Distribute an e-newsletter
The ease with which email can be forwarded to friends and family significantly stokes the referral fires.
-John Casey, vice president of business development at HNW Advisor
E-newsletters have some advantages over printed ones such as reduced financial and time requirements. But "what sets electronic communications apart is the ability to effectively track and gauge client interest," says John Casey, vice president of business development at HNW Advisor in Boston. "For communication to be truly effective, it needs to be measurable and actionable. That's the tremendous benefit of electronic distribution. Advisers not only see general interest and readership of a newsletter, but can dig down into the specific interests of a particular client over time, allowing them to direct future communications and discussions towards areas of interest."
Electronic distribution also provides an opportunity for viral marketing. "The ease with which email can be forwarded to friends and family significantly stokes the referral fires," Casey says. His firm offers an e-newsletter program called HNW Publisher (www.hnwadvisor.com). Advisers pick and customize a template, write or pick their content from three levels of prewritten articles, upload their email list and trigger an html newsletter mailing.
-John Casey, vice president of business development at HNW Advisor in Boston, in Newsletter News
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