By Sarah Falcon. Updated 2026-10-08.
A newsletter works when a partner signs it, each issue asks for one action, and the results are read in replies and meetings. It also takes a lot of time to write, so it goes best when the writing starts from a conversation and not from a blank page.
Newsletter use among advisors fell by 6 percentage points between 2024 and 2026 in the Kitces study. Kitces links the decline in content tactics to the advisor time they take. Content tactics as a group had an average RAC of $1.99, which is the cost of each new dollar of client revenue.
The results are uneven. Most advisors struggled to win even one new client from content, and a small group of high-growth firms ran these tactics at scale. For that group, content tactics together carried a RAC of $1.36. For other practices it was $5.47.
The cost sits in the writing and the partner's time. That is the part a firm can change.
Clients, prospects, and referral partners want different things. A CPA who refers clients reads something other than a client who wants a tax reminder, so the issue can carry separate sections for each group.
Your contacts live in your email platform, under your account, and you control who is on the list.
A short series of emails to each new subscriber can introduce the firm, share its view on one subject, and invite the reader to a first meeting. The partner approves the text once, and the platform sends it each time someone joins.
The welcome sequence, the confirmation after a call is booked, and the follow-up after an event can each be written once, approved, and sent automatically. Anything that speaks for the firm still goes through your compliance reviewer first.
Each issue goes to your compliance reviewer before it sends, and goes into your archiving system. Testimonials, performance references, and third-party content follow the SEC Marketing Rule.
How often should an RIA send a newsletter? Often enough that the firm can keep it going. A schedule the team keeps matters more than one it sets and drops.
Which email platform should an RIA use? The one your firm already uses, or one that fits your client system, your archiving needs, and the groups you want to write to.
See how we write and send newsletters for RIAs.
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