Your capital-raising toolkit needs to include a newsletter you consistently send to your audience. We're not talking about sending your fact sheet. Nor your monthly performance. Nor a pdf of your commentary. We're talking an informative, insightful, trackable email that nurtures your clients and prospects.
It’s one of the easiest, most overlooked ways to raise visibility, stay in front of allocators, and drive action—without reinventing the wheel every month.
Why it works:
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You own your audience. Social algorithms change. Your email list is yours.
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You stay top of mind. Allocators don’t always invest when you’re ready—they invest when they’re ready. Are you showing up in their inbox regularly enough to be remembered?
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You drive action. Email still converts. Period. It’s one of the highest-performing channels for driving meetings, downloads, and engagement.
The idea of writing a newsletter regularly can feel like just one more thing on a never-ending to-do list, but the good part is you don’t need to start from scratch. Most managers already have the content. What you need is a system for turning it into something useful, valuable, and easy to send.
You’re Already Sitting on a Goldmine of Content
Before you say, “We don’t have time to create something new every month,” ask yourself:
Have you written a market commentary?
Sent emails answering client questions?
Shared insights on LinkedIn?
Built a pitch deck?
Recorded a podcast?
Drafted a white paper or blog post?
That’s your content. You’ve already done the hard part.
How to Turn existing content Into a Newsletter
Use a marketing email platform to build a template. In each issue, curate 2-5 sections, using the ideas below:
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Repurpose your long-form content
Take your quarterly letter or blog post and break it into 2–3 digestible sections. Each one can become its own spotlight story across multiple newsletter issues. -
Use short-form insights
Take a great client question and share your answer. -
Highlight what’s working
Did a LinkedIn post get good engagement? Feature it in the newsletter. -
Add value, don’t just link
If you’re linking to content, be sure to include your take on why it matters. Don’t just dump a list of links. You’re trying to build a relationship.
Subject Lines People Will Actually Open
Your subject has one job: to get opens. You’ve got 50 characters and a few seconds. Make it count.
Try:
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Using a compelling question:
“What if the crowd is wrong this time?” -
Highlighting a specific insight:
“What recent inflows say about risk appetite” -
Borrowing language from your clients:
“You asked: Is inflation really behind us?”
It's important that your subject line piques curiosity; don't give away everything in the subject.
Best Practices (That Don’t Feel Like Busywork)
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Make it skimmable
Use short paragraphs, bullet points, and bold key phrases. -
Keep it branded
A clean header, a consistent sign-off, and a subtle call to action go a long way. -
Send it regularly
We recommend at least monthly. Send it on a consistent day. -
Test what you can
If your email platform allows, try A/B testing subject lines or send times. If it doesn’t, that’s okay—track open and click rates over time and refine accordingly.
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Newsletter FAQs
Q: What should a fund manager include in a newsletter?
A: Focus on one primary insight, add context or commentary, and link to something useful (e.g. a post or article). You can also include recent firm updates, team spotlights, or top client questions.
Q: How often should we send a newsletter?
A: Monthly or bi-monthly is a solid cadence. The goal is to be consistent without overwhelming your team or your readers.
Q: Does a newsletter help with raising capital?
A: Yes. Staying visible builds familiarity and trust, which can shorten the sales cycle when an investor is ready to allocate.
Q: What if we don’t have anything new to share?
A: You do. Revisit your LinkedIn posts, client emails, pitch decks, and past commentaries. You’re not writing new stories—you’re curating the right ones.
Q: What’s the best day/time to send a newsletter?
A: It varies, but Tuesday–Thursday mornings tend to perform best. Test and see what works for your audience.
Q: Can we outsource our newsletter?
A: Absolutely. Just make sure whoever is writing it understands your voice and audience.
TL;DR:
Your newsletter doesn’t need to be a production. It needs to be consistent, valuable, and easy to create. Set up a template using your email marketing platform. Repurpose content you've already written. Write subject lines that get opens. Curate each issue to nurture your audience.