The fine-print readers amongst you may notice a phrase that appears on investment literature:
Past performance is not an indicator of future performance.
Investors tend to focus primarily on recent performance. But past performance is exactly that – in the past; there is no guarantee that it will be replicated over the long term. You can get a holistic view by looking at performance over time and, as important, looking at the risk the manager took on to achieve those returns. A risk taking manager can be tough to stay with as their returns go up and down sharply…
Another email marketing campaign that did quite well. Not as well as the first, which probably set our expectations too high in our exploration of inbox writing. The writing was supported by PPC advertising and is iterated endlessly.