MailChimp Email Marketing for Green Alpha Advisors
Project: Marketing emails that invited recipients to view quarterly performance updates, read the latest white papers, and attend events
Project Overview:
End Goal: To motivate recipients to examine investor materials and reach out once they’ve had a preliminary look at the portfolio offerings
Voice: Trail-blazing and thought-provoking, balanced with inviting and open
Audience: 1) Institutional investors, 2) Financial advisors, and 3) Individual investors (including high-net-worth individuals)
Results: Average Open Rates and Average Click Rates consistently exceeded MailChimp benchmarks for Business and Finance
My Keys to Success: Sharp subject lines, sophisticated and logical content (simplified expression of complex investment thesis), multiple opportunities to engage (numerous call-to-action buttons), UX-friendly (direct headings, clear formatting, calls-to-action)
Email Highlights
Just a small slice. Full emails may be available upon request.
Subject Lines: Make It Snappy
Opinionated, attention-grabbing subject lines were responsible for high Average Open Rates.
Examples included:
This market pullback is awesome.
We follow science and innovation, not the crowd.
Impact takes more than ESG.
Investing in what’s next — that’s investing in the Next Economy.
We invest in the solutions to climate risk, never in the causes.
Complex Content: Keep It Clear
Green Alpha’s avant-garde investment thesis could easily confuse their diverse audience.
The solution: clear, assertive language that streamlined their message without diluting the value of their unique offerings.
Ways to Connect
Green Alpha’s business is high-touch — potential clients must engage with a Green Alpha team member before investing. To encourage potential investors to connect, I combined:
personable copy
a friendly photo of a team member
multiple ways for the recipient to reach out
Additionally, sharing buttons made it easy for the recipient to share the email with a colleague, their advisor, or with their twitter audience.
