Advisor Today - November/December 2016 - 46

SALES & MARKETING

By Toni Harris Taylor

4 Ways to Build an Effective
Email Marketing System
Use an email service provider, segment your lists, determine the frequency of your communication
and use reporting tools strategically.

E

mail marketing is an effective
way of marketing your business
and keeping your name and
brand in front of customers and
prospects. It is the most effective way
to reach hundreds, even thousands, of
people with the click of a mouse. Email
is also one of the best ways to reach a
targeted audience with your message.
According to Entrepreneur
magazine, email is also 40 times
better than Facebook and Twitter
because it is the best way to "give"
your message to your audience. It
puts you, your company and your
message right where people are all
day long - their inboxes.
Here are four ways to make the
most of these email attributes and
build an effective marketing system:

1. Use an email service provider.
If you are going to market your business
through email, it is imperative that you
use an email service provider. There are
several on the market, but a few of the
common ones are Constant Contact,
MailChimp and E-Relationship. A
reputable email service provider helps
clients meet the guidelines of the
Federal Trade Commission's
CAN-SPAM Act, including the
important opt-out provision of the
rule. A violation of this act can result
in a hefty fine, so, please employ the
services of an email service provider.
This provider can also get past SPAM
filters so that your email messages are
delivered in your recipient's inbox and
not in their junk folder.
2. Segment your lists.
All lists are not created equal.
The lists that you include in your
email marketing system should
be segmented by existing clients,
prospects and networking contacts.

46 ADVISOR TODAY | November/December 2016

your audience. Gauge your audience's
response to know what's right for them.
For instance, with my email service
provider, when people unsubscribe
they can leave a comment on why
they are unsubscribing. Pay attention
to those comments and adjust your
communication strategy accordingly.

A rule of thumb is to
communicate once a month
via a newsletter and an
occasional email with a
holiday greeting or a
special announcement.
This allows you to communicate
the right message to the right list.
Concentrate on growing your list and
keeping it fresh. Remove the names
of people who are not opening your
email messages. You can use multiple
methods to grow your list, including
your website, your newsletter, fishbowl
drawings and networking associates.
3. Determine the number of times
to communicate with the people
on your list.
A general rule of thumb is to
communicate once a month via a
newsletter and then the occasional
email with a holiday greeting or a
special announcement. Finding the
right balance is key. Most financial
professionals are concerned about
over-communicating, but I find that
most don't communicate enough. Find
the right balance and test it out on

4. Use reporting tools strategically.
Pay attention to the email reports
that are generated by your email
service provider. The typical report
displays who opened your email
message and the date and time
that they did. It also shows if they
forwarded the email message, clicked
on any links or shared the message
on social media. You can also use
the Bounce Report to keep your list
clean. If used wisely, the reporting
tools tell you exactly how effective
you are in communicating with your
audience. The reporting feature of an
email service provider is gold!
Email marketing is another way
to show up to remind your clients,
prospects and networking associates
that you are available to help them
with their financial needs. I'm
often surprised how, when I send
an email message, I immediately
get an appointment for business, a
referral or a request for a speaking
engagement. Put some time into your
email marketing system and you
will notice that the effort will pay
off exponentially. But always stay
compliant and let your compliance
officer preview your email messages
before hitting the "send" button.
Toni Harris Taylor is a motivational
speaker, marketing strategist and certified
coach. She helps her audience and clients
take drastic steps to achieve drastic results.
You can reach her at www.toniharris.com.


http://www.toniharris.com

Advisor Today - November/December 2016

Table of Contents for the Digital Edition of Advisor Today - November/December 2016

FROM THE EDITOR
VIEWPOINT
NEW PRODUCTS
I Love My Job, But I Don’t Want to Do it Forever!
Building a Practice You Love
The New American Dream
A New View of Retirement
College Education Funding: Helping Clients Evaluate What’s Best
Portfolio Allocations for New Market Conditions
Leveraging the Power of Study Groups
An Interview with MassMutual’s James Ocampo on Critical Illness Insurance
Start with “Why”
Best Practices for Selling Group LTCI
From Yes to Success
Meet NAIFA’s New President
NAIFA’s 2016 Performance + Purpose Conference
NAIFA GOVERNMENT RELATIONS
4 Ways to Build an Effective Email Marketing System
ADVERTISER INDEX
BACK PAGE
Advisor Today - November/December 2016 - cover1
Advisor Today - November/December 2016 - cover2
Advisor Today - November/December 2016 - 1
Advisor Today - November/December 2016 - 2
Advisor Today - November/December 2016 - 3
Advisor Today - November/December 2016 - 4
Advisor Today - November/December 2016 - 5
Advisor Today - November/December 2016 - 6
Advisor Today - November/December 2016 - 7
Advisor Today - November/December 2016 - FROM THE EDITOR
Advisor Today - November/December 2016 - 9
Advisor Today - November/December 2016 - VIEWPOINT
Advisor Today - November/December 2016 - NEW PRODUCTS
Advisor Today - November/December 2016 - 12
Advisor Today - November/December 2016 - I Love My Job, But I Don’t Want to Do it Forever!
Advisor Today - November/December 2016 - Building a Practice You Love
Advisor Today - November/December 2016 - The New American Dream
Advisor Today - November/December 2016 - A New View of Retirement
Advisor Today - November/December 2016 - College Education Funding: Helping Clients Evaluate What’s Best
Advisor Today - November/December 2016 - 18
Advisor Today - November/December 2016 - Portfolio Allocations for New Market Conditions
Advisor Today - November/December 2016 - 20
Advisor Today - November/December 2016 - Leveraging the Power of Study Groups
Advisor Today - November/December 2016 - 22
Advisor Today - November/December 2016 - 23
Advisor Today - November/December 2016 - An Interview with MassMutual’s James Ocampo on Critical Illness Insurance
Advisor Today - November/December 2016 - 25
Advisor Today - November/December 2016 - Start with “Why”
Advisor Today - November/December 2016 - 27
Advisor Today - November/December 2016 - Best Practices for Selling Group LTCI
Advisor Today - November/December 2016 - 29
Advisor Today - November/December 2016 - From Yes to Success
Advisor Today - November/December 2016 - 31
Advisor Today - November/December 2016 - Meet NAIFA’s New President
Advisor Today - November/December 2016 - 33
Advisor Today - November/December 2016 - 34
Advisor Today - November/December 2016 - 35
Advisor Today - November/December 2016 - 36
Advisor Today - November/December 2016 - 37
Advisor Today - November/December 2016 - NAIFA’s 2016 Performance + Purpose Conference
Advisor Today - November/December 2016 - 39
Advisor Today - November/December 2016 - 40
Advisor Today - November/December 2016 - 41
Advisor Today - November/December 2016 - 42
Advisor Today - November/December 2016 - 43
Advisor Today - November/December 2016 - 44
Advisor Today - November/December 2016 - NAIFA GOVERNMENT RELATIONS
Advisor Today - November/December 2016 - 4 Ways to Build an Effective Email Marketing System
Advisor Today - November/December 2016 - ADVERTISER INDEX
Advisor Today - November/December 2016 - BACK PAGE
Advisor Today - November/December 2016 - cover3
Advisor Today - November/December 2016 - cover4
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