Best Investment Email Message Campaign

We developed a multi-touch email marketing campaign to support the launch of a new Exchange Traded Fund (ETF) for State Street Global Advisors (SSGA). The campaign targeted financial advisors. The goal of the campaign was to build awareness and interest among advisors and to drive them to take steps to consider using the fund in their clients’ portfolios. The ultimate goal was to accumulate assets in the fund.
This product was expected to gain attention from investors and advisors because it was the first ETF managed by Jeffrey Gundlach of DoubleLine Capital, a very well known fixed income investment management firm. Even with this foundation, we knew that it would be important for this campaign both to have a strong initial impact to build awareness and interest, but also to continue initial momentum over the subsequent months. From experience, we also knew that advisors would never make an investment decision based on one email, so we had to influence their decision-making with a robust collection of supporting content that could be delivered over time. We also needed to offer opportunities to move down the path to purchase by facilitating interactions with the SSGA sales team and drive visits to the SSGA web site that houses the detailed product information for all of their ETFs.
Fueled by this email marketing campaign, the ETF accumulated over $1 Billion in assets within its first six months—making it the fastest growing ETF launched in 2015.

Contributors:

Account Director:	Trisha Langlois
Account Manager:	Alyssa Crews
Copywriter:	Barry Lewis
Vice President - Engagement:	Meaghan Paff
Vice President - Marketing Strategy and Research:	Nicole Stonehouse
Direct Marketing Manager:	Catherine Saggese

EMI STRATEGIC MARKETING

Location: USA