Less carbon, more insights – data driven decisions from our customer newsletter

For years, we sent our Round Your Way printed newsletter to every one of our 22,000 customers, twice a year. While it was a familiar fixture, it didn’t tell us much about what people found helpful or interesting.

Fast forward to today, and for most customers we’ve swapped our twice-yearly printed newsletter for a monthly e-newsletter. Customers in our wellbeing schemes and others who have opted in still receive a printed copy, but the majority now get their news by email.

On the surface it’s a fairly small change, but it’s made a big difference.

By going digital, we can now see which stories people are reading, which topics matter most and how we can keep improving. This insight helps us make data driven decisions – a key part of Our 2030 Plan.

And we’re no longer guessing what works – we’re using real data to guide us.

That insight helps us create more of the content our customers want to hear about and share it across different channels, like social media, our website and our customer conference.

There’s an environmental benefit too.

Going digital has cut down on print and postage, helping us to reduce our carbon footprint by around 1,976kg CO2e every year. That’s the equivalent of flying from London to New York! A small but important step in our wider sustainability goals – something we know matters to our customers as much as it does to us.

This move might seem small, but it reflects a bigger shift in how we work: using data to shape decisions, improve our communications and stay connected with the customers and communities we serve.