Email and Marketing Automation.
The email is the asset management or wealth management firm’s most trusted communication with the outside world. It may be the most frequently practiced marketing tactic, and it may be what stimulates the greatest response from prospects and clients. Email can get into places that nothing else can.
Email is powerful, especially when it’s used by a marketing automation platform to associate an email address with a website visitor—enabling the capture and understanding of website behavior and engagement.
None of which is to suggest that email is easy.
There’s the front-end—the messaging, graphic design, and sending, which is what your clients and prospects see and experience. Then there’s how you get maximize the results—the planning, the list-building, the campaign tracking, the engagement insights.
Here’s how LG Digital can help:
Strategy development
For outbound emails, this includes segmentation, content mapping, and fine-tuning for relevance. Subscription offers, too, require planning to maximize their effectiveness.
Campaign execution
We can help you take your plans straight to execution with email design and copywriting (including within FINRA/SEC guidelines) uniquely tailored to your strategy and audiences.
All things marketing automation
Automation may be as simple and straightforward as an RSS-enabled subscription offer.
Increasingly, though, firms are automating welcome and onboarding series, drip (following a set schedule, regardless of the recipient’s behavior), nurture (focused on a journey based on the recipient’s interactions) and triggered (initiated in real time in response to individual actions or conditions) campaigns. All can be high reward in terms of the potential for response but high risk, too.
Ideally, your automation is integrated with your Customer Relationship Management (CRM) system for use in the outbound communication (i.e., the inclusion of dynamic content based on current AUM levels or holdings, for example) and for the leveraging of insights gleaned from the response to the email. Open and click data as well as web browsing insights can be passed directly to the contact record level for your sales and relationship teams’ reference.
A significant piece of this work: establishing, testing and refining scores assigned to contacts based on their engagement. This is where modern Marketing and Sales meet, and we’re happy to facilitate what tends to be exploration of the possibilities.
There’s a lot of work required to tie everything together in a way that best leverages your martech investment. We’ll draw on our extensive experience to help you think through the issues.
Analytics, performance tracking and reporting
We’ll walk you through the establishment, capture and reporting of key performance metrics across the breadth of your email-related activities.
The full power of email is in understanding its contribution to business outcomes (e.g., shorter sales cycles, increased AUM, client acquisition retention) among others.