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Email marketing is a powerful tool to grow your business. But before you begin, be aware of etiquette as well as some common email-marketing pitfalls and mistakes that can cost you.

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.

In earlier articles, I’ve focused on what you should do for effective email marketing.

Now it is time to dive into a few things you should be careful not to do.

Professional email etiquette

Before we cover email marketing campaigns, I’ll start by discussing some tips you might not have considered when it comes to sending individual emails. All of the activities you do to promote your business and gain new clients is considered marketing, so even cold prospecting emails, emails with your referral partners, and emails following up with warm leads are all considered a kind of email marketing, so it’s important to use every opportunity to market effectively.

Email signature

If you’re only putting your name and basic contact information in your email signature, you’re missing an opportunity to take full advantage of this space to engage with all of the people you’re emailing.

Use an eye-catching branded email signature that includes relevant information, such as your name, title, company name, phone numbers, website, and social media icons with clickable links to your profiles.

Include a call to action with a link or button. For example, “Have you signed up for our newsletter? You can do that here.” You may also want to include a calendar link to book a consultation with you.

Your email signature is valuable real estate; don’t waste the opportunity to connect with people.