TDLR; Financial advisor email remained effective in 2025: campaign email volume increased 7.3%, total opens rose 4.9% and link clicks increased 10.4%. The platform-wide open rate was 29.7%. However, campaign form submissions declined 25.4%, showing that attention did not always lead to a clear next step.
Yes. The 2025 data shows that recipients continued to open, click and engage with advisor email. Advisors sent 7.3% more campaign emails than in 2024, total opens increased 4.9% and total link clicks rose 10.4%.
The platform-wide open rate was 29.7%, above the roughly 27% to 28% financial-services benchmarks cited from Mailchimp and Constant Contact. The problem was not a lack of attention. The problem was what happened after attention was earned.
Campaign landing-page form submissions declined 25.4% even as email volume, opens and clicks increased. That can look contradictory until the campaign mix is considered.
Advisors leaned further into awareness-oriented email, which is valuable for staying visible but often does not include a direct form-based conversion path. Conversion-oriented campaign email—including lead generation, nurture and referral content—declined 4.7%. Lead-generation email alone declined 21.4%.
An open or click is a signal, not the final outcome. If the email does not lead to a useful page, form, scheduling opportunity or nurture sequence, the recipient may engage without moving any closer to a conversation.
This is why email should be planned as part of the full lifecycle. Awareness email maintains relevance. Lead-generation content captures interest. Nurture keeps the relationship warm. Referral campaigns create a direct moment of action. Onboarding and client education deepen existing relationships.
The decline in campaign forms does not mean prospects stopped acting. Website form submissions increased approximately 110% in the same period. Some email-created intent may now convert later on the advisor website, through a scheduling link, in a direct reply or by phone.
Advisors should therefore evaluate email together with website, CRM and meeting data. Last-click attribution may understate the role email plays in maintaining trust and creating demand.
The report found that Saturday and Sunday achieved the highest open rates, 33.5% and 33.7%, while representing only about 3% of launches. Tuesday and Thursday accounted for more than half of launches but produced the lowest open rates, around 29.3%.
That does not mean every firm should move its entire calendar to weekends. It does suggest that testing less crowded send times may be worthwhile. Audience behavior, content type, compliance workflow and advisor availability should guide the final cadence.
Keep awareness content, but add a destination and a next step. Segment the audience using CRM data. Match the email to the relationship stage. Use subject lines that clearly promise value. Make the body easy to scan. Connect the message to a relevant website page rather than a generic homepage.
Most importantly, build follow-up after engagement. A person who opens repeatedly, clicks a planning resource or attends an event should not return to the same undifferentiated newsletter stream. Use nurture to continue the conversation until the timing changes.
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“Having Snappy Kraken’s educational content to go off of as an anchor is huge. Because without that, you would have to sit down and come up with all of that content on your own.” Chris Mediate, Director of Marketing and Financial Advisor, Mediate Financial Services Client proof: Mediate Financial Services sent more than 460,000 emails and generated nearly 180,000 opens as part of a broader lifecycle program. |
What is a good email open rate for financial advisors?
Snappy Kraken’s platform-wide open rate was 29.7% in 2025. Results vary by audience, content, sender reputation and campaign type.
Are email open rates still reliable?
Open rates remain directionally useful but should be evaluated alongside clicks, replies, website activity, form submissions, meetings and CRM outcomes.
Why are advisors getting clicks but fewer campaign forms?
More email activity may be awareness-oriented rather than conversion-oriented, and some conversions may happen later on the main website or through direct contact.
Should financial advisors send email on weekends?
The report found higher weekend open rates, but weekend sends represented a small share of launches. Advisors should test timing with their own audience rather than assuming one universal best day.
Data source: Snappy Kraken, State of Digital & AI 2026. Findings are based on aggregate, anonymized platform data from 2024–2025. Website form submissions and campaign landing-page form submissions are reported separately and are not double-counted.