behavioural audit: letter and email communications

BEHAVIOURAL AUDIT: LETTER AND EMAIL COMMUNICATIONS

