I write a lot because social media gets my name out there at a much lower cost than hiring a public relations. director. I know because I\u2019ve been there and done that. I write articles, I blog, and I started this crazy website.<\/p>\n\n\n\n
Ever since I started my practice 6 years ago, I have two email newsletters sent out to all my contacts including plan sponsors and one geared towards financial advisors. Over time, I\u2019ve gained contacts and lost some. I think my latest number is 12,000 subscribers and maybe I get a 20% open rate for my emails.<\/p>\n\n\n\n
The most important thing about emails is that it\u2019s through Constant Contact, so there is an easy unsubscribe button. I understand people\u2019s time is limited and maybe they don\u2019t have time to read my emails and I understand that. I don\u2019t take offense when people I\u2019ve networked with or worked with in the past decide to unsubscribe. It\u2019s not personal, it\u2019s business.<\/p>\n\n\n\n
When you network and you meet people through LinkedIn, I assume that I\u2019m going to be added to their mailing list. I assume that because that\u2019s what I do. From time to time, I\u2019ll check the emails as a courtesy and I don\u2019t unsubscribe from these emails even for the financial advisor that asked me to do an online meeting with her 5 years ago and has done nothing with me since. Retirement plan business is a relationship-driven business, so I don\u2019t want to offend anyone or hurt their feelings.<\/p>\n\n\n\n
That being said, if you send emails out, have an unsubscribe button. This isn\u2019t organized crime or my old synagogue; people have a right to quit. If they don\u2019t want your emails, they should have the ability to unsubscribe. If you don\u2019t offer that ability, then you\u2019re going to peeve a heck of a lot of potential clients and fellow plan providers.<\/p>\n\n\n\n
I\u2019m certainly passive-aggressive when I state that I have two financial advisors who consistently barrage me with emails without unsubscribe buttons. It wouldn\u2019t be so bad to get an email now and then, but a daily email? I have one financial advisor who sends me 3-4 email updates a day. I don\u2019t have the heart to tell them to stop bothering me, so I\u2019m partly to blame for not setting them straight.<\/p>\n\n\n\n
Your emails aren\u2019t the Hotel California where people can check-in but never leave. This isn\u2019t some cult; you need to let people have the opportunity to opt-out of receiving your emails.<\/p>\n
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