Launching a series of email campaigns to share Sun Life’s insights and thought leadership content with advisors
Sun Life, one of the largest financial insurance companies in the world, provides advisors with the insight and tools they need to help grow their business.
We were tasked with developing a series of targeted email campaigns to share Sun Life’s wealth of helpful content.
Email Journey Creation
The first campaign focused on sharing content created for advisors’ clients who are aging and/or incapacitated. We audited the content assets and created an email journey that had a natural story flow. We also drafted a messaging matrix to help lead advisors through the purpose and theme of each touchpoint.
Moodboard & Design ideation
We were asked to create an authentic identity for these campaigns, with each one having its own unique headline. We explored all of these options through an extensive moodboarding exercise, working with Sun Life’s brand assets to ensure a cohesive visual design.
The headline for the campaign needed to act as “connective tissue” between each email/ad, speaking creatively to the theme of the journey as a whole. It needed to resonate with advisors, create an understanding of Sun Life’s brand and mission, and peak interest in the content that was to come.
The Aging & Incapacity campaign had an open rate that was 50% higher than the industry average.
Content Creation & Design
The copy for the emails and LinkedIn ads was crafted to engage the advisor and drive them to click through to the landing page, fill out the form, and download the desired content.
Working with Him & Her has been an absolute pleasure.
Time and time again they’ve been able to take an idea or concept and turn it into something creatively beautiful and professionally effective. They listen, share constructive feedback and continue to deliver until you’re completely satisfied. Their expertise and “learn more” attitude was exactly what we needed, and they went above and beyond to not only understand the industry but our company's place within it!
Development & Deliverable
We developed responsive email and landing page templates to ensure an optimal experience wherever advisors were engaging with the campaign.
9 TOTAL campaigns
To date, we’ve completed 9 Sun Life email campaigns for their advisors, following the same methods and timeline that we did for the Aging and Incapacity campaign. Our team continued to deliver results for Sun Life, increasing their prospects pipeline and engaging their current advisors more than ever before. We are continuing to work with Sun Life, thrilled to help them share their content and grow both their business and the businesses of advisors.
The campaign generated a click-through rate over twice as high as the industry average.