Student Debt Retirement (SDR) Savings Match awareness campaign toolkit

Campaign details

What is the goal of this campaign?

The primary goal of this two-touch email campaign to is make eligible participants who have not yet enrolled in SDR aware of their opportunity to enroll in this benefit.

Who will receive this campaign?

Active employees who are eligible for and not enrolled in their company SDR benefit will receive this campaign. Enrolling in SDR removes participants from any subsequent touches and/or instances of this campaign. SDR-eligible participants will only receive this campaign if they have been eligible for and not yet enrolled in the SDR benefit for over 30 days.

What is the campaign structure and cadence?

This is a two-touch email campaign sent twice a year to SDR-eligible participants who have not yet enrolled in their company SDR plan. Touch 1 and touch 2 are sent seven (7) days apart.

When will this campaign begin?

The first instance of this campaign will launch with Touch 1 sending on 28 August 2024, and Touch 2 sending on 4 September 2024. Touch 1 of subsequent iterations of this campaign will send on 1 March 2025 and 1 August 2025.

Why are there two versions of touch 1?

For the first instance of this campaign, 50% of SDR-eligible participants will receive a text-only version of the first awareness email, while the remaining 50% will receive a graphics-supplemented version of the first awareness email.

What is the call to action?

Both touches will drive participants to the SDR enrollment page in NetBenefits. Please note that only eligible participants are able to view the SDR enrollment page.

Email will be distributed based on the following messaging hierarchy:

1. Employee-provided email
2. Employer-provided email

Email content and creative

Touch 1A, text only

Touch 1B, graphics

Touch 2, final reminder