Partner Research

Executive Summary

Email, once a vital client engagement tool in asset management, has reached a structural breaking point. In this article, James Strojwas of SME Forum partner XALT explores how over-saturation, inconsistent content quality, and automation overload have eroded client trust in the medium. Drawing on economic principles like the tragedy of the commons and the market for lemons, he explains why even high-value content is now routinely ignored, not because it lacks merit, but because it’s indistinguishable from the noise.

For sales and marketing teams the takeaway is clear: the solution isn’t more segmentation, automation, or platforms, it’s a fundamental reset. Rebuilding email as a trusted communication channel will require editorial discipline, sharper relevance standards, and a cultural shift away from “send more” toward “send only what matters.” Those who move first to restore trust will gain a strategic edge in client engagement,  while others will keep shouting into the void.