Student Debt Retirement (SDR) Savings Match awareness campaign toolkit
Campaign details
What is the goal of this campaign?
The primary goal of this 2-touch email campaign is to 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 eligible for, and not yet 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 2-touch email campaign sent twice each year to SDR-eligible participants who have not yet enrolled in their company SDR plan. Touch 1 and touch 2 are sent 7 days apart. Options are available for campaign send month and targeting.
When will this campaign begin?
For plan sponsors opted into the default send cadence, this campaign will launch with
- Touch 1 sending the first Tuesdays of March and August
- Touch 2 sending the second Tuesdays of March and August
For plan sponsors opted into the exception timing cadence, this campaign will send on the first Tuesday of the chosen month.
Why are there two versions of touch 2?
As of May 2026, half of recipients will receive touch 2 with the standard footer, while the remaining half will receive touch 2 with a footer that references the short SDR overview video on the SDR enrollment page.
What is the call to action?
All calls to action in both touches will drive participants to the SDR enrollment page in NetBenefits®. Please note that only eligible participants can access the SDR enrollment page.
Emails will be distributed based on the following messaging hierarchy:
1. Employee-provided email
2. Employer-provided email
Email content and creative
Touch 2A standard footer
Touch 2B video footer
Other helpful links