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People want to buy from companies they trust, no matter what they’re purchasing. When it comes to engaging the services of a financial advisor, trust becomes even more important, as your clients are entrusting you with what is most important to them – their family’s security and financial future. So any marketing you do as a financial advisor needs to focus on building trust.

My series, The Financial Advisor’s Guide to Email Marketing, helps advisors understand how email marketing works so they can properly use financial email marketing strategies to connect with prospects and gain more clients.

So far, we have covered the basic building blocks you need to get started with email marketing.

Now it’s time to dive into a tried-and-true method of building trust with email marketing – sending a monthly email newsletter.

What makes an email newsletter effective?

There’s something about showing up consistently in your client’s inbox month after month that signals that you are a steady, reliable, and trustworthy professional. Before they’ve even opened your message, seeing your name reminds them that you’re there, available, and ready to help.

Not only is the newsletter positioning you as a reliable go-to resource, but it more specifically positions you as an expert in your field. Yes, your clients want to work with someone they consider a trustworthy professional, but they also want to know you’re sharp, well-informed, and actively staying abreast of trends, patterns, what’s going on in the market, and how it relates to their financial goals.

The best way to demonstrate your trustworthiness and expertise at scale is with an email newsletter. With the rise of social media and other forms of digital marketing, many businesses abandoned their email newsletters. But year after year, email consistently performs better than every other digital marketing channel. If you aren’t currently sending a newsletter for your financial advisory practice, it’s time to start.