BNY Investments

I was the lead copywriter for BNY Investments' page refresh, which aimed to increase brand awareness and improve engagement metrics.

The project involved writing copy for their new landing page, About Us page, and a series of targeted emails covering various topics and services.

I repurposed their marketing materials for the landing and About Us pages while restructuring the content hierarchy to emphasise key messages and value propositions. A key challenge was understanding and translating complex financial information into accessible, engaging content.

For the email campaign, I crafted concise yet compelling messages to drive traffic to the website for deeper engagement. 50% of the program emails outperformed the audience (3.1%) and industry benchmarks (2.5%) for the headline click-to-open rates (CTO), with the highest CTO being 5.1%.