A lot’s changed in lockdown.
At the start of the year, nobody predicted that going to the shop would soon be a post-apocalyptic exercise involving face masks, social distancing and visor-clad checkout workers.
Business has been no different. The daily swarm to the office abruptly stopped. And – in digital communication terms – things have advanced more in three months than in the previous three decades.
But many people are now complaining about the ‘data deluge’ – the endless stream of communications assaulting our senses from all corners now offices are shut. The working day is filled regular interruptions from IMs, WhatsApp messages, texts, Team meetings, Zoom calls and more.
And this is causing problems, as people are struggling to get their heads above water.
But one communication method seems to have won out:
Amidst the sea of messages and alerts now flooding in, many now see email as the best business communication method.
It’s not just me saying this.
In the asset management and private banking space, 92% of people want to receive data via email, above any other method. That’s according to a May 2020 survey by Greenwich Associates.
Why is this?
As well as instant messaging fatigue, respondents gave three main reasons for preferring emails – you can get more detailed content through email, you can look at it when you want, and it’s easy to file the information on your own system.
From a fund marketing perspective, the resurgence of email is great news.
Because, when you use a platform like ProFundCom, you can learn an awful lot when you analyse your email campaigns.
For example, you can quickly see who’s opened which emails and when. You can also see which attachments they opened, the links they clicked on, where they are in the world, the device they use etc etc. This allows you to build a picture of the type of content your investors and potential investors want to see – and what they don’t.
And knowing what people like allows you to target segments of your database with relevant emails, which makes your content much more powerful.
The end result of this is increased profit, because the more you contact people with emails they want to read, the more likely they are to trust you and invest with you.
So, email is back. And with the work from home revolution showing no signs of slowing down, it’s here to stay.