ScottishPower Pensions
From reactive to strategic: a digital-first member communications programme
ScottishPower Pensions had a communication challenge that many large DB schemes will recognise. Member materials had fallen out of date, there was no overarching strategy to guide what was produced or when, and digital adoption across the membership was low. The Trustee of their two DB schemes wanted to change that — not just by refreshing the collateral, but by building a solid foundation for long-term member engagement.
What we did
We started with strategy. Working with the in-house pensions team, we developed a long-term communications framework that set clear objectives, defined the right channels for each audience, and gave the schemes a structured plan to work from.
A key early priority was building the foundations for digital communication. That meant working through the legal requirements for e-comms, establishing the processes to collect and maintain member email addresses, and setting up the platforms needed to deliver and track campaigns at scale.
From there, we moved into delivery. The centrepiece was a pair of online member guides — one for each scheme — launched in late 2024 and early 2025. Web-based and accessible on any device, they replaced printed materials with something members could access easily and the Trustee could track.
To drive members to the guides, we ran a dual-channel campaign combining targeted emails with a printed leaflet — ensuring we reached members regardless of whether they had signed up for e-comms. We also developed explainer videos covering CETV and PIE options to support members facing important decisions about their retirement benefits.
Deliverables
Long-term communication strategy
Move to e-comms notifications
Online member guides
Member email campaigns
CETV and PIE explainer videos
The results
Both member guides have driven strong engagement since launch. One guide has attracted nearly 1,500 unique visitors and the other over 850 — with members returning to sections covering retirement planning, leaving the scheme, and benefits for dependants.
The email campaigns performed strongly. The December 2025 newsletter notification achieved a 42% open rate and — most notably — a 25% click-through rate for one scheme, and 41% open rate and 20% click-through for the other.
Industry benchmarks for financial services emails sit at around 39% for opens and 6.87% for clicks, making the click-through performance particularly significant.
Digital adoption across the membership continues to grow. By the end of 2025, 36% of members in one scheme and 29% in the other had opted into e-comms — a meaningful shift for schemes that have relied heavily on postal communications until recently.
Email open rate
click-through rate (3.6x the industry average)
members reached across both guides
Sarah Greenaway
Head of Member Experience