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Investment management firms wasting marketing opportunities

Investment management firms wasting marketing opportunities

More than half of investment management companies are failing to take full advantage of marketing opportunities with their customer communications, new research from direct marketing specialist GI Direct shows.

The study found that 58% of investment management companies are not making the most of investor statements and need to do a better job of using them as a tool to engage clients and target them with tailored information packages that include details on other products as well as the funds they already invest in.

While 42% of the companies studied in the report consider the investor statement as a valuable communication tool, 50% consider it only somewhat useful and 8% see it simply as a regulatory mailing sent out to comply with FSA regulations.

Different investors have different values for a business and the research looked at how this affected the way investment management firms are communicating with various categories of investor, particularly when it comes to personalising the statement.

The survey found that only 25% of firms are sending personalised communications to all of their clients, even though 79% say they have the capability to do so and 63% believe that personalising and tailoring communications would build loyalty or improve satisfaction with their investors. Conversely 13% saw no benefit at all in doing so.

Patrick Headley, Sales Director, GI Direct, said, “Evidently some investment management companies have already realised the potential of investor statements to communicate with their investors on a personal level and provide them with information specific to their needs.

This gives these firms a clear advantage over their competitors who, by not tailoring their investor communications, are throwing away the opportunity to strengthen client relationships and build customer loyalty. “

Print communications technology now makes it possible for investment firms to tailor the information they send out to each client at the touch of a button and the benefits are evident.

Investment management companies can provide personalised and easy-to-understand information on fund performance as well as eye-catching marketing communications that can encourage investors to take interest in additional products or services.

“Nevertheless, a significant proportion of firms are not yet maximising the communication opportunities afforded by investor statements and there are yet others who refuse to see the benefits of tailoring communications. These firms could fall behind as the UK exits recession and investment activity starts to thrive again.”

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