The numbers don’t lie. Consider the following statistics:

• Email conversion rates are three times higher than social media, with a 17% higher value in the conversion (1)

• For every $1 spent on email marketing, the average return is $44.25 (2)

• 91% of consumers use email at least once a day (3)

• A recent study concluded that email is almost 40 times better at acquiring new customers than Facebook and Twitter (4)

• By the end of 2017, the number of email accounts worldwide is expected to increase to 4.9 billion (5)

• 48% of emails are opened on a mobile device (6)

The fact is that email has undergone a major resurgence over the last decade. With the widespread use of smartphones and tablets, email access is now easier than ever—just an app click away (versus the old days of signing into an account from a desktop computer). Even more important for email’s improving perception among consumers is the fact that marketers have vastly improved their strategies, delivering emails that provide real value, with engaging content that helps to build trust.

For the advisor community, it means delivering articles and insights that deepen your relationship with your clients and prospects. From your subject line to your call to action, you have to establish a distinct voice while delivering tailored messaging and content that resonates with today’s investors. While establishing a personal connection is paramount, advisors should also consider including links to videos and downloadable research reports as a way to keep the conversation going.

While the future of email marketing looks stronger than ever, it’s important to note that advisors now need to conduct careful reviews of their online and email practices in order to be in compliance with Canada’s Anti-Spam Legislation, which stipulates that those receiving commercial emails have provided express consent to be contacted. For a more in-depth discussion of the new law and best practices for advisors, see our AdvisorStream article.

Learn how you can have the most powerful newsletters fully automated and sent out for you by scheduling an AdvisorStream demo today.