Published: 14 September, 2021

What Every Fund Must Know About Email Marketing

Email marketing is a necessity for any fund, as email is consistently chosen as the no.1 preference for receiving information.

Whether it is sending out factsheets, promoting events, or sharing product news – it’s vital to do it and do it well.

But there is a science behind good email marketing, which I’m going to lay out in this article.

Let’s start with…


This is the bedrock of good email marketing, as even the best-crafted communications aren’t going to have any effect if they’re not hitting inboxes.

You need to look at a number of factors in regards to delivery, some of which I’ve laid out below. I’ll preface this list by saying that these are mostly quite technical subjects, and I haven’t got the space to go into them in-depth (each one could take up an article on its own), but it’s wise to spend some time researching them and looking at how they may be affecting your deliverability rates.

SPF/DKIM – Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) are both concerned with detecting forgery and spam. So, you should check both for your IP

IP Reputation – Your IP’s reputation can be harmed by spam complaints about your messages, which in turn affects delivery rates.

Image Density – If there is more imagery than text in your email, it will head to the spam folder, so this must be remembered at the design stage.

Anti-Spoofing – If a company is sending emails on your behalf, that sender’s IP must be whitelisted by you. If that isn’t the case, your recipients’ anti-spoofing settings may prevent delivery.

Bulk Email Detection – Mail servers are now checking for bulk emailing from single IPs, which can lead to spam flagging.

Other things you should think about in regards to delivery are, trigger words, text equivalents, mixing HTTP and HTTPS content, sending emails from a mailbox that doesn’t exist (a very bad idea), and receiving spam reports.

There are also some less technical aspects of delivery that don’t take too much knowledge to work out. These include not sending identical content, not cc’ing and bcc’ing too many people on any one email, deleting bounced addresses from your database, and avoiding embedded images in your messages.


As with anything, checking what you do before you do it can work wonders. Here are four things you must check on your marketing emails before they go:

Appearance – You should check what your email is going to look like on both a desktop and a mobile screen, as well as different versions of Outlook, Apple Mail, etc This is vital, as you need to see that what you are delivering appears in an easily readable form.

Compliance – this is huge for any fund marketer, as you must ensure you are not sending out content that lacks disclaimers, risk warnings, unsubscribe links etc.

Blacklist checks – It’s good to check, before anything goes out, to make you haven’t been blacklisted anywhere.

Avoid spam – Actually, you can’t check this before you send. What you can do, if you have the right tech, is to look at how previous communications have performed. If a lot is going into spam, then you have some tweaking to do.


What you put into your email will affect its success. What’s worked very well in the past is actually simple emails, text-based, with lots of white space and a single call to action – with little imagery.

However, it’s worth noting that long, image-heavy, scrollable emails, with tiles linking to various stories and features, are also currently performing very well.


If you don’t analyse email performance then you can’t improve. That much is obvious. So, you must track your campaigns to find out what works and what doesn’t.

This includes basic stats such as open, click, and unsubscribe rates, which show you how popular your messages are.

But, in fund marketing, you must go a step beyond that and use engagement analysis to identify more involved metrics. These include recipients who have suddenly started engaging (thus may be interested in investing), existing clients who are suddenly looking at new products (thus represent a cross-selling opportunity), and clients who have stopped engaging (so may be ready to redeem). This type of analysis gives you vital information to pass on to sales.

Bring it all together 

There is a lot to think about when it comes to email marketing – and you obviously need tech to help you with it. You can approach this in a piecemeal way, by connecting up different systems for all stages – delivery, analysis etc.

But the more efficient, and certainly easier, approach is to choose a platform (like ProFundCom) that covers every aspect of email marketing, from initial delivery right through to automated analysis reports being sent through to the right people in sales.


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