Your inbox probably looks like everyone else’s, full of “exclusive insights,” “unmissable webinars” and “urgent updates.”
Most of them never get opened.
So how do you make sure your next campaign isn’t one that people delete on autopilot?
Average email open rates in financial services hover around 20%, with click-throughs often below 3%. In contrast, segmented and personalised campaigns can achieve engagement rates of 40–45%.
That difference comes from connection, not volume.
Start with purpose, not pressure
Too many campaigns are built backwards, starting with “we need to send an email” instead of “why would our audience care?”
Each message should have one clear goal: to inform, invite or inspire. If it tries to do all three, it will do none of them.
Financial audiences are sophisticated. They can spot a mail merge from a mile away.
Use data intelligently by referencing their role, challenges or sector. A trustee newsletter should not read like a retail investor brief.
Even small touches, such as location-based examples or scheme-specific insights, can double engagement.
Over 70% of emails are opened on mobile. Long paragraphs and small fonts are an instant exit trigger.
Keep design clean, use clear subheadings and give your content space to breathe. Always test your call to action. “Read more” is lazy. “See how this affects your scheme” earns clicks.
Pension policy updates might be serious, but your tone doesn’t have to be dull.
Add warmth, wit or curiosity. “We read the Regulator’s latest guidance so you don’t have to” beats “Important TPR update enclosed” every time.
Your brand can be professional and personable, and that is what makes it memorable.
Every send is a small focus group. Track open times, subject lines and click paths.
If engagement dips, it’s not failure, it’s feedback. The smartest brands evolve their content rhythm and segmentation quarterly, not annually.
We create email strategies that inform and perform. From re-engagement sequences for pension scheme members to thought-leadership updates for institutional investors, our focus is clarity, creativity and measurable results.
Because being ignored is not an option when reputation is your strongest asset.
Don’t be the next spam folder statistic.
Be the email your clients look forward to opening.
