The Fact:
A majority of financial advisors use newsletters to communicate with their clients. Sixty per cent of advisors use hard copy newsletters and 30% use an electronic newsletter as an alternative to, or instead of, a hard copy.

The Implications:
While newsletters no longer differentiate an advisor, clients are coming to expect some form of educational literature as a basic element of service. As client communications become increasingly targeted, the use of electronic newsletters (either e-mailed or downloaded from a Web site) are expected to increase.

The Idea:
Electronic newsletters are an effective means to reduce costs and deliver customized information quickly. If you are using a hard copy newsletter, create an electronic version (.pdf files are quick and easy to create) and offer that to clients. This avoids any compliance issues associated with creating a new newsletter.

Ask clients about their preferences regarding the format of the newsletter through a client survey, a telephone survey or during your next client meeting. In many cases you will be able to eliminate associated mailing costs for up to half of your client base.

E-mailed surveys have the added benefit of allowing clients and prospects to connect immediately to your web site, complete electronic surveys or respond quickly if specific topics are of interest.

The Next Step:
The Business Success Kit provides you with the tips, tools and templates that you’ll need to enhance practice productivity and profitability. It’s the most practical and comprehensive guidebook available for financial advisors. For more information, visit www.caifastore.com and click on the Business Success Kit.