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

As a quick reminder, we provide flexible, compliance-approved content solutions for financial service firms to help retain clients and generate leads.

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:

• Your Inbox Knows More Than You Think

• What Investors Told Us They Want From Advisors

• A 3-Step Process For Uncovering A Client's 'True' Financial Goals

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LINKS WORTH A LOOK

🗣️ Marketing News & Insights

• How to Make Marketing Videos Like a Pro (For Any Industry!) (Nerdbot)

• How to grow your company page to 2M views in 12 weeks. (Jake Ward)

• This redesign led to $300M in sales. (Jason Feifer)

💼 Industry News & Insights

• How to rethink cash as the Fed cuts interest rates, according to top financial advisors (CNBC)

• What Investors Told Us They Want From Advisors (MorningStar)

• Women tend to seek other women's advisor recommendations, Edward Jones finds (InvestmentNews)

🤔 Honorable Mentions

• 43% Of Advisory Firms Are Frustrated With Their CRM's Effectiveness: (F2 Survey)

• End-Of-Year Medicare Planning Opportunities During The Open Enrollment Period (NerdsEyeView)

• A 3-Step Process For Uncovering A Client's 'True' Financial Goals (MorningStar)

DEEP DIVE

Your Inbox Knows More Than You Think

In my experience working with banks, fintechs, financial advisors, asset managers, funds, and more I’ve seen how easy it can be to overlook the real power of email marketing: the data.

Emails can and should be used as an essential way to stay top of mind with your clients and prospects. If you’re not doing this your competitors are. Plain and simple. And over the long run, this works. Trust me.

But email can do so much more than this too. In fact, your campaigns can be a goldmine of insights that, if used strategically, can transform your client relationships. At Money Marketers, we’ve helped firms move beyond sending one-size-fits-all newsletters to using data-driven insights to engage clients more meaningfully.

The key is knowing how to use the data behind your email campaigns to drive conversations and build trust.

Track Engagement to Learn What Clients Care About

Not all clients have the same priorities, and email data gives you a window into what matters to each one.

For example, monitoring which content clients click on in your newsletter offers invaluable insight into their interests. I’ve seen this firsthand with advisors who send regular market updates.

One of them noticed that a handful of clients always clicked on articles about alternative investments, like private equity or venture capital trends.

This insight allowed the advisor to guide future conversations more effectively. Instead of sticking to a generic portfolio review, they opened their next meetings by diving into opportunities in alternatives—an area those clients were clearly interested in exploring.

That simple adjustment made the clients feel heard and understood, strengthening the relationship and making it easier to provide targeted advice.

Automate and Personalize Responses

Email marketing tools allow you to automate personalized follow-ups based on a client’s actions.

If a client clicks on a link about navigating a liquidity event, that’s a perfect opportunity to follow up with relevant resources, such as a guide to wealth planning strategies.

These timely interactions show your clients that you’re paying attention to their needs, reinforcing your value as their advisor.

Identify Clients Who Might Be Slipping Away

On the flip side, email data can also help you identify when a client is disengaging.

If you notice that a client who used to engage regularly with your emails has stopped opening them, that’s a signal worth acting on.

A quick personal check-in—whether via email or phone—can go a long way in re-engaging them. A lot of advisors I know use this strategy to catch potential churn early, often reigniting the relationship before it becomes a problem.

A/B Testing to Improve Communication

In case you missed it, we wrote an entire post about this last week and shared how we are actively using A/B testing in this newsletter and The Street Sheet. 

As a quick reminder, testing different versions of your emails—whether it’s subject lines, article headlines, or calls to action—provides insight into what resonates most with your audience.

For example, you might find that clients are more likely to open emails with actionable subject lines, like “3 Strategies to Maximize Your Tax Savings,” rather than something generic. Over time, these small optimizations lead to higher engagement, better conversations, and ultimately stronger client relationships.

Make Your Insights Actionable

One of the best things about email data is how easy it is to bring it into your client conversations.

When I meet with clients who use our content marketing services, I encourage them to pull reports before meetings to see which articles their clients clicked on.

Even mentioning, “I noticed you’ve been reading up on estate planning,” can open the door to meaningful discussions. These touchpoints show that you’re paying attention to their unique interests and ready to offer the right advice at the right time.

Final Thoughts

Email marketing isn’t just about staying in touch—it’s about listening, understanding, and acting on what your clients care about.

The data behind your campaigns offers a roadmap to more personalized and meaningful interactions. At Money Marketers, we’ve seen time and again how advisors who embrace this approach build stronger client relationships, reduce churn, and uncover new business opportunities.

If you’re ready to take your email marketing to the next level, let’s talk. Click here to schedule a time to talk. Make it a great week, we’ll see you back here next Monday.

VINTAGE AD SPOTLIGHT