Staying relevant: a guide to OneHub’s data and segmentation.

Simon Andrew

Categories: Communications, Analytics

You love Pepperoni pizza don’t you? Maybe. Some of you. Most of you.

Communications used to be a slightly simpler affair. Find the most popular approach and communicate it to the masses. You’ll get a reasonable hit rate and will probably just be chuffed that you sent something.

But now it’s 2018 and the consumer experience outside of work is constantly setting new bench marks. Whilst writing this blog I’ve received an email inviting me to Spartan, an obstacle based event. This is no doubt coming my way because we’re entering a Benefex team into Tough Mudder (we love a challenge). So, I will definitely consider it. Once I’ve recovered from the last one.

But let’s get back to the pizza

According to YouGov UK’s research last year, 56% of you like pepperoni on a pizza. Which isn’t bad. But that means that 44% of you don’t, or just aren’t that bothered. So, if we sent you all pepperoni based marketing, well that wouldn’t be ideal.

It could be worse, we could have gone for pineapple (the biggest divider of pizza opinion), which 42% of the nation like as a topping. Or even spinach, with a lowly 26%.

In fact, mushroom is the most popular pizza topping, weighing in with support from 65% of the UK. So, we could use that as our angle. Take the most popular one and maximise its exposure. But then it’s 2018, we’re bigger than that. Technology is better than that. Pizza is better than that.

What we really want to do is target the pepperoni lovers, pick out the pineapple supporters and hone in on the spinach munchers. And that’s when segmentation comes into its own.

It’s easy to get it wrong

Let’s get back to the crux. It’s not hard to send out blanket communications. Yes, it takes skill to write persuasively. And create appealing design. And show empathy to the audience. But one approach for all is the most basic approach. And it’s flawed.

It’s a bit like me finding a squash partner by just shouting in the street. I’ll probably find one eventually but how many people will I annoy in the process? And what happens when those people see me in the street in the future? They will just avoid me. So, if we don’t start targeting, we risk damaging our credibility and we risk being blocked or ignored. If your communications don’t feel personal and don’t add value, then in this day and age, you’re just not relevant.

A helping hand

The good news is there are tools that can help you. But let’s forget pizza and talk employee benefits.

OneHub provides a dashboard of insightful data and also a communications tool to segment your message. This means you can move away from blanket messages and start targeting in ways that will drive more return. Pick a location, members of a benefit, an age group, a combination of all three – whatever you want – and email them at the click of a button. That means more engagement for you and a better experience for employees. But that’s just the start.

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