Student Debt Direct (SDD) abandonment campaign
What is the goal of this campaign?
Student Debt Direct is an amazing benefit that allows employers to make payments directly to employees’ student loan service providers. Since the benefit is in addition to minimum payments, employees pay off their debt faster, save on interest, and free up money for other goals. The goal of this campaign is to raise awareness and encourage employees to take advantage of the Student Debt Direct benefit.
Who will receive this campaign?
Active employees who are made eligible for the SDD benefit post-implementation AND existing eligible participants who have remained as such for over 30 days will receive this campaign.
What is the campaign structure and cadence?
This is a two-touch, always-on email campaign. Touch 1 and Touch 2 are sent 14 days (two weeks) apart. There are two cadences on which this email campaign is sent:
- WEEKLY: when participants become eligible for the program as new hire post-new implementation
- SEMI-ANNUAL: participants who have been eligible for SDD for 30+ days and have not enrolled will receive this campaign on March 1 and August 1 of each year
The flags which indicate opt-in for this campaign are labeled as WEEKLY and SEMI-ANNUAL; clients may opt into either campaign, both or neither.
What is the call to action?
Both touches will drive participants to the SDD enrollment page in NetBenefits. Please note that only eligible participants can view the SDD enrollment page.
Emails distributed based on the following messaging hierarchy:
1. Employee-provided email
2. Employer-provided email
Email content and creative
There is currently an A/B test on content being run on touch 1; participants will randomly receive the A or B version of touch 1 until statistical significance has been reached. Once a winner is chosen, this page will be updated with the remaining touch 1.
|
This campaign is a part of the ‘ENROLL’ phase of the benefit journey. To see the full end to end benefit experience as well as all employee facing materials – check out the toolkit. |