Published: 14 May, 2023

What is the best email sequence for fund managers

Just because someone engages with some digital content does not mean they will become an investor overnight. 

Here is an in-depth email nurture sequence to nurture the lead, educate, build trust and drive action. Selling funds is a long-tail sales process, and it is important to use marketing automation to facilitate this.

The key principles are:

  • Establish initial contact: The welcome email sets expectations and introduces your fund to the lead, establishing a connection.
  • Address pain points: The pain point emails identify and discuss specific issues your investors face, making your content relevant and engaging.
  • Demonstrate expertise: Value-driven and educational content emails showcase your knowledge and experience, positioning you as an expert in your strategy.
  • Build trust: Success story emails highlight real-world examples of how your services have helped investors achieve their goals, building credibility and trust.
  • Reinforce credibility: Investment approach, attitude to risk, and performance further reinforce your credibility.
  • Soft engagement: The soft CTA email encourages leads to engage with your content further without putting pressure on them to commit to your fund.
  • Close the deal: The final pitch email presents your services and invites leads to book a call or consultation, capitalizing on your trust and value throughout the sequence.
  • Optimization Notes:
    • Subject lines: Craft compelling subject lines encouraging recipients to open your emails. A/B test subject lines to find the ones that resonate best with your audience.
    • Content relevance: Ensure your content is relevant and valuable to your target investors. Address their pain points, answer common questions, and provide solutions.
    • Storytelling: Use storytelling to make your content more engaging and relatable. Share real-life examples, case studies, and success stories to illustrate your points. 
    • Clear CTAs: Use clear and concise calls-to-action (CTAs) to guide your leads through the sequence. Make it easy for them to take the next step, whether booking a call or engaging with your content.
    • P.S. – include a soft call to action for every email (as a p.s. at the bottom of the email) to book a call and drive to a soft conversion as you provide value
    • This email sequence aims to build trust, demonstrate expertise, and engage leads by addressing their pain points and showcasing real-world success stories. By consistently providing valuable content and strategically interspersing calls-to-action, the sequence gradually moves leads through the sales funnel, ultimately encouraging them to book a call or consultation.
    • Average email conversion rates across industries range from 1% to 5%. Remember that this email sequence’s primary goal is to nurture leads, build trust, and establish your expertise. A well-crafted sequence should generally result in better conversion rates than a more generic or sales-heavy approach. To optimize your conversion rate, focus on personalizing your content, addressing pain points, and providing value to your audience. Continuously monitor your email engagement metrics (open rates, click-through rates, and conversion rates) and adjust your strategy based on the data you collect.
  • Pro Tip: You should aim to start with at least 7 touches and then keep adding more from there to your master email sequence. 


Email No.Type of EmailSend on Day
1Welcome email1
2Pain point 14
3Value-driven email7
4Success story 110
5Pain point 213
6Success story 216
7Pain point 319
8More value or educational content22
9Success story 325
10Pain point 428
11Success story 431
12Testimonial or social proof34
13Pain point 537
14Success story 540
15Soft CTA43
16Success story 646
17Success story 749
18Success story 852
19Success story 955
20Success story 1058
21The pitch61


Source: TK Kader | Unstoppable

Find out how ProFundCom can help you

Sign up for a 3 month trial. We’ll help you get going and answer any questions.

Try now