Posted January 5, 2018 by Tracy Needham
Email is the most frequent type of contact between asset managers and advisors – and the one advisors are most receptive to. But like everyone else’s, advisors’ inboxes are overflowing with messages that are ignored. We believe many firms aren’t using this channel effectively enough to reach their goals.
Source: DST Research, Analytics, and Consulting, LLC research 2017
To be effective, firms must stand out with messages that are highly relevant and engaging. Our new report, Destination Inbox: Increasing Email Relevance and ROI, can help asset managers do exactly that, with several emerging email trends we expect to become status quo by 2020.
With advanced segmentation, detailed customer data, and AI, firms can develop unique messages for each advisor and deliver them in real time.
By shifting from traditional campaigns to triggered messages, email marketing responds to the advisor’s behavior to help advance the decision journey.
Instead of just driving traffic to the website, new technologies allow firms to conduct a lot of business with advisors right in their inbox.
As contact with advisors becomes increasingly digital, firms will need to increase the sophistication of their email programs by strengthening the practices that increase email ROI—such as improving tracking and measurement—and by delivering more relevant and effective messages in order to best position themselves to drive more sales from current and prospective advisors.
categories: email, email marketing, personalization, marketing strategy
The views expressed in this publication are solely those of the author and do not necessarily reflect the position or policy of DST Systems, Inc. or its affiliates, subsidiaries, joint ventures, officers, directors, or management.
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