Financial Advisors have access to a variety of channels to find potential prospects. But with growing competition and limited time to focus on marketing, many Advisors are unsure which channels will deliver the best results for their business.
That’s why RFG Advisory created the Advisor Growth Study Club. It offers the Advisors who partner with RFG a regular opportunity to discuss their growth strategies, share insights about specific channels, and learn from their peers’ success. Each monthly session, hosted by Chief Behavioral Officer Brendan Frazier, features a different guest speaker exploring their most impactful growth channel.
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In this session of Advisor Growth Study Club, the focus shifted to a deceptively simple tool that’s often overlooked: the email newsletter.
This wasn’t a conversation about marketing hacks or design templates; it was about something deeper: how Financial Advisors can deliver personalized financial guidance at scale in a way that strengthens relationships and drives growth.
The group explored what it looks like to communicate consistently and meaningfully, without burning time or overwhelming clients. The result? A renewed appreciation for the humble email—and a practical framework for using it to deepen trust, reduce friction, and reinforce your value.
Related: How to Develop a Winning Marketing Strategy for Financial Advisors
Your Clients Want to Hear From You
It’s easy to underestimate how much your clients want to hear from you—especially when the markets are calm or planning season slows down. However, consistent communication is one of the most important drivers of client satisfaction and loyalty.
In fact, nearly 90% of clients say the quality and frequency of communication influence both their decision to stay with their Advisor and whether they’re likely to refer others. Clients don’t just want to know what’s happening in the markets—they want to know what their Advisor thinks about it. They want to feel connected. And they want to know that you’re paying attention, even when they aren’t reaching out.
Why Choose Email?
In a world saturated with content, email continues to outperform other channels when it comes to engagement and retention. Unlike social media posts or blogs, email feels personal. It lands directly in a client’s inbox, invites responses, and gives you a chance to speak directly and clearly without distraction.
The best part? It scales. Whether you’re communicating with ten clients or a hundred, your newsletter allows you to deliver a consistent message across your relationships—without repeating yourself one call at a time.
What Makes a Great Newsletter? 5 Ways to Deliver Personalized Financial Guidance Straight to Their Inbox
1. Keep it simple.
Your message should live directly in the body of the email. Avoid PDFs or attachments that require additional clicks—especially for clients who may be reading on mobile. Reducing friction improves readability and increases the chances they’ll actually engage with what you’re sharing.
Think of the newsletter as a conversation, not a presentation. Clean formatting, clear language, and a concise focus will often outperform complex layouts or dense explanations. Don’t overthink it—just show up with something helpful to say.
2. Use your voice.
Clients want to hear from you. Use the same tone you’d use in a one-on-one conversation—straightforward, steady, and human. You don’t have to sound like a writer; you just need to sound like the Advisor they already trust.
When you write in your own voice, your clients feel it. It reinforces the relationship and reminds them that they’re more than just a number. That feeling of connection matters—and it’s something clients won’t get from a market update pulled off the shelf.
3. Offer context.
A great newsletter helps clients make sense of what’s happening in the present. It could be a quick reflection on recent market headlines, a reminder about long-term planning, or a few thoughts on staying grounded during uncertainty.
Clients aren’t expecting you to have all the answers. What they value is your perspective. They want to know how current events might relate to their situation, and they want to hear it from someone they trust. You don’t have to be the loudest voice—just the clearest.
4. Be consistent.
Whether it’s monthly, every other month, or quarterly, the most important thing is to pick a rhythm and stick with it. Predictability builds trust and shows clients that you’re thinking of them, so they don’t need to wonder when they’ll hear from you next.
Consistency also sets the tone for your service model. When communication is regular and intentional, clients feel like they’re part of an ongoing conversation—not just reaching out when something goes wrong. That’s how you stay top-of-mind and deliver personalized financial guidance in a way that feels authentic rather than salesy.
5. Make it relevant.
Not every message needs to be about market trends. In fact, some of the best newsletters come from addressing real-life planning issues, common client questions, or timely reminders that help clients feel more prepared and less overwhelmed.
Think about what clients are likely navigating that month—tax deadlines, budgeting after the holidays, planning for a vacation, or managing market noise. When you speak directly to what they’re experiencing, the message is more likely to land. And that’s when your newsletter becomes something they want to open every time it arrives.
The Power of Personalizing by Audience
One of the most impactful (and easy-to-implement) strategies shared during the session was this: segment your newsletter list into two audiences—clients and prospects.
You don’t need to write two completely different emails. The core message can stay the same, but by tailoring the introduction or closing paragraph for each group, you create a more relevant, intentional experience.
Related: How to Build Your Client Base as a Financial Advisor
For prospects, it’s a subtle but powerful way to stand out. Many people hear from their current Advisor once or twice a year—if that. By showing up regularly with helpful, thoughtful insights, you position yourself as a steady voice of clarity. You build trust before the relationship begins. And when the timing is right, you’re already top of mind.
Treating prospects like clients doesn’t just demonstrate value—it sets a new standard for what they should expect from an Advisor.
Want to deliver personalized financial guidance that actually lands—and builds trust while you grow?
At RFG Advisory, we help Independent Advisors create scalable communication strategies that feel anything but cookie-cutter. From behavioral insights to tech-enabled delivery, you’ll have the tools and support to build a business that reflects your voice and serves your clients well.
Ready to grow through meaningful connection? Let’s talk.