Marketing to Goldfish

Marketing to Goldfish

Did you know the average goldfish has an attention span of 9 seconds, while the average person reading an email has an attention span of only 8.25 seconds? As you can imagine, this is a favorite statistic among marketers.

Financial advisors looking to successfully find new prospects and grow their business have been discovering that while email can be an incredibly powerful tool, a successful campaign needs to grab the reader’s attention right away.

Here are five ways that any advisor sending out emails can improve their conversion rate and capture more leads.

1. Create an Action-Oriented Email

An email is an invitation to take action. All of your email marketing should have a single action you want your readers to take. Do you want them to click through to a blog post, follow you on Twitter or download a white paper? By defining a single action for the reader to take you not only make their user journey clear, but you also provide yourself with an excellent KPI (key performance indicator) to track your campaign’s success. When creating a call to action, remember to:

  • Make the invitation explicit. Don’t beat around the bush.
  • Include clear instructions for what to do next.
  • Provide motivation for the person to take the next step.
  • Ask for as little time and information as possible.

2. Use the Subject AND the Pre-header

Here is a terrifying statistic: 97% of all email sent is unwanted. Here is another: 33% of emails are opened based solely on their subject line.

That means that as email users, we have all had to develop nearly impenetrable filtering systems. There are few things we are as quick to discount as a poorly-written email subject line. By making sure that you use your subject and pre-header (the first line of text that displays in an email synopsis), you can drastically improve your open rate.

Most people will only see the first 35 characters of your email subject. They will also see the first 30 or so characters of your email. That means that you can pair your subject lines with pre-headers to create a creative 1-2 punch. Here are some examples:

  • Subject line: Our Spring Promotion
    Pre-header: Free Retirement Planning Coaching
  • Subject line: The most important tax tip?
    Pre-header: Double check your deductions!
  • Subject line: Special for existing clients
    Pre-header: Free investment consultations
  • Subject line: What can a fiduciary do for you?
    Pre-header: More like what can’t we do?!

3. Targeting

Few things will increase the number of people who open your email more than including details they will recognize in your subject line. Two terms we like to use when it comes to targeting through email campaigns are “Personalize” and “Localize.”

By giving a reader an indication that the contents of your email have to do with their situation specifically, you will increase their chances of opening the email up to 33.3%!

Related: How Many Lead Generation Opportunities is Too Many?

Here are a few things you can do to target your clients and prospects better with your email marketing:

  • Include references to the city or area the recipient is from.
  • Mention one of their known interests in the subject.
  • Use automated software to insert their first name in the subject line.

4. Make it Mobile-Friendly

40% of all emails are opened on a mobile device first. That means that if you aren’t optimizing your communications for mobile, you are potentially losing almost half of your possible audience.

  • An iPhone will display between 35-38 characters in portrait mode and 80 when it is in landscape.
  • The Galaxy S4 will show around 33 in portrait mode and 72 in landscape.
  • An iPad will display 39 characters in portrait or landscape.
  • The iPhone 6+ wins the competition by showing up to 63 characters in portrait. In landscape, it begins to work as a desktop mail client with a synopsis bar on the left.

5. Use Video

Video is an excellent way to improve user time on your website, but can you use it to increase email open rates? The answer is a resounding “yes.” Now, you might be wondering why you’ve never seen a video play in your email. When we talk about using video in an email campaign, the idea is that the single action you are inviting your reader to take is to watch the video. That means they will click on a link. Usually, the link is a picture that looks like a paused video and leads to the video’s host site.

It is not a complicated process, but here are a few things you should remember when using videos in an email:

  • Use the same care in naming the video as you do in creating a subject line (keep it short, personalize it, etc.).
  • Make sure the freeze frame in your video is both enticing and not awkward.
  • Make sure the small triangle ‘play’ arrow is at the center of your freeze frame (statistics show that 95% of people will click that arrow).

We live in a world of distraction with 100 novelties assaulting us at every turn. It may seem like a big task to grab people’s attention, but if you follow these few principles, you will find your email campaigns reaching more and more of your ideal clients.

Marina Grindle
Digital Marketing
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Marina Grindle is FMG Suite's Content Marketing Specialist, where she works to develop unique strategies to help financial advisors build their brand. FMG Suite is an all-in-o ... Click for full bio

China's Push Toward Excellence Delivers a Global Robotics Investment Opportunity

China's Push Toward Excellence Delivers a Global Robotics Investment Opportunity

Written by: Jeremie Capron

China is on a mission to change its reputation from a manufacturer of cheap, mass-produced goods to a world leader in high quality manufacturing. If that surprises you, you’re not the only one.

For decades, China has been synonymous with the word cheap. But times are changing, and much of that change is reliant on the adoption of robotics, automation, and artificial intelligence, or RAAI (pronounced “ray”). For investors, this shift is driving a major opportunity to capture growth and returns rooted in China’s rapidly increasing demand for RAAI technologies.

