Church & Dwight has reimagined its employee engagement strategy, including its internal communications approach, using Cerkl Broadcast. From streamlining email distribution to harnessing actionable analytics, the company has significantly improved employee engagement and operational efficiency. Personalization, dynamic segmentation, and advanced reporting tools have elevated their communication to unprecedented levels of effectiveness.
5,700 Employees
Consumer Goods
U.S. & International
Founded in 1846, Church & Dwight Co., Inc. is one of America’s oldest, best-recognized companies and the leading producer of baking soda. A globally recognized leader in household and personal care products, the company boasts a rich history of innovation. With a legacy of iconic brands including Arm & Hammer, Trojan, Hero, Therabrath, and OxiClean, the company has made its mark by delivering a growing assortment of highquality, trusted household and personal products to millions of customers worldwide. Headquartered in Ewing, New Jersey, Church & Dwight operates across multiple countries, with a strong commitment to environmental sustainability, community engagement, and corporate responsibility.
As an organization with a diverse workforce and a global footprint, Church & Dwight understands the critical importance of effective employee engagement and internal communications. Keeping its employees informed, aligned, and engaged is not just a goal but a necessity for ensuring operational excellence and fostering a cohesive corporate culture. Recognizing the challenges of traditional communication methods, Church & Dwight turned to Cerkl Broadcast to address some of its unique needs.
Employees faced too many emails, making it difficult to identify and prioritize critical communications.
Employees faced too many emails, making it difficult to identify and prioritize critical communications.
Employees faced too many emails, making it difficult to identify and prioritize critical communications.
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.
Enhance Employee Engagement
Reduce Email Fatigue
Streamline Communication Processes
Improve Operational Efficiency
Leverage Data-Driven Insights
The engagement team at Church & Dwight needed to increase open and engagement rates by making communications more personalized and relevant. By streamlining comms processes, they realized they could reduce the manual effort involved in email segmentation, distribution, and follow-ups.
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.
Church & Dwight adopted the Cerkl Broadcast platform to address its engagement challenges
comprehensively. The platform’s advanced features have provided the tools needed to streamline processes, enhance engagement, and make datadriven decisions. By consolidating communications into a single system, Church & Dwight has reduced the chaos of excessive emails while ensuring that their messaging remains clear and impactful.
Consolidates non-urgent communications into a single, easy-to-digest email, reducing clutter and increasing clarity.
Adds a personal touch to emails by addressing employees by name, significantly boosting engagement.
Provides detailed insights into communication and engagement performance, enabling data-driven decisionmaking
Automates audience targeting without IT, ensuring that emails reach the right recipients without manual intervention.
Automates follow-ups, reducing redundancy and ensuring focused messaging.
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 ecosyst
This is what the Engagement Team had to say:
“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.”
“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.”
“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 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.”
“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.”
52
%
59.1
%
1,600
+
102
%
*Results are based on the data for 2024. The open rates results are expressed as a percentage for the year, while the stories published and Email Blasts are total figures for the year.
The team at Church & Dwight has identified game-changing features offered by Cerkl Broadcast.
“At my last organization, we didn’t have a tool like Cerkl, and the difference is striking. Cerkl has had a tremendous positive impact on our communications. It allows me to schedule emails in advance, freeing up my time for other important tasks. The analytics and insights provided by Cerkl have revolutionized our communication strategy by revealing what content resonates most with employees and how they engage with it.
This has enabled us to tailor our communications more effectively and achieve better engagement overall. Additionally, the dynamic segmentation and personalization features ensure that our messages are relevant and engaging for each recipient, making our communications feel more personalized and impactful. Cerkl has truly elevated our internal communications to a whole new level, making our team more efficient and our messaging more effective.”
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