There’s one thing that’s proven to increase the number of people reading financial advisers’ and planners’ newsletters, but most firms don’t do it.

In this week’s blog, you’ll learn what it is.

It’s only right that your newsletter should contain articles addressing key financial topics. For example, anything to do with pensions, inheritance tax, or tax more generally is generating high engagement levels right now.

However, there’s a topic that most advisers/planners don’t include in their newsletter even though we know their clients are interested in it: the advisers/planners themselves, their business, and their team.

“Not a chance”, I hear you cry, “our clients aren’t interested in us”.

And while I understand the reaction, let me present two short examples showing why including this type of content will encourage more people to engage with your newsletter. And, let’s face it, that’s the aim.

Example #1: A one-off business update achieved a 79% open rate

The firm sends a monthly newsletter to clients, prospects, and professional connections, achieving an average open rate of 67.29%. In June, they sent a one-off email to the same audience sharing their latest successes.

It achieved an open rate of 79.49%.

That’s 18% higher than an already excellent newsletter open rate and shows their clients are interested in what’s happening in the business.

Example #2: Engagement increased by 46.8%

The second firm also followed our advice and included a single article about the business or one of its team members in each of its last three newsletters.

In month one, it was the second most popular article. In months two and three, it was the most popular.

Overall, their click-to-open rate (the proportion of recipients who opened the email and then clicked a link to read an article) increased by 46.8% over the three-month period.

Boost engagement by giving people what they want

What we want in life, and what we need, are often two different things.

In the context of your newsletter, what your clients and prospects need is updates about topics that’ll affect their financial futures. And you should keep giving these to them.

However, our data shows that they also want content about you, your business and your team. So, let’s give them that as well.

Houston, we have a problem

Accepting the need to include this type of content is only half the job. You still have to come up with the ideas. That’s where many advisers, planners, and business owners struggle because they quickly run low on inspiration.

So, to help you, here are 10 ideas that’ll help clients and prospects better understand your business and feel closer to your team:

1. Client events.
2. Winning an award.
3. Team events and away days.
4. Being shortlisted for an award.
5. Initiatives led by your team members.
6. Your team studying for and passing exams.
7. Speaking at events or appearing on podcasts.
8. Team members joining, being promoted, or leaving.
9. Updates on how you’ve supported charities or community events.
10. Attending financial services events and explaining what you learnt and how your clients will ultimately benefit.

You could also consider seasonal articles. For example:

• January: Write about your team’s New Year’s resolutions.
• March: Give an update on how they’re doing.
• June: Share where your team members are going for their summer holidays.
• December: Reveal your team’s favourite Christmas songs.

I know some of you reading this might find those ideas cringeworthy, but I guarantee they’ll put a smile on your clients’ faces and give them another reason to read your newsletter. And if you don’t believe me, try it and let the results speak for themselves.

Finally, consider publishing a series of spotlight articles about each member of your team, helping clients and prospects get to know them both professionally and personally.

Harder for small businesses

I completely accept that the smaller your team is, the harder it will be to produce this type of content regularly. It’s not impossible, though, if you’re constantly on the lookout for inspiration.

And even if you don’t have enough material for a monthly article, publish one every quarter. After all, something is better than nothing.

Here to help

If you use Yardstick Membership (our done-for-you newsletter service) and would like to learn more about how we can help you include a team or business update in your newsletter, then please email abi@theyardstickagency.co.uk to learn more.

And, if you’re not a Yardstick client, but would like to learn more about how we can help you send a monthly newsletter, again email Abi to arrange an initial chat.