Feature of the Month – What is a Panacea Bento Bulletin?

"Bento" – a Japanese lunchbox that is conveniently divided into compartments which contain small separate bite-sized dishes, which perfectly describes this twice-weekly email bulletin to our community of over 17,000 advisers. Each Bento highlights several partners services through links to content on the Panaceaadviser.com website. Bento bulletins include articles on product information, events, special offers, competitions and educational material.

Each Bento typically has between 8-10 partner messages, given that the Bento is released twice a week we are often able to accommodate and assist partners with last minute inclusions, typically re advertising roadshow events (where the numbers are slow!) or confirming special offer closure dates to ensure advisers are reminded on key dates or events.

We tend to mix the messages so not to have a single market or product Bento, feedback from advisers suggests they prefer the mixture of articles, clearly subject to their preference selection
Given the recipients are employed in financial services the Bentos are written in a business-to-business language speeding up communication between Partners and Advisers.

In addition to providing one-off articles, Bento bulletins are also used by our partners as part of an integrated marketing campaign i.e. for a new product or fund launch where several Bento articles tell a story over a number of weeks and integrated with other adviser communications such as PR, webcasts or videos.

When advertising an event such as a roadshow the Bento is linked to the Panacea Industry events section of the site so that advisers can read about and then visit the partner’s website to book themselves into the roadshow.

Bento bulletins are sent to the Panacea adviser community via the following platforms:

Additionally, we also communicate and post our Bento Bulletin to members of 28 LinkedIn groups with an outreach of over 74,000.

Over the course of 2013 the Bento bulletin was delivered to over 700,000 recipients and were opened 139,000 times. Our average open rate was 20% and average click through rate of 15%.

Read articles from previous issues.

Shidashi