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Tasked with continuing to help Teachers’ Pensions to achieve their engagement targets, we identified the start of the New Year as the ideal time to take advantage of people being in the right mind-set for change or getting organised.

User research and analytics told us that the start of the year is the time that people often take action as they want a fresh start and to plan for the year ahead. We saw this as a great opportunity to encourage Teachers’ Pensions members to sign up to ‘My Pension Online’ to get their pension in order.

We developed an email campaign with the specific aim of encouraging members to:

  • Click through from the email
  • View the campaign landing page
  • Sign up to ‘My Pension Online’

Teachers’ Pensions had specific targets that they needed us to meet, these were:

  • 25% email open rate
  • 4.95% conversion rate

The proposition “There’s no time like the present, get the new year off to a great start!” was backed up with strong call to actions, to motivate our audience to act. They were encouraged to visit the site to use the great range of calculators and FAQs and, by using the quick and easy ‘sign up’, they would be able to tick ‘pension/finance” off their 2014 to do list by viewing their annual benefit statement and updating their details.

With the delivery of the New Year, New You campaign, targets were exceeded and it outperformed previous, high performing campaigns.