More than 2.5 million New Zealanders currently contribute to KiwiSaver.
For most, it’s their first investing experience and many end up allocated to a scheme by default. As a result, they have no real relationship with their provider.
For their part, KiwiSaver providers are not always good at keeping their communications simple or tailoring their messages to their audience.
So unsurprisingly, there’s a lot of churn.
The only existing channel available to AMP to add value for their AMP KiwiSaver Scheme members was their quarterly eNewsletter ‘Making Plans’. justONE was tasked with redesigning Making Plans so it would engage and motivate AMP KiwiSaver Scheme members to reduce churn and increase their average contribution. We reviewed the entire email programme, developed the data strategy and challenged AMP to simplify their language style.
The results
• Open rates shot up from 29% to 54%.
• Click-through on content jumped from 5% to 18.5%.
• 93.2% of customers surveyed found the email content useful.
• 28.9% wanted to hear about other AMP products.
• 7.6% increase in generated leads for the sales team.
