Email Marketing | Forex Clients
4 kinds of email to increase client activity
Email is one of the easiest ways to nurture leads, as we talked about in the first part of our series on forex email marketing. This week, we’re coving how to use email to engage with your existing forex clients to keep them happy with your firm and increase their trading activity.
Client retention is essential for forex firms. The ROI on client retention efforts is very high, and keeping existing clients is cheaper than acquiring new ones.
Emailing existing clients should be part of your client retention strategy. It can encourage traders to make a new deposit or make more trades with money they’ve already deposited.
The trick to client retention through email is to send helpful content, not just boring account updates (though we’ll talk about system emails next week). Helpful emails make clients feel more connected to your brand. Useful, relevant messages also remind clients of how beneficial your firm is to their investment goals.
Here are four kinds of messages you should be sending to your forex traders to increase their trading activity and keep them as loyal clients.
1. Trader’s room user tips
Even the most user-friendly trader’s room software might seem overwhelming to someone who’s new to forex trading. You can help new clients get more comfortable with your software by sending them helpful tips about how to use it.
Your emails could range from sending a link to help documents to sending specific tips about how to do something, like make a deposit, in the text of your email.
2. Your blog posts and videos
If you’ve read our post on what forex brokers should share on social media, you know we’re big fans of educational videos and other content marketing. Since many clients might not regularly check your blog or follow your business on social media, email is a good way to share the content.
If the content is helpful for anyone trading forex or CFDs, not just people looking for a new brokerage, then you want to make sure all your clients see it – although you can definitely send these emails to your leads too.
Once a month, collect all your recent videos and/or blog posts into a single email. Send it out as a newsletter along with any updates about your brokerage, like new hires or bonus offers.
If you want to keep clients, you have to learn whether or not they’re happy with the services you have. Use email to send existing clients surveys about their experiences with your firm and how well you’re meeting their expectations.
Many free survey tools are available online, so this is one way to do market research without a larger investment.
You’ll learn what’s frustrating clients and what’s making them happy. This knowledge will allow you to offer the services your clients want most. Primary client research like this can identify problems at your firm before they negatively impact your forex business.
Every email you send should have at least one clear call-to-action (CTA). This is the place in your email where you ask readers to do what you want them to do. Usually, the CTA is a clickable button that uses bright colors.
The most important part of including a CTA is that it has a strong action word. Make sure your readers know what the button or link will allow them to do.
Ideally, you can connect your CTA to the message of the email. For instance, if you send an email that mentions an upcoming event on the economic calendar that will likely affect the GBP, your CTA could be something like “Trade USDGBP Now.”
Your forex CRM should allow you to create groups of clients based on specific criteria.
Create and send targeted emails to clients based on the securities they trade or recent activity.
For example, send targeted emails to anyone who trades a currency pair that includes the USD the day before a major economic report is released or before FED meetings. You don’t need to include specific information about report or announcements; simply email clients reminding them of the news and encouraging them to watch movement around specific currencies pairs.
All the emails talked about here can be classified as marketing emails. They don’t necessarily serve a purpose other than reinforcing your relationship with your client and subtly encouraging them to increase their business.
However, you’ll also be sending out emails to clients that have a specific purpose, like resetting their login credentials or updating KYC documents. Those types of emails are often called system emails. In the next part in this series, we’ll cover how you can use system emails like marketing emails so that clients feel more connected to your brokerage and are more likely to invest more money with your firm.