VicSuper Fund is one of Australia’s fastest growing superannuation funds. Opened in 1994, VicSuper (www.vicsuper.com.au) was originally a Victorian public sector fund administered by the Victorian Superannuation Board. Today it is a public offer super fund, which means anyone can join. As at 31 January 2011, VicSuper managed over $8.1 billion in net assets for more than 254,000 members and over 15,000 employers.
VicSuper communicates with its members on a regular basis each year, providing legislative updates and information on topics such as co-contribution deadlines, advising of special campaigns and notifying members of their annual accounts. VicSuper also communicates with its 15,000-strong employer base, sending out quarterly newsletters and invitations to specific events.
Whilst the organisation was taking steps to enhance its online services offering, it didn’t have an email marketing system in place. Traditionally, all direct mail pieces and other communications were posted out via a mail house. In 2007, VicSuper began collecting email addresses and started to look for an email marketing solution. Currently around 30 per cent of its members have opted in to receive documents via email.
“We used an in house system, which didn’t have the email capabilities that we needed,” explains Lavania Cosstick, senior marketing consultant with VicSuper. “We therefore required a proper system that we could scale as appropriate.”
- Design templates that suit VicSuper’s communication needs & will get delivered
- SMS broadcasts for customer & employee reminders
- Using email & SMS in conjunction together
Taking into account VicSuper’s business needs, Traction Express was implemented as the platform for email and SMS communication. The team designed templates and then coded, tested and optimised these templates into VicSuper’s account.
VicSuper’s administrative functions have also been integrated into the Traction Express platform to manage various functions such as unsubscribes.
The organisation has three sub-domains and now uses SMS reminders for members and employers who provide a mobile number when registering for VicSuper’s public seminars and events. Over the coming months, VicSuper is moving towards further integrated solutions.
“A step by step process was implemented which was very easy to follow. It’s the perfect solution for us and was easy to tailor to our requirements.”
“As we move towards our goal of becoming a sustainable super and employers, thus ensuring they have the information they need when they need it,” explains Lavania. “Part of the way we do
this is by using the Traction Express system to create and deliver correspondence, in a coordinated, easy to use and brand-friendly way.
“We now have an improved member focus as we communicate with our database much more regularly. When we used the mail house there was often a lag in processing – now, the process is swifter and more accurate and we find this method of marketing to be more engaging.”
In addition, VicSuper has reduced its postal costs enormously and has also enhanced its sustainability credentials by avoiding hard copy mail outs where possible. “We are really comfortable with
the Traction Express system,” Lavania says.