We recently received a large postcard from Fidelity, reminding us that it is time for our annual Portfolio Review check-in. Printed on thick, glossy cardstock, the postcard stated that it has been a year since we looked over our Portfolio Review (the firm’s asset allocation tool) analysis and included the URL for the tool. The back of the postcard was attention-grabbing – stating that our annual financial check-in was as important a day to remember as a birthday or anniversary.

Fidelity does a great job integrating mailed communications with online tools. We have mentioned on numerous occasions the importance of using mailed items to drive clients to the website. This type of postcard is a very effective way to get clients to the website and hopefully access the tool. The size, colors and language are certainly attention-grabbing.