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    • 50 Things I Wish Financial Advisors Knew About Marketing
    • What's A Good Financial Advisor Marketing Budget? Here's What I've Found...
    • 5 Reasons Why Hiring A Financial Advisor Marketing Agency Is A Bad Idea...
    • 5 Elements of High-Converting Landing Pages For Financial Advisors (With Examples)
    • Why "Branding" Is A Terrible Idea For Financial Advisors
    • 9 Inbound Marketing Strategies For Financial Advisors That Are Working Right Now... (With Proof)
    • Financial Advisors: Here's How To Get 3 New Clients In The Next 30 Days...
    • I Analyzed The Websites Of Barron’s Top 100 Independent Financial Advisors: Here’s What They Do Differently…
    • 4 Things I've Learned From Testing 3.2 Million Financial Advisor Emails
    • What Is The Optimal Number Of Clients For A Financial Advisor? (My Answer May Surprise You...)
    • Will Financial Advisors Become Obsolete? (Future Outlook For Financial Advisors)
    • How To Become A Virtual Financial Advisor (Plus Traits And Tools To Help You Work Remotely)
    • An Open Letter To Financial Advisors With Imposter Syndrome (Plus 4 Tips For Overcoming It)
    • How To Overcome Objections As A Financial Advisor (The Right And Wrong Way)
    • 7 Priceless Tips For Financial Advisors Who Want A "Lifestyle" Practice
    • 9 Research-Backed Stress Management Tips For Financial Advisors (That Actually Work)
    • 3 Powerful Ways Financial Advisors Can Use Webinars To Get More Clients
    • 10 Catastrophic Ways Financial Advisors Sabotage Their Own Success
    • These 5 "Weird" Tips Can Help Financial Advisors Form Better Habits
    • 5 Financial Advisor Follow-Up Tips (That Won't Annoy Prospects)
    • How Financial Advisors Can Write A Book (And Use It To Get Clients)
    • 7 Ways To Make Your Financial Planning Firm More Profitable
    • 7 Actionable Goal Setting Tips For Financial Advisors
    • 10 Of My Favorite Productivity Tools For Financial Advisors
    • How Financial Advisors Can Make A Phenomenal First Impression
    • 3 Reasons Financial Advisors Should (And Shouldn't) Start A Podcast
    • Financial Advisors: 4 Reasons Why Buying Leads Is Like Burning Money
    • 11 Tips For Writing A Stellar Financial Advisor Bio (With Examples)
    • 7 Traits Successful Financial Advisors Have (From Someone Who Has Worked With Thousands Of Advisors)
    • 6 Common Financial Advisor Interview Questions (And How To Answer Them)
    • 5 Things Financial Advisors Should Know Before Buying A Book Of Business
    • Looking For A Financial Advisor Internship? Here Are 10 Things You Should Know...
    • How Hard Is The CFP® Exam? (Plus 5 Of My Favorite Tips To Help You Pass)
    • 10 Insurance Marketing Tips, Ideas, and Strategies (That Actually Work)
    • How to Become a Financial Advisor In 5 (Not So Easy) Steps
    • How To Make Six Figures As A Financial Advisor
    • 11 Lucrative Cold Calling Tips for Financial Advisors
    • 10 Things I Wish All Entry Level Financial Advisors Knew
    • 6 Video Marketing Tips for Financial Advisors: Why Video Marketing Is So Powerful
    • 7 Reasons Why Most Financial Advisor Sales Training Completely Fails
    • Pros and Cons of Financial Advisor Coaching - Should Financial Advisors Hire a Coach?
    • 9 Elevator Speech Tips for Financial Advisors
    • A Day In The Life of a Financial Advisor: 7 Things You Can Expect
    • 7 Awesome Content Marketing Tips for Financial Services
