Case Study: HM Revenue & Customs boosts small-business engagement and support with Granicus

HM Revenue & Customs - Customer Case Study

HM Revenue & Customs (HMRC), the UK’s tax and customs authority, teamed up with Granicus to improve digital engagement with small business owners. The challenge was to reduce customer burden and help businesses get their tax affairs right first time by linking them to the right support at key business milestones.

They deployed an automated, personalised and A/B-tested email programme via GovDelivery, sending milestone-triggered notifications and using analytics to optimise messages. The campaign generated more than 350,000 clicks to support products (7% of the small business population), a fourfold year‑on‑year increase in click‑throughs, boosted webinar attendance from 8,000 to 50,000 (about 80% referred by email), drove an additional 371,000 growth-related clicks, and achieved a 25% open rate—improving access to guidance and helping reduce the tax gap.

HM Revenue & Customs

Gareth Jones

Digital Design and Product Team Lead