earned money in your pocket.

[Schedule Your Consultation Here]

Email Sequence #2:

Subject: [First Name], Are You on Track to Achieve Your Financial Goals?

Body:

Hi [First Name],

At [Your Firm], we believe in the power of consistent check-ins to ensure your financial plan evolves as your life changes.

Let’s schedule a quick check-in call to review your financial strategy and discuss any adjustments that may be needed.

[Schedule a Quick Check-In Here]

5. Write Compelling Subject Lines and Optimize Send Times

Your subject line is the first impression your email makes. A compelling subject line can be the difference between an email being opened or ignored. Paired with optimal send times, you can maximize engagement with each email campaign.

Best Practices:

• Write short, clear subject lines that promise value or create curiosity.
• Use personalization tokens (like the lead’s name) to increase open rates.

With LeadCenter, you can track open rates and run A/B tests on different subject lines to see which ones perform best. You can also schedule emails to be sent at optimal times for your audience, ensuring higher open rates.

6. Include Clear Calls to Action (CTAs)

Your call to action (CTA) is what drives the lead to take the next step. Whether it’s scheduling a consultation, downloading a guide, or attending a webinar, your CTA should be clear and direct.

Best Practices:

• Use action-oriented language (e.g., “Get Started Now,” “Schedule Your Complimentary Consultation”).
• Place the CTA above the fold so it’s visible without scrolling.
• Use one primary CTA per email to avoid confusing or overwhelming your readers.

Whether you’re driving prospects to book a consultation or attend a webinar, make sure your CTA is clear and actionable. Tools like LeadCenter’s BookMyTime make it easy for clients to schedule time directly on your calendar. 

Also, LeadCenter’s analytics help you track CTA performance, showing which buttons or links drive the most clicks. This data allows you to refine your CTAs and improve their effectiveness over time.

Free Email Template: Final Push - Why Start Now?

Subject: Don’t Wait to Plan for Your Future, [First Name]

Body:

Hi [First Name],

The sooner you start planning for your financial future, the better positioned you’ll be to reach your goals. Every year you delay is a missed opportunity to take full advantage of compounding returns and tax-efficient strategies that could secure your future.

Let’s schedule a time to discuss how we can help you build a financial strategy that supports your long-term goals.

[Book a Complimentary Consultation]

7. Automate Timely Follow-Ups for High-Intent Leads

Research shows that 78% of leads convert with the first company that responds to their inquiry. Automated follow-ups ensure that your firm is the first to respond, increasing your chances of turning high-intent leads into clients.

Best Practices:

• Set up immediate follow-up emails triggered when a lead fills out a form, signs up for a consultation, or downloads a guide.
• Follow up with a personalized message thanking them for their interest and offering to schedule a call.
• Use SMS follow-ups in addition to emails for a more personal touch.

LeadCenter’s Rapid Lead Response feature lets you automate follow-ups as soon as a lead interacts with your content, ensuring you’re always the first to respond. You can send both emails and text follow-ups based on the lead’s engagement.

Free Email Template: Event Invite - Financial Planning Webinar

Subject: Join Us for an Exclusive Financial Planning Webinar, [First Name]

Body:

Hi [First Name],

We’re excited to invite you to our upcoming exclusive webinar on [Topic], where we’ll dive deep into the most effective financial planning strategies for [specific group, e.g., retirees, business owners, young professionals].

We’d love to have you join us!

[Register Now for the Webinar]

8. Improve Email Deliverability, Email Verification, and Avoid Spammy Words

Even a perfectly crafted email won’t convert if it lands in the spam folder or bounces back. Ensuring high email deliverability is key to getting your emails seen. Verifying email addresses and avoiding spammy words will help reduce bounces and improve the likelihood of landing in the inbox.

Best Practices:

• Avoid words like “free,” “guarantee,” or “urgent” that can trigger spam filters.
• Use email verification to ensure the emails on your list are valid and active.
• Make sure you have the correct SPF, DKIM, and DMARC records set up to authenticate your emails.

LeadCenter helps ensure high deliverability by setting up and managing DKIM, and DMARC records for your domain. Additionally, LeadCenter’s email verification feature allows you to remove invalid or inactive email addresses from your list, reducing bounce rates and improving sender reputation.

9. Follow the CAN-SPAM Act to Stay Compliant

Email compliance is critical in avoiding penalties and maintaining trust with your audience. The CAN-SPAM Act requires that your emails include clear opt-out options, avoid misleading subject lines, and include your business’s physical address.

Best Practices:

• Always include a visible unsubscribe link in your emails.
• Avoid misleading or overly salesy subject lines that could be interpreted as spam.
• Ensure your business address is clearly displayed in the email footer.

LeadCenter makes compliance easy by automatically adding unsubscribe links to your emails and ensuring your campaigns follow CAN-SPAM requirements. The platform tracks opt-outs to ensure that you don’t accidentally email someone who has unsubscribed.

10. Use Data and Analytics to Refine Your Campaigns

Tracking email performance is key to optimizing future campaigns. By analyzing data like open rates, click-through rates, and conversions, you can see what’s working and improve your strategy for future emails.

Best Practices:

• Use A/B testing to compare different subject lines, CTAs, or email designs to see which resonates most with your audience.
• Track open rates to measure the effectiveness of your subject lines.
• Track click-through rates to see which CTAs and links are generating the most engagement.

LeadCenter provides detailed reporting dashboards that allow you to track open rates, click-through rates, and conversions. You can easily run tests and gather data on what works best for your audience, ensuring that your campaigns continuously improve.

Get Started with LeadCenter

Ready to see how LeadCenter can transform your email marketing strategy? Built specifically for financial advisors, LeadCenter offers powerful features that go beyond generic tools like Mailchimp, Constant Contact, or Drip.

Here’s why financial advisors choose LeadCenter:

• Native CRM integrations with popular tools like Redtail CRM and Wealthbox, allow seamless data syncing without third-party apps like Zapier (though Zapier is available for even more flexibility).
• Email verification to improve deliverability and reduce bounces, ensuring your emails land in leads’ inboxes.
• Text message marketing to engage clients via SMS for follow-ups, appointment reminders, and promotions.
• Event management tools for hosting and promoting webinars or in-person events, complete with attendance tracking.
• Lead capture and tracking, giving you a clear view of where each prospect is in your funnel and automating follow-ups to keep them engaged.
• BookMyTime calendar module, where you can share your public calendar for easy client bookings, or set up shared calendars for multiple advisors or team members—complete with automated reminders to reduce no-shows.

LeadCenter’s combination of email, text, event management, and appointment scheduling ensures you’re equipped to engage and convert leads across every stage of the journey.

Ready to streamline your marketing and lead management?