Every financial services company has a target audience; these audiences usually fall into one of the following three categories: institutional clients, financial advisors, and, last but certainly not least, retail investors. Although retail investors may not be the most sophisticated of the “slices” of audience that financial marketers can target, by virtue of their share numbers, they are one of the most important. By some estimates, the retail investor market consists of at least 50 million households in the US, and as many as half of all workers have investment savings accounts such as 401(k)s. Clearly, successful communication with this critical demographic can have a potentially huge impact on financial services companies’ bottom lines. So how can financial marketers reach this important segment? What follows are a few tips.