The Next Level Of Content Sharing
It will be interesting to see if advisors can get to individual mass communications. In other words, instead of blasting out the same thing to the entire email distribution list, can they get more segmented? Some advisors have graduated to breaking up their email lists into groups, but very few have personalized the communications down to the individual.
For this to happen, the Vestorly users need to get comfortable with the “automated rebalancer.” That means the software uses historical data on each email recipient to determine what that person should receive in future communications. It is a leap of faith, but a very cool feature if it works.
Wisz noted, “Firms can customize it per person right now, but they have to get to the point where they trust the engine. Some are doing that, but not nearly enough.”
Jeff Bradanini, director of marketing at Beirne Wealth Consulting, LLC, has segmented their lists into private clients, defined contribution and defended benefits, so they can send customized content to those different audiences. He stated, “Since we started using Vestorly, we have heard some great feedback from our clients. Tangible proof that it is working is seen in improved overall readership and the email engagement is higher, with more people clicking through to visit our website.”
Vestorly’s Costs And Ideal Clients
The best pricing depends on if an advisor is associated with a broker-dealer or custodian that has an enterprise relationship with Vestorly.
Vestorly’s current clients range from small businesses that do not have the resources to create their own content to some large financial service enterprises. Wisz final thought: “We’re for anyone that wants to engage their audience with interesting information and see results.”
Mike Byrnes is a national speaker and owner of Byrnes Consulting, LLC. His firm provides consulting services to help advisors become even more successful. Read more at ByrnesConsulting.com and follow @ByrnesConsultin.