By Erik Garcia, Screenfire Media
An estate wealth advisory firm we used to work with was heavily invested in email marketing. They sent emails like a machine. Every Wednesday at 8 AM, their clients got a company newsletter. Each one was full of tap tips, law updates, and then a few bits about the firm itself. On the surface it looked great.
Nobody read it though. Nobody clicked. The open rates were embarrassing.
At one meeting with the firm’s partners, they shared how confused they were. What was the issue? Weak subject lines? Should they send on a different day? One partner actually shamed their clients for not appreciating their work enough.
If they took a step back, the problem was clear. The newsletter was written for compliance, not engagement.
We took over and did it all different. We told stories. One newsletter described a client who almost missed a major tax deadline, and how a quick call kept them from owing over $100,000. Another newsletter told about a client who had made some strategic portfolio choices that had increased their returns 3X. We made it personal.
The newsletter quickly became a hit. Clients replied. Some shared their own stories. Others asked questions. Suddenly, the firm’s inbox was awake and full of inquiries.
That Christmas the partners sent us a very generous bottle of wine as a thank you.
Emails aren’t about your company. They are about your clients. If your emails are not getting replies, maybe it is time to stop sending updates and start telling stories.
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