Hey, it’s Brooks. Welcome to Mondays with Money Marketers, where Wall Street meets Madison Avenue.

As a quick reminder: We’re an email marketing agency for financial service firms. We use email to drive leads, increase conversion rates, reduce churn, and boost your bottom line.

We taught ourselves how to do everything above by growing our own newsletter, The Street Sheet, from 5,000 subscribers to 160,000 subscribers (and counting).

We then took what we learned and started helping companies like J.P. Morgan, SoFi, Empower, Benzinga, and more with their email and content marketing.

Every Monday, we share tips and tricks we’ve learned that you can implement yourself.

Before we dive in, here's a link to my calendar if you'd like to discuss how we can help you generate more business.

In today’s edition:

• Here’s a ROAS model you can use

• Why Email Marketing Still Dominates in 2025

• Would You Buy a Ski Chalet

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LINKS WORTH A LOOK

🗣️ Marketing News & Insights

• Why Email Marketing Still Dominates in 2025 (Startup Strategies)

• Data-driven marketing starts with email as the persistent anchor of digital identity (Fast Company)

• 6 Ways to Build and Grow Your Email List Without Paid Ads in 2025 (Foundr)

💼 Industry News & Insights

• CFPs To Pay Higher Annual Fee, Though Some Question ROI (Wealth Management)

• Majority Of Clients Reassured By Their Advisor Amidst Market Turbulence, Though Others Feel Underserved: Survey (Wealth Management)

• FINRA's Outside Business Proposal Could Have "Chilling Effect" On RIAs, Critics Say (CityWire)

🤔 Honorable Mentions

• A 4-Step Method For Maximizing Memories With Money (Forbes)

• The Holy Trinity Of Assets (Teachable Moment)

• Would You Buy a Ski Chalet (A Waiter’s Pad)

DEEP DIVE

Stop Guessing. Start Calculating ROAS.

If you're buying traffic from a newsletter (like The Street Sheet), you need a clear ROAS model — or you're just throwing money into the void.

Let’s break it down.

ROAS stands for Return on Ad Spend. It tells you how much revenue you’re generating for every dollar spent on advertising.

Newsletters are an underrated traffic source — the clicks are often warmer than social or search. But this same model works for any traffic channel. Here's what to ask and track:

📊 From the Newsletter Publisher:

• Total subscribers

• Unique open rate

• Ad click-through rate (CTR)

Once you know how many unique ad clicks you’re likely to get, plug in your own funnel metrics:

• Landing page conversion rate (click → lead)

• Lead-to-customer conversion rate

• Customer lifetime value (LTV)

🧮 Here’s the model:

1. Ad Clicks × Landing Page Conversion Rate = Leads

2. Leads × Lead-to-Customer Rate = Customers

3. Customers × Customer LTV = Revenue

4. Revenue ÷ Ad Spend = ROAS

Example:

• 1,000 ad clicks

• 20% landing page CVR → 200 leads

• 10% lead-to-customer rate → 20 customers

• $1,000 LTV → $20,000 in revenue

• $4,000 ad spend → 5x ROAS

If you want us to walk you through this model — just reply.
We’ll even run it using The Street Sheet as a real-world example.

And if you need help designing high-converting landing pages or tracking these metrics so you’re not wasting ad spend, we can help with that too.

AD SPOTLIGHT: TOBASCO