    • Pros and Cons of Being a Financial Advisor: The Dirty Details Nobody Tells You
    • 8 Things Nobody Tells You About Being a Financial Advisor
    • 10 Things Financial Advisors Wish They Could Do Differently
    • 10 Awesome Content Marketing Tips for Financial Advisors
    • 12 Best Financial Planning Questions to Ask Clients
    • 5 Online Reputation Management Tips for Financial Advisors
    • Here's Why Clients Fire Financial Advisors
    • 5 Things Financial Advisors Should Never Do With Their Clients
    • 9 Cold Email Tips for Financial Advisors
    • 7 Tips for Avoiding Burnout as a Financial Advisor
    • 9 Tips for Creating a Financial Advisor Business Plan
    • 7 Must-Know Google Ads Tips for Financial Advisors
    • 7 Awesome Tech Tools for Financial Advisors
    • 10 Insurance Email Marketing Mistakes You Need to Avoid
    • 12 Facebook Marketing Tips for Financial Advisors
    • 3 Lessons From An Advisor Losing $1,000 Every Day
    • 7 Easy & Actionable Social Media Marketing Tips for Financial Advisors
    • 7 Door-to-Door and Cold Knocking Tips for Financial Advisors
    • 5 Things People Really Want From Financial Advisors
    • 5 Client Loyalty Strategies to Help You Retain More Clients
    • 7 Client Referral Ideas to Help You Get More Referrals
    • 8 Tips for Attracting UHNW Clients (With Proof That They Work)
    • Top 10 Best Books for Insurance Agents (2020)
    • 15 Financial Advisor Prospecting Ideas & Techniques That Work!
    • 11 Awesome Client Appreciation Event Ideas for Financial Advisors
    • Life Insurance Leads - Should You Buy Them?
    • 5 Ways Financial Advisors Can Improve Direct Mail Marketing Results
    • 7 Reasons You'll Fail as an Insurance Agent
    • 7 Horrible Insurance Marketing Ideas
    • 5 SEO Strategies For Financial Advisors (That Actually Work)
    • Social Media Tips for Financial Advisors: Experts Weigh In
    • The Secret Behind Awesome Financial Advisor Value Propositions (Plus Examples)
    • 5 Tips for How to Sell Insurance Over the Phone
    • 15-Step Client Onboarding Checklist: Onboarding Process for Financial Services
    • The Best CRM for Financial Advisors (CRM Software for Financial Services)
    • 10 Actionable Seminar Marketing Tips for Financial Advisors (That Actually Work)
    • 9 Effective Appointment Setting Tips for Financial Advisors
    • 19 Financial Advisor Email Marketing Tips
    • 5 Ways to Overcome Call Reluctance
    • How to Handle Rejection In Sales: Overcoming Your Fear of Rejection
    • 7 Reasons Why Most Financial Advisor Websites Are Terrible
    • 27 Financial Advisor Marketing Ideas & Strategies That Work!
    • How to Become a Successful Financial Advisor: Your First Year
    • Top 10 Best Books for Financial Advisors
    • 7 Fatal Prospecting Mistakes You Can't Afford to Make
    • 5 Ways to Generate Leads Without Cold Calling
    • 7 Ways Prospecting Is Like Dating
    • 5 Reasons Why You're Not Getting Referrals
    • 5 LinkedIn Tips for Financial Advisors (Plus 3 Things They Should Be Tracking...)
    • How Financial Advisors Can Build Client Trust
    • 11 Reasons You'll Fail as a Financial Advisor
    • How Financial Advisors Can Make More Money
    • 5 Best Niches for Financial Advisors
    • How to Sell Without Being Pushy
    • How Advisors Can Get Out of Their Comfort Zone
    • 5 Characteristics of Successful Insurance Agents
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9 Cold Email Tips for Financial Advisors: Can Cold Emailing Get Results?

