Challenge
SD1 historically relied on printed bill inserts to share customer information. While widely distributed, these inserts were often overlooked or discarded.
Industry research indicates 65–75% of bill inserts are thrown away without being read, limiting their effectiveness.
Early digital efforts copied this same content into basic emails, improving efficiency but not engagement.
At the same time, SD1 needed to ensure that older customers and those who prefer paying bills in person were not excluded from critical messaging.
Solution
In 2025, SD1 transitioned to purpose-built digital newsletters supported by in-lobby visual messaging.
The strategy replaced generic, print-based communication with clear, story-driven emails while reinforcing the same messages through lobby display graphics. This ensured modernized communication without sacrificing accessibility.
Results
- ~26,800 customers reached per newsletter without print or mailing costs
- Up to 1.4 average opens per recipient on service-based emails, indicating repeat engagement
- 56–63% open rates across multiple editions, exceeding typical public-sector benchmarks
How We Did It
Content Transformation
- Shifted from instructional copy to local, storytelling-focused content that connects SD1’s work to community impact
- Used plain language to illuminate the purpose and real-world value of SD1’s services
Multi-Channel Integration
- Coordinated each newsletter with matching lobby screen graphics, creating consistent touchpoints for in-person customers
- Eliminated print inserts while maintaining cross-channel message consistency
Performance-Driven Iteration
- Leveraged email analytics to evaluate engagement and guide continuous content improvement
Conclusion
By replacing outdated bill inserts with digital newsletters and reinforcing key messages through in-lobby visuals, SD1 modernized customer communication in a way that was efficient, measurable and inclusive.
The result is a scalable, customer-centered communication model that strengthens trust, improves engagement and meets customers where they are, both digitally and in person.
Results achieved while serving on SD1’s in-house communications team.
next steps
Let’s get together for a virtual coffee date and discuss your needs.
Thank you for your response. ✨
Illumibridge Communications 