Orange County’s Retirement & Investment Services Withdrawal Strategy Campaign October 5, 2015

2015 Retirement Checklist Campaign Objectives Email List and Personas Create Content Convert Obtain list of OCCU members and identify 2 different personas Create quality content and landing pages to engage members Generate leads through email conversion Pre-Email Campaign Email Execution

Content & Landing Pages Personas Landing Pages Article Download Withdrawal Strategy Article Beth Early Retirement ages 54-63 Thank You and Contact Me Now James Nearing Retirement ages 64-75 Notes Identified 2 personas out of 5,410 members sent at least 1 email. Withdrawal Strategy Article created as content piece to generate responses . Created landing pages for members to download article and request to be contacted.

Performance Measurement Overview Email Metrics Highlights Delivery Rate 99.8% Open Rate 34.7% Click-through Rate 16.1% Summary Out of the total 5,410 emails sent , 5,398 were delivered to members’ inboxes , giving us a 99.8% delivery rate. We will continue to maintain high delivery rates in future campaigns by creating good content and maintaining clean lists. Unique opens are the number of recipients who opened our email to read it. Out of the 5,398 emails delivered, 1,873 were opened resulting in a 34.7% open rate. Unique click – throughs are the number of times a recipient clicked on any trackable link within the email. Out of the 1,873 unique opens, there were 301 unique click-throughs resulting in a 16.1% click-through rate.

Follow Up Emails Statistics for follow up emails sent after initial email blast Goal: Increase number of retirement checklist downloads and request for contact Email Total Delivered Open Rate Click-through Rate Total Leads Didn’t Open Initial Email 3,520 13.9% 17.6% 1 Clicked Initial Email (no download) 327 43.7% 22.4% - Duplicate emails were sent to 3,520 members who did not open up the first email sent on August 4, 2015. These follow up emails generated 1 member (lead) who asked to be contacted. A separate email was delivered to 327 members who clicked on email from first email blast and went to “Withdrawal Strategy” landing page but did not download the article. These resulted in similar open and click –through rates as last campaign but did not result in any leads generated. Goal: Increase number of contact requests Email Total Delivered Open Rate Click-through Rate Total Leads Thank You For Downloading (Designated Consultants) 140 50.7% 19.7% - Thank You For Downloading (no branch) 12 33.3% Another set of follow up emails were sent out to members who downloaded the checklist but did not ask to be contacted on the “Thank You and Contact Me Now” landing page. A total of 140 emails were sent with the members’ local financial consultant. A general email was sent to 12 members who were not associated with a branch. Emails from both platforms had high open rates but did not generate any leads.

Email Campaign Comparison Withdrawal Strategy Campaign compared with Retirement Checklist Campaign Notes The unique open rate (34.7%) for the article campaign was slightly higher than checklist campaign (33.5%). High open rates can be attributed to a professionally represented from email address and a compelling subject line. The strategy article saw a slightly lower click-through rate (16.1%) than retirement checklist (19.8%). High click-through rates can be attributed to compelling content, effective copy (short and easy to read), visual appeal (logo and brand colors and images), and persuasive and prominent call-to-action buttons. We will continue to compare campaigns as we move forward to continually improve open and click-through rates.

Response Rate Number of article downloads on “Withdrawal Strategy” landing page Total Delivered Total Downloads Response Rate 3.7% Number of responses divided by delivered emails 5,410 Total number of emails delivered 199 Total number of strategy article downloads Notes The response rate is the number of desired responses divided by the number of messages delivered and is directly tied to our call-to-action to download withdrawal strategy article. The desired response in this campaign was for recipients to download the strategy article. Out of the 5,410 emails delivered, 199 downloads were made resulting in a 3.7 % response rate. The 3.7 % response rate is slightly higher than previous campaign which was 3.6% (out of 9,877 emails delivered). We will continually work to improve response rates by optimizing landing pages and providing quality content and compelling reasons for clients to act. The response rate metric is highly important and we will continue to analyze and compare with future campaigns for best results.

2.0% Total leads divided by total number of article downloads Qualified Leads Number of members who asked to be contacted on the “Thank You and Contact me Now” landing page Total Leads Leads Current Campaign 4 2.0% Total leads divided by total number of article downloads Total Leads YTD 20 Notes The campaign has generated 4 qualified leads . Each of these members had downloaded the withdrawal strategy article and then asked to be contacted on the “Thank You and Contact Me Now” landing page. 20 Total Leads YTD is the total number of leads generated from both campaigns . 2.0 % is the percentage of members converted to leads after downloading withdrawal strategy article; 4 divided by 199. 2% is lower than previous campaign percentage which was 4.3% . Although the last campaign was our first campaign and delivered almost twice as many emails, we know that it is crucial to increase leads by continually working to increase the # of opens, click-throughs, and responses. Another key factor is to have a compelling reason and persuasive message for clients to act (submit form to be contacted) once they have arrived on the thank you landing page.

Results by Segmentation How the email campaign performed across the different personas James Beth 2,240 Delivered 35.3% Open Rate 17.6% Click-through Rate 2 Converted Leads 3,149 Delivered 34.2% Open Rate 14.7% Click-through Rate 2 Converted Leads Notes We tracked the number of overall opens, clicks and leads generated for each of the two personas. Illustrations above demonstrate total emails delivered, percentages of open and click-throughs and total number of members asked to be contacted on “Thank you and Contact Me Now” landing page. Compared with last campaign, James had slightly higher open rate (35.3% vs 34.8%). The click-through rate was slightly lower (17.6% vs. 18.1%). Beth (primary target) had a slightly lower open rate than previous campaign (34.2% vs. 36.1%). The click-through rate for this campaign (14.7%) dropped from previous campaign (25.1%). Segmenting an email database and email communications is highly important to an overall marketing strategy. Not much change from previous campaigns, we will continue to track personas and determine when necessary to tailor content in an email to increase total engagement and conversions.

Device Types Campaign Comparison The device recipients used when opening and clicking-through emails delivered Retirement Checklist Withdrawal Strategy

Recommendations for Optimization Continue to maintain clean list and high delivery rates Maintain low bounce and unsubscribe rates Deliver emails on subscriber expectations – don’t oversend, but don’t undersend Maintain high open rates through creating and testing compelling subject lines Maintain high click-rates through creating and testing quality email content and engaging calls-to-action Collect good data Increase response rate by providing quality content and reasons to download content Engage in ongoing testing and optimize landing pages to trigger more responses and leads, while avoiding misdirected leads 1 Deliverability 2 Engagement 3 Conversion