From the hundreds of campaigns we’ve launched to thousands of investors, email opens / engagement rates are highest when:
1. Markets are bad
2. Your performance is suffering
We’re talking about a 3-5x multiplier in open percentages if you’re sending it out to your investors + hot prospects database. So – be careful of what you wish for!
What to do when you find yourself in either of the above scenarios:
DON’T: be quiet and say nothing. The increased engagement in email open %s is hard evidence that your investors really want to hear from you when they find their investments getting hit hard. About 3-5 times as much as when performance is steady!
– Provide assurance: Communicate to your audience that you are well-aware of the current dip in performance; clearly define what the problem is. And follow-up with the steps that you will be taking to rectify the situation, even if it is just waiting it out.
– Demonstrate expertise: Explain to your audience at a high-level (remember: most aren’t interested in reading a thesis) what has caused the current dip in performance – be it macroeconomic events, shocks to certain sectors in your portfolio, etc. This is your opportunity to educate your audience who will be looking for answers, and to demonstrate expertise.
– Offer connectivity: The ‘bad times’ are another opportunity for you to cultivate positive relationships with investors who trusted you in the first place. Offer investors and prospects the chance to have a dialogue with you and strengthen the trust between you and them.
AND… What’s the third time investors want to hear from you?
Consistently and regularly. Many managers only communicate when they have a couple of months with solid performance; disappearing during ‘steady’ months, as well as when performance is suffering. Communicating only when performance is good won’t bring on a spurt of new subscriptions, as investors don’t have you in front of their minds. Conversely, communicating only when times are bad only compounds the impact of the situation.
Write to them consistently. Don’t drown them with announcements and updates, but do so at a consistent pace.
Recognize that there’s never a ‘best time’ to start.