Personalization & News Digests: Game-Changers for the Church & Dwight Engagement Team

When Church & Dwight’s engagement team reached out to Cerkl, they were facing several pressing challenges that limited their ability to effectively engage their workforce.

Employees were inundated with an overwhelming number of emails daily. Without a clear way to prioritize critical communications, important updates were often buried under non-urgent messages. Traditional email systems compounded the problem by lacking the functionality to consolidate information or streamline messaging. This led to employee frustration and reduced overall engagement with internal communications.

The one-size-fits-all approach to email content further alienated employees. Without personalized messaging, communications felt impersonal and irrelevant to recipients. This lack of connection between employees and the content resulted in decreased open rates and diminished engagement. Employees often disregarded emails, feeling they did not address their specific needs or roles. Worse still, the company didn’t know whether people opened their emails or took any of the required action.

Manually managing email segmentation and distribution proved to be an inefficient and error-prone process. Engagement teams at Church & Dwight spent countless hours cross-referencing lists to ensure accuracy. Despite their best efforts, occasional mistakes meant that some employees received messages not intended for them, while others were inadvertently excluded. These inefficiencies slowed down operations and created unnecessary frustration for both employees and the engagement team.

A lack of robust analytics tools left the engagement team in the dark about the performance of their efforts. Without access to engagement metrics such as open rates, click-through rates, or readership patterns, they struggled to gauge the effectiveness of their communications. Decisions were often based on assumptions rather than actionable data, making it difficult to refine strategies and improve outcomes.

Manually tracking email opens and managing follow-ups added an unnecessary burden to the engagement team. The absence of automated retargeting tools meant employees frequently received duplicate follow-ups, even after completing required actions. This not only wasted time but also contributed to communication fatigue, further eroding engagement.

It’s vital to be able to leverage data-driven insights. Church & Dwight acknowledged this and wanted to use advanced analytics to refine engagement strategies and ensure alignment with organizational goals.

With overwhelming email volumes, they needed to consolidate communications to minimize the number of emails employees received while maintaining clarity. They also wanted to implement tools that would save time for their engagement team and enhance overall productivity.

Ultimately, by addressing these goals, they aimed to create a seamless, impactful communication experience for employees while empowering the engagement team with cutting-edge tools and insights.

Primary Features are:

Analytics and Reporting

Provides detailed insights into communication and engagement performance, enabling data-driven decisionmaking.

Retarget Feature

Automates follow-ups, reducing redundancy and ensuring focused messaging.

Implementation of Broadcast Solutions

The implementation of Cerkl Broadcast at Church & Dwight has delivered measurable improvements across multiple areas. The inclusion of dynamic segmentation, personalization, and analytics has allowed Church & Dwight to craft tailored content that resonates with their diverse workforce. Automated processes have eliminated the need for time-intensive manual tasks, freeing the engagement team to focus on strategy and innovation.

Ultimately, Cerkl Broadcast’s holistic approach has empowered Church & Dwight to create a more effective and efficient engagement and communication ecosystem.

This is what the Engagement Team had to say:

News Digest

“The News Digest has greatly improved our internal communications. It has streamlined the number of emails we send, helping employees stay informed without feeling overwhelmed. Most of our articles are informative rather than urgent, which helps keep things clear and manageable.”

Personalization Feature

“The Personalization feature has also made a big difference. When employees see their names in emails, they are more likely to read and engage with the content, making our communications more effective.”

Analytics and Reporting Tools

“Our Analytics and Reporting tools provide valuable insights into how our communications and News Digest articles are performing. We’ve used this data in presentations to our CEO and to decide when follow-up emails are necessary, ensuring our strategy is well-informed.”

Dynamic Segmentation

“Dynamic Segments and Lists make our email distribution much more reliable. We can send emails confident that all relevant parties are included, without needing to double-check or cross-reference manually.”

Retargeting

“The Retarget feature has been especially useful. It has significantly reduced the work needed to track who has opened emails and manage follow-ups. This means we don’t overwhelm employees with unnecessary emails, especially when many have already taken the required actions. This leads to more focused messaging and better read rates overall.”

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