If you want to successfully connect with your DC plan members, you need to bring everything back to one question: What’s in it for me?

“Plan sponsors have to try and touch the member, in as many ways as they can,” says Jill Taylor Smith, a consultant with Eckler Ltd. Regardless of the medium used to communicate—email, social media, paper—plan sponsors “need to make sure that the question of ‘How does this impact me?’ is addressed.”

Watch the video to hear what else Taylor Smith has to say about engaging with members, timing your communications and targeting different demographics.