Let’s face it: client retention is the lifeblood of any financial services business, and if you’re not putting effort into maintaining those relationships, you’re missing out on massive opportunities.

But here’s the good news – email marketing is your (not so) secret weapon. It’s not just about staying in touch; it’s about showcasing your unique voice, building trust, and turning one-time clients into loyal advocates.

As a woman in finance, you already know how critical it is to stand out in a competitive industry. And email marketing is the perfect avenue to do that. 

When done right, it keeps you top-of-mind, generates referrals, and builds long-lasting relationships. The best part? It doesn’t have to be complicated – once you’ve claimed your voice, it becomes an enjoyable, authentic way to connect deeply with your clients.

So here are the 3 powerful ways that you can use email marketing to help boost the retention of your financial services. 

Way 1: Welcome Sequences – Building Trust from the Start
First impressions matter. A welcome sequence is your opportunity to set the stage for a successful relationship with your clients. Think of it as your digital handshake – how do you want it to feel?

Whether you’re introducing clients to your bookkeeping services or walking them through your investment strategy, a personalized welcome sequence sets the tone and helps them know they’ve made the right choice by working with you. It is also an easy and elegant way to onboard a new customer since there can often be a lot of steps and paperwork that need to be communicated.

Welcome Sequence Inspiration For Your Archetype 

• The Visionary: You’re all about the big picture. Inspire your clients right out of the gate with a vision of what’s possible. Share a story about a client who reached their financial goals with your guidance, or paint a picture of the future you’ll help them create together. This builds so much trust.
• The Connector: You thrive on deep, personal relationships. Open up about your journey – why you started your business and what motivates you to help others. Make your clients feel like they’re part of your inner circle from day one. The deepens your relationships with your clients. 
• The Activator: You’re a person of action. Get clients engaged immediately by offering a quick win – like a free mini-assessment or a call to set up a personalized strategy session. Show them you’re here to make things happen. This initiates things getting done. 
• The Createtrix: You’re the expert, and you know how to get things done. Kick off your welcome sequence with a valuable tip or a quick checklist that offers immediate benefits. Demonstrate that you’re not just talking – you’re providing solutions from the start. This positions you as the expert. 

Way  2: Educational Content – Using Your Expertise to Create Value
You’ve got the knowledge and found your voice – now it’s time to share it. Educational content is your chance to position yourself as the trusted expert your clients turn to when they need reliable financial advice. This isn’t about overwhelming them with technical jargon; it’s about breaking things down and making it accessible, all while showcasing your expertise. This can be simple upcoming deadline reminders, information on new rules or regulations, or some tips and tricks to help them. Really, anything your clients will find helpful.

Educational Content Inspiration For Your Archetype 

• The Visionary: You see the future. Help clients plan their financial journey by offering guidance on big topics like long-term investment strategies or retirement planning. You could create an email series titled “The 5 Steps to Achieving Financial Freedom in the Next Decade.”
• The Connector: People connect with stories. Share real client experiences – moments when someone’s life changed because of your help. It’s not just about numbers; it’s about the impact those numbers have on their lives.
• The Activator: Action is your game. Send practical, step-by-step guides that encourage clients to take action. “3 Steps to Save for Your Dream Vacation” or “How to Set Up a Simple Budget in Under an Hour” are the types of actionable content your clients need.
• The Createtrix: You’re all about value. Dive deep into how-to content that educates and empowers your audience. Create detailed guides or email mini-courses like “Maximize Your Tax Savings: A Simple Guide for Small Business Owners.”

Way 3: Personalized Check-Ins – Strengthening Relationships through Emails
Staying top of mind doesn’t mean bombarding clients with generic emails. Personalized check-ins are where you get to show your clients you’re invested in their success. These can be automated but still feel genuine – like checking in on their progress after a major financial milestone or sending a simple “thinking of you” message during tax season. Short and simple will do the best here.

You can also prewrite some emails for the one, three, or six month marks as a client, then customize them and send them to your clients at those marks. It helps you be efficient but also personal.

Personalized Check-Ins Inspiration For Your Archetype 

• The Visionary: Remind clients to celebrate their progress. Encourage reflection and celebration when they hit financial milestones, like paying off debt or reaching savings goals.
• The Connector: A heartfelt message goes a long way. Send a personal note expressing gratitude for their trust and loyalty, making your clients feel valued and appreciated.
• The Activator: Keep the momentum going. Invite clients to a progress check-in call or a strategy session, encouraging them to take that next step with you and keep building on their successes.
• The Createtrix: Provide value in every message. Offer clients a quick self-assessment or a mini-guide to help them gauge their progress and make improvements. Show that you’re their consistent, knowledgeable guide.

Now Start Using These Ideas!
Email marketing is a game-changer for financial professionals who want to build authentic connections and keep clients coming back. Whether you’re sharing stories, providing valuable tips, or offering personalized support, it’s all about making your clients feel valued and understood.

Want to know your unique messaging style and how it can transform your email marketing strategy? Take our Claim Your Voice Quiz and discover your archetype, along with actionable tips that will help you connect, engage, and grow your financial business.

And if you’re ready to get serious about your email marketing, book a free consultation today to learn how my signature service can help you find your authentic voice, develop an irresistible brand, and build the business of your dreams full of clients you love!