This six-week campaign was developed for Schwab Institutional, the B2B division of Schwab that targets institutional investors. The objective of the epostcard was to inform investment managers about a new Schwab service and to motivate them to go to the Administrative Trustee Services section of www.schwabinstitutional.com.
Our strategic partner McMillan developed an email that linked to a 45-second Flash show featuring Charles Schwab. It was distributed to an in-house list of 3,000 investment managers. This was a closed-loop campaign using a specific, targeted list provided by Schwab.
The email received a response rate of greater than 9%; 70% of responders clicked on the Flash show link to watch the complete show. Forty per cent clicked on the link at the end of the show to go to the Administrative Trustee Services section of the site—altogether astounding results for Schwab Institutional.