Hey, it’s Brooks. Welcome to Mondays with Money Marketers, where Wall Street meets Madison Avenue.
As a quick reminder: We’re an email marketing agency for financial service firms. We use email to drive leads, increase conversion rates, reduce churn, and boost your bottom line.
We taught ourselves how to do everything above by growing our own newsletter, The Street Sheet, from 5,000 subscribers to 130,000 subscribers (and counting).
We then took what we learned and started helping companies like J.P. Morgan, SoFi, Empower, Benzinga, and more with their email and content marketing.
Every Monday, we share tips and tricks we’ve learned that you can implement yourself.
Before we dive in, here's a link to my calendar if you'd like to discuss how we can help you generate more business.
In today’s edition:
The Myth: Bigger Lists Are Always Better
SEC-Registered RIAs, As Well As Their Assets And Clients, All Hit Record-High Numbers in 2024
How Financial Advisors Can Use Generative AI in Marketing
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LINKS WORTH A LOOK
💱 Fintech
Chime prices IPO at $27 per share, valuing fintech company at $11.6 billion (CNBC)
Klarna, Revolut and Monzo — Pick Your Winning Fintech Upstart (Bloomberg Opinion)
The Fintech Edge: Why Bold Marketing is the New Competitive Advantage (Nasdaq)
💼 Wealth Management
SEC-Registered RIAs, As Well As Their Assets And Clients, All Hit Record-High Numbers in 2024: Report (Citywire)
2025 Guide to Building Financial Advisor Marketing Plan (LPL Financial)
How Financial Advisors Can Use Generative AI in Marketing (MorningStar)
🤔 Street Sheet Features
Thousands of dollars for a doll, and not because of tariffs (The Street Sheet)
Artificial Edge: Nvidia (NVDA) to Build Europe’s 10,000-GPU Industrial AI Cloud for Manufacturing Powerhouses (Street Sheet Research)
Game Sheet: Microsoft (MSFT) announces ROG Xbox Ally handhelds (Street Sheet Research)
DEEP DIVE
We Just Deleted 25,000 Subscribers (Here's Why)
Bigger Lists Are Not Always Better
In email marketing, there is a temptation to focus on list size. But what matters more is how many people are actually opening, reading, and engaging with your emails. When a large portion of your list stops opening, it quietly damages your email performance in ways most firms overlook.
We recently removed 25,000 inactive subscribers from The Street Sheet’s email list. Before the purge, we had 160,000 total subscribers with a 37 percent open rate. After removing unengaged readers, our unique open rate jumped to 45 percent, and our total open rate, or the people who open our email multiple times, surpassed 70%.
Why This Matters for Financial Firms
For financial advisors, fintech platforms, and asset managers, list health is not just a marketing metric, it directly impacts client communication, nurture sequences, and lead generation.
Internet service providers like Gmail and Outlook track engagement. If a large segment of your audience ignores your emails, your sender reputation weakens. Over time, your deliverability declines. Messages that should reach prospects and clients start landing in spam or promotions folders. Fewer people see your content, fewer prospects convert, and your cost per lead rises.
Keeping your list healthy helps you:
Maximize deliverability and inbox placement
Improve engagement metrics across your entire list
Reduce wasted email platform costs
Protect your ability to reach prospects and clients reliably
How to Build Smart List Hygiene Systems
The good news is list management can be automated. You do not have to manually monitor every subscriber. Instead, you can set up a simple engagement rule:
If a subscriber has not opened an email in 90 days, trigger a two-email re-engagement sequence.
If they click and re-engage, keep them active.
If they do not engage, automatically unsubscribe.
This system protects your deliverability, keeps your list focused on active prospects, and ensures your email program works as intended.
At Money Marketers, we help financial services firms build email programs that stay compliant, consistent, and effective. If you want to review your list health or set up automations like this, reply and we can build a plan for your team.
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