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BEHAVIOURAL AUDIT: LETTER AND EMAIL COMMUNICATIONS

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BEHAVIOURAL AUDIT: LETTER AND EMAIL COMMUNICATIONS

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BEHAVIOURAL AUDIT: LETTER AND EMAIL COMMUNICATIONS

  1. 1. BEHAVIOURAL AUDIT: LETTER AND EMAIL COMMUNICATIONS Think Think, Nudge Nudge: A Communicator’s Guide to Behavioural Insights May 22, 2015
  2. 2. 1©2015 ideas42
  3. 3. 3 STATES OF ENGAGEMENT 1. How can we increase the opening of envelopes or emails? Opening Understanding Taking Action 2. How can we help customers understand the letter or email? 3. How can we help customers quickly take action?  There are 3 states of engagement with the customer when sending a letter or email:  Opening the envelope  Understanding the letter  Taking Action, e.g., making payment 2©2015 ideas42
  4. 4. OPENING 3©2015 ideas42
  5. 5. POOR TIMING Opening Understanding Taking Action 4©2015 ideas42
  6. 6. GET NOTICED9/25/13 Gmail - The last time I'll ask you this: Christopher Daggett <christopher.daggett@gmail.com> The last time I'll ask you this: 1 message Barack Obama <info@barackobama.com> Fri,  Nov  2,  2012 at  5:04 PM Reply-­To:  info@barackobama.com To:  Christopher Daggett  <christopher.daggett@gmail.com> Christopher  -­-­  Our  last  budget  decisions  are  being  made  now -­-­ can  you  help? What  we're doing  here  has  always  been  improbable. We're going  up  against  some  of  the  most  powerful  interests  in  American  politics,  and they  are outspending  us  on  the  air  in  nearly  every  battleground  state right  now.  This week  alone,  they're  spending  $100  million  against  us  on  the  air. And  yet  we still  refuse  to rely  on  outside  groups,  Washington  lobbyists,  or  special-­interest PACs  to do the hard  work  for  us.  Our  campaign  is  built  by  millions  of  ordinary  Americans each  doing  their  small  part,  one person  at  a  time. That's  not  the  easy  way  to win  elections,  but  that's  what  we do -­-­ because it's  the right way  to do it. The  outcome  of  this  race is  not  yet  known.  And  this  is  the  moment  we all  must  decide how much  more we can  give  before  the chance  to make a  difference  is gone. The  campaign  is  making  final  budget  decisions  based  on  the resources  we  have at midnight  tonight. Donate  $3  or  more  today: https://donate.barackobama.com/Deadline As  always,  thank  you. Barack 5©2015 ideas42 Opening Understanding Taking Action
  7. 7. GET NOTICED 9/25/13 Gmail - Hey Christopher Daggett <christopher.daggett@gmail.com> Hey 1 message Barack Obama <info@barackobama.com> Sat,  Mar 31,  2012 at  11:21 AM Reply-­To:  info@barackobama.com To:  Christopher Daggett  <christopher.daggett@gmail.com> Christopher  -­-­ I  need you  with  me  on  this  one. Tonight's  deadline  is  our  biggest  yet, and I  need everyone  pitching in. Give  $3  or  whatever  you  can: https://donate.barackobama.com/Today Let's  go, Barack Contributions or gifts to  Obama  for America  are  not  tax deductible This email was sent  to:  christopher.daggett@gmail.com Update  address  |  Unsubscribe !!!!!!!!!!! 6©2015 ideas42 Opening Understanding Taking Action
  8. 8. UNDERSTANDING 7©2015 ideas42
  9. 9. Siegfried Vogele, Dean of the Institute for Direct Marketing, Munich, Eye Tracking Research DISORGANIZED INFORMATION 8©2015 ideas42 Opening Understanding Taking Action
  10. 10. DISORGANIZED INFORMATION • F-pattern – eye tracking Nielsen Norman Group, 2006, F-Shaped Pattern for Reading Web Content 9©2015 ideas42 Opening Understanding Taking Action
