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What Is The Best Way To Use Copy And Images In Fund Marketing Emails?

Published: 23 July, 2020

The answer to this question lies in a recent mass study of email activity undertaken by Twilio – the global email delivery company. Whilst it is not specific to the fund marketing sector, it provides a helpful guide to preferences and suggests that people want to see relatively minimal amounts of both copy and imagery in emails.

The report – undertaken in 2019 – suggests that people like images in their emails, with 85% saying they prefer to see between one and three images. So, more than that – or no images at all – is a turn off for many. And the Twilio report suggests that having too much or too little copy are also both turn-offs for email recipients. Only 2% of respondents said they ideally wanted images and no copy, whilst only 3% had a preference for four or more paragraphs of copy. This suggests you should keep fund marketing email copy relatively short, and provide links or attachments for extra information. The added benefit of this is that you can track what your recipients have clicked on and opened.

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