Reaching out: the key to digital engagement in pension communications

Outside of the pensions landscape, information is available through digital platforms 24/7. People can choose what they want to receive, how they want to read it, and where and when they want to take it in – and the power to do this is generally in the palm of their hands.

But the growing reliance on digital is not just about enabling users to access information on their own terms. These days people also expect to be able to complete everyday tasks online too, rather than having to collect then return a form by post.

So what does this mean for your scheme? And how do you increase your reach when it comes to pension communications?

Well, whether your members are skimmers, swimmers or deep divers, you have to offer them a gateway to the amount of information they want, via a method they trust, at a time that suits them.

And that gateway needs to be digital.

Changing channels

There’s more to maximising reach than choosing the perfect digital platform. It’s about understanding your members and responding strategically to who they are, then providing the right channels to drive ongoing member engagement.

That’s why it’s a mistake to think that ‘going digital’ means dropping other forms of communication. Print and face-to-face still have a role to play in your channel mix – after all, having a great digital platform is pointless if you’re unable to drive traffic towards it. Quite often, we find that a simple postcard or other printed materials are hugely effective when it comes to encouraging people to visit your website and opt in to receive electronic communications.

Getting engaged

Embracing the power of digital gives you so much more than a real opportunity to improve engagement.

Because it requires a sustained feed of information, as opposed to a one-off piece of communication, it’s a great way for you to prove that you truly understand who your members are. Regular contact is key here – you can’t expect to build proper engagement with your members if they only hear from you once a year.

Because when we start to think strategically, we start to understand our audience and their needs. Then we can set clear objectives while thinking about our success criteria and how we are going to measure the results.

This is precisely why sending out communications without giving real thought to how you want people to act is a wasted effort – for you and your members.