Engaging members online with their benefits
HSBC Bank (UK) Pension Scheme wanted to reduce the amount of annual paper communications sent to members. We were selected to work with the administrators to redesign the benefit statements and make it available to members online. Ferrier Pearce devised a personalised and segmented (by age and gender) campaign encouraging members to visit the My Pension website. Once online, they could review their annual benefit statements as well as see the real-time value of their individual pension pots.
The challenge was to create a short, engaging campaign to be delivered to active members by email, and to deferred members by post. For members who were logged on to the Bank's network, the emails contained a Single Sign On link straight through to the individual’s benefit statement. For other members, the login information required was clearly explained.
In its second year, the campaign achieved a 26% click-through rate, which was a 230% increase on the previous year.