The FCA has published research showing that it is hard to get people to engage with their pensions through email alone, even with careful thought about email headings and behavioural messaging. A trial attempting to encourage 82,000 customers from 2 providers to click through an email to read free financial guidance achieved engagement rates of only up to 7%.
The FCA says this shows the importance of pre-testing, so that firms can look to communicate in ways that are most likely to engage their customers.