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A recent study by ProFundCom, the email tracking and marketing advisory firm, has found that just 10% to 15% of email attachments sent by hedge funds are ever opened by recipients. The figure has surprised many managers in the industry who believed their highly targeted databases would naturally lead to higher levels of interest amongst their contacts.

The study also highlights the dangers of not identifying interested parties, wasted follow-up activities whilst better opportunities might be missed. ProFundCom’s clients are actively raising more funds by implementing recommendations in the study. "With all else being equal, investors will favour fund managers that distribute pertinent information effectively and whose salespeople follow up in the most professional manner. We have achieved this using ProFundCom." Charles Barnick the CEO of Coronation Fund Managers was heard recently commenting.

Andrew Boyle, Director at London Capital testifies that “In direct marketing, 1 or 2% is a good hit rate through a targeted mailing. In a regular emails to a firm’s contact base one might achieve a 10% ‘click through’ on a mailing. We regularly achieve the 25-50% range with ProFundCom.” Mr Boyle feels strongly that many mailings are a waste of time and that the system has encouraged London Capital to improve the quality of its mailings to ensure high hit rates. “It makes you spend time crafting the right communications – to rush them is a false economy” he says. “ProFundCom ha......................

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