last Updated 26 September 2023

The Art of Personalised Email Communication: A Guide to Financial Adviser Email Marketing

In the competitive world of financial advising, the ability to cut through the noise and connect with your clients on a personal level is no easy game. 

As someone who's spent a fair few years in the digital marketing trenches, I know the power of targeted, personalised communication.

We're talking about shaking up the status quo, ditching the tired old newsletter, and mastering the art of email marketing. 

This isn't just about sending emails – it's about creating connections, understanding your clients, and making your mark in the financial advising world. 

Here are some tried and tested email marketing tips to get you started.

Dispelling the "newsletter" myth 

Financial Adviser Email Marketing - The Art of Personalised Email Communication: A Guide to Financial Adviser Email Marketing

The downside of generic newsletters in building client relationships

For many financial advisers, email marketing is synonymous with sending out monthly or weekly newsletters. 

Newsletters, with their one-size-fits-all approach and impersonal feel, were once a standard in the financial services industry. However, their generic nature can often act as a barrier to building strong, personalised client relationships.

For instance, a newsletter might include a broad range of topics, from retirement planning to investment tips, which may not be relevant to everyone on your email list. This scattergun approach can lead to a lower engagement rate, making your emails less effective.

Moreover, generic newsletters often lack the personal touch that is vital in the financial services industry. A subject line like "Financial Adviser Monthly Update" will unlikely attract anyone’s attention, reducing open rates and further weakening client engagement.

Another common mistake in financial adviser email marketing is focusing solely on the company's achievements or industry news. 

While keeping clients informed about your firm's developments and industry trends is essential, tailoring your content to address clients' specific interests and concerns is equally crucial. 

Instead of inundating them with generic updates, consider offering content that directly addresses their common questions, provides valuable solutions to their financial challenges, and aligns with their long-term goals.

The power of personalised email communication in the financial services industry

Personalisation goes beyond just including the recipient's name in the subject line or email body. It involves tailoring the content of the email to resonate with the recipient's unique circumstances and needs.

For instance, a financial adviser could segment their email list based on specific criteria such as age, financial goals, or investment preferences. They could then send out emails tailored to each segment. 

A younger client might receive emails about starting an investment portfolio, while a client nearing retirement might receive emails with tips on pension drawdown options.

Such a personalised approach not only makes your email more relevant but also shows that you understand and value their individual needs.

This can go a long way in building trust and strengthening the client-adviser relationship, making personalised email communication a powerful tool in the financial services industry.

It's time to move away from the "one size fits all" newsletter. Remember, the aim is not to reach the inbox of every potential client but to engage effectively with those clients who truly value your services. 

Financial Adviser Email Marketing - The Art of Personalised Email Communication: A Guide to Financial Adviser Email Marketing

Cultivating trust and familiarity: The heart of financial adviser email marketing

In the world of finance, trust is the bedrock upon which all successful adviser-client relationships are built. Gaining that trust, particularly in a digital realm like email marketing, can be a significant challenge.  Here are effective, simple ways to do it.

1. Establishing trust through consistent correspondence

Consistency is key in email marketing.

Keeping a steady flow of weekly emails is not only a great way to stay on the radar of your potential clients but also presents an opportunity to gradually showcase your expertise over time.This consistent approach will further reinforce your position as a trusted financial adviser, fostering lasting relationships that stand the test of time.

2. Establishing trust by sharing your expertise

• Show, don't just tell

Establishing trust through sharing your expertise is crucial. Avoid simply listing qualifications; instead, provide valuable content that addresses readers' needs. 

Offer practical advice, discuss financial topics in an understandable way, and analyse relevant subjects like tax laws and investment strategies. By showing your knowledge in action, you demonstrate your ability to make sound decisions and effectively manage their finances.

• Case Studies and Testimonials

If you've helped clients achieve their financial goals in the past, sharing these success stories (with permission or anonymised) can be a powerful way to demonstrate your expertise. 

Case studies give tangible evidence of your skills, while testimonials lend a personal, human element that can resonate deeply with potential clients.

The more case studies we share, the greater the chance that one of them will resonate with your audience, and they'll think, "Oh, that's the same problem I've got." 

This connection could lead them to get in touch with you for help, knowing you have a proven track record in addressing their specific needs.

Remember, building trust takes time. There's no silver bullet to win a client's trust overnight. But by regularly sharing your expertise in a way that's valuable, personalised, and transparent, you're laying a strong foundation for a trusting relationship in the future.

Financial Adviser Email Marketing - The Art of Personalised Email Communication: A Guide to Financial Adviser Email Marketing

Prioritise client outcomes

The importance of emphasising client outcomes over financial tools

Engaging with potential customers requires a conversation that highlights the impact on their lives rather than the technicalities of financial tools. 

