Scaling Communication for a Global Dairy Business Through Identity-Driven Distribution Lists

With a workforce of over 17,000 employees operating across 40 countries, this global dairy processor and exporter faced significant challenges in maintaining clear, consistent internal communications. Distribution Lists (DLs) were a critical tool for sharing updates, coordinating operations and delivering timely information across teams, departments and regions.

However, managing these DLs manually had become increasingly unsustainable. Requests to add or remove users were handled by the IT team, often requiring multiple approvals and manual updates, slowing down communication and increasing the risk of outdated or inaccurate distribution.

Additionally, without a clear process for ownership or visibility into who was included in each list, employees struggled to know whether key audiences were being reached.

The company needed a smarter, more scalable approach, one that would reduce manual effort, improve accuracy and allow the business to take ownership of its communication channels.

To improve communication efficiency and reduce manual overhead, the organisation implemented Activate’s Distribution List Manager. This solution enabled both automated and self-service management of Distribution Lists, ensuring accuracy, control and consistency across a global workforce.

Automated Organisational Distribution Lists
Employee data such as department, location and employment type was synchronised from the HRIS system. Activate automatically created, updated and removed organisational Distribution Lists in line with changes to the business structure.

• Distribution List ownership was assigned and maintained based on management roles from HR data
• Business owners were designated for certain key lists, allowing them to approve any additional self-service membership requests, such as contractors or external partners, when appropriate.

Self-Service Ad Hoc Distribution Lists
Activate enabled staff to create and manage their own Distribution Lists through a user centric web portal.

• Lists followed enforced naming conventions and expired after 180 days, unless renewed by the owner
• Users could request access to a list, with business owners approving or declining requests directly
• Owners had full visibility over current members, improving governance and accountability.

Dynamic Distribution Lists
Activate supported rule-based Distribution Lists built from HR attributes.
For example:

• All Auckland HR – Includes all HR employees located in Auckland
• All Regional Users – Includes all users located outside of Auckland.

This combination of automation, visibility and self-service gave the organisation flexible, scalable control over its communication channels, ensuring the right messages reached the right people at the right time.

Key Benefits:

• ‍Automated Distribution List Management
  Organisation-wide DLs are created, updated and deleted automatically based on current HR data like department, location and employee type.
• Business Ownership and Delegated Control
  Business users can manage their own lists, including approving access requests and maintaining membership, without relying on IT.
• Enforced Naming and Governance Standards
  All DLs adhere to naming conventions and security standards, helping maintain a clean, compliant environment.
• Self-Service Functionality
  Staff can easily search for, request access to and create ad-hoc DLs as required, reducing bottlenecks.
• Dynamic and Role-Based Targeting
  Lists can be generated using flexible rules (e.g. "All HR in Auckland"), ensuring the right audience is always reached.
• Improved Auditability
  All list changes and approvals are tracked, supporting compliance and internal audit requirements.

By implementing Activate’s Distribution List Manager, the global dairy processor streamlined communication, improved message accuracy and delivery speed and enabled users to manage their own Distribution Lists. The automated, scalable solution reduced manual workload and enhanced communication efficiency across the organisation.

• Improved Communication Accuracy
  Automatically maintained Distribution Lists ensured staff received relevant and timely communications, reducing miscommunication and message gaps.
• Reduced Manual Effort
  Automation of list creation and updates removed the need for IT involvement in day-to-day list management, freeing up valuable resources.
• Enhanced Governance and Visibility
  Business owners gained clear oversight of who was on their lists, with full audit trails to support compliance and accountability.
• Empowered End Users
  Staff could create and manage their own ad hoc Distribution Lists via a self-service portal, reducing reliance on the Service Desk and improving responsiveness.
• Consistency Through Standardisation
  Enforced naming conventions and automatic expiry of lists ensured organisational lists remained clean, relevant and inline with internal standards.
• Scalability Across Global Operations
  With lists automatically aligned to HR data,the system seamlessly adapted to changes across 40 countries and thousands of employees.
• Flexible List Management
  Dynamic lists allowed the business to define distribution groups using logic based on role, location and other HR attributes, perfect for targeted communications.

This shift not only streamlined communication but also strengthened governance and improved overall operational agility.