We’re in the marketing business, which means we’re in the people business. Even though we don’t meet our advisor’s clients and prospects in person, we keep track of what they engage with, what they reject, and how they prefer to receive information. Every Facebook, email, and radio campaign gives us additional insight into what will turn prospects into clients, and we use those insights to make changes for the next campaign.
We recently added a feature where someone can opt out of a specific type of email without opting out of all emails from an advisor. The three main types of emails we send are promotional event email, the weekly email to clients and prospects, and office updates emails. We of course take notice when people unsubscribe from our advisors’ emails and wanted to identify when it tends to happen. We noticed that most unsubscribe requests come from event emails, followed by office updates emails.
The problem was that once someone unsubscribed from any type of email from an advisor, they stopped getting their emails altogether. The people who get a weekly email with a new blog, market updates, and new content offerings may not wish to unsubscribe from those particular emails just because they clicked unsubscribe in an email saying that the advisor’s office will be closed on Thanksgiving. So, what we’ve done is add a feature where someone can opt out of a specific type of email instead of automatically opting out of all types. We’ve also included a pop-up message when someone does unsubscribe from all emails saying that if it was unintentional, they can call a number to be re-added.
In an industry with a long buying cycle, it’s important to keep prospects engaged, and have an attentive ear for what kind of emails they want to get, and which they don’t. While an email about holiday office hours or an additional email pushing a Social Security seminar might seem innocuous, it could make for just one too many emails in someone’s inbox from the advisor that week. The best way to avoid a situation that causes someone to unsubscribe from all emails is to give them the power to filter what emails they wish to see, and which they don’t.
We’re always fine-tuning our approach, implementing more sophisticated email marketing methods and assessing the results. We find solutions to problems before our advisor’s complain about them – or even notice them, and proactively work to maintain email reputations and databases. If you’d like to find out what we do for you, get in touch.
