Ally Invest2019Content Strategy

Find the customers nobody else was looking for.

Ally Invest launched a socially responsible ETF offering but had no way to reach the specific customers in their CRM who'd actually care. Two emails, one landing page, ahead of the curve.

Ally Invest socially responsible investing sections

Ally Invest how to invest responsibly page

Problem

Or is it an opportunity? Ally Invest launched a socially responsible ETF offering but had no way to identify the specific customers in their existing base who actually wanted to invest this way.

Solution

Step 1. Find the customers most likely to care about responsible investing inside the CRM database.

Step 2. Set up a two-touch email campaign designed to engage them specifically.

Step 3. Build a landing page worth sending them to. An email campaign without a landing page is probably not as good as one that has a place to send people.

"But according to a Slack message from my buddy on the analytics team, it was 'lit'."

Result

ESG investing saw a 51% increase in institutional ownership from 2019 to 2020. With this campaign, Ally Invest jumped ahead of a curve that hasn't slowed down.

You want the actual campaign numbers? Yeah, me too. But according to a Slack message from my buddy on the analytics team, it was "lit". I assume that means the strategy worked.