Welcome to The Ledger, where CFOs, partners, and finance leads get their sharpest insights—delivered straight to the inbox.
In a digital ecosystem oversaturated with content, social feeds are losing their edge — particularly in finance. Scroll fatigue is real. Trust is harder than ever to earn. But there’s one channel where finance buyers are still opting in, actively engaging, and actually converting: email.
And it’s not just theory.
Recent ClickZ Media data across 2024 campaigns shows that finance newsletter placements outperform social on every meaningful B2B metric:
📈 35%–43% open rates on finance vertical mailshots
🖱️ 2.5x higher click-through rates than paid LinkedIn
⏱️ Peak engagement windows during Monday–Wednesday lunch hours
💡 Higher content recall when hosted in trusted editorial environments
In short: inbox real estate isn’t just alive — it’s premium property.
Why This Matters for Finance Marketers
Finance decision-makers — whether they’re CFOs, heads of treasury, or compliance directors — are under pressure. Every click, every vendor, every partnership matters. They’re not browsing casually on social. They’re scanning for clarity, insight, and action.
And email is where they’re doing it.
83% of CFOs say they prefer curated industry insight via email over social (B2B Readership Survey, 2024)
41% of our finance newsletter subscribers open the email within 90 minutes of delivery
Finance buyers are 4x more likely to click content from a publication they trust than from a brand’s own feed
If you’re still allocating the bulk of your spend to noisy awareness channels, you’re missing where buyers are most focused and most ready to act.
What’s Working in the Inbox Right Now?
✅ Single-focus campaigns: Solus emails (mailshots) with one clear CTA outperform multi-link digests by 2.3x
✅ Content-led engagement: Thought leadership, explainers, and regulatory updates see the highest click-through rates
✅ Newsletter sponsorships: Brands that appear at the top of finance newsletters are seeing consistent awareness lift and lead quality gains
✅ Weekday AM delivery: Finance professionals check industry newsletters between 8:30–11:30 AM and again just after lunch
today’s B2B buying landscape, trust often outperforms innovation. And that has major implications for marketers trying to position challenger brands in highly competitive spaces like fintech, accounting software, or compliance automation.
According to a 2024 Forrester study, 74% of enterprise buyers say they’re more likely to select a vendor they already know or have seen consistently—even if a competitor offers superior functionality. Why? Because in high-stakes environments like finance and treasury, reliability equals risk reduction.
The Bottom Line
Your buyers don’t have time to scroll but they do have time for signal. Email has become the trusted, time-efficient channel for B2B finance content and the brands that meet buyers in that space are earning trust, attention, and action.
📥 Download the Media Pack for Accountancy Age and The CFO to see how we help B2B brands drive pipeline through newsletter placements.
💬 Or book a quick call to explore how we can turn your next campaign into a credibility engine.