Email cartoon showing cold email
​​I got an email this morning about cold emailing for financial advisors.

I thought it was a great question that a lot of people might ask, so I decided to answer it in a blog post. 

Josh from Chicago sent it to me. Speaking of Chicago, I was going through my podcast statistics and found out that, out of all the cities in the world, Chicago listens to my podcast the most. 

I’m not sure what I did to get all those listeners in Chicago, but apparently, they love me there. 

Anyway, Josh from Chicago writes: 

James, 

I enrolled in your Financial Advisor Marketing Mastery course and absolutely love it. I got to the email marketing part and noticed that you talk about building an email list by leveraging your website, providing value to that list, and following up with them as time goes on. 

However, you don’t really talk about cold emailing. What are your thoughts on sending someone a cold email? Do you have any tips for financial advisors that might want to start a cold emailing campaign? 


When putting together the course, I didn’t forget about cold email. I deliberately left it out because the other techniques I discuss tend to get better results in less time than cold email. 

In other words, you can put your time to better use. 

Of course, if you’re an advisor who has time to spare after doing other marketing (again, very unlikely) then can cold emailing get you some more clients? Yes, it can.
Picture

What's The Difference Between Cold Email And Email Marketing?

When I talk about email marketing, I’m talking about creating an opt-in where you give some value and have someone give an email address in exchange. You then continue to provide value to your email list and then ask for an appointment.

On the other hand, cold emailing is exactly what it sounds like. You send an email to someone who has no previous interaction with you.

A lot of people also get cold email confused with spam. Under the CAN-SPAM Act, you’re allowed to send emails to people that you don’t know, but you want to make sure that you’re complying with the rules that the FTC has outlined.

While you always want to get advice from a professional first, here are some things you need to incorporate when sending cold emails:


  • Never misrepresent who you are.
  • Don’t use misleading subject lines.
  • Identify if the email is an ad.
  • Include your business address - street address or PO Box is fine.
  • Give a way to unsubscribe or opt-out - and honor them!

Cold email outreach is just another form of marketing, no different from cold calling, direct mail, or Facebook ads. Its purpose is to generate leads and start conversations with people who want to do business with you.

Here are some tips to help you get started on - or improve - your cold email campaign.
Freezing emoji to demonstrate cold email

1. Keep It Short.

This is my most important piece of advice for cold emailing. Get to the point, fast. That’s because you have a very short window of time to get your prospect’s attention. You should lead with your most compelling piece of information. 

In fact, don’t even worry about a formal introduction. If someone reads, “I’m Joe Advisor from XYZ Financial”, you make it super easy for the prospect to quickly delete the message. And if that happens, it means the rest of your message isn’t read. 

If you’re on my email list, you’ll notice that some of my emails are really long. Longer emails can be okay for talking with your list, but almost never for cold email. Keep your cold emails between 2-5 sentences and make sure it’s logical. 

Basically, all you need to say is:
  • Why you reached out to them
  • What you’re offering
  • What the next step is

Speaking of the next step, my second cold email tip is…

2. Don't Ask For Too Much.

One of the biggest rookie mistakes is trying to accomplish too much with a single email.

​This usually leads to a long email (another rookie mistake), trying to get someone to make a large commitment right away. 


Is it possible that someone will do business with you right away? Sure, but asking for small commitments is how you convert a much larger percentage of your list. 

The easiest way for a financial advisor to accomplish this is to ask, “When is a good time next week to speak?” 

The cold email is not supposed to sell. All it does is start a relationship with the prospect, so if your email in any of its parts sounds even a bit salesy, you should revise it. 

Cold email is awesome because you can reach out to hundreds of people in a relatively short period of time, which builds up the top of your funnel. But remember that you’re literally just looking for people who are already interested enough to take the time to speak with you.

3. Put ALL Of Your Contact Information In Your Signature.

Make it as easy as possible for someone to get in touch with you. Include links to your website, social profiles, mailing address, and phone number. 

If someone wants to call you, that’s great. But what if someone wants to hop on a mule and come to your office via their own little Pony Express? Don’t lose potential opportunities because you didn’t take the five seconds to beef up your signature. 

Here’s a pretty cool story. As you may or may not know, I test a LOT. I test my web pages, my headlines, my emails, my ads, etc. One time I decided to test a short signature vs. a long signature in my own personal cold emails. 
​
Here’s what I found: when I included a link to my LinkedIn profile, it dramatically boosted the response rate of my emails. Even when people didn’t even click on it, I got more replies. I guess that’s because people see it and know they have access to see who I am and that I’m the real deal.

ALSO READ: 4 LinkedIn Tips for Financial Advisors
Picture

4. Personalized Subject Lines = Higher Open Rates.

As a group, personalized subject lines almost always out-perform non-personalized subject lines. Yes, I’ve personally tested that too. 

