A study by management consulting firm McKinsey & Company, featured in a recent article in Entrepreneur magazine, found that email is a significantly more effective way to acquire customers than social media. In fact, email is nearly 40 times more effective than Facebook and Twitter combined.
I'm not surprised by this. Social media has been much more useful for exposure and as a way to convert referrals but not necessarily as a source of new (qualified) leads. It turns out social media is not the first place people turn in their search for financial advisors.
The McKinsey study states that email is just one part of a series of interactions leading up to a sale. Your email should lead your prospect to a customized landing page featuring the offer presented in the email. Here's an interesting statistic: A good landing page can increase conversion rates by more than 25 percent! Use your landing page to encourage people to attend your seminar, watch a webinar, download a free report or schedule a retirement analysis.
