529 Journey
With this four email journey for Columbia Threadneedle Investments, I wanted to speak to the people who benefit - and that’s kids, to parents, to grandparents. The benefits of a 529 go beyond college savings. Educating the audience to this fact was the challenge here. This journey always performed above expectations but not because of the subject matter, because of the messaging.
Email 1
This email kicks off the journey letting advisors know Columbia Threadneedle Investments offers an on-demand, continuing education course on 529s. Earn CE credits from wherever you want while learning all about the benefits of 529s.
Email 2
With this second touchpoint, we introduce imagery of a child and perhaps grandparent. The headline lets them know that people of all ages may benefit from a 529 plan. We offer both a 529 flyer and a subscription to our insights.
Email 3
We’ve already offered an on-demand course about 529s and a downloadable flyer. With touch three, we offer a full 529 guide for a deeper dive into the additional benefits. And we push Columbia’s Future Scholar Plan.
Email 4
This action oriented email summarizes what we’ve talked about so far and invites them to schedule a call with their dedicated sales consultants with any questions or to talk more about 529s or Future Scholar .