You may have heard of ‘Made in China 2025,’ the strategy announced in 2015 by the central government aimed at remaking its industrial sector into a global leader in high-technology products and advanced manufacturing techniques. Unlike some public relations announcements, this one is much more than just a marketing tagline. Heavily subsidized by the Chinese government, the program is focused on generating major investments in automated manufacturing processes, also referred to as Industry 4.0 technologies, in an effort to drive a massive transformation across every sector of manufacturing. The program aims to overhaul the infrastructure of China’s manufacturing industry by not only driving down costs, but also—and perhaps most importantly—by improving the quality of everything it manufactures, from textiles to automobiles to electronic components.

Already, China has become what is arguably the most exciting robotics market in the world. The numbers speak for themselves. In 2016 alone, more than 87,000 robots were sold in the country, representing a year-over-year increase of 27%, according to the International Federation of Robotics. Last month’s World Robot Conference 2017 in Beijing brought together nearly 300 artificial intelligence (AI) specialists and representatives of over 150 robotics enterprises, making it one of the world’s largest robotics-focused conference in the world to date. That’s quite a transition for a country that wasn’t even on the map in the area of robotics only a decade ago.

As impressive as that may be, what’s even more exciting for anyone with an eye on the robotics industry is the fact that this growth represents only a tiny fraction of the potential for robotics penetration across China’s manufacturing facilities—and for investors in the companies that are delivering or are poised to deliver on the promise of RAAI-driven manufacturing advancements.

Despite its commitment to leverage the power of robotics, automation and AI to meet its aggressive ‘Made in China 2025’ goals, at the moment China has only 1 robot in place for every 250 manufacturing workers. Compare that to countries like Germany and Japan, where manufacturers utilize an average of one robot for every 30 human workers. Even if China were simply trying to catch up to other countries’ use of robotics, those numbers would signal immense near-term growth. But China is on a mission to do much more than achieve the status quo. The result? According to a recent report by the International Federation of Robotics (IFR), in 2019 as much as 40% of the worldwide market volume of industrial robots could be sold in China alone.

To understand how the country can support such grand growth, just take a look at where and why robotics is being applied today. While the automotive sector has historically been the largest buyer of robots, China’s strategy reaches far and wide to include a wide variety of future-oriented manufacturing processes and industries.

Related: Smooth Tomorrow's Market Volatility With a Smart Approach to Robotics & AI

Electronics is a key example. In fact, the electrical and electronics industry surpassed the automotive industry as the top buyer of robotics in 2016, with sales up 75% to almost 30,000 units. Assemblers such as Foxconn rely on thousands of workers to assemble today’s new iPhones. Until recently, the assembly of these highly delicate components required a level of human dexterity that robots simply could not match, as well as human vision to help ensure accuracy and quality. But recent advancements in robotics are changing all that. Industrial robots already have the ability to handle many of the miniature components in today’s smart phones. Very soon, these robots are expected to have the skills to bolster the human workforce, significantly increasing manufacturing capacity. Newer, more dexterous industrial robots are expected to significantly reduce human error during the assembly process of even the most fragile components, including the recently announced OLED (organic light-emitting diode) screens that Samsung and Apple introduced on their latest mobile devices including the iPhone X. Advancements in computer vision are transforming how critical quality checks are performed on these and many other electronic devices. All of these innovations are coming together at just the right time for a country that is striving to create the world’s most advanced manufacturing climate.

Clearly, China’s trajectory in the area of RAAI is in hyper drive. For investors who are seeking a tool to leverage this opportunity in an intelligent and perhaps unexpected way, the ROBO Global Robotics & Automation Index may help. The ROBO Index already offers a vast exposure to China’s potential growth due to the depth and breadth of the robotics and automation supply chain. As China continues to improve its manufacturing processes to meet its 2025 initiative, every supplier across China’s far-reaching supply chains will benefit. Wherever they are located, suppliers of RAAI-related components—reduction gears, sensors, linear motion systems, controllers, and so much more—are bracing for spikes in demand as China pushes to turn its dream into a reality.

Today, around 13% of the revenues generated by the ROBO Global Index members are driven by China’s investments in robotics and automation. Tomorrow? It’s hard to say. But one thing is for certain: China’s commitment to improving the quality and cost-efficiency of its manufacturing facilities is showing no signs of slowing down—and its reliance on robotics, automation, and artificial intelligence is vital to its success.

Want all the details? Download the ROBO Global Investment Report - Summer Brings Best ROBO Earnings in Six Years or visit us here.

ROBO Global
Robotics and AI
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ROBO Global LLC is the creator of the ROBO Global® Robotics and Automation Index series, which provides comprehensive, transparent and diversified benchmarks representing the ... Click for full bio