It's about translating the often dry and complex financial language into real-life outcomes that resonate with your clients.

To attract and retain your reader's attention, each email should be packed with valuable content that underscores what they stand to gain from your services.

Instead of discussing pension funds or investment options, focus on the dream of a comfortable retirement or the peace of mind that comes with financial security.

For instance, explain how a good investment strategy can enable them to fund their children's education without worry or how adequate retirement planning can ensure a stress-free golden age.

By putting the spotlight on the client's outcomes rather than the tools used, we not only make our services more relatable but also build a narrative of success that new clients want to be a part of.

Financial Adviser Email Marketing - The Art of Personalised Email Communication: A Guide to Financial Adviser Email Marketing

Addressing pain points: Making financial adviser email marketing resonate with clients

Understanding and addressing the common pain points of your target audience can significantly increase the effectiveness of your email marketing efforts. 

These pain points may vary, but for the average individual, they often revolve around uncertainties in retirement planning, anxiety over increasing living costs, confusion about wealth management, or worries about financial security for their family.

These are the issues that keep your clients awake at night. By identifying these challenges, you can tailor your subject lines and content to directly address these concerns, making your emails not just relevant but also valuable to the recipient.

Clear examples: How we can sort out those financial worries

When dealing with financial worries, nothing cuts through uncertainty like clear, relatable examples. 

In your email marketing, use scenarios your clients might find themselves in to illustrate how you can address their financial pain points.

For instance, one email could feature a story about a couple grappling with the rising cost of living in London. Highlight how your financial advice helped them reallocate their assets and manage their expenses more effectively, thus easing their financial worries.

In another email, you might discuss the case of a self-employed photographer who's concerned about retirement. Then, illustrate the strategies you've advised to ensure a comfortable retirement despite an unpredictable income.

Your subject lines could directly address these common issues, like "Beating the London Cost of Living - A Success Story" or "Planning for a Comfortable Retirement on a Variable Income". 

These subject lines not only grab attention but also show the reader that there's valuable content inside that speaks directly to their concerns.

Financial Adviser Email Marketing - The Art of Personalised Email Communication: A Guide to Financial Adviser Email Marketing

Simplicity in communication

In the world of email marketing, simplicity should not be underestimated. Instead of fancy branding and flashy graphics, consider the power of straightforward, unbranded emails to convey your message effectively.


Well, uncluttered emails put the focus squarely on the content and value you provide. By stripping away unnecessary visual distractions, you create an environment that feels more like a personal conversation and less like a marketing pitch. 

This simplicity fosters a sense of authenticity and sincerity, enhancing your client's trust in your communication.

A simple, text-based approach can stand out as genuine, individualised communication in a world saturated with polished marketing emails.

It demonstrates that you value the relationship beyond flashy visuals and that your focus is on providing valuable information that genuinely meets their needs. This perception of sincerity can strengthen your connection with clients and prospects. 

Moreover, plain emails tend to load faster and display properly across different devices and email clients. This ensures a seamless reading experience for your audience, boosting engagement and click-through rates. 


Personalisation, consistency, and genuine value are the key ingredients to successful email marketing strategy.

It's important to remember that your clients are more than just recipients on an email list; they are individuals with unique goals and fears. By acknowledging and understanding these distinct needs, you can tailor your email communication to create a meaningful connection with them.

Keep your emails simple and focused on the client. Remember, a plain email that genuinely meets the recipient's needs is far more powerful than a flashy one that doesn't. 

Are you ready to start crafting your email campaign? You can find many free resources on my website to help, or if you prefer, we can work on it together. Send me a message and let’s chat about how I can help.

Of course, creating great email content is no use unless you have people to read it. So how do you go about growing a list of email subscribers in the first place?

Building Your Email List Using Lead Magnets

A lead magnet is something valuable that you offer to your website visitors for free. In exchange, they provide you with their name and email address. The lead magnet itself can take various forms. It might be a downloadable PDF, access to a free course, or maybe a recording of a webinar.

Here's the key: people are more likely to share their contact information if they perceive the value in doing so. That's why it's essential to create a lead magnet that genuinely captures their interest.

Once you've got someone's name and email address in this way, you can add them to a mailing list and send them regular non-sales emails to help build a relationship with them and to make sure they don't forget about you between now and the time when they are ready to buy.

Related: Create your first lead magnet in less than an hour

About the author 

David Miles

As a digital marketing consultant, author and trainer, I specialise in helping businesses in the financial services sector use the internet to get more enquiries and increase profits.

Related Posts

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

Discover How to Generate More Leads From Your Own Website