For the latest release of its monthly eNewsletter, HL Partnership has seen over two thirds of network members signed up to the service, which has meant almost 80,000 customers now receive a communication by the network on behalf of its firms. This is in contrast to the 28,000 that were sent when the service launched two years ago . The eNewsletter carries the individual firm’s branding and contact details and provides customers with four stories covering a wide range of topics such as payment holidays, the mover market opening up and the need to protect income.
In July 2018, the open rate for the email was 10.17%. However, by June 2020 the rate had increased to 17% with over 12,000 customers reading the newsletter. Of those that opened the email, just under 1,700 clicked through to read one of the four articles.
Neil Hoare commented, “This eNewsletter service is made possible by combining the benefits of a centralised CRM system with the insight and expertise of the HLP marketing team. In turn, this allows us to actively encourage customers to make contact with their adviser. We are delighted that in the past three months firms have recognised the impact that a comprehensive customer communication strategy can have on their business during a time of change, and we are seeing more firms looking to join the programme.”
Neil continued, “The marketing team at HLP has really stepped up to support our members over the past two months helping them with their social media strategy, delivering pre-approved emails, advice on website design and even helping set up Facebook sites for some firms who weren’t aware of how to make the most of their online footprint. We are also starting webinars specifically targeted at improving social media presence and ultimately delivering lead generation.
“It is clear that the lockdown has accelerated the need for firms to change their communication process with customers and is why HLP urges all firms to embrace the opportunities that email, text and social media play in delivering key messages. HLP believes that the more its members engage with their customers via various channels, the greater their businesses will be future-proofed against competition or another unforeseen change to the way we do business. The eNewsletter is just one tactic among many which can help the adviser and customer relationship grow, not just now, but in years to come. “