As social media became popular, many financial firms focused much of their marketing on it. However, as paid social media promotion has reached saturation and many people are choosing to reduce their use of social, financial service companies are turning to email marketing to pick up the slack. This article explains six areas firms in the finance sector should focus on to optimize the effectiveness of their email marketing.

Normally this financial advisor trashes product-and-performance-pushing cold emails, but he acted on this one because it demonstrates the wholesaler’s willingness to spend time to research both the firm and his background.