AdvizorPro provides you with high-quality financial advisor email addresses to power your outreach. Effective email prospecting is a result of two factors: clear communication and impeccable timing.
Missing the mark on either will significantly decrease your success in connecting with investment advisor representatives and registered reps. It’s a natural tendency to blast RIA/broker-dealer prospects with statistics and lengthy explanations which may result in minimal responses. It’s easy to give-up at this point. To prevent this frustrating pattern, we suggest you set-up a continual process to connect with the right financial advisors for your company. We have compiled some advice to help you create your first advisor outreach email or improve your current practices.
Key Takeaways
- Segment your prospects into groups based on similar traits and tailor your email content to each group.
- Never send one email, but try sending sequences of 5 emails to prospects at different hours and days of the week.
- Keep subject lines brief and direct. We typically use the prospect’s name and your firm name separated by a vertical line.
- Personalize the email intro with the prospect’s first name.
- Include a clear “call to action” in each email (e.g. a meeting).
- Use a calendar app (such as Calendly) to make it intuitive for a prospect to immediately set-up a meeting.
- Minimize hyperlinks within your emails to 1–2, as too many may confuse prospects and increase your probability of being flagged as spam.
- Send these emails from your email addresses (e.g. not sales@company.com or info@company.com).
- Leverage automation tools to minimize tedious emailing tasks.
- Send emails to bitesize groups of 30–70 prospects. This gives you time to hone your process.
Setting up Your Sequence
One of the most effective email strategies is sending a series of brief educational emails over several days. Sending a sequence, as opposed to a single email, increases your probability of catching an advisor at the right time. To further increase your chances, send emails at a variety of hours and days of the week (e.g. do not always send emails on Mondays at 1 PM).
We recommend a sequence of five emails. You may send these manually or use an automated email sequence software like Yesware or HubSpot. These tools have two key features: (1) templates — allowing you to easily save and load personalized emails with a single click, and (2) sequencing — allowing you to enroll an advisor prospect to receive a series of personalized emails, also with a single click. In short, these tools automate work that can otherwise be extremely time-consuming. They can even integrate directly with Outlook or Gmail, allowing you to never leave your inbox.
Writing Your Email Content
With your process in place, the question remains: What should you say?
We recommend customizing your email sequence while leveraging our sample outline. Here is an example of a five-email sequence that you can quickly customize to meet the unique value that your firm brings to advisors.
Email 1: High-level Introduction
This first email is the most important, as it establishes your first impression with an advisor. Be clear in your message, as you quickly and concisely communicate value, have a “call to action”, and above all, be brief! You’ll be explaining more of your message over a series of emails, so start modestly. Always remember to write your email through the eyes of your prospect. Ask yourself, “Would I read this?”
Suggestion
Hi {First Name},
I'm reaching out to introduce you to {Your Firm Name} — we {Description of your firm in a few words}.
[Include a single sentence as an example of how you are helping clients today. This is an opportunity to humanize your outreach and stand-out. What are you doing that others aren’t? What problem are you solving? How is your firm helping similar companies?]
I'd love to set up a brief call to share how we're helping advisors like you.
Cheers,
{Your Name}
Note: We recommend adding a hyperlink to an appointment scheduling software, such as Calendly, in this initial email. This makes it effortless to set-up time with you.
Email 2: Expand on Your Value & Differentiate
Your second email should more deeply demonstrate how you are helping clients. Because how you are different and better is the greatest reason people will be open to speaking with you, try to focus on this. However, also be mindful of not giving too many stats and details here to fill up the email and lose a reader’s attention.
Suggestion
Hey {First Name},
I kept my last email brief, but I wanted to share a little more with you.
In my work as {Job Title}, I specialize in [List 1–2 differentiators relevant to your target audience here. Be specific and concise.]
I recently [Give an example of a “win” you recently achieved for a client].
Would you like to connect to learn more? Drop me a note back or you can find a time that works for you here [Link to your calendar].
Best,
{Your Name}
Email 3: “The Bump”
The bump is a short message to jog a prospect’s memory on your email in case the timing was off; it is simple and direct. In our experience, this simple email often has a high response rate.
Suggestion
Hi {First Name},
I know you’re pretty busy. Just making sure this email didn’t get buried.
Thanks,
{Your Name}
Email 4: Sharing Success Stories
This email communicates a success story where you’ve made a very tangible impact on a client. Telling your prospect a story/example grabs the client’s attention and humanizes the email. Think of this email as a mini case study. To come up with this story, reflect on the work you have done that has been most appreciated by clients today. Have there been any themes throughout your client feedback that you could highlight and share? Distill this into three sentences for your prospect.
Suggestion
Hi {First Name},
We recently helped one of our clients [Fill in your story here].
Are you interested in a brief conversation?
Thanks,
{Your Name}
Email 5: Last Outreach/Reintroduction
This email extends a final invitation to connect with your prospect. You want to acknowledge that they’re busy, quickly restate your own value, and offer an opportunity to learn more.
Suggestion
Hey there {First Name},
I know you're busy. I wanted to make one more effort to introduce you to {Your Firm Name} and share why my clients love the passion I bring to {Description of an outcome of helping clients}.
Can we connect for 20 minutes? [Link to your calendar]
Best regards,
{Your Name}
Slow and Steady
Take some time to create your unique five-email sequence. Don’t worry about perfection. Your main goal should be sending your first email sequence. To give yourself space to learn, begin by sending emails to smaller groups of prospects — whatever seems manageable for you. It is better to set a realistic goal for yourself than a number that causes you to become overwhelmed. After you send your first group of emails, commit to continuing this at a regular cadence (e.g. 1–2 times per week). Your prospecting will soon become more streamlined and fruitful.
Scale Your Process
Once your process is in place, it is simply a matter of enrolling new advisor prospects. You will be able to reach a larger audience with minimal and habitual efforts. As you become more comfortable, you may opt to send out customized sequences on specific topics relevant to segments of your prospects. You can use AdvizorPro to search and segment appropriate prospects for different sequences. For example, you can target advisors in nearby geographies and with certain designations, titles, firms of a specific size—to name just a few of the many possible filtering options AdvizorPro offers.