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Investment products dominate marketing material received by IFAs

The average IFA now receives more than 28,000 pages of marketing information from product providers every year, with nearly 80 per cent promoting investment products, according to a survey by MarketWatch.

However, there are some signs of improvement in the quality of marketing material. According to MarketWatch, IFAs want short documents that are focussed on one message. Over the past year the average number of pages per document has fallen from 10 to seven and there is an increasing use of single subject matter communications. Email now accounts for more than 50 per cent of marketing communications sent by product providers to IFAs.

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