Mind the engagement gap: a send to all model tale
These two organisations are both public sector, central government organisations on the CCS framework. Here’s how they compare (period 01 April 2020 to 31 March 2021).
| Organisation A | Organisation B | |
|---|---|---|
| Public sector organisation? | Yes | Yes |
| Number of employees | 27,000 | 73,000 |
| Majority of desk-based employees? | Mix of desk-based and non desk-based | Yes |
| Send to all marketing enabled? | Yes | No |
| Total page views | 3.3m | 998k |
| Total spend | £7.7m | £1.29m |
| Average % saving | 7.23% | 5.48% |
Organisation B is 2.7x bigger than organisation A in terms of workforce size. Despite this, Organisation B’s annual spend is nearly 6x larger than Organisation B’s.
Our send to all model is what is setting these two organisations apart in terms of engagement with the employee savings platform. Our ES campaigns are effective at:
- Driving traffic to the site: there were 3.3x more total page views at Organisation A then Organisation B. In fact, it takes Organisation B 3x longer to achieve the same number of total page views as Organisation A.
- Converting the traffic: total spend on the platform is 6x larger for Organisation A than for Organisation B despite being a smaller organisation.
Improved engagement following switching on our service
Organisation C is another central government, public sector organisation with 3,500 employees. This organisation took the opportunity of moving to the new CCS framework branding to implement our send to all model for their employee savings scheme in February 2020. The table below compares the engagement levels in the 12 months before and after this implementation.
| Period | February 2019 to February 2020 | February 2020 to February 2021 |
|---|---|---|
| Monthly number of employees at last month of period | 2,000 | 3,500 |
| Total page views | 39,303 | 60,076 |
| Total spend | £52.1k | £81.8k |
| Average % saving | 5.27% | 5.11% |
The organisation saw a 53% increase in the number of page views in the 12 months following switching on send to all model compared to the previous period. At the same time, their spend on the platform increased by 57%.
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