Stop Sending Boring Emails—Here’s How to Write Ones Clients Actually Want to Read

Key Takeaways

• Writing emails clients genuinely want to read in 2025 requires more than financial knowledge; it demands relevance, empathy, and creativity.

• Advisors who master clear, timely, and personalized email communication see stronger client engagement, better meeting rates, and higher retention.

Why Most Advisor Emails Go Unread

It’s not because clients aren’t interested in their finances. It’s because most advisor emails feel like checklists, reminders, or generic market commentary. Inboxes are saturated, and clients are trained to skip anything that doesn’t immediately offer value.

You might think the numbers or insights are valuable on their own. But if your email doesn’t speak to the real concerns your client has right now, they’ll overlook it.

Shift the Focus to the Reader

Every great email starts with a simple mindset change: it’s not about what you want to say. It’s about what your client wants to hear. In 2025, clients expect:

• Timely relevance: Information that connects to what’s happening in their world or in the market this week.

• Personal tone: A voice that feels human, not robotic or templated.

• Actionable insights: What they should know and what they should do.

Instead of sending another Q2 market update, consider what your client is actually worried about—rising interest rates, tax deadlines, retirement timing. Then write with that lens.

Use Subject Lines That Make People Stop Scrolling

The subject line determines whether your email gets opened at all. You have 3–7 words to win their attention. Avoid financial jargon. Instead, aim for curiosity, clarity, or urgency:

• “Are you still on track for 2025 goals?”

• “This tax mistake could cost you in April”

• “Retiring soon? Here’s what changed this month”

Also, avoid generic headers like “Monthly Newsletter” or “Client Update.” Those get ignored because they signal no new or specific value.

Keep It Short, But Not Shallow

In 2025, even your long-term clients are skimming. If your message doesn’t land in the first 5 seconds, they’re gone. That doesn’t mean your content should be shallow. It means:

• Lead with a strong hook: A bold insight or a direct question.

• Break into short paragraphs: No blocks of text. Think 2–3 lines each.

• Use bullets or bolding: To highlight important takeaways or next steps.

Don’t try to say everything in one message. If the topic is complex, tease the high-level insight and invite them to a call for the deeper dive.

Personalization Isn’t Optional Anymore

In previous years, including a client’s name and account type felt like enough. But in 2025, personalization means knowing what season of life they’re in and adjusting your tone and message accordingly.

Here’s how to step up your personalization game:

• Reference recent interactions: “Since we reviewed your Roth strategy last quarter…”

• Acknowledge timeline milestones: “You’re now 6 months from your planned retirement date.”

• Match their goals: “Because you’re prioritizing college funding…”

The more connected your email feels to the client’s current situation, the more likely they are to respond.

Timing Matters More Than You Think

In 2025, email deliverability and timing algorithms are more sophisticated. But that means consistency and relevance are rewarded. Based on current behavior trends:

• Tuesday through Thursday mornings (8–10 a.m.) tend to get the highest open rates.

• Avoid sending on Friday afternoons or weekends unless it’s urgent or tied to a market event.

• Match your timing with life events: send tax-focused content in early February, RMD reminders by September, and year-end planning advice before mid-November.

Calendar awareness builds trust and shows you’re proactive.

Structure Every Email With a Clear Path

Clients don’t want walls of text. They want structure. Use a layout that draws their eye and guides them through:

1. Headline or hook
Make it big, bold, and emotionally relevant.

2. Brief context
1–2 lines on why this email matters right now.

3. Core message or insight
Use bullets, bolding, or spacing for clarity.

4. Recommended action
“Book a review,” “Read more,” “Confirm this detail.” Never end vaguely.

5. Personal sign-off
Always end with your name and an invitation to connect personally.

Templates are helpful for consistency but don’t over-automate. A dry, templated message sticks out.

Don’t Just Educate—Start Conversations

Advisors love to educate. But an inbox isn’t a classroom. In 2025, the most effective emails invite interaction. Try using:

• Open-ended questions: “What are you planning for this year’s refund?”

• Poll-style links: “Which of these goals is your top priority this quarter?”

• Mini-quizzes or prompts: “How long could your emergency fund last? Click to check.”

If your email drives them to reflect or reply, you’re no longer competing for attention—you’re earning it.

Segment Your List—It’s Worth the Extra Step

You don’t talk the same way to a retiree, a business owner, and a 30-year-old with new kids. So stop emailing them like they’re one audience.

Modern CRM tools let you segment your clients by:

• Age or life stage

• Investment goals

• Risk tolerance

• Tax status or income brackets

Then send versions of the same topic tailored to each group. A year-end planning email can be worded three different ways and perform 10x better.

The Email Calendar That Keeps Clients Engaged Year-Round

You don’t need to write every week. You need to write with purpose. A basic monthly rhythm for 2025 might look like this:

• January: New goal-setting or financial resolutions

• February: Tax optimization reminders

• March: IRA contribution deadline warnings

• April: Tax season wrap-up and refund strategies

• May: College savings and 529 plans

• June: Mid-year review check-in

• July: Market myths or Q2 summaries

• August: Medicare prep and healthcare planning

• September: RMDs and year-end tax planning

• October: Open enrollment and benefits review

• November: Gifting and charitable planning

• December: Final year-end to-do list

Even if you only send 1–2 emails per month, this cadence keeps you in front of clients with timely, useful content.

Test and Improve What Works

In 2025, the best-performing emails aren’t perfect on the first try—they’re improved through testing. Use your CRM or email platform to monitor:

• Open rates (did the subject line work?)

• Click-through rates (did your insight lead to action?)

• Response rates (are clients replying or scheduling?)

A/B test different formats, days, and subject lines. Over time, you’ll learn what your audience responds to—and you’ll waste less effort guessing.

What Engaged Emails Really Earn You

When your emails consistently resonate, clients:

• Trust you more

• Reach out more often

• Refer others more confidently

This isn’t just about writing well. It’s about shaping how your clients perceive you: as relevant, attentive, and forward-thinking.

Stronger Emails Start Here

In 2025, email remains one of the highest-ROI communication tools—if you use it right. The shift from boring, template-driven messages to smart, segmented, and timely communication is already happening.

If you’re ready to write emails your clients actually look forward to reading, start refining your process now. The payoff is better relationships, more meetings, and greater trust.

At Bedrock Financial Services, we help professionals like you build smarter workflows, sharper outreach, and stronger client experiences. If you want to connect with high-intent clients and automate what slows you down, we’re here to help. Sign up today and discover how we can support your next level of growth.