Why Financial Advisors Should Send More Than Just Market Updates

cathtidd
2 days ago
3 min read

man holding his hand out under illustrations of people connecting

Key Takeaways

Market updates alone aren’t enough to keep clients engaged—your perspective and custom content make the difference.
Email campaigns deliver strong ROI (up to 3800%), especially when personalized and segmented.
Linking to custom blogs, guides, and resources builds trust, drives traffic to your website, and strengthens your digital presence.
Clients value actionable insights and relatable topics more than generic financial news.
A blended strategy of market updates plus original content fosters loyalty and encourages referrals.

If your email newsletter looks the same as every other advisor’s - stock market recaps, Federal Reserve updates, and the latest financial news - you might be missing the mark. While those updates are important, they’re not what keep clients opening your emails month after month.

The truth is, your clients can get market news anywhere. What they can’t get anywhere else is your perspective, your process, and your personality. That’s where email becomes more than just a compliance box - it becomes a relationship-builder.

Think about it: by the time your email lands in a client’s inbox, they’ve probably already seen headlines from CNBC, Bloomberg, or even their favorite podcast. If your email is just a rehash of the same story, it blends into the noise. Over time, clients may start skipping your messages altogether.

The Power of Custom Content

Here's what we know:

3800%+ ROI: Email campaigns deliver a massive return—up to $38 back for every $1 spent.
Personalization Increases Click-Through by 14%–41%: Segmenting lists and customizing messages based on client interests dramatically boosts response rates.
72% of clients prefer email for advice and insights over phone calls or other methods, with 90% saying quality communication influences loyalty and referrals.
80% of clients value learning through custom content, especially when delivered via trusted channels.

What sets you apart isn’t the news - it’s the context you bring to it. That’s where custom content comes in. Blogs, guides, and resources you publish on your website give clients a reason to click through your emails and engage with your brand on a deeper level.

For example:

Instead of sending a generic “Markets Are Volatile” email, link to your blog about how volatility can affect retirement timelines—and include actionable steps.
Rather than only mentioning tax season deadlines, link to your checklist on documents clients should gather before meeting with a CPA.
If you write about real-life scenarios like “How to Talk to Adult Kids About Money,” link to that article in your email for a more personal, relatable touch.

This type of communication not only drives traffic back to your website but also demonstrates thought leadership and builds trust.

Why This Matters for Client Relationships

Clients want reassurance, education, and guidance - not just headlines. When your emails point to resources you’ve created, you position yourself as the guide who can simplify complex topics and make them relevant to their lives. That’s what fosters loyalty and encourages referrals.

Market updates have their place, but they shouldn’t be the only thing in your client communications. The most effective advisors mix timely information with original content that reflects their expertise and client focus.

Example Integration Strategy

Monthly newsletter links to a new “Retirement Planning Self-Audit” blog or custom checklist.
Event invitations with links to educational webinar sign-up pages.
Segment-specific email sequences featuring resources for “Business Owners,” “Families,” or “Empty Nesters.”

By consistently linking emails to custom content on your website, you’ll:

Strengthen your digital presence.
Keep clients engaged beyond the inbox.
Show that you’re not just tracking the markets—you’re helping clients make sense of them in their own financial lives.