01.17.23
Email Beats Newsletter for Client Communication, Survey Finds
A survey of pre- and post-pandemic advisor communication trends by YCharts found that clients prefer email to newsletters. The study also found that if advisors fail to reach out to clients on a regular basis, the clients will turn to social media or other news sources to answer their questions and make decisions about their finances. The survey found that clients under 60 years old and with more than $500,000 in assets were the most likely to make the change, and the three most important factors in advisor selection in 2022 were performance (78%), the availability of the advisor (77%) and the advisor having a deep understand of the client and the client’s goals (71%). As far as communications, email was the most preferred channel (73%), followed by a phone call (45%), a text message (35.3%) and postal mail (21.8%). From there, all other options barely registered in the single digits, including newsletter, blog or website, Twitter, YouTube video, Facebook/Instagram, LinkedIn and webinars.
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