Why Your Email Marketing Isn’t Getting Engagement (And How Financial Advisors Can Fix It)

When I first started sending email campaigns to grow my business, I expected results right away.

I spent hours tweaking the design, polishing the copy, and making sure everything looked professional. Then I hit “send” and hardly anyone opened it.

If you’re a financial advisor dealing with low email engagement, you are not alone.

Here’s why it happens so often and what you can do to turn things around.

Why Financial Advisors Struggle with Low Email Engagement

1. Boring Subject Lines

If your subject line doesn’t grab attention, nothing else matters.

Many advisors use bland headers like:

• “July Market Update”

• “Financial Planning Newsletter”

• “Your Quarterly Review”

These lines do not give people a reason to open the email.

I learned this firsthand. When I stopped using generic headlines and started writing subject lines that spoke to real pain points and desires, my open rates doubled.

2. Generic, One-Size-Fits-All Content

Too many advisors send the same newsletter to everyone on their list.

Retirees, business owners, and young professionals have different concerns.

If your emails feel generic, your audience will tune out.

3. Lack of Consistency

If you only send an email once every few months, people forget who you are.

Consistency builds trust. Irregular sending creates the opposite effect. People disengage.

4. No Clear Value

Subscribers need to know why opening your email is worth their time.

If every message is just market commentary or vague updates, people won’t see the benefit.

In my own experience, engagement improved when I included practical tips, relatable stories, and clear takeaways instead of only data.

5. Weak Calls to Action

Many advisors are afraid to be direct.

If you don’t clearly ask your readers to take the next step, whether it’s booking a call or replying with a question, most people will do nothing.

How to Increase Email Engagement as a Financial Advisor

If you are tired of seeing your emails ignored, here are some proven steps to improve results.

1. Write Compelling Subject Lines

Your subject line should spark curiosity or promise a benefit.

Examples:

• “3 Costly Retirement Mistakes You Can Still Avoid”

• “How the New Tax Law Impacts Your 2025 Returns”

• “Want to Retire Early? Read This First”

When I switched to clear, specific subject lines, my open rates jumped from 18 percent to over 40 percent.

2. Segment Your Audience

Don’t treat your list as one big group.

Break it down by:

• Clients and prospects

• Age and stage of life

• Business owners and employees

Tailor your message to each segment’s priorities.

3. Show Up Consistently

Send emails on a regular schedule. Even once or twice a month is enough.

The more consistently you show up, the more familiar and trustworthy you become.

4. Deliver Real Value

Every email should answer one question: What’s in it for me?

Share actionable advice, helpful resources, and stories that make your message relevant.

When I began framing emails around problems my audience cared about, engagement improved quickly.

5. Use Clear Calls to Action

Don’t leave readers wondering what to do next.

Examples:

• “Click here to schedule your free consultation”

• “Download your retirement checklist”

• “Reply with any questions”

Direct calls to action make it easy for people to engage.

Your Takeaway

Low engagement does not mean email marketing doesn’t work. It usually means your approach needs a few adjustments.

I’ve been there myself. Early on, I sent plenty of emails that fell flat. Once I got clear on who I was writing to, what they cared about, and how to help them, everything changed.

You can do the same.

If you’d like help creating emails your audience actually looks forward to, reach out. I’m glad to share what has worked for me and the advisors I’ve supported.