- FUSE updated its email benchmarking research from 2020 to evaluate engagement rates with financial advisors.
- Email metrics were mixed compared to 2020, with generally higher rates for Click-to-Open and lower rates for Click-Throughs.
- Despite increased traction with subscriptions, a majority of firms experienced lower Click-Through rates. This may be a function of the higher number of emails sent.
- Emails sent to larger subscription bases had lower Click-Through rates, which reinforces the value of identifying very targeted audiences for campaigns.
Engagement Change Since Beginning of Pandemic
Source: FUSE Research Network