Email Marketing Tips For Asset Managers (2025 Guide & Trends)

Key Takeaways

Looking for a quick win? Email is one of the most potential marketing channels available to asset managers – offering an ROI of between 10:1 and 36:1 in 2025.

Yet, email marketing for asset managers is quite unique. It is very difficult (perhaps impossible) to simply copy what ecommerce brands do and hope to succeed.

I’ve worked as a marketer in finance for over 10 years. Below, I’ll be sharing my top email marketing tips for asset managers in 2025 – so you can avoid common mistakes.

• Email is a high-ROI channel for asset managers – offering up to 3600% return on marketing investment (ROMI) when executed strategically.
• Copying ecommerce playbooks won’t work. Asset manager email marketing must reflect compliance rules, long sales cycles and highly sophisticated audiences.
• Your subscribers are powerful decision-makers (institutional investors, advisers, wealth managers, HNWIs). They expect unique insights and insider perspectives, not fluff.
• Compliance is a major factor – strict regulations from bodies like the FCA, SEC and ASIC mean email content must ALWAYS be carefully reviewed and approved.
• Trust-building takes years – effective email marketing requires patience, consistent value-add, and multiple touchpoints, not quick-hit sales tactics.
• 2025 trends to leverage via email include: M&A activity updates, educational campaigns on alternatives/private markets and ESG transparency reporting.
• Best practice tips: lead with insights (not sales), segment audiences for relevance, and use automation for nurturing and re-engagement.

Embrace these actionable tactics to transform your email program from routine updates into a client experience that earns trust and keeps you top of mind.

Dive into the full guide for step-by-step details and winning examples.

Email Marketing for Asset Managers – The Key Differences

Many fund managers think email marketing is just “sending a newsletter”.

It feels like a box to tick, rather than a strategic effort to boost engagement, brand reach and lead generation. The lack of heart and effort is easy to spot – a turn-off for your readers.

High-Powered Subscribers

These readers are not just any old subscribers. Email marketing for asset managers involves talking to deeply knowledgeable, successful people – many of whom have cluttered inboxes, and who are hard to impress:

• Institutional investors, 
• Advisors
• Wealth managers
• HNWIs

To cut through the clutter, your emails need to add a LOT of value. That means offering a unique angle (or insider information) that truly intrigues your readers – which they can’t easily get elsewhere.

Rules & Regs

Asset manager email marketing also faces a lot of guardrails. 

You can’t just say whatever you like. Regulators like ASIC, FCA and SEC place heavy restrictions on financial promotions. Overpromise, and you risk a slap on the wrist (or worse).

That means getting compliance involved – lengthening the approval process and making everything feel slow and cumbersome.

Fortunately, technology is making this easier to manage in 2025. In particular, automated workflows can speed up the review process significantly. 

The Sales Cycle

Asset managers deal with significant sums of money. As such, trust is especially important in this particular B2B space. Relationships can take years to build.

High-pressure sales tactics are unlikely to work in email marketing for asset managers, and could even backfire (ruining your credibility). 

As such, asset managers need to take a long-term view. That means providing valuable, regular brand touchpoints to keep you front of mind – e.g. offering commentaries, webinars and whitepapers.

You cannot hope to convert many subscribers after a single email, or event at the end of a single drip campaign. It might take several campaigns, a lot of patience, and the “right moment” to get the sale.

Email Marketing Trends For Fund Managers in 2025

Fund managers are facing some interesting and unique trends in 2025. Email marketing is an ideal tool for marketing yourself as your navigate these trends strategically.

M&A Activity Surge

A recent Moody’s publication shows an uptick in M&A activity – valued at $50.8bn in 2025 (a 75% rise compared to 2024). There is a big push towards industry consolidation.

This is a perfect area for email marketing. Fund managers could send regular updates about M&A deals. Another idea could be to create onboarding campaigns for new investors/advisers acquired through a merger.

Expansion – Private Markets & Alternative Assets

Boston Consulting Group has argued that fund managers need to “Reinvent themselves” as investors shift from passive holdings. 

As such, it is hardly surprising that 44 % of newly-launched ETFs are actively managed. Meanwhile, fund managers are increasingly turning to alternative assets (private credit, evergreen fund structures) and private market allocations to differentiate themselves.

Here, email marketing for fund managers could take the form of an educational series on these alternatives (e.g. simple explainers, risk/return profiles, case studies).

ESG and Values-Aligned Investing

BNY has argued that the future of asset management will feature increasing ESG integration. 87% of fund managers expect their ESG strategies to become more prominent in the next 1-2 years.

Ignoring this trend risks losing a competitive edge. Here, asset manager email marketing will be vital for multiple purposes:

• Offering impact reports and ESG case studies through engaging visuals.
• Providing updates to investors about transparency (carbon footprint, proxy voting etc.)
• Brand positioning as a values-aligned choice for investors.

Email Marketing Tips For Asset Management Firms

Asset managers can use email marketing in multiple ways: rapid-response updates (e.g. if a major geopolitical/economic event occurs), showcasing AI adoption in investment research, drip campaigns that demystify complex products, and communicating structural changes clearly and proactively.

Tip 1: Lead With Insights

Email marketing for asset managers should be driven by value offering, not sales. 

If you send regular emails with flashy promotions, you’re likely to see your list rapidly disengage.

Instead, lead with data-driven insights, market outlooks and “meat-filled” fund commentary. Package information in a compelling, clear and enjoyable way:

• Charts
• Infographics 
• Animated giffs
• Short summaries

Tip 2: Use Wise Segmentation

Email marketing for asset managers should be diversified (just like your funds!). Avoid sending a blanket email to your whole list. 

Doing so signals laziness and lack of understanding of your subscribers’ different needs and expectations. A good starting point is to segment your list by investor type. For instance:

• Institutional
• Advisor
• HNWI
• Retail.

After all, each of these broad segments will be interested in different content. An advisor might want to see fund positioning vs. peers. HNWIs may look for simplified outlooks with lifestyle framing.

Tip 3: Nurture Via Automation

There is little need for an asset manager to take a fully manual approach with their email marketing. In 2025, there is so much you can automate (you will thank yourself later):

• Triggers for drip sequences. E.g. fund launches, distribution changes or macro events.
• Automated sequences, such as a welcome series for a new investor.
• Re-engagement campaigns for subscribers who have become dormant.

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