If readers find those quick summations interesting, they’re more likely to head to the company’s homepage. As of 2022, the newsletter had 40 million subscribers-a whopping 18 million more people than actual stock trading customers on Robinhood. Robinhood Snacks, for example, delivers a daily bite-sized, three-minute dose of financial news. Luckily, one of the great things about financial content marketing is that you don’t always have to publish long-form deep dives or exhaustive investigations into complex markets. While generating valuable content should be a top priority for anyone exploring email marketing for financial services, it’s also important to remember that most people are just skimming subject lines and hitting the “delete” button-especially when they see a wall of text. Overall, it has increased engagement in a very particular target demo that Money wasn’t serving before. Not only has Dollar Scholar grown since its inception, but Glum also receives a ton of reader replies from folks who want certain topics covered. “It’s great to target each newsletter at a different subset of people, and we didn’t have current offerings for young people newer to finance.” “Starting email newsletters was a growth move for us,” Ayers said. A self-professed financial newbie, Glum explores a different tricky finance topic in each issue, and her candid explorations have attracted a younger, less experienced audience to Money.Įxecutive editor Mike Ayers told me Dollar Scholar was his attempt at expanding the magazine’s target audience, and it seems to have worked. Written by Julia Glum, this personal finance newsletter covers topics that might have seemed too pedestrian to Money editors in the ’70s and ’80s. That’s where Money email newsletters like Dollar Scholar come in. When the publication shuttered its print version and went completely digital in 2019, editors and strategists were given an opportunity to reach into new markets. Historically, reporters covered issues of great interest to America’s most wealthy: investing, the stock market, estates. The best email newsletters launch a new content offering to reach new audiencesįor nearly five decades, Money was a glossy finance magazine published by Meredith Corporation. Below are the insights we were able to glean from finance content’s top contenders, from mainstays like NerdWallet down to independent bloggers who have amassed large followings of their own. We surveyed the best email newsletters covering financial topics, drawing inspiration from many of them. If the content is good enough over time, people will come back for more. Most importantly, though, you have to make sure what’s in the newsletter is worth it for a reader to hand over an email address. You can promote newsletter subscriptions with pop-ups on your website, advertise on social, and incentivize followers with a referral campaign. Because of email’s inherent intimacy-it’s just you, your subscriber, and a secret list of every other BCC’d subscriber-financial services content marketing can really shine.īut building an engaged email audience takes a great deal of time. Many forms of financial content marketing from banks take on an advisory role, educating readers on touchy topics like debt and investments. It’s the most direct connection you can have with your audience, short of showing up at work and slapping a PDF onto their sad desk lunch.Įmail newsletters are a particularly useful tool for financial services companies, especially if you’re writing about personal finance. When you send content straight to your reader’s inbox, you bypass Google’s search algorithm and the changing whims of social media platforms. If the messages are in that folder, you will need to move them back into your inbox and mark the messages and/or the sender as a safe sender or a contact.The best email newsletters are like holy grails for content marketers. If you are not receiving the newsletters, please check your spam or junk mail folder. I’m not receiving my newsletters, what do I do?

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