Best Financial Services Email Message

The audience for the email on Portfolio Insight is financial advisers and the goal is two-fold. 1.Educate advisers on the unique attributes of our new tool, which provides access to Morningstar’s database of open-end mutual funds and helps advisers provide a transparent view of a client’s portfolio down to individual holdings. Advisers can then recommend that a client rebalance a portfolio to keep it in line with long-term goals, reposition a portfolio to help a client manage risk more effectively, compare the current fund lineup to a new one or make no changes. This helps restore clients’ confidence in their advisers. 2.Encourage advisers to take action by communicating in clear and motivational terms. The direct headline “Portfolio Insight: A new approach to portfolio analysis” is immediately followed by “Take a Tour!” link and a single line summarizing the benefit: “Portfolio Insight generates a detailed analysis of a client’s existing portfolio, in just 3 steps and a few short minutes.” This straightforward approach to stating Portfolio Insight’s unique characteristics and urging fast action delivered powerful results. •Advisers who use Portfolio Insight increased their sales 2.6 times more than non-Portfolio Insight advisers.* •In a 6-month period, 3,000 advisers used Portfolio Insight and generated 7,700 reports and 96% would recommend it to other advisers, 90% would use it regularly and 71% are more inclined to do business with John Hancock Funds because of Portfolio Insight.* The ultimate success of Portfolio Insight for advisers began with this motivating, introductory email.

Contributors:

	John Hancock Funds Marketing Team

JOHN HANCOCK FUNDS

Location: USA