This email was part of a heritage and legacy series produced for Custodian’s trustee division. The campaign was designed to educate Custodian’s customer base on the importance of professional estate planning and to position the company as the natural choice for customers thinking seriously about preserving their wealth for future generations.
The creative challenge with this email was to take a subject that many people find uncomfortable, thinking about what happens to their assets after they are gone, and reframe it as something positive, empowering, and smart. The headline “Smart moves to preserve your Heritage” was written to do exactly that, positioning estate planning not as a morbid necessity but as one of the most intelligent financial decisions a person can make.
The body copy was structured to first validate the reader’s position, acknowledging the work and discipline that goes into building wealth, before introducing the idea that protecting that wealth requires the same level of care and expertise. I used culturally resonant language around heritage and legacy that would speak directly to Custodian’s Nigerian audience, for whom family, legacy, and intergenerational wealth carry deep significance.
The email was designed to move readers from passive awareness of estate planning to active consideration of Custodian’s trustee services, with a clear and compelling call to action.