Brief:
Indeed Flex – the UK’s #1 app for temporary, shift, and temp-perm work – were relaunching their Flexer Benefits programme, through their partner, Collective.
The programme gives benefits that permanent staff would usually expect, such as sick pay, paid family leave, mental health support, 24/7 access to a digital GP, financial advice, and discounts/savings on big brands, across tech, food shopping, fashion, eating out, and fuel.
My remit was to launch the newer programme (and outline the eligibility criteria) with an a email campaign and content for the relevant landing page.
Solution:
A campaign encompassing; a welcome email to all Flexers (those who get jobs through the app) outlining the new programme/qualifying criteria, an email for all Flexers who subsequently became eligible once they worked the required number of shifts, an email letting eligible Flexers know that their benefits have been continued, gamification emails/push notifications/IAMs for when a Flexer is e.g 3 shifts away from qualifying for Flexer Benefits, a landing page detailing the programme, how to qualify, what benefits are on offer, relevant FAQs, Terms & Conditions.
Across the campaign, open rates remained at 60%+ and CTRs at 6%+.