Invest in Your Happiness
Ellevest is a fintech company with an online community of more than 3 million women working toward financial equality. And the brand’s mission has always been singular in focus: to get more money in the hands of women by providing services like money and career coaching and digital investing tools for all stages of women’s financial lives.
But how do you connect these product offerings with all the fun, forward-looking things in life that Ellevest members are excited about? By implementing an email strategy that makes the community feel seen. I drew a straight line from travel, dating, kids, buying a house, having fun with friends, to Ellevest’s services because the truth is investing in yourself buys you more freedom to do what you love. It must have worked — I wrote one of the highest-performing emails to date for Ellevest, converting 275 members in a single email.
Instead of focusing on Valentine’s Day for a February-timed referral campaign, this creative shifts the conversation to highlighting the positive impact women’s friendships can have on their money and career goals.
Happy Financial Wellness Day! Never heard of it? We made it a thing. Because when women prioritize their financial wellness with Ellevest, we all win.
Financial wellness might sound high-level. But this copy shows how Ellevest makes it easy to practice, with personal finance coaching designed by women, for women.
By making investing seem doable and an easy win for the new year, this January email campaign helped the marketing team exceed their new member organic stretch goal with 6,208 new members MoM.
I made setting intentions around your career and money fun and easy, which is why the average open rate for this campaign was 38.2%, significantly higher than our goal of 20%.
By finding new and innovative ways to talk about investing and establishing it as the most important business pillar for Ellevest, we saw 375 new members convert from this email campaign.
By focusing on the super powers of financial education, these emails also produced the second-highest coaching sales month all time ($109k sold), only behind November’s (Black Friday sale).
