Challenge
Many members still relied on printed communications, leading to high costs, slower engagement, and limited measurability. At the same time, expectations were shifting towards digital, self-service options. The challenge was to increase digital adoption while keeping communications accessible for members who preferred print.
Strategy
Reframed key campaigns (e.g. re-enrolment, benefit updates) with a digital-first mindset. Email and web became the lead channels, with print reserved as a fallback. Campaigns were designed to funnel members towards online actions such as portal logins and digital payslip downloads, with GA4 and email analytics embedded to track behaviour and optimise messaging.
My role & contributions
- Campaign planning: Coordinated timelines and delivery across design and operations teams.
- Content development: Drafted and refined accessible, engaging email and web copy tailored to different member groups.
- Data analysis: Took sole responsibility for tracking campaign performance in GA4 and Looker Studio, identifying drop-off points and recommending optimisations.
- Stakeholder engagement: Partnered with senior stakeholders to explain the benefits of reducing print reliance and secure buy-in for a digital-first approach.
Execution
- Designed and launched multi-channel campaigns with email and hub content leading the journey, reserving print for exceptions.
- Embedded GA4 event tracking to measure click-throughs, portal logins, and document downloads.
- Balanced inclusivity by maintaining alternative formats for digitally hesitant members.
Results/impact
- Digital shift: Portal registrations rose 30% in three months (18,000 → 23,400) as members moved from print to online self-service.
- Cost efficiency: Print volume reduced by 60%, saving around £35,000 per year.
- Engagement uplift: Online document downloads increased 40% YoY, supported by high-performing campaigns (55% open rate, 18% CTR).
Learnings
- Clear, action-led messaging and consistent signposting were key to shifting member behaviour online.
- Embedding analytics early made it easier to demonstrate impact and secure continued stakeholder support.