Re-engagement Sequence for Financial Advisors Email Guide
Why Re-engagement Sequence Emails Fail for Financial Advisors (And How to Fix Them)
That promising lead who ghosted after the first meeting? Or the client who stopped opening your emails months ago?
They represent lost opportunities, not just for revenue, but for impact. Many financial advisors find themselves with a list of contacts who were once engaged, but have since gone quiet.
It's easy to assume they're no longer interested, but often, they're just busy, distracted, or simply need a gentle nudge to remember the value you offer. A well-crafted re-engagement sequence doesn't just chase down old leads.
It thoughtfully reminds them of your expertise in areas like retirement planning or risk tolerance, rebuilds connection, and positions you as the trusted guide they need to achieve their financial goals. It’s about reminding them why they connected with you in the first place.
The templates below are designed to cut through the noise, re-establish communication, and bring those valuable relationships back to life.
The Complete 4-Email Re-engagement Sequence for Financial Advisors
As a financial advisor, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Miss You
Acknowledge the silence and show you care
Hi [First Name],
I noticed it’s been some time since we last connected, and I wanted to reach out personally. Life gets busy, and sometimes important financial conversations get pushed to the side.
But I often think about the goals we discussed, whether it was improving a portfolio or planning for retirement. My work helping advisors handle market shifts and plan for the future continues.
I wanted to check in and see how things are going on your end. Are there any new financial challenges or opportunities you're facing?
No pressure at all, but if anything has come up where a quick chat might be valuable, my door is always open. Otherwise, I hope all is well.
Best, [YOUR NAME]
This email employs the 'foot-in-the-door' technique. By starting with a low-pressure, caring message, you lower their guard and make them more receptive to future communication. It uses empathy to re-establish a human connection, rather than immediately pushing a service.
The Value Reminder
Remind them why they subscribed
Hi [First Name],
When we first connected, we talked about securing your financial future and simplifying complex decisions. Many advisors I work with struggle with effectively communicating risk tolerance, simplifying client onboarding with tools like Redtail, or ensuring their retirement planning is truly comprehensive.
It’s a common hurdle, and it can be frustrating. My focus remains on helping advisors like you overcome these challenges, whether it's by refining portfolio review strategies or implementing financial planning using tools like RightCapital.
We aim to simplify the complex and help you serve your clients better. If those initial goals or challenges still resonate, or if new ones have emerged, I'm here to help.
A quick conversation could clarify a lot.
Best, [YOUR NAME]
This email uses the 'reciprocity principle' by subtly reminding them of the value you've offered or intended to offer. It also uses 'problem-agitation-solution' to re-engage their initial pain points, making your services relevant again without being pushy.
The Survey
Ask what they actually want from you
Hi [First Name],
I’m trying to ensure I'm providing the most relevant insights and support to advisors like you, and I realized I haven't heard from you in a while. Instead of guessing, I thought I'd simply ask: what are your biggest financial planning or client management priorities at this moment?
Are you focused on enhancing client engagement, improving your practice operations, or something else entirely? Knowing what's top of mind for you helps me tailor any future communication to be genuinely useful.
For example, are you keen to learn more about advanced risk tolerance assessments using Riskalyze, or perhaps strategies for growing your AUM? It would be incredibly helpful if you could hit reply and share one thing you're currently focused on.
It only takes a moment.
Best, [YOUR NAME]
This email utilizes the 'principle of commitment and consistency.' By asking a simple question, you encourage a small commitment (a reply). Once they engage, they are more likely to be consistent in future interactions. It also offers perceived value by promising tailored content.
The Breakup
Give a final chance before removing them
Hi [First Name],
This will be my last email for a while. It seems my messages haven’t been hitting the mark recently, and I want to respect your inbox.
My intention has always been to share valuable insights for financial advisors on topics like effective portfolio reviews, retirement planning strategies, and client relationship management using tools like Wealthbox. If that's no longer relevant to you, that's perfectly fine.
However, if you'd still like to receive updates, perhaps on market insights, practice management tips, or specific strategies for boosting your AUM, please just reply to this email with a quick 'keep me subscribed'. Otherwise, I'll assume you're all set and remove you from my list in the next few days.
Wishing you all the best in your practice.
Best, [YOUR NAME]
This email employs the 'scarcity principle' and 'loss aversion.' By stating it's the last email, you create a sense of urgency and the potential loss of future valuable content, which can motivate action. It also respects their choice, building goodwill even if they unsubscribe.
4 Re-engagement Sequence Mistakes Financial Advisors Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming silence means disinterest, leading to no follow-up. | Implement a structured re-engagement sequence to gently probe for renewed interest or new needs. |
✕ Sending generic, sales-heavy emails that lack personalization. | Tailor re-engagement messages by referencing past conversations or specific client goals like retirement planning. |
✕ Not offering a clear, low-friction way for clients to re-engage. | Provide simple calls to action, such as 'reply to this email' or 'schedule a quick 15-minute chat,' rather than a full meeting. |
✕ Failing to segment lists, sending irrelevant content to dormant contacts. | Use a survey email to understand current priorities, then segment your list based on responses for targeted communication. |
Re-engagement Sequence Timing Guide for Financial Advisors
When you send matters as much as what you send.
The Miss You
Acknowledge the silence and show you care
The Value Reminder
Remind them why they subscribed
The Survey
Ask what they actually want from you
The Breakup
Give a final chance before removing them
Use after 30-90 days of no opens or clicks.
Customize Re-engagement Sequence for Your Financial Advisor Specialty
Adapt these templates for your specific industry.
Wealth Managers
- Highlight advanced portfolio review strategies, focusing on tax efficiency and intergenerational wealth transfer.
- Mention how you can help them handle complex estate planning considerations for high-net-worth clients.
- Re-engage by asking about their current approach to philanthropic giving or impact investing.
Retirement Planners
- Emphasize updates on evolving retirement planning regulations or new withdrawal strategies.
- Focus on how you can help clients stress-test their retirement income plans against inflation or market downturns.
- Ask about their current comfort level with their retirement timeline or projected lifestyle in retirement.
Investment Advisors
- Share insights on current market trends and how they might impact existing portfolios without giving specific advice.
- Remind them of your expertise in risk tolerance assessments using tools like Riskalyze and portfolio rebalancing.
- Ask about their current strategy for diversifying investments or managing concentrated positions.
Fee-Only Advisors
- Reiterate the transparency and client-first approach of your fee structure, contrasting with commission-based models.
- Focus on the value of comprehensive financial planning beyond just investments, such as debt management or insurance reviews.
- Ask about their comfort level with their current financial plan and if they feel truly objective guidance is being received.
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