Student Debt Direct (SDD) abandonment campaign
What is the goal of this campaign?
The primary goal of this two-touch email campaign to is notify and encourage participants who have begun SDD enrollment but have not yet completed enrolling in the benefit to complete their enrollment.
Who will receive this campaign?
Active employees who are eligible for the SDD benefit, have begun the enrollment process and have exited the flow without completing SDD enrollment will receive this campaign. Completing SDD enrollment removes participants from any subsequent touches and/or instances of this campaign.
What is the campaign structure and cadence?
This is a two-touch triggered, ongoing email campaign that was first launched in September 2022 and refreshed in February 2025. Touch 1 is sent within 24 hours of a participant beginning and exiting the SDD enrollment flow without completing enrollment. Touch 2 is sent three (3) days after Touch 1.
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
Touch 2, second and final reminder