Defined Benefit Campaign

Here, we speak to teams managing pension plans to let them know Columbia Threadneedle Investments can handle it for them. And as a secondary CTA, recipients not managing a plan get information about a great fixed income fund.

The Idea

For this campaign, I wanted something that would stand out in the space - not your typical, expected headline/image. After many ideas, this idea of yoga/zen bubbled up. It makes for some really cool imagery, especially on the landing page. An eye-catching piece that has all the info a team could need. And it’s not copy heavy.

The Results

15 calls the first day it ran. The team was thrilled with the number of leads the campaign brought in, it far exceeded goals and was entered in award shows.

Email 1

This email kicked off the journey. The main CTA brings them to a landing page that’s all about defined benefits. While the second CTA drives to a landing page about fixed income.

One hell of a landing page

This is our defended benefit landing page. It talks about why someone may want or need our help. Gives some interesting information on defined contribution and benefit plans. Talks about their pain points and wraps up with a solution for them.

Email 2

Suppose they didn’t click anything pin the first email? Then they get this follow up email. It has the same information but it’s bulleted and scannable. It’s one more touch and opportunity to get them to click. And it worked well, open rates far exceeded the average.

Fixed Income Landing Page

Maybe they’re interested in adding a fund to their plan that pays income in retirement. This landing page give details and information about why anyone would want a dividend paying fund, provides three solid bullets on why Columbia Dividend Income Fund. And wraps up by suggesting three other funds they should take a look at.