The goal of a subject line is to get the email opened - that’s it. Personalized subject lines generate high open rates because they feel relevant. I’m talking about subject lines like: 

  • “Your recent blog post on XYZ.com” 
  • “Your YouTube video about ABC”
  • “Saw you mentioned in the XYZ yesterday”
  • “FIRST NAME - quick question…” 

If you use generic subject lines, you will likely experience lower open rates. I get generic emails all the time. These are the emails with subject lines like, “Opportunity”, or “Website help”. I’m so numb to these by now that if I see anything remotely similar I just delete them. 

Your prospect needs to feel that you sent the email exclusively to him or her because you had a relevant reason to do it in the first place. So give them a reason! 

Which subject line do you think works better? 


  1. “Check out this video on why people run out of money in retirement”
  2. “Joe, you gotta watch this” 

If you said B, congratulations! You just correctly answered the easiest question in the universe. Of course, option B works better. Remember - the ONLY goal of a subject line is to get the email opened, and the personalized subject lines scream “Open me!”

5. Don't Include Any Attachments.

On the surface, sending an attachment almost seems like a good idea. You want to keep the actual email short and ask for a small commitment, so you think that attaching more information will allow the interested recipient to download and consume at his or her leisure.

But let’s try to answer these questions. If YOU received a cold email with an attachment, would you:


  • Have enough time to download the file and look at it?
  • Feel comfortable enough to open an attachment from a complete strange?
  • Be worried that someone may have sent you a virus that will corrupt your computer?
  • Open the attachment at all?

Answering these questions should show you that attachments are a no-no. Besides, spammers used to send very short emails with attachments, and sometimes those attachments did contain viruses. If you behave even slightly like a spammer, you won’t be trusted, no matter how good your intentions are.

Plus, attachments could negatively impact your delivery rate. That’s because some email providers’ anti-spam filters are quick to filter out any messages with attachments. So even if your prospects would respond favorably to attachments, chances are that they wouldn’t even get the email in the first place.
Attachment financial advisors can use in cold email
Ditch the paper clip and skip the attachments in your cold emails.

6. Always Follow Up.

Sometimes you may feel as if follow-up emails will make your prospects angry. I certainly felt that way when I started sending follow-up emails. However, this is rarely the case. Usually, the prospects appreciate your interest in them and admire how persistent you are. 

One of the most important things to remember about following up is that your follow-up email should be somehow linked to your first email. It should be a continuation of whatever you sent before, preferably within the same email thread. 

All a follow up should do is gently point out that they haven’t responded to you and that you’re still waiting for some reaction. Keep it short and simple. 

I always recommend following up at least five times and then making a judgment call on whether or not you’d still like to pursue the prospect. Perhaps the prospect isn’t worth any more of your time or resources, and that’s okay.

​ALSO READ: 9 Elevator Speech Tips for Financial Advisors 

7. Spend Some Time On Your List.

Nothing beats personalization when it comes to cold email. A personalized subject line combined with a short, personalized email has been proven again and again to generate the most sales.

So spend some time working on your list. Make sure that you know a few things about them first. It will show that you’re not spamming… are you noticing a theme here? 

As a financial advisor, the fastest way to do this is to pick a niche and tailor your emails around that niche. This works so well because you don’t have to change a lot of things from prospect to prospect, plus you can become intimately familiar with how the niche works with you and the problems you can solve for them. 

I would much rather have a list of 500 people with a 40% reply rate (200 replies) than a list of 1,000 people with a 10% reply rate (100 replies). I’m sure you feel the same way.

8. Avoid Some Common Cold Email Cliches.

I get a lot of cold emails. I’ve seen everything from top of the line to the bottom of the barrel. 

Here are some of the worst cold email cliches that I see on a regular basis: 

“Hope this email finds you well!” 

Gee, thanks. I would hope so. 

“I know you’re busy so I’ll keep this short.” 

Great! You’ve already wasted a sentence. You could’ve kept it even shorter. 

“If you are the appropriate person…” 

This just shows me that you didn’t do your research. Usually, this email comes with “appropriate person” as the subject line, so I know to delete it right away.

9. Be Prepared To Act When Prospects Reply.

I know that one of the biggest benefits of email is that you can open, read, and respond to messages when it’s most convenient for you. However, a marketing campaign isn’t about you - it’s about your prospect, from start to finish.

When your prospect sends an interested reply, you should take action quickly. You will have spent time and effort capturing this person’s attention, so don’t let it go to waste. I have found that the less time you take to get back to a prospect after a response, the better chance you have of developing a lasting business relationship.

