Print and post helped make London’s pensioners better off by over £8 million a year, writes Jason Lusty, Senior Business Development Manager at CFH Docmail Limited
Over 8,000 pensioners across London are entitled to Pension Credit but do not claim it. Policy in Practice, a social policy and analytics company, drove an initiative to engage with eligible residents.
Pension Credit is an extra support to help you cover costs if you’re over the State Pension age and living on a low income. It is one of the most underclaimed benefits, and over £245 million was estimated to be unclaimed in London. This meant a third of eligible pensioners were missing out on a top-up to their monthly income and help with other costs like heating, housing, and council tax. Many pensioners do not claim as they are simply unaware of the support.
In 2023, Policy in Practice partnered with public sector communications experts CFH on this critical campaign to inform pensioners of their eligibility for Pension Credit and signpost them to apply.
Helping London’s pensioners: Solution for print and post
Commissioned by the Mayor of London, Sadiq Khan, Policy and Practice’s campaign used local authority data to identify residents eligible for support across 17 London boroughs.
Mail was identified as the most effective communications channel to engage low-income pensioners due to:
- JICMAIL research showed that those over 65 and those from lower socio-economic groups are particularly likely to engage with mail sent from local authorities.
- TGI Consumer Analysis identified that residents agree that important messages, including those from public bodies, are better sent via mail. This form of communication is more trusted, more memorable, and gains more attention than email communications.
- Further research from JICMAIL Government/Council Mail 2023 showed that mail received from a government agency has a 99% engagement rate, is referred to over five times and has a life span in the home of over a week, reminding people to act.
Through a collaborative approach, CFH’s hybrid mail product Docmail was identified as the ideal solution to fulfil the mailing requirements. Docmail is the UK’s leading hybrid mail platform that enables printed communications to be sent straight to an end audience through a secure account. As a part of the functionality, the solution allows organisations to integrate with the software for mailing automation.
The API integration meant that Policy in Practice’s audience database became directly linked to Docmail, allowing the functionality to operate in the background to manage the creation and sending of the letters. The output was personalised letters sent effortlessly on behalf of the respective councils.
The letters were sent in a non-window envelope which featured the Age UK London logo and the recipient’s council logo on the front. These reputable logos ensured pensioners knew the communication was trustworthy and the information was legitimate. Inside the envelopes were double-sided letters printed in colour for greater engagement. The copy informed pensioners of their eligibility and signposted them to services such as Age UK London for help with the application process. The letters were sent and delivered via Royal Mail second-class delivery.
Results for UK and London’s pensioners
As a result of Policy in Practice’s first mailing, 2,300 pensioners have seen an average increase of nearly £4,000 a year in pension credit, unlocking over £8.4 million in annual support. When factoring in cost-of-living payments and backdated support, the impact in the first year alone exceeded £12.5 million. The campaign’s lifetime impact is estimated to surpass £100 million.
This initiative secured financial support for pensioners and addressed social issues. It helped households avoid loneliness, repay debts and connect with housing teams when needed.
Next steps: Making this support more accessible
CFH is working with Policy in Practice on the second phase of this campaign, which will continue to be funded by the Mayor. The campaign will expand to 23 Boroughs and is expected to secure an additional £9 million.
To enhance accessibility for the entire community, the updated letters will now include translations of the information in multiple languages. This addition eliminates language barriers, ensuring crucial information is readily understandable and accessible to all recipients. By providing translations in the most common languages of the borough, the campaign aims to remove any obstacles to uptake, fostering inclusivity and making sure that support is available to everyone.
“We’re delighted to continue to work with our partners across CFH in innovative mailing campaigns. Our Pension Credit take-up campaign is a fantastic example of the broader impact of direct mail, which can be easily replicable in other cities and regions across the UK. Your expertise and dedication can be instrumental in sparking similar positive change,” said Deven Ghelani from Policy in Practice. (1)
To read the entire report, visit here.
