Best Financial Services Email Message Campaign

Picture this:
•A highly complex product
•An extremely competitive marketplace
•A hard-to-reach target audience of independent Registered Investment Advisors (RIAs) with a strong aversion to your product

Jefferson National rose to this challenge with an innovative Flat-Fee Variable Annuity that quickly changed industry perceptions and created a category leader, becoming the #1-RIA recommended VA according to Morningstar and the DMA 2010 "Financial Services Company of the Year."

The Goal of our "Top 10 Reasons" Campaign was to build greater awareness our recent accolades and highlight our innovative features and benefits. The creative centerpiece—a gold-plated trophy featuring the iconic Jeff Nat Steamroller—to represent the way we flatten the fees on VAs while flattening the competition.

An email directed recipients to an animated landing page—which in turn included an interactive display of the "Top 10 Reasons to do Business with Jefferson National." Each reason linked to a unique page on the Jefferson National website, loaded with facts and information to arm advisors when they're on the front lines with clients, as well as a unique, data-driven annuity comparison calculator.

The email was sent in 4 flights over the course of 30 day to a total audience of 24,000 independent financial advisors. Open rates averaged nearly 15% and landing page visitors typically clicked on at least 5 of the Top 10 reasons.

Elements: Email, Landing Page

Contributors:

Chief Operating Officer, Jeferson National:	David Lau
Director Corporate Communications, Jefferson National:	Deborah Newman
Director Online Marketing, Jefferson National:	Mark Forman
Director Marketing Programs, Jefferson National:	Nicole Gross
Director/Copywriter, BHI:	Larre Johnson
Art Director, BHI :	Karl Kristkeitz

JEFFERSON NATIONAL

Location: USA