Delete. Unsubscribe. Ignore.
That’s the unfortunate fate of far too many emails from alternative investment firms to RIAs. It’s not because the content you create isn’t valuable or the offering isn’t what they are looking for. It’s because the approach may be wrong for RIA email marketing.
Here’s some insight to consider: many firms are jumping straight into a sales pitch too soon. They’re skipping the human elements of a simple “hello” and going straight for the “sign here.” Yes, even Registered Investment Advisors (RIAs) need that good old-fashioned excellent customer service touch.
If you want to win their attention and ultimately trust, your outreach needs to look a little different than what may have worked for others. Let’s explore why that is, and how your firm can course-correct to create emails that get read, appreciated, and acted upon.
Understanding RIA Email Marketing:
RIAs are sophisticated. Many are fiercely independent. All of them are busy. They don’t just want another product thrown at them, they want to know who you are, why your offering exists, and most importantly, why it should matter to them and their clients.
Unlike broker-dealers, there’s no “pay-to-play” approach here. You’re not working from an approved list or operating under a selling agreement. That means your first impression needs to work a lot harder.
Think of it like dating. You wouldn’t propose marriage on the first date—and if you do, you’d probably get ghosted. Similarly, trying to secure an investment meeting in your first email is simply too much, too soon.
What RIAs want is context. Before they consider your investment opportunity, they want to understand your firm’s background. Who are you? What’s your mission? Who is on your leadership team, and what is their track record? Why did you launch this offering in the first place?
They want to know that you’re credible, thoughtful, and aligned with their fiduciary mindset. And that takes more than one email.
Rethink Your Strategy: Stop Pitching, Start Educating
One of the most common mistakes we see is treating RIA marketing like broker-dealer marketing. It’s not the same—and expecting similar results will lead to frustration.
With broker-dealers, your marketing infrastructure is already built in. You often have access to a pre-approved list. The audience knows the drill, and you have permission to communicate. With RIAs, you’re starting from scratch. That means your email strategy needs to start with education, not promotion.
Your first few emails should be focused on building awareness and trust. Introduce your firm in a way that’s personable, clear, and informative are key components for RIA email marketing. Share thought leadership, highlight your leadership team’s experience, and explain what sets your investment philosophy apart.
It’s also crucial to make your messaging RIA-specific. Show them how your offering can enhance their value to clients. Demonstrate that you understand their needs, their responsibilities, and their desire to act in their clients’ best interests.
This isn’t about volume—it’s about value. Every email should serve a purpose in the journey toward building a relationship, not just securing a transaction.
Build a Foundation—In Tech and in Tone for RIA Email Marketing
Here’s another area where many firms fall short: the technical side of email marketing.
RIAs have sophisticated spam filters and low tolerance for unsolicited messages. If your domain isn’t properly warmed up, or your sender reputation is poor, your emails won’t even reach the inbox.
And if they do? You have about five seconds to make an impression before your message is deleted or ignored. That’s where tone comes in. Your emails should be polished, warm, and professional—like a knowledgeable colleague reaching out to add value, not a cold call in email form.
At Marketing Intent, we’ve been deep in the weeds of RIA outreach, studying what works and what doesn’t. We’ve tested subject lines, messaging sequences, send times, and content formats to refine a formula that earns attention, builds credibility, and ultimately drives engagement.
Partner with a Team That Gets It
You shouldn’t have to figure this out on your own, and you don’t have to. Your team’s time is best spent doing what you do best: managing investments and client relationships. Let a partner like Marketing Intent handle the heavy lifting of strategy, messaging, and execution.
We’re not your average marketing firm. We specialize in alternative investments, and we know how to translate complex offerings into clear, direct messages that resonate with financial advisors, including RIAs. Our mission is to help firms like yours create marketing that doesn’t just look good, but supports your sales goals.
Whether you’re building out an RIA campaign for the first time or refining an underperforming strategy, we’ll help you avoid the delete button and start earning the trust and attention your firm deserves.
