Jacob Erickson is an account executive at Advicent, the financial planning technology provider of choice for nearly 100,000 financial professionals.
Client communication is very important in today’s financial planning world, and communication between advisors and their clients is simply not happening enough. Additionally, clients are unsure of what kind of information should be communicated on a regular basis.
Utilizing Advicent technology and solutions — specifically Advisor Briefcase® — can help change that negative trend and increase the occurrence of client-advisor communication.
Increasing efficiency with automated communication tools
Automated communication tools help you deliver professional messages within your brand, creating valuable brand awareness. Some advisors want to send all of their own information, but it is a hassle to remain in-step with the delivery of this information. Advisor Briefcase from Advicent allows you to import valuable information and send it out to all of your clients in a much more efficient and successful manner.
Automated communication empowers you to stay top of mind with your clients and keep them informed about important topics and trends related to financial planning. In Advisor Briefcase, you can also set up marketing campaigns in advance in order to get the right information to the right clients at the right time.
Improving the client experience and growing your business
Utilizing these tool can allow you to replace old ways of conducting marketing. Automated communication tools can also allow you to bring marketing operations in-house and not have to work with a third party. After just six months of leveraging Advisor Briefcase, advisors spent up to 80 percent less time managing communication and drove a 25 percent uplift in AUM.
Based on a study reviewing emails distributed to more than 1,000 users, email open rates for the “Business and Finance” segment averaged 20.68 percent, and click-through rates were 3.14 percent (Email Marketing Benchmarks). While higher-than-average open rates provide some indication of communication success, the best indicator of engagement is click-through rate.
It is important, therefore, to know what you are sending, to whom you are sending it, and how you are sending it. When clients understand the importance of financial advice, they understand the value of a financial advisor. The more communication you have with your clients, the happier and more satisfied your clients will be.
To learn more about enhancing your communication strategy, click here.