Pro tip: In addition to being a wonderful blessing for the way we communicate and stay in touch, email is also a dreadful curse as a distraction. Sometimes when I say “be ready to respond to an email”, people interpret it as “check your email 17,403 times per day” and then they get distracted with all their other messages.

Instead, set up a dedicated email address that you use just for cold email campaigns. You should be doing this anyway, so you don’t risk your personal domain, but the added benefit is that no other messages will hit that inbox except messages from prospects.
​

P.S. If you're a financial advisor who wants to get more clients from LinkedIn, make sure you check out How to Get Clients With LinkedIn: How Financial Advisors Can Set Appointments and Convert Prospects With LinkedIn
​
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  • Home
  • Get Clients With LinkedIn
  • Webinar
  • For New Advisors
  • Products
  • Inner Circle
  • Blog
    • 50 Things I Wish Financial Advisors Knew About Marketing
    • What's A Good Financial Advisor Marketing Budget? Here's What I've Found...
    • 5 Reasons Why Hiring A Financial Advisor Marketing Agency Is A Bad Idea...
    • 5 Elements of High-Converting Landing Pages For Financial Advisors (With Examples)
    • Why "Branding" Is A Terrible Idea For Financial Advisors
    • 9 Inbound Marketing Strategies For Financial Advisors That Are Working Right Now... (With Proof)
    • Financial Advisors: Here's How To Get 3 New Clients In The Next 30 Days...
    • I Analyzed The Websites Of Barron’s Top 100 Independent Financial Advisors: Here’s What They Do Differently…
    • 4 Things I've Learned From Testing 3.2 Million Financial Advisor Emails
    • What Is The Optimal Number Of Clients For A Financial Advisor? (My Answer May Surprise You...)
    • Will Financial Advisors Become Obsolete? (Future Outlook For Financial Advisors)
    • How To Become A Virtual Financial Advisor (Plus Traits And Tools To Help You Work Remotely)
    • An Open Letter To Financial Advisors With Imposter Syndrome (Plus 4 Tips For Overcoming It)
    • How To Overcome Objections As A Financial Advisor (The Right And Wrong Way)
    • 7 Priceless Tips For Financial Advisors Who Want A "Lifestyle" Practice
    • 9 Research-Backed Stress Management Tips For Financial Advisors (That Actually Work)
    • 3 Powerful Ways Financial Advisors Can Use Webinars To Get More Clients
    • 10 Catastrophic Ways Financial Advisors Sabotage Their Own Success
    • These 5 "Weird" Tips Can Help Financial Advisors Form Better Habits
    • 5 Financial Advisor Follow-Up Tips (That Won't Annoy Prospects)
    • How Financial Advisors Can Write A Book (And Use It To Get Clients)
    • 7 Ways To Make Your Financial Planning Firm More Profitable
    • 7 Actionable Goal Setting Tips For Financial Advisors
    • 10 Of My Favorite Productivity Tools For Financial Advisors
    • How Financial Advisors Can Make A Phenomenal First Impression
    • 3 Reasons Financial Advisors Should (And Shouldn't) Start A Podcast
    • Financial Advisors: 4 Reasons Why Buying Leads Is Like Burning Money
    • 11 Tips For Writing A Stellar Financial Advisor Bio (With Examples)
    • 7 Traits Successful Financial Advisors Have (From Someone Who Has Worked With Thousands Of Advisors)
    • 6 Common Financial Advisor Interview Questions (And How To Answer Them)
    • 5 Things Financial Advisors Should Know Before Buying A Book Of Business
    • Looking For A Financial Advisor Internship? Here Are 10 Things You Should Know...
    • How Hard Is The CFP® Exam? (Plus 5 Of My Favorite Tips To Help You Pass)
    • 10 Insurance Marketing Tips, Ideas, and Strategies (That Actually Work)
    • How to Become a Financial Advisor In 5 (Not So Easy) Steps
    • How To Make Six Figures As A Financial Advisor
    • 11 Lucrative Cold Calling Tips for Financial Advisors
    • 10 Things I Wish All Entry Level Financial Advisors Knew
    • 6 Video Marketing Tips for Financial Advisors: Why Video Marketing Is So Powerful
    • 7 Reasons Why Most Financial Advisor Sales Training Completely Fails
    • Pros and Cons of Financial Advisor Coaching - Should Financial Advisors Hire a Coach?
    • 9 Elevator Speech Tips for Financial Advisors
    • A Day In The Life of a Financial Advisor: 7 Things You Can Expect
    • 7 Awesome Content Marketing Tips for Financial Services
    • Pros and Cons of Being a Financial Advisor: The Dirty Details Nobody Tells You
    • 8 Things Nobody Tells You About Being a Financial Advisor
    • 10 Things Financial Advisors Wish They Could Do Differently
    • 10 Awesome Content Marketing Tips for Financial Advisors
    • 12 Best Financial Planning Questions to Ask Clients
    • 5 Online Reputation Management Tips for Financial Advisors
    • Here's Why Clients Fire Financial Advisors
    • 5 Things Financial Advisors Should Never Do With Their Clients
    • 9 Cold Email Tips for Financial Advisors
    • 7 Tips for Avoiding Burnout as a Financial Advisor
    • 9 Tips for Creating a Financial Advisor Business Plan
    • 7 Must-Know Google Ads Tips for Financial Advisors
    • 7 Awesome Tech Tools for Financial Advisors
    • 10 Insurance Email Marketing Mistakes You Need to Avoid
    • 12 Facebook Marketing Tips for Financial Advisors
    • 3 Lessons From An Advisor Losing $1,000 Every Day
    • 7 Easy & Actionable Social Media Marketing Tips for Financial Advisors
    • 7 Door-to-Door and Cold Knocking Tips for Financial Advisors
    • 5 Things People Really Want From Financial Advisors
    • 5 Client Loyalty Strategies to Help You Retain More Clients
    • 7 Client Referral Ideas to Help You Get More Referrals
    • 8 Tips for Attracting UHNW Clients (With Proof That They Work)
    • Top 10 Best Books for Insurance Agents (2020)
    • 15 Financial Advisor Prospecting Ideas & Techniques That Work!
    • 11 Awesome Client Appreciation Event Ideas for Financial Advisors
    • Life Insurance Leads - Should You Buy Them?
    • 5 Ways Financial Advisors Can Improve Direct Mail Marketing Results
    • 7 Reasons You'll Fail as an Insurance Agent
    • 7 Horrible Insurance Marketing Ideas
    • 5 SEO Strategies For Financial Advisors (That Actually Work)
    • Social Media Tips for Financial Advisors: Experts Weigh In
    • The Secret Behind Awesome Financial Advisor Value Propositions (Plus Examples)
    • 5 Tips for How to Sell Insurance Over the Phone
    • 15-Step Client Onboarding Checklist: Onboarding Process for Financial Services
    • The Best CRM for Financial Advisors (CRM Software for Financial Services)
    • 10 Actionable Seminar Marketing Tips for Financial Advisors (That Actually Work)
    • 9 Effective Appointment Setting Tips for Financial Advisors
    • 19 Financial Advisor Email Marketing Tips
    • 5 Ways to Overcome Call Reluctance
    • How to Handle Rejection In Sales: Overcoming Your Fear of Rejection
    • 7 Reasons Why Most Financial Advisor Websites Are Terrible
    • 27 Financial Advisor Marketing Ideas & Strategies That Work!
    • How to Become a Successful Financial Advisor: Your First Year
    • Top 10 Best Books for Financial Advisors
    • 7 Fatal Prospecting Mistakes You Can't Afford to Make
    • 5 Ways to Generate Leads Without Cold Calling
    • 7 Ways Prospecting Is Like Dating
    • 5 Reasons Why You're Not Getting Referrals
    • 5 LinkedIn Tips for Financial Advisors (Plus 3 Things They Should Be Tracking...)
    • How Financial Advisors Can Build Client Trust
    • 11 Reasons You'll Fail as a Financial Advisor
    • How Financial Advisors Can Make More Money
    • 5 Best Niches for Financial Advisors
    • How to Sell Without Being Pushy
    • How Advisors Can Get Out of Their Comfort Zone
    • 5 Characteristics of Successful Insurance Agents
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