FRA Trust Email Samples

Project background

These emails were being sent to people captured as leads through Facebook Lead Ads. The goal was to get them to sign up for an educational webinar about protecting their wealth, then get them to sign up for a "peace of mind planning session" with one of the attorneys.

The target audience: People 50 and up with no wills or trusts. Based on my research, the vast majority of that demographic agrees that getting a plan set up to pass on their assets and avoid probate is extremely important, yet so many of them put it off.

Creative process

Before these emails were written, the target audience's pain points were tested using MintCRO methods to uncover which issue was the most important to them, eliminating any and all assumptions. From there, I built the objection handles into the copy to make their CTA a no-brainer. The whole premise of the webinar is to educate and motivate. Going through probate is a very lengthy and costly process, and it can be avoided by doing simple planning with an expert.