Send a monthly value-led newsletter, segment by niche, include 1 named CTA per email, and keep it plain-text-heavy. Expect 30 to 45% open rates (double industry average) because adviser audiences are engaged but low-tolerance for spam.
Cadence - Monthly newsletter: minimum. - Event-triggered: tax-year end, Budget, FCA policy changes. - Personal check-ins: quarterly per client.
Segmentation - By niche: pension clients, mortgage clients, HNW, protection. - By stage: prospect, onboarding, client, dormant. - By portfolio size where proportionate.
Content that works - "What the Budget means for your pension" — within 48h. - Seasonal calendar (tax year end, ISA deadline, Autumn Statement). - Short adviser commentary + named CTA. - Anonymised client wins ("We saved a client £XXXk in IHT last quarter").
Compliance - All emails are financial promotions if they mention regulated products. - Include unsubscribe + firm address (PECR). - Consumer Duty: clear, no jargon, fair value.
Deliverability Use a verified domain, SPF/DKIM/DMARC setup, and an ESP (Mailchimp, ActiveCampaign, HubSpot). Never buy lists.