Every few months, someone says, “Email marketing is dead.”
And every time, Terry smiles — because he knows that couldn’t be further from the truth.
The reality?
Email marketing still works brilliantly — when you do it right.
In this Wealthy Adviser Club session, Terry breaks down the myths, the mistakes, and the exact methods to make email one of your highest-performing, lowest-cost lead generation strategies.
The Myth: “Email Marketing Doesn’t Work Anymore”
Let’s start with the obvious.
Most advisers have tried email marketing — and most have failed.
They sent a few newsletters, got low open rates, and declared the whole channel “dead.”
But here’s the truth:
It’s not email that doesn’t work. It’s how you’re using it.
If you’re sending bland newsletters with corporate banners and generic subject lines like:
- “October Newsletter”
- “Our Latest Updates”
- “Special Offer – Ends Soon!”
Then yes — your clients are deleting them.
Because you’re doing exactly what everyone else is doing.
And what do we do with “everyone else’s emails”? We delete them.
Email Is Still the Most Powerful Tool You Own
Here’s the secret that most advisers forget:
✅ Every client you have has an email address.
✅ Every prospect you want has one too.
You don’t need to pay for ads or wait for referrals to reach them — their inbox is already open.
The problem isn’t reach.
It’s relevance.
So the question isn’t “Does email work?”
It’s “How can I make mine stand out?”
Step 1: The Subject Line — Where 80% of Success Happens
The subject line is the make or break moment.
If they don’t click, the rest doesn’t matter.
When someone opens their inbox, they instantly scan subject lines and subconsciously decide:
- ✅ “That’s personal — I’ll open it.”
- ❌ “That’s corporate spam — delete.”
The key?
Use curiosity and pattern interrupts to break through the noise.
Terry calls it “pattern-breaking psychology.”
Here are examples that get clicks:
- “100% discount (yes, really)”
- “Did you see this yet, Sarah?”
- “The calm before the lead storm ☁️”
- “Bye bye, baby 👋” (used as a cheeky final re-engagement email)
These work because people have never seen them before.
They’re intrigued — and curiosity is the most powerful click trigger there is.
💡 Pro Tip: Emails written in all lowercase (even the subject line) often get higher open rates — because they look personal, not corporate.
Step 2: Write Like a Human, Not a Company
Once they’ve clicked, the next battle is keeping their attention.
And long, formal, over-designed emails with banners and logos lose that battle instantly.
Think about it — when was the last time you read an email full of corporate branding?
Probably never.
People engage with people.
So ditch the fancy formatting. Keep it simple:
✅ Plain text
✅ Short sentences
✅ Personal tone
✅ One clear call to action
Make it feel like an email from a friend, not a business.
Step 3: One Clear Call to Action (Never More Than One)
One of the biggest mistakes advisers make is cramming too much into one email.
“Click here to book a call.”
“Click here to read this.”
“Click here to download our guide.”
That confuses the reader.
A confused mind doesn’t click.
Every email should have one clear action:
- “Book your complimentary review”
- “Watch the 3-minute video”
- “Click to claim your free guide”
That’s it.
One message. One action.
Step 4: Focus on Results — Not Yourself
Another trap advisers fall into: making the email all about them.
Nobody cares about how long your company has existed, your logo, or your lender panel.
Clients care about one thing: results.
- Can you save them money?
- Can you protect their family?
- Can you get them a mortgage faster?
As Terry puts it:
“People don’t buy your business — they buy what your business does for them.”
Make every email outcome-driven, not self-centered.
Step 5: Storytelling Converts — Case Studies and Curiosity
Want people to click your emails? Tell stories.
Instead of:
“We can help you remortgage.”
Say:
“Can’t believe what happened to Sarah.”
When they click, they read:
“Sarah was told by two brokers she couldn’t borrow enough.
We managed to secure the full amount at a lower rate — because we have access to lenders others don’t.
Want to see if we can do the same for you? Click here for a free review.”
People love stories. They connect emotionally.
They trigger curiosity and trust.
Step 6: Frequency — How Often Should You Email?
Here’s what the experts (and Terry) recommend for new leads:
📅 Day 1–7: 1 email per day
📅 Day 8–30: 3 emails per week
📅 Day 30+: 1–2 emails per week
Sound like a lot? Maybe. But here’s the truth — those who unsubscribe were never going to buy anyway.
Consistency beats perfection.
For existing clients, use a lighter rhythm — but stay visible.
Mix up the content:
- Case studies
- Good news updates
- Team intros (“Meet Margaret, our new administrator”)
- Market insights (“What this week’s rate drop means for you”)
- Seasonal messages (Christmas, Easter, etc.)
The key is consistency.
If they don’t hear from you, someone else will.
Step 7: Timing — When to Send Emails
Terry’s data-backed advice:
📧 Best times:
- Tuesday at 10 a.m.
- Wednesday at 11 a.m.
- Sunday evening (when people are relaxing and scrolling)
Avoid Mondays (too busy) and Fridays (mentally checked out).
Step 8: Build Email Sequences That Nurture and Convert
If you’re using lead magnets — ebooks, guides, or free tools — don’t stop at the download.
Once someone enters your email list, guide them through a simple value-led sequence:
- Value – teach something or offer a tip
- Value – another quick win or insight
- Value – relatable story or case study
- Offer – invite to a free review or appointment
This framework (known as “OVO” — Opt-In, Value, Offer) works because you’re not selling too soon.
Gary Vee calls it “Jab, Jab, Right Hook” — give, give, then ask.
Step 9: Automate and Scale (Smartly)
With modern systems like the Wealthy Adviser Club’s Social Media Generator, you can automate and send personalised, high-performing emails at scale — for less than the cost of a coffee.
📩 Features include:
- 200+ editable email templates
- Built-in subject line ideas
- Personalisation tags (first name insertion)
- Seamless integration with your Outlook or CRM
- Send up to 1,000 emails for under £1
That means no more paying for Mailchimp or juggling multiple tools — everything runs through one system.
Automation + creativity = consistency without burnout.
Step 10: Keep It Human — Always
At its core, great email marketing isn’t about technology — it’s about connection.
If your emails feel genuine, personal, and results-driven, your audience will want to read them.
Remember:
“You’re not sending emails to inboxes — you’re sending them to people.”
Key Takeaways
✅ Email isn’t dead — bad email is.
✅ Subject lines win attention.
✅ Simple text beats fancy designs.
✅ Focus on stories and results, not yourself.
✅ Be consistent, not cautious.
When done right, email marketing can generate:
💰 New leads
🔁 Repeat sales
💬 Referrals
💡 Brand authority
All without spending a penny on ads.
Final Thought: Stand Out or Be Deleted
In a world full of noise, your biggest weapon is difference.
If your emails look and sound like everyone else’s — you’ll get everyone else’s results.
Be bold. Be human. Be creative.
Because the advisers who dare to write differently are the ones whose inboxes fill with replies, not unsubscribes.
Ready to Make Email Work for You?
Join the Wealthy Adviser Club to access:
✅ Proven email templates that generate appointments and reactivations
✅ Done-for-you automations through the Social Media Generator
✅ Live training sessions on copywriting, funnels, and lead nurturing
✅ A community of advisers who share, learn, and grow together
Stop saying “email is dead.”
Start proving everyone wrong — one subject line at a time.