The Fortune's in the Follow-Up: Why Your Lead Gen Needs a Wingman (Hint: It’s Email)
You’ve got a shiny new lead magnet. People are downloading your ebook or checklist. Great! But then… crickets. Where did they go? Enter: email marketing, your lead gen wingman.
Email isn’t just a nice-to-have. It’s your digital handshake, your virtual coffee meeting, your follow-up that doesn’t involve awkward cold calls. A solid email strategy takes a curious prospect and gently nudges them into your orbit. Automated email sequences can deliver value, build trust, and (eventually) get them booking that call.
Here’s why email should be the unsung hero of your marketing strategy:
It keeps your brand top of mind. People may not be ready to hire a financial advisor today, but when they are, you want to be the one they remember.
It builds relationships. With every email, you’re reinforcing your expertise and showing that you’re not just another suit trying to sell something.
It educates your audience. A good email strategy breaks down complex financial topics into easy-to-digest tips and insights.
And here’s the kicker: email still gets results. According to a 2023 report by HubSpot, email marketing delivers an average return on investment (ROI) of $36 for every $1 spent.
Email Tips for Financial Advisors:
Automate your follow-up. Don’t rely on memory or post-it notes. Use an email marketing platform to send pre-written sequences triggered by actions.
Segment your audience. A retiree and a young professional don’t need the same content. Divide your list and speak to each group’s specific concerns.
Keep it conversational. Nobody wants another dry newsletter. Use plain language, humor, and real-world examples.
Add a CTA in every email. Whether it’s "Read this blog post" or "Book a call," give your reader a clear next step.
Strategy in Action:
Let’s say someone downloads your "Pre-Retirement Checklist." Your follow-up could look like this:
Email 1: Welcome and deliver the checklist
Email 2: Quick tip on retirement pitfalls with a link to your blog
Email 3: Client story or testimonial
Email 4: CTA to schedule a free consultation
This mini-journey builds rapport and positions you as the expert without being pushy.
Pro tip: Email frequency matters. Weekly or bi-weekly is a sweet spot. You want to stay visible without being annoying.
Think of your email list like a garden. You don’t plant seeds and walk away. You nurture it. Check in. Water it. Eventually, it grows into consistent, warm leads.
Ready to automate your follow-up game? Advisor Script has your back.
