BEHAVIOURAL AUDIT: LETTER AND EMAIL COMMUNICATIONS Think Think, Nudge Nudge: A Communicator’s Guide to Behavioural Insights May 22, 2015
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BEHAVIOURAL AUDIT: LETTER AND EMAIL COMMUNICATIONS
Think Think, Nudge Nudge: A Communicator’s Guide to Behavioural Insights
May 22, 2015
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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
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OPENING
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POOR TIMING
Opening Understanding Taking Action 5©2015 ideas42
GET NOTICED
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GET NOTICED
!!!!!!!!!!!
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UNDERSTANDING
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Siegfried Vogele, Dean of the Institute for Direct Marketing, Munich, Eye Tracking Research
DISORGANIZED INFORMATION
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DISORGANIZED INFORMATION
• F-pattern – eye tracking
Nielsen Norman Group, 2006, F-Shaped Pattern for Reading Web Content
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DISORGANIZED INFORMATION
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ASSUMED KNOWLEDGE
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JARGON
“AGI” is jargon!
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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?”
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TAKING ACTION
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IMPERSONAL
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IMPERSONAL
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IMPERSONAL
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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.
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IMPERSONAL
Alissa,
I need a raise.
Thanks,
Jamie
Typed Name:38%
Handwritten Name:
48%
Post-It:75%
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DISORGANIZED INFORMATION
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POOR TIMING
Tversky and Shafir (1992). "Choice under conflict: The dynamics of deferred decision." American Psychological Society, 3(6): 358-361.
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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-weekDeadline
25% 42% 60%
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HASSLE FACTORS
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HASSLE FACTORS
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UNCLEAR NEXT STEPS
When should I pay?
Or…
How should I pay?
Or…
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UNCLEAR NEXT STEPS
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COMMUMICATIONS RULES OF THUMB
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COMMUMICATIONS RULES OF THUMB
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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)
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LETTER 1 - Top1. 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 32©2015 ideas42
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!33©2015 ideas42
LETTER 2
1. Impersonal
2. Impersonal
3. Avoidance (psychologically painful)4. Ambiguous amount 5. Inappropriate timing
6. Avoidance (psychologically painful)
7. Impersonal34©2015 ideas42
LETTER 3 - Top Where do I start?
LETTER 3 - Top
1. Impersonal
2. Not simple – fails the “eye test”
3. Jargon and assumed knowledge
LETTER 3 - Bottom
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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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