Email Marketing

Challenge

The recipients of the emails are not the only audience with dynamic content when they are being sent in a highly regulated industry. The challenge was to develop emails that could be highly targeted in an effort to increase engagement. To get the most value from each send, the emails needed to be relevant, with new content each quarter and predictable timing to match the product update schedule.

Solution

Targeted messaging improves response rates as well as provides more value to the people receiving the messages. Taking the time to leverage information gathered on the prospects and developing a systematic way to deliver the content helps to communicate details when they are the most valuable. Special "kitchen sink" emails were also created to help compliance understand what would be included in the emails and get approval.

Results

Emails sent like clockwork increased the engagement of advisors and created more click-throughs to the product page, and analytics demonstrated the increased number of downloads, directly and indirectly, that were attributed to these quarterly campaigns.