[NEW] Retirement Income Planning - Prospect Engagement Campaign

This campaign revolves around a crucial question every prospect should be asking: "Will my money last through retirement?"

This Retirement Income Planning campaign is a multi-touch, low-pressure invitation that helps financial advisors connect with prospects on one of the most emotional and high-stakes parts of their financial journey: turning savings into sustainable income.

Through a warm landing page, appointment confirmation steps, nurturing emails, and even SMS reminders, this campaign meets prospects where they are—full of questions and uncertainty—and offers clarity, confidence, and a simple next step.

It positions the advisor as a calm professional—not a salesperson—and makes booking a session feel like a helpful conversation rather than a commitment.

If you want to earn trust and spark conversations that lead to long-term relationships, this is the campaign to launch.

Why This Campaign Works

For many pre-retirees and retirees, the transition from earning a steady paycheck to relying on personal savings is one of the most intimidating life changes they’ll ever face.

Unlike other financial decisions, this one carries both emotional and practical weight: it’s not just about numbers, it’s about security, dignity, and peace of mind.

This campaign taps directly into that emotional core. By asking the right question upfront—Will my money last?—advisors instantly connect to a fear prospects already feel but may not know how to articulate.

From there, the campaign guides them with education, reassurance, and a clear next step that feels approachable rather than overwhelming.

Key Marketing Takeaways

• Emotionally Relevant Entry Point: The shift from a steady paycheck to self-managed retirement income hits prospects at a vulnerable moment—this campaign focuses on that transition with empathy and clarity.
• Consistent CTA Across Channels: Whether it’s an email, landing page, or SMS, everything drives toward the same frictionless action: book a no-pressure planning session.
• Low-Commitment Framing: “No pressure” is baked into the language, reducing resistance and fear of being sold to.
• Smart Content Sequencing: Email topics are layered in a way that educates, builds trust, and nurtures curiosity. Each message adds a new piece of the puzzle.
• Multiple Re-Entry Points: Even if a prospect doesn’t click the first time, the campaign creates multiple natural re-engagement moments (Social Security, taxes, sequence risk, etc.).
• Positioning the Advisor as a Guide: The language avoids ego or jargon—advisors come across as helpful, approachable, and well-informed.
  
  

Content Takeaways

• The Problem: Retirement doesn’t come with a paycheck, and the fear of running out of money is real.
• The Solution: A Retirement Income Planning Session that helps map income sources, spot risks, and strategize for longevity.
• Educational Elements:
  • How guaranteed, variable, and optional income sources work together.
  • The importance of timing with withdrawals, Social Security, and taxes.
  • Sequence of returns risk and how early losses can affect outcomes.
  • Withdrawal strategies and tax-aware distribution planning.
• Prospect Psychology: Instead of leading with product or performance, it leads with understanding and inviting prospects to ask their own questions and talk through their personal situation.
• Clear CTA: Every message includes a compelling and specific call to action like “Build Your Retirement Paycheck” or “Stress-Test Your Plan.”
• Multi-Touch Support: Includes nurturing emails, confirmation touchpoints, and SMS nudges to keep momentum going after interest is sparked.
  
  

How Advisors Can Put It Into Action

Advisors don’t need to reinvent the wheel with retirement conversations—this campaign does the heavy lifting.

The messaging, design, and sequencing are pre-built to capture attention and maintain engagement, while still leaving room for each advisor’s unique voice during the actual session.

Here’s how to maximize results:

• Personalize your delivery. Add your name, photo, or even a short welcome video to make the campaign feel even warmer.

• Follow through quickly. Once a prospect books, confirm promptly and use the included nurturing steps to reduce no-shows.

• Leverage SMS reminders. A gentle nudge the day before or morning of can significantly improve attendance rates.

• Keep the conversation going. Even if a prospect isn’t ready to commit after the first session, the educational nature of the campaign means you’ve already positioned yourself as a trusted guide.
  
  

The Bigger Picture

This campaign isn’t just about appointments—it’s about laying the groundwork for trust, clarity, and long-term client relationships.

Launch it and you’re giving prospects more than a session. You’re giving them confidence.

About This Campaign

Title: Retirement Income Planning 

Type: Prospect Engagement Campaign

Description: Highlight the benefits of a well-coordinated retirement income strategy with this email-based campaign that educates, informs, and engages prospects on your list

Target Audience: Pre-retirees, prospects, and retirees

Primary Outcome/Action: Get noticed and earn contacts

Running Time: 4 weeks

Campaign Touchpoints