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6 email marketing strategies for financial advisers and planners: A Star Wars story

Hello there.

You may or may not remember a blog I wrote last year, about marketing lessons we can learn from ol’ Yoda.

As is tradition, it will soon be May 4th, so you know what that means (if you don’t… we can’t be friends).

*Cue Star Wars Main Theme

In a galaxy not so far away…

Star Wars has captured the hearts of millions with its epic battles, memorable characters, and timeless lessons.

The Jedi are known for their discipline, strategy, and wisdom, making them excellent models for email marketing strategies. As a financial adviser/planner, you can learn a lot from the Jedi to create powerful email campaigns that resonate with your audience.

Right, now we’ve done my imaginary scrolling text, let’s explore some email marketing strategies inspired by the Jedi way.

1. Master your force: Know your audience

The Jedi are attuned to the force, allowing them to sense their surroundings and understand the needs of those around them.

Similarly, successful email marketing requires a deep understanding of your audience. Start by segmenting your email list based on factors like age, income, investment goals, or risk tolerance.

Also, remember to segment your clients from your leads/prospects and professional connections. This segmentation allows you to send targeted content that resonates with each group.

Consider sending personalised emails that address your clients’ unique financial goals and target your professional connections with ways you can collaborate. A Jedi would never send the same message to everyone; they would tailor their approach to fit each situation.

2. Patience, young padawan: Timing is key

In Star Wars, the Jedi exhibit patience and precision, waiting for the right moment to act.

In email marketing, timing is crucial. Analyse your email analytics to determine when your audience is most likely to open and engage with your emails. This insight helps you schedule your emails for maximum impact. For example, a client newsletter may perform better on a Saturday, whereas one for your professional connections may do better mid-week.

Additionally, be patient with your email campaigns. The Jedi understand that building trust and establishing relationships takes time. Don’t rush into sales pitches; instead, focus on nurturing relationships through valuable content and consistent communication.

You can read more about the importance of consistent monthly newsletters in this blog from Phil.

3. Use Jedi mind tricks: Craft compelling subject lines

Jedi like Obi-Wan Kenobi are known for their ability to influence others with subtle mind tricks.

In email marketing, your subject line is the equivalent of a Jedi mind trick – it can make or break your email’s success. Craft subject lines that are intriguing and relevant, and create a sense of curiosity.

Consider using powerful words and phrases to attract readers’ attention and make use of upcoming events/holidays to tailor your content. You can also make use of a subject line tester, such as this one, to see how you can immediately improve it.

Nick delved into more detail on what makes a good subject line here.

4. Trust in the force: Use automation and personalisation

The Jedi trust in the force to guide their actions.

In email marketing, automation and personalisation are your guiding forces. Use automation to send emails at specific times, such as welcoming new clients or sending follow-up messages after a discovery call. This ensures consistency and efficiency.

Personalisation is the key to building trust with your audience. Address your clients by name, reference their specific goals, and use personalised recommendations. A personalised approach shows that you care about your clients’ unique needs, just as the Jedi care about those they protect.

5. Embrace the Jedi code: Focus on value and education

The Jedi live by a code that emphasises knowledge, discipline, and serving others.

In email marketing, focus on providing value and education to your clients. Share informative content, financial tips, and industry insights to help your clients make informed decisions.

Consider creating a series of educational emails that guide clients through different stages of financial and lifestyle planning. Use storytelling to illustrate complex concepts in a way that’s easy to understand, much like how the Jedi use parables to teach their students.

Top-tip: Another way to do this? Use our Yardstick guides, which you can see in our shop here. If you’re a content client, you get these included as part of your membership, so remember to utilise them!

6. May the force be with your call to action

A Jedi’s lightsaber is their most iconic tool, used with precision and skill.

Your call to action (CTA) is the equivalent of a lightsaber in email marketing. It should be clear, concise, and compelling. Encourage your clients to act, whether it’s scheduling a consultation, downloading a guide, or signing up for a webinar.

Use strong, actionable language in your CTA and make it visually distinct from the rest of the email. For example:

  • “Take the first step toward financial freedom: Schedule a discovery call”
  • “Download our latest financial planning guide and become a financial Jedi”

Stay on target

By embracing the strategies of the Jedi, you can create email marketing campaigns that are powerful, effective, and memorable.

Whether you’re guiding clients toward financial freedom or helping them navigate complex financial landscapes, the Jedi way offers valuable lessons for success.

If you’re unsure where to begin with your email marketing strategy, transmit a message to our comms centre at or contact us via holocomm at 0115 8965 300.

May the force be with you as you implement these email marketing strategies.

Stay in touch


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