Build an Email Funnel – Lead Magnet Ideas for RIAs

Build an Email Funnel: Lead Magnet Ideas for RIAs

You know the value of nurturing a relationship before asking for commitment. Your marketing should do the same.

That’s where lead magnets and email funnels come in: They let you offer value before the sales pitch—so prospects start to trust you before they ever book a call.

Here’s how to build one that works.

Step 1: What Is a Lead Magnet?

A lead magnet is a free resource you offer in exchange for an email address. It should:

• Solve a specific problem.

• Be instantly useful.

• Be tailored to your ideal client.

Step 2: Great Lead Magnet Ideas for Financial Advisors

Retirement Planning:

• “The 7 Most Common Retirement Mistakes—and How to Avoid Them”

• “Your 5-Step Retirement Readiness Checklist”

Tax Strategy:

• “Tax Planning Moves to Make Before Year-End”

• “How to Pay Less Taxes in Retirement (Without Breaking the Rules)”

Investment Philosophy:

• “Our Investment Process in Plain English”

• “What We Own—and Why”

Niche-Focused Examples:

• “A Financial Guide for Physicians in Their 40s”

• “What Tech Employees Should Know About RSUs & Stock Options”

Step 3: How to Build the Funnel

1. Create the Lead Magnet (PDF, video, checklist, etc.)

   • Use Canva, Notion, or Google Docs to design.

   • Keep it short: 3–6 pages is plenty.

2. Set Up a Landing Page

   • Headline: “Free Retirement Checklist”

   • Brief description + email form.

   • Use tools like ConvertKit, Mailchimp, or Squarespace Forms.

3. Deliver the Magnet Automatically

   • After sign-up, send a welcome email with the download link.

   • Thank them and preview what’s next.

4. Send a 3–5 Email Welcome Sequence
   Example flow:

   • Email 1: Here’s your download.

   • Email 2: Who we are and who we help.

   • Email 3: A client story or FAQ.

   • Email 4: “What it’s like to work with us.”

   • Email 5: Invite to book a call.

Pro Tips

• Segment your list: Offer different magnets for retirees, business owners, etc.

• Use testimonials or quotes in the email sequence.

• Test subject lines and open rates regularly.

• Always include an opt-out link to stay compliant.

Final Thought

Your email list is an asset—one you own. Unlike social media followers, email subscribers have chosen to hear from you. A strong lead magnet and nurturing funnel help turn cold leads into warm prospects who are ready when they reach out.