Best Autoresponder Series:
Barclay's Global Investors - iShares Welcome Program
Brand/Client Side Team:
YesMail, Direct Partners, Adams Hussey & Associates, EuroRSCG
MarketingSherpa Summary - Why They Won:
Instead of merely telling new opt-ins they've been put on a list, iShares immediately involves them with a survey offer.
And then, the automated email program is set up to *react* to the answers people give on that survey. Seems like we've heard a zillion
marketing experts saying this is the sort of thing marketers should do with email, but we've hardly ever seen it in action.
So, cheers to iShares for making many marketers' dreams a campaign reality.
From Their Nomination Form:
Our target is a sophisticated financial advisor. He advises clients or invests on their behalf.
The exchange traded fund category of investment tool is relatively new. Barclays Global Investors (BGI) is the leader in the category. However, there is still a huge learning curve for advisors who are not familiar with the product and may have misperceptions about their utility.
Another challenge in this space is that Advisors' transactions clear through a brokerage house. Therefore, BGI cannot formally track purchase history and behavior.
The Welcome Track program was designed to address the following objectives:
- Welcome new advisors to iShares
- Educate them on the product and the category
- Profile the advisor base