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Email Prospecting: 4 Tips to Make the Most of 2.7 Seconds

email-on-ipadOne of the biggest challenges for advisers when prospecting is to secure that initial meeting. Often the preliminary outreach to a prospect may take place via email and in that case getting a positive response—or a response at all—can be an arduous mission to accomplish.

According to The Radicati Group, a technology research firm, 1.9 billion non-spam emails are sent every day. To stand a chance to be acknowledged, email messages must be smartly crafted to grab recipients’ attention and motivate them to respond. Other consumer studies also revealed that it takes only 2.7 seconds for an average person to decide if they want to read, delete or reply to an email. This is in part courtesy of our increased use of handheld devices, which currently represent a preponderant portion of all email interactions.

A couple of industry statistics will help you gauge the impressive growth and usage of email on mobile devices:

  • 53 percent of total email opens occurred on a mobile phone or tablet in Q3 2014, from 48 percent in Q2 2014.
    (Experian, “Quarterly email benchmark report,” Q3 2014)
  • Mobile email opens up 180 percent in three years, from 15 percent, Q1 2011 to 42 percent in Q1 2014.
    (Campaign Monitor, “Email interaction across mobile and desktop, Q1 2014)

What are some of the key factors that prompt prospects to delete emails? Key culprits traditionally include convoluted language, use of industry jargon and failure to make a strong case for value—are you worth your prospect’s time? Will you be for her or him a valuable source?

Ultimately, it is not the service or product that you are pitching that will prompt your prospects to take action. Rather, your capacity to convince them that you understand their challenges and that you can help them achieve their goals will be the deciding factor. This is what will persuade them that getting additional information or requesting to meet with you will be a good investment of their time.

Here are some of the crucial factors you must bear in mind when crafting an email:

  1. Grabbing Subject Line: Use concise language. Do not exceed 50 characters. Be clear, consistent, use action words to inspire and, when possible, consider adding the recipient’s first name
    Length: The statistics above make a compelling case for prospects reading emails on mobile devices. Consequently, keep your emails short—preferably under 100 words
  2. Personalize: According to HubSpot Science of Email research, personalizing an email increase click through rates by 14 percent. So, conduct some specific research that can help address the recipient’s challenges and openly quote it in the text.
  3. Credibility: Do not shy away from name-dropping. If the prospect was referred to you by a third party, mentioning that individual’s name may significantly increase the odds of a response
    Value: The first couple of sentences should unequivocally state what you are offering and why it is valuable. To accomplish this goal, clearly state your value proposition. Also, go the extra mile by sharing any educational material you may have on the topic and clearly enunciate to the reader the benefits she will derive from reading such material.
  4. Closing: In closing your email, remember that your goal is to establish an ongoing conversation. Include a call-to-action and word it in a personal and engaging manner, be it a meeting request or a telephone call.

Claudio PannunzioClaudio O. Pannunzio
President and Founder
i-Impact Group
Greenwich, Conn.

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Tapping Technology for Review Meetings

Many advisers have replaced at least some in-person review meetings with technology-supported meetings (e.g. via Skype) This practice is becoming more popular for several reasons:

  • Clients want to save time or may prefer the comfort of their own home or office instead of driving to the adviser’s office.
  • Advisers may prefer the efficiency of review meetings aided by technology.
  • People in general are more technologically savvy and comfortable with the notion of technology-supported meetings.

On the other hand, it is unlikely that one would use a technology-supported meeting as a vehicle for developing or strengthening a client relationship.

Pros and Cons
Advisers who conduct technology-based review meetings report that these meetings set up win/win scenarios—they’re more efficient for the adviser and more convenient for the clients. Typically, there is less chitchat and a tendency to get down to business sooner, so review meetings end in half the time that in-person reviews take. Still, there are some differences and possible downsides to be aware of:

  • Less chitchat may be efficient, but it can rob the adviser of tidbits of information that enhance the client relationship or provide cues about a client’s understanding of, or comfort with, his or her financial status.
  • Most likely, the adviser’s staff isn’t involved in technology-supported meetings, resulting in less input for the adviser. In addition, some staff may miss having the opportunity to interact with clients, an experience that gives purpose to mundane tasks such as filling out paperwork.
  • Both clients and advisers need to assume the added responsibility of ensuring that personal information passes only via secure lines.
  • Although advisers may have trained both spouses to participate in in-person client meetings, it may be easier to tap only one spouse or partner when the move is made to technology-aided meetings, which could open the door to some miscommunication.

Change Happens
This isn’t the first major transition in client meetings. Many tenured advisers remember transitioning from appointments in their clients’ homes to meetings in their own offices. That shift happened approximately a decade ago, and no harm was done. Nevertheless, advisers may want to keep these tips in mind as this change unrolls.

  • Be sure that both spouses are involved in at least some technology-aided review meetings.
  • Prepare clients for the importance of cyber security. 
  • Practice video technology before using it. For example, depending on camera placement, looking directly into a client’s eyes on the screen can appear as if the adviser is looking elsewhere. Looking into the camera, however, though not intuitive, comes across as looking directly at the client.
  • Consider adding staff to some technology-aided meetings, depending on your staff’s relationship with a client.
  • Offer in-person meetings as an option. Even if clients don’t want to take advantage of this offer, giving them the opportunity for in-person interaction is advised.

Financial planners are relationship people. Efficiency is wonderful. But efficiency that takes precedence over relationships is dangerous.

Joni Youngwirth_2014 for webJoni Youngwirth
Managing Principal of Practice Management
Commonwealth Financial Network
Waltham, Mass.


Editor’s note: Read an article in the May 2015 issue of the Journal of Financial Planning that focuses on how to prevent identity theft here. Also, listen to an FPA webinar titled “Leveraging Cloud Technology to Overcome Cybersecurity & Compliance Risk” here. Another helpful webinar, titled “Mobile Security: Defending the Devices that Power Client Productivity” can be found here.