In today’s digital world, email marketing is one of the most powerful tools for financial advisers and planners. It allows you to connect directly with your clients, build trust, and offer value – all while nurturing relationships and driving growth. But there’s a common trap many fall into and one we are seeing a lot lately: obsessing over email statistics.

Open rates, click-through rates (CTRs), and unsubscribe counts often dominate conversations about email marketing success. While these metrics provide valuable insights and we are big fans of measuring them, focusing too much on them can distract from your larger goals. Too much of anything, right? Pass us another mince pie though.

Mince pies at the ready? Good. Let’s explore why it’s time to stop obsessing over every email stat and start focusing on what truly matters.

1. The numbers don’t tell the full story

Metrics like open rates and CTRs might seem important, but they’re just one piece of the puzzle. A high open rate doesn’t guarantee that your content resonated with your clients or inspired them to take action. For example, if your email promised a guide on investment strategies but failed to deliver value, the open rate becomes meaningless.

Instead, ask yourself:

• Did my email address a key concern for my clients, like pension planning or navigating tax changes?
• Did it encourage meaningful interaction, such as booking a meeting, taking part in a survey, or sharing feedback?

Focusing on client outcomes – like fostering trust and encouraging proactive financial planning – provides a more accurate measure of success.

2. Metrics can be misleading

Email platforms aren’t perfect, and factors like spam filters, email client settings, or even timing can skew your metrics. A seemingly low open rate may not mean your audience isn’t interested; it could be that your subject line wasn’t compelling enough or your email landed during a busy time.

As a financial adviser/planner, your audience’s behaviour is unique. Comparing your metrics to generic benchmarks for other industries can lead to flawed conclusions. Instead, measure success against your specific goals, like improving client retention or sparking interest in a new service.

If you need a hand getting your strategy together, then you could click here to have a nosey at what we can do for you, but no pressure.

3. Focus on long-term growth, not instant results

Email marketing is a marathon, not a sprint. The real value lies in the cumulative impact of your emails: building trust, reinforcing your expertise, and creating lasting connections.

For example, a series of emails on wealth preservation strategies may not generate immediate enquiries. But over time, clients and prospects may come to see you as their go-to adviser for navigating complex financial decisions. That trust can lead to referrals, loyalty, and increased business, outcomes far more valuable than a single campaign’s open rate.

4. The real focus should be on value and engagement

Your clients are bombarded with emails daily. To stand out, every email you send must deliver value. This could include timely updates on economic changes, practical tips for maximising ISA contributions, or strategies for managing Inheritance Tax.

That’s exactly what we provide through our membership packages. Each month, we deliver thousands of newsletters packed with relevant, engaging content on behalf of our clients. During the last Budget in October, we sent out more than 175,000 emails before 6 pm, ensuring that every client heard from their adviser or planner before anyone else, demonstrating their commitment to staying ahead and keeping clients informed.

When you focus on solving problems and addressing needs, clients will naturally engage with your content. Track deeper metrics like the number of clients booking meetings, responding to surveys, or signing up for webinars based on your emails. These are stronger indicators of success than superficial numbers.

5. Test and optimise, but don’t obsess

There’s no denying the importance of testing your emails. A/B testing subject lines, calls to action, or even design elements can help you optimise your campaigns. However, there’s a fine line between optimising and obsessing. Testing should be about learning and improving, not constantly striving for perfect numbers that may not be realistic or necessary for your business.

Instead of checking stats every hour, focus on running thoughtful, structured tests over time. Use the results to make informed decisions, but don’t let them control your approach. Remember, testing and optimisation should align with your long-term goals, not immediate gratification.

6. It’s about relationships, not just revenue

As a financial adviser or planner, your role goes far beyond just crunching numbers. It’s about building meaningful relationships and addressing your clients’ unique concerns. Your emails should feel personal and relevant. For example, in the lead-up to the end of the tax year, an email offering guidance on efficient tax planning demonstrates that you understand your clients’ priorities and care about their financial wellbeing.

To support you, we offer a range of helpful guides available for purchase on our website, whether you’re a Yardstick client or not. If you’re part of our membership packages, these guides are included at no extra cost!

Building relationships based on trust and value will naturally lead to better results over time, both in terms of email engagement and client loyalty.

Keep the big picture in mind

Email metrics can provide valuable insights, but they shouldn’t dictate your entire strategy. True success comes from how well your emails align with your broader business objectives – building stronger client relationships, establishing yourself as a trusted expert, and driving growth for your practice.

By focusing on value and long-term impact, you’ll not only create more meaningful connections with your clients but also see sustainable growth in your business. So, the next time you check your email stats, remember, they’re an important tool, not the destination.

If you’d like support with your email marketing or need help crafting a strategy that drives results, we’re here to help. Drop us a line at hi@theyardstickagency.co.uk or call us on 0115 8965 300 to see how we can help you.