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Category Archives: Email
Show Some Confidence In Your Content—Promote Your Email Newsletters And RSS Feeds
What are your options once you’ve come to the realization that not everyone who visits your Web site today will be back for more tomorrow or…(sorry) ever? It’s a heartbreak because you no doubt have so much more to say and a business reason to want to keep in touch. That’s the rationale for asset managers to offer email newsletters and, increasingly, RSS feeds.
But there’s a difference between making content subscriptions available and promoting them. Promotion is what marketers do—right? Please try not to wince as we reprise a recommendation we made almost two years ago. (The review work required in the recent migration of our Drupal blog posts to WordPress prompted some reminiscing and we’ll be revisiting a few topics in the next several weeks.)
Creative & Cool: Submitted For Your Consideration In 2010
Hi there!
New year, new decade. Here’s hoping it rings in a whole new burst of creativity for marketing at asset management companies.
First, I confess I got a chuckle over a chart that appeared on The Reformed Broker blog right before the holidays. Here’s a snippet of it but be sure to go to the post for the rest—plus comments.
Assuming you’re in the right mind, we hope you’ll laugh, too. Oh, those Aughties. By the end of them, mutual fund and exchange-traded fund (ETF) marketing communications had gotten pretty predictable, not very informative let alone inspiring. (And the Reformed Broker is making some larger points about the products themselves.)
2010 Predictions For Mutual Fund/ETF Digital Marketing
In addition to tracking marketing predictions (see our 2010 Marketing Predictions, Part 1 post for a round-up and see this article for 100 more), we’ve been keeping an eye on business predictions for 2010. And, the short version is that asset-gathering isn’t going to be any easier.
If you’re a mutual fund or exchange-traded fund (ETF) marketer, you can expect competition to heat up as your marketing counterparts do what they can to encourage investors to return to equity funds, evaluate their Roth IRA conversion prospects and use new, improved tools and expert advice for investment portfolio-building and re-building.
2010 Marketing Predictions Highlights
This is such an imaginative time to be a marketer and especially a digital marketer. As busy as we know the next few weeks will be for most, here’s hoping that you can find some time to follow the links below to some outstanding content that collectively aims to describe what marketers will be working on in 2010.
We’re counting on your liking predictions as much as we do because our next post is devoted to them, too. We’ll be publishing Rock The Boat Marketing’s 2010 predictions for digital marketing at asset management companies early next week—subscribe to our RSS feed now or please remember to check back then.
Does Your Branding Let Digital Do Its Thing?
Web strategist and Forrester Research consultant Jeremiah Owyang this week wrote about the effect of letting a Web property get SNOWED—his acronym for Stakeholder Needs Overwhelm Web Experience Design.
That’s an issue that asset management marketers struggle with in trying to provide equitable support for multiple business lines—mutual funds, unit investment trusts (UITs), retirement plans, annuities, exchange-traded funds (ETFs), separate accounts—sometimes in multiple geographies and seemingly always led by warring managers.
You may start by working with a single business in a single market as a beta test for a new, cool design. But what’s produced in the test stage is almost never what’s delivered once all the various stakeholders get their crack at it, is it?
Tracking The Great Financial Advisor Migration–And Implications for Your CRM
Dan Miller, Key Accounts Sales Executive for Discovery, is always good enough to update us on the developments in his world of financial intermediaries databases—which the smartest investment management firms use to augment their “organically grown” customer relationship management (CRM) systems. We checked in with him Tuesday after yet another Investment News article about financial advisor migration.
All marketers, not just those responsible for digital work, need to focus on this industry phenomenon. (See our related post How Aggressive Are You Willing to Be to Help with Customer Data?)
Email Open And Click-through Rates? Benchmark Study Sheds Light On CRM/Database Development
Many experts (including this report from Marketing Sherpa) expect email to get a workout in light of shrinking marketing budgets. But email marketing is something that requires a lot of attention to get right. It hasn’t been a strength at many investment management companies previously, and we’d caution against a kneejerk decision to just stoke up the email machinery as you’re cooling off on your direct mail and other print communicating. There’s a high probability you run the risk of burning through some of your high quality contacts.