Not your typical email marketing program

by Dan Sondhelm

“They laughed when we launched a mutual fund…” So reads the subject line in a recent email from Rob Runett, Director of the Motley Fool Funds. He was referring to a columnist who called the Motley Fool Independence Fund the “Stupid Investment of the Week” when it launched in 2009.

They laughed? Stupid Investment of the Week? Not your typical introduction to a marketing message, is it? But surely one that catches the reader’s attention. And, once he has it, Runett goes on to boast, “Guess who's laughing now? Our shareholders!” as he describes the stellar performance achieved by their very first mutual fund.

Rob’s underlying message is clear throughout his email: Motley Fool Funds is a “different kind of mutual fund company.” Here are a few examples of how he communicates that theme:

• How many mutual fund companies would actually agree with the columnist who had laughed at them? This one does: “Ouch! But in some small way, he was right. We hadn't proven ourselves.”
• Many funds say they have a different approach, but Rob demonstrates it vividly with: “No specific mandate,” “No index hugging,” “And did we mention we get paid for beating the market?” “We don't promise that you'll make money with the fund,” and finally, “Are you ready to invest? Hold on!” followed by a lengthy description of who they DON’T WANT as investors!
• No time to read a long email message? No problem! Click on the link to a video presentation and listen as he tells you the story.

As Rob is the first to declare, the Motley Fool Independence Fund isn’t for everybody, but many will enjoy (dare I say laugh at?) what he has to say about it. And isn’t that what good communication is all about?

Watch the video that the email marketing communication clicked to for yourself!