  11. 11. DISORGANIZED INFORMATION https://mail.google.com/mail/u/1/?ui=2&ik=159db418cb&view=pt&search=inbox&th=1415cd608889cc7f 1/3 Fwd: Community Events 9-­25-­13 1 message Dan Connolly <dan.connolly91@gmail.com> Thu,  Sep 26,  2013 at  8:33 PM To:  Christopher Daggett  <chris@ideas42.org> -­-­-­-­-­-­-­-­-­-­ Forwarded message -­-­-­-­-­-­-­-­-­-­ From:  Denice A.  Cassaro <denicecassaro@cornell.edu> Date:  Wed,  Sep 25,  2013 at  8:46 PM Subject:  Community  Events  9-­25-­13 To:   Thousands of candles can be lighted from a single candle, and the life of the candle will not be shortened. Happiness never decreases by being shared. -      Buddha I STRONGLY encourage anyone wishing to publicize their event to not only post it here on this listserv but also on the Cornell Calendar. http://events.cornell.edu/ By doing so, you will be increasing your event’’s visibility and potentially drawing an even wider audience. Give it a try! I use it as well. Warmly….Denice Welcome to an edition of Community Events * Community Events *(providing you with event announcements from student organizations and Cornell departments) and * Classifieds* (providing a listing of items for sale, items lost & found, housing ads, items wanted, and a ride board) are provided in the attached PDF. --------------------------------------------------------------------------- Events & Classifieds in attachment (PDF file). You can click on topic listed in content list to be taken right to the ad. For posting in Community Events: 10©2015 ideas42 Opening Understanding Taking Action
  12. 12. ASSUMED KNOWLEDGE 11©2015 ideas42 Opening Understanding Taking Action
  13. 13. JARGON “AGI” is jargon! 12©2015 ideas42 Opening Understanding Taking Action
  14. 14. UNCERTAIN TERMS “How do I make arrangements?” “This is going to take some time. I’ll do it later.”“I probably won’t qualify.” “How much can I pay?” 13©2015 ideas42 Opening Understanding Taking Action
  15. 15. TAKING ACTION 14©2015 ideas42
  16. 16. IMPERSONAL 15©2015 ideas42 Opening Understanding Taking Action
  17. 17. IMPERSONAL ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !!!!!!!!!!!!!!!!!! ! ! ! ! ! Center&for&Outcomes&Research&and&Education& 5211!NE!Glisan!St.! Portland,!OR!97213! ! Address!Service!Requested! PRESORTED FIRST CLASS MAIL US POSTAGE PAID PORTLAND OR PERMIT NO. 5510 Recipient Name Street Address Address 2 City, ST ZIP Code 16©2015 ideas42 Opening Understanding Taking Action
  18. 18. IMPERSONAL before& & You’ve'won'the'lottery'you'entered FREE&HEALTH&CARE Oregon&Health&Plan Call&toll&free&1=877=215=0686&or&email&me&at& 'with&any&questions—& I&am&here&to&help!& & & [RA&circles&photo&and&handwrites&signature] 17©2015 ideas42 Opening Understanding Taking Action
  19. 19. IMPERSONAL Without Photo With Photo 84%58% Gueguen and Jacob (2002). " Social presence reinforcement and computer-mediated communication: The effect of the solicitor’s photography on compliance to a survey request made by e-mail." Cyber Psychology & Behavior, 5(2): 139-142. 18©2015 ideas42 Opening Understanding Taking Action
  20. 20. IMPERSONAL ~ [blank] ~ [name] ~[address 1] ~[address 2] ~[address 3] ~[address 4] Dear ~ [greeting] Congratulations on your recent <<product>> purchase. We would like to take this time to thank you for financing with us and welcome you to Alliant Credit Union. As the custodian of your loan, we want to make you aware of the following important information: · Your loan account number is <<loan account number>> Loan ID: <<loan ID>> · Your monthly loan payment is <<$loan payment>> · Your next payment is due on or before <<payment due date>> · Your loan payment ticket will be mailed to you each month. For your convenience we have provided you with a temporary loan payment ticket a the bottom of this letter to use if you do not receive your Alliant Credit Union loan payment ticket before your first payment is due · Your Alliant member account number is <<member number>>. You will need to refer to this number whenever you contact us whether through our 24/7 member contact center, self service telephone, online banking, mobile banking or at an Alliant Branch Alliant offers an automatic payment option which enables you to have your loan payment transferred each month from your Alliant savings or checking account (if applicable) or from an account you have at another financial institution. It’s easy to switch from loan payment tickets to automatic payment. Call 800-328-1935 (24/7) and ask a Member Service Representative to set you up for automatic payment for your loan today. Alliant Credit Union has been in the financial services industry since 1935. We are the 6th largest credit union in the U.S. and the largest in the state of Illinois. By financing with us, you became a member of Alliant Credit Union. Your membership includes a savings account which was opened with a complimentary $5 savings deposit provided by Alliant. A receipt for the complimentary deposit and the current rate sheet are printed on the back of this letter. In addition, the Account Agreement & Disclosure and Fee schedule are enclosed. Please retain these items and this letter for your records. Once again, welcome to Alliant. We greatly appreciate your business. As a member, you gain exclusive access to our great rates on savings and checking accounts and loans for homes, education, credit cards and more. We hope that if you should need a checking account or another loan in the future, you will look to Alliant Credit Union. To help you get started, refer to the enclosed flyer for special offers on an Alliant checking account and VISA® credit card. Sincerely, David W. Mooney President & CEO A731-R-04/14 Typed Name: 38% Handwritten Name: 48% Post-It: 75% 19©2015 ideas42 Opening Understanding Taking Action
  21. 21. DISORGANIZED INFORMATION 20©2015 ideas42 Opening Understanding Taking Action
  22. 22. POOR TIMING Tversky and Shafir (1992). "Choice under conflict: The dynamics of deferred decision." American Psychological Society, 3(6): 358-361. 21©2015 ideas42 Opening Understanding Taking Action
  23. 23. POOR TIMING Tversky and Shafir (1992). "Choice under conflict: The dynamics of deferred decision." American Psychological Society, 3(6): 358-361. 5-day Deadline No Deadline 3-week Deadline 25% 42% 60% 22©2015 ideas42 Opening Understanding Taking Action
  24. 24. HASSLE FACTORS 23©2015 ideas42 Opening Understanding Taking Action
  25. 25. HASSLE FACTORS 24©2015 ideas42 Opening Understanding Taking Action
  26. 26. UNCLEAR NEXT STEPS When should I pay? Or… How should I pay? Or… 25©2015 ideas42 Opening Understanding Taking Action
  27. 27. UNCLEAR NEXT STEPS 26©2015 ideas42 Opening Understanding Taking Action
  28. 28. COMMUMICATIONS RULES OF THUMB 27©2015 ideas42
  29. 29. COMMUMICATIONS RULES OF THUMB 28©2015 ideas42
  30. 30. Jamie Kimmel, Associate james@ideas42.org 29©2015 ideas42
  31. 31. BREAKOUT SESSION Instructions 1. Individually, go through each letter, and using the Written Communications Audit Checklist, identify behavioral problems with the material (10 minutes) 2. Share your findings with your table, and categorize them using the Written Communications Audit Checklist (10 minutes) 3. As a team, discuss how you might improve each letter (10 minutes) 4. Share the behavioral problems your table identified with the rest of the group (15 minutes) 30©2015 ideas42
  32. 32. LETTER 1 - Top 1. Thank you! Why should I open this? 2. Impersonal 4. Next step is hidden 5. Timing isn’t right 3. Nice! But no one will read this… 6. Next step is hidden 31©2015 ideas42
  33. 33. LETTER 1 - Bottom 7. Next step is hidden 8. Hassle 9. ANOTHER hidden next step!!! 10. Waste of a PS… No one will read this! 32©2015 ideas42
  34. 34. LETTER 2 1. Impersonal 2. Impersonal 3. Avoidance (psychologically painful) 4. Ambiguous amount 5. Inappropriate timing 6. Avoidance (psychologically painful) 7. Impersonal 33©2015 ideas42
  35. 35. LETTER 3 - Top Where do I start?
  36. 36. LETTER 3 - Top 1. Impersonal 2. Not simple – fails the “eye test” 3. Jargon and assumed knowledge
  37. 37. LETTER 3 - Bottom 36©2015 ideas42 4. Not simple – fails the “eye test” 6. Not timely – no deadlines 5. Jargon and assumed knowledge 7. No clear next steps

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