Don’t forget the website
I’m keen on what email analysis can show us because “recession” is an example of a topic that can heat up fast. In ordinary times, because there’s no time to spin up a landing page or campaign, valuable content gets published in emails. At a time when everyone’s focused on the same burning issue, it helps to see what others are saying. Ideally, you’ll have something different to share.
There’s another step that firms would be well advised to take, and that’s to memorialize informative email content by adding it to the website, for discoverability whether by humans or search engines. Remember that the media don’t get your advisor emails and advisors visiting your website may not yet be in your CRM.
How do you support the emergence of “recession” (or any other hot topic) as a temporary theme on your site? What are you doing to aggregate content by theme?
For this post, I took a quick tour of a few dozen asset manager sites. Despite the intense focus on recession as demonstrated by the emails being sent, almost none carved out a special section—call it a violator, even—on their home page for recession-related content. And, the search capability on many sites seemed to have no knowledge of the recession-related PDFs that the emails were linking to. They’re stored in a different folder or even in a different database, maybe? I could find recession content by clicking on Insights and drilling down, but what would an advisor do?
Today’s ETF and mutual fund sites, powered by sophisticated content management systems, are gorgeous and everything is ordered just so. But things don’t have to be so tidy. Sometimes I worry that form is overtaking function and usefulness. Break the rules for fresh, timely insights that people may be coming to your home page for because they don’t know where else you’ve filed it away—and they shouldn’t need to!
Of all the recession emailers, Franklin Templeton may be the most engaged. ClearBridge Investments, one of the firm’s specialist investment managers, has offered an Anatomy of a Recession (AOR) program since 2016.
Competiscan tracked only one Anatomy of a Recession email prior to 2022—and 13 AOR emails since January last year, whether promoting webinars or updates to the Recession Risk Dashboard. Too much? Not in my opinion. This is finally their time and they are making hay while the sun is threatening not to shine.
And, check out how Franklin Templeton supports the recession program in the second level nav of their site. I Iike how they don’t try to force their offerings into generic headings. For the advisor looking for recession content, it couldn’t be easier to find.
Having fully exhausted this topic, let me leave you with two final notes. The good news: With a recession yet to come, there’s still time to refine and support your firm’s evolving perspectives. The bad news: you may have plenty of time to work on your “recession is coming” messaging—some recession forecasts are now being pushed to 2026!
LG Digital offers a range of services related to your online presence, send us a note for more information.