A System That Moved at Retirement Planology

"Truly understands brand"

— Courtenay Shipley, CEO, Retirement Planology

Retirement Planology, Inc. provides expert, focused advice to organizations on their employee retirement plan and tailored services, including plan fiduciary support, plan and vendor management, participant education, and investment management.

Salem Roberts was brought in to work directly with CEO Courtenay Shipley to refine how the company communicates.

The work focused on building a system of messaging people recognize quickly and choose to engage with.

Over time, that system extended across outreach, landing pages, and follow-up, creating consistency in how the company enters and continues conversations.

As the system took hold, patterns became clear.

• 55% of cold emails were opened

• 20% of those opened received replies

• 1% of replies became leads

• 25% of replies converted to email subscribers

Blending data and intuition, Roberts refined how messages were structured and delivered, resulting in open rates that exceeded Mailchimp averages across comparable accounts.

Audience behavior was also tracked using DISC profiles. High-D contacts responded quickly, often with direct "no's," while high-I contacts were more likely to engage and opt into ongoing communication.

The result was a system where messaging was recognized quickly, responded to consistently, and continued beyond the first interaction.