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:

• A super simple welcome series

• The coming advisor shortage

• All eyes on Revolut

First time reading? Sign up here

LINKS WORTH A LOOK

🗣️ Marketing News & Insights

• Why Email Marketing Will Defeat Social Media in 2025 (Inc)

• 3 reasons the ‘Do You Want to Hear From Us’ email must die (MarTech)

• Content marketing in 2025: 6 strategies you can’t ignore (Search Engine Land)

💼 Industry News & Insights

• 1 in 4 Clients Would Consider Switching Advisors After $1M Inheritance: Survey (Think Advisor)

• McKinsey Estimates Advisor Shortage of 100,000 by 2034 (Wealth Management)

• Revolut's Road to IPO Will Test Fintech’s Hype (Bloomberg Opinion)

🤔 Honorable Mentions

• Nine Trends That Will Shape Work In 2025 And Beyond (HBR)

• U.S. Employee Engagement Sinks to 10-Year Low (Gallup)

• Brazil's Nubank expects to unveil new market this year (Reuters)

DEEP DIVE

The Power of a Simple Welcome Series

In marketing, first impressions matter—a lot.

When someone signs up for your email list, they’re raising their hand, showing interest, and giving you permission to communicate with them.

The best way to capitalize on that attention? A well-structured welcome email series.

Many businesses overcomplicate this process, adding too many emails, too many calls to action, and too much fluff.

But the truth is, a simple, well-timed sequence can drive conversions and engagement more effectively than an overly complex one.

The Three-Email Formula

At Money Marketers, we’ve tested countless variations of welcome sequences, and the most effective structure tends to be this:

Email 1: The Instant Welcome

• Goal: Establish a connection and prompt an immediate reply.

• Timing: Sent instantly after sign-up.

• Content:

  • A quick thank you for signing up.

  • A reminder of what they’ll get from being on your list.

  • A simple, low-friction call to action (e.g., “Reply with ‘Yes’ if you’re excited” or “Tell me your biggest challenge”).

Pro tip: you can get creative with the question you ask.

For example, if you’re a trading publication instead of asking new subscribers to say “yes”, ask them to reply with their favorite stock. Or the largest position they own in their portfolio. Something like that.

Not only will this help improve future email deliverability, but it will give you immediate information on your subscribers.

This initial email isn’t about selling—it’s about engagement. Encouraging a reply improves deliverability and builds a personal connection.

If you haven’t already subscribe to The Street Sheet. You’ll get our welcome email so you can see exactly how we’re implementing this strategy.

Email 2: The Value Drop

• Goal: Build credibility and nurture trust.

• Timing: 1-2 days after the first email.

• Content:

  • A piece of your best content (blog post, whitepaper, webinar, podcast).

  • A short personal story or lesson that connects to your offer.

  • A soft call to action (e.g., “Check out this resource” or “Follow us on LinkedIn”).

This email is your chance to show you’re worth their attention. Focus on delivering value, not pitching.

Pro tip: If you have a video interview of yourself on YouTube, or better yet, TV, include that. This will immediately elevate you and your brand in the eyes of your subscribers.

“Wow this guy/girl was on CNBC? That’s legit, he/she must know what he/she is talking about” — the internal monologue of one of your new subscribers after WATCHING a piece of content.

Email 3: The Call to Action

• Goal: Convert the subscriber into a lead or customer.

• Timing: 3-5 days after the second email.

• Content:

  • A clear summary of the problem you solve.

  • A brief case study or testimonial to build credibility.

  • A direct call to action (e.g., “Book a call” or “Get started today”).

By this point, they’ve had time to warm up. A well-placed CTA here feels natural rather than pushy.

Don’t be afraid to make an ask after you’ve established your credibility. Shooters shoot.

Why This Works

• It’s simple. Three emails are enough to engage, educate, and convert without overwhelming your audience.

• It builds relationships. The first email encourages replies, setting the stage for future engagement.

• It aligns with buyer psychology. People need to feel confident before making a decision, and this sequence builds trust first before presenting an offer.

Final Thoughts

If you’re not using a welcome series, you’re leaving money on the table. And if your current sequence is complicated, consider simplifying it. A strong three-email flow like this can increase conversions, improve deliverability, and make your brand more memorable.

Need help crafting the perfect welcome series for your firm? Let’s talk.

AD SPOTLIGHT: PLANET FITNESS