5 Best Practices for Building Trust with Newsletters In Financial Services

Hey, Tommy here.

Today, we’re covering what are the 5 best practices for building client trust with newsletters in the financial services industry.

In today’s issue:

• Measurable strategies

• Trust building frameworks

• Case study: Segmentation strategy to connect with high-net worth clients

• And more…

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FROM THE WEB
Best resources for you

ICYMI

• How to increase your newsletter’s open rate (Twitter)

• The Hustle newsletter (2.5M+ subscribers) co-founder’s tips for subject lines (Twitter)

Engagement

• Harry Dry’s masterclass in copywriting. The best I’ve watched in a long time (YouTube)

• How to drive more clicks on your newsletter sponsor (Link)

Industry Insights:

• McKinsey research on personalisation (Link)

• Epsilon study on brand personalisation and identity (Link)

GROWTH STRATEGY
An in-depth analysis

We’ve tested many different approaches but these 5 provide the best ROI.

Trust isn't just a buzzword—it's your most valuable currency.

Your newsletter can be the bridge that connects your expertise to your clients' needs. It will transform casual readers into loyal partners.

Here are the 5 strategies you need to put in place right now and real life metrics of the improvements they drove:

1. Target Only Your Specific Reader

Precision matters. In financial services, a one-size-fits-all approach doesn't work. It's like trying to use a sledgehammer for delicate surgical work. Your newsletter should speak directly to your ideal client. No extra full.

Example: Instead of broad market updates, segment your content. A wealth management firm might create different newsletters for:

• High-net-worth individual investors

• Small business owners seeking financial planning

• Corporate executives planning retirement

Pick topics based on your audience and clients.

Statistic: Targeted content can increase engagement rates by up to 5.4x compared to generic messaging. Specific is always better than better.

2. Provide Value-Driven Content

Your readers are most likely busy professionals. Every paragraph must earn its place by delivering actionable insights.

Best Practice: Focus on solving real problems. Instead of complex financial jargon, offer:

• Practical investment strategies

• Tax optimisation tips

• Risk management insights

• Regulatory change interpretations

I can’t recommend enough Hemingway App. It will give you a readability score, the lower the score the more comprehensible. Aim for grade 6 or less.

If people can’t understand what you read they won’t read it. It’s as simple as that yet most people don’t do it.

Case Study: We've seen financial newsletters boost client retention by providing clearer content. Even more by providing actionable content that demonstrates immediate value.

3. Maintain Consistent Branding

Your newsletter is an extension of your brand. Consistency builds recognition and trust.

Key branding elements include:

• Consistent color schemes

• Professional, clean design

• Uniform tone of voice

• Regular publishing schedule

Use Adobe Colour and Font Pair to create a consistent newsletter brand, or go with a similar brand as your business.

Impact: 81% of clients say consistent branding increases their trust in a financial service provider.

4. Personalise and Segment Your Content

Personalisation isn't just a nice-to-have—it's an expectation. Modern financial professionals want content tailored to their specific needs.

Segmentation Strategies:

• Customise content by industry sector

• Adjust complexity based on reader's role (keep it simple though)

• Provide region-specific financial insights

• Track and adapt to reader interaction patterns

With modern tools like beehiiv segmenting your list is very easy. Past a certain audience size is necessary.

Statistic: Personalised newsletters can increase open rates by up to 26%.

5. Be Transparent and Reliable

In business, transparency isn't just ethical—it's essential.

Ways to prove transparency:

• Be transparent about data

• Explain method behind recommendations

• Acknowledge potential risks

• Share both positive and challenging perspectives

You can’t please everybody, you only need to please your specific and targeted audience.

Trust Builder: 68% of financial services clients prefer providers who are transparent.

It’s a wrap.

Marketing has changed. Branding has changed. Your newsletter is more than a communication tool. It's a relationship-building platform that can differentiate you in a competitive market.

By implementing these five practices, you're not just sending an email. You're building trust, establishing thought leadership, and creating genuine connections.

Embrace feedback, even the harsh ones.

“It is not enough that we do our best; sometimes we must do what is required.” - Winston Churchill

Pro Tip: Regularly survey your readers. Their feedback is your roadmap to continuous improvement. Use this survey template as a starting point.

CASE STUDY
“Our newsletter engagement has been flat, and we're struggling to connect with our high-net-worth clients. What can we do to improve our newsletter strategy?”

By implementing targeted segmentation and personalisation you can see remarkable results. Here is a real life example using the below strategies:

• Before: 2.3% newsletter engagement rate

• After: 8.7% engagement rate

• Subscriber growth: 45% increase in 6 months

Key changes:

1. Segmented content for different client wealth brackets

2. Personalised investment insights based on client portfolio types

3. Added interactive elements like quick financial health calculators

4. Used data-driven subject lines to improve open rates

The breakthrough was treating the newsletter as a precision tool, not a broadcast. By speaking directly to each client segment's unique financial goals, you will transform your newsletter from a generic update to a valuable advisory resource.

Takeaway: Personalisation isn't just a tactic—it's a strategy that directly impacts client retention and growth.

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See you soon,

Tommy - founder at NewsLaunch.co