Fundsters continue to take their emailing game up a notch or two, according to new research from the folks at a consulting ally to the industry.

Lisa Travaglini Fuse Research Network Director of Editorial

Last week, Lisa Travaglini, director of editorial at Fuse Research Network, revealed that several types of KPIs (key performance indicators) for fund firms' sales email campaigns to financial advisors show that those campaigns are more effective this year than two years prior. The Fuse team finds that such emails in 2025 have an average open rate of 21.1 percent (up from 18 percent in 2023), an average click-to-open rate of 17.7 percent (up from 9.7 percent), and an average click-through rate of 11.7 percent (up from 2.7 percent).

(These findings draw on Fuse's Email Benchmarking Survey from March and April 2025. Marketing leaders from 14 asset managers participated.)

"Marketing teams have found greater success with email campaigns, even as they face growing challenges from technological hurdles like advanced firewalls and stricter opt-in requirements, as well as intensified competition for advisors' attention from business-focused social media," Travaglini writes to MFWire.

"Campaigns emphasizing urgency and relevance resonate with advisors, who are prepared to act quickly on market opportunities," Travaglini states. "Volatile markets further enhance the appeal of timely investment recommendations, as advisors seek allocation adjustments." 

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