Whether we like it or not, email is the primary form in which the asset management industry communicates and markets. Improving your open rate by 10 or 20 percent can obviously have an impact. And when most people read things like this, their heads droop thinking that this magical move will require a PHD in marketing technology, or an investment of time that is simply unrealistic. Not in the least.
So… what do you do?
This will come as a shock to a lot of people, however, this is an extremely common practice for all top-level marketers.
If your list is well curated, which is typically the case in this industry, a good number of people simply “miss” the email. If they didn’t open if the first time, there is a very good chance they may open it the second time. And appreciate that the open rates won’t be as strong as any of those associated with a first time send, however, the results are still material.
All said, you still need to be responsible. I wouldn’t re-send to those that didn’t open an email every time, however, for those major announcements or important distributions, it is certainly well worth the effort and not an uncommon practice.