How often do marketing trends change?
Well, luckily it isn’t as frequent as my toddler’s mood, but it’s close! The retirement plan marketing landscape is no different—people’s interests, motivations, and needs are always shifting, along with the tactics we use to reach them.
Let’s explore what we’ve learned from recent campaigns and how to approach retirement plan marketing with a critical eye—keeping up with change, leveraging the right tools, and truly engaging your target audience.
Lesson 1: Content isn’t king without context
If you’re already producing regular blogs, newsletters, and guides, pat yourself on the back. You’re already 90% ahead of the competition.
But to take your content to the next level, here’s what we’ve learned: segmentation isn’t just a nice-to-have anymore—it’s mandatory.
• Actionable tip: Personalize your content to CEOs, CFOs, and HR directors in charge of 401(k) plans. Dive deeper into email segmentation, creating tailored campaigns for specific job roles. CFOs might benefit from a series on cost-efficiency, while HR directors may appreciate insights on employee retention via 401(k) engagement. When content is relevant, your audience is more likely to open, click, and reply.
Lesson 2: Email open rates are great—but where are the clicks?
We’ve seen solid open rates across the board—30%, 40%, even 50% in some cases. But here’s the rub: click-through rates (CTR). If your audience is curious enough to open your email, but then what is preventing them from taking the next step?
More often than not, it comes down to one of two things: weak calls-to-action (CTAs) or lack of clear value. If you’re not giving your audience a strong reason to click, you’re missing out on conversions.
• Actionable tip: Focus on clear, compelling CTAs in every email. Be explicit about what they’ll gain by clicking. For example, rather than a generic “Learn More,” say something like, “Unlock the 3 Tactics for Optimizing Your 401(k) Plan.” The clearer the value, the better the click-through rate.
Lesson 3: LinkedIn engagement needs a reboot
LinkedIn is a must-use platform for retirement plan advisors, but all too often, we see posts that get minimal engagement. Does this mean LinkedIn is a dead-end? Absolutely not. What it does mean is that your approach to content needs to evolve.
People go to LinkedIn to learn, network, and engage in conversations about topics that matter. Posting industry news isn’t enough. You need to provide value that sparks discussion—something that challenges their thinking, offers a solution, or solves a pain point.
• Actionable tip: Invest more in thought leadership on LinkedIn. Post less frequently, but focus on high-quality, discussion-driven content.
Lesson 4: Your website isn’t just a brochure—it’s a conversion engine
If your website is getting traffic but not converting visitors into leads, it’s time to dig into the details. Are your calls-to-action placed high enough on the page? Is your messaging clear, and does it address the specific needs of your target audience? Often, website visitors don’t convert because they’re overwhelmed with too much information.
• Actionable tip: Simplify your website experience. Focus each page on a single call-to-action, whether it’s downloading a guide, scheduling a consultation, or subscribing to your newsletter. Also, make sure your landing pages are optimized for mobile users, since any decision-makers browse on their phones.
Lesson 5: Marketing tactics evolve—so should you
Let’s face it: the strategies that worked a few years ago may not cut it today. As people’s interests shift and marketing channels evolve, it’s critical to be flexible and willing to experiment. Newer tactics like interactive content, video marketing, and hyper-personalized email campaigns aren’t just trendy—they’re proving to be highly effective.
• Actionable tip: Don’t be afraid to test and iterate. Marketing is about continuous improvement, so keep your finger on the pulse of what works—and what doesn’t.
Final thought
Marketing 401(k) plans is about evolving alongside your audience, fine-tuning your approach, and continually adding value. By critically analyzing your strategies and making data-driven adjustments, you’ll not only generate more leads but also build stronger, longer-lasting relationships with your plan sponsors.
Thanks for Reading & Happy Marketing!
SEE ALSO:
• 7 Super Practical Ideas to Enhance Your Retirement Business
Rebecca Hourihan is Chief Marketing Officer with San Diego-based 401(k) Marketing, a modern marketing agency for the retirement plan industry. The company supports clients through custom engagements, content marketing campaigns, sales material innovations, thought-leadership consulting, interactive workshops and speaking events. Its mission is to empower the retirement plan industry with high-quality marketing, ultimately inspiring Americans to become financially prepared for their future. Rebecca also hosts The 401(k) Marketing Podcast.
