Engaging high-net-worth individuals (HNWIs) requires more than a one-size-fits-all approach. These clients expect tailored experiences to fit their unique financial goals and lifestyles. Personalised email marketing campaigns, underpinned by data-driven segmentation strategies, can significantly enhance engagement, deepen client relationships and drive conversions.
The imperative of personalisation in email marketing
Email marketing personisation goes beyond addressing clients by their first names. For HNWIs, it involves delivering bespoke content reflecting their specific preferences and financial situations. This approach is crucial at each stage of the marketing funnel, from awareness to conversion, ensuring communications are relevant and impactful.
According to B2B revenue attribution platform Dreamdata, its benchmark research shows marketing emails are clicked in more than 40% of won deals and have a meaningful impact on the length of the customer journey.
Dreamdata’s founder and chief marketing officer, Steffen Hedebrandt, said personalisation was a core element in B2B marketing and driving sales.
“Tailoring emails to the target recipient with relevant, relatable content drives deeper engagement and builds trust.” Hedebrandt said.
Advanced segmentation techniques
Effective segmentation is the foundation of personalised email campaigns. For wealth and asset managers, advanced data-driven segmentation can be based on several critical factors:
- Investment preferences: Segment clients based on their investment interests, such as equities, real estate, or alternative assets. Provide content aligned with their investment strategies.
- Risk tolerance: Understanding a client’s risk appetite underpins investment recommendations. Segmenting clients by risk tolerance helps firms send appropriate market insights, risk assessments, and investment opportunities matching risk thresholds.
- Life stage: The financial needs and goals of clients vary significantly across life stages. Whether clients are accumulating wealth, planning for retirement, or preserving wealth, segmenting based on life stage helps deliver relevant advice and solutions.
- Wealth level: Different levels of wealth require different management strategies. Segmenting clients by their net worth allows for more precise targeting of services such as estate planning, tax optimisation, or philanthropic advice.
“ Dreamdata benchmark research shows marketing emails are clicked in more than 40% of won deals.”
Integrating personalisation throughout the marketing funnel
Personalisation should be woven into every stage of the marketing funnel:
- Awareness: Use personalised content to capture the attention of potential clients. Tailor introductory emails based on publicly available information or initial consultations to create interest.
- Consideration: Provide in-depth, relevant content addressing specific client needs and challenges. Segment your audience so they receive relevant information, such as market analyses or case studies specific to their financial goals.
- Decision: Offer personalised consultations and solutions. Use insights from segmentation to propose tailored strategies and services, making it easy for clients to decide in your favour.
- Retention: Maintain engagement with ongoing personalised communication. Regularly update clients with relevant information to ensure your services continue to meet their evolving needs.
For wealth and asset managers, personalisation and segmentation are not simply marketing tactics—they are strategic initiatives. By leveraging advanced segmentation techniques and crafting highly personalised email campaigns, you can enhance engagement, build deeper relationships, and drive conversions among high-net-worth clients.
