Market Planning Idea

Using eNewsletters

E-mail can be used to communicate regularly with your clients. E-newsletters and e-cards are two campaigns you can implement. An e-newsletter is much less expensive than a print newsletter and can be integrated into your marketing mix for synergistic benefits. (Click e-mail versus print for more information.) You can provide clients with important information related to their financial plan and your practice.

Here are some of the features you can integrate into your e-newsletter:

Main article related to financial planning;

Secondary non-financial article;

Columns including one for practice information and one for a strategic partner (tips of insight from partner, i.e. lawyer or accountant);

Important dates including holidays, RRSP deadlines, historical dates of interest;

Links to various sections of your Web site;

eReferral section to encourage clients to refer friends to this e-newsletter;

List upcoming events and seminars.

As you can see, using an e-newsletter is a great way to communicate many different areas of your business on a regular basis with relative ease. Your e-newsletter should be as professional looking as your Web site. Most e-marketers prefer sending HTML newsletters versus text; they're far more appealing, functional and professional. Be sure that whatever you send/create has been compliance approved.

Your e-newsletter should also drive traffic to your Web site on a regular basis, and no matter what the topic, must answer the one question all clients ask — "What's in it for me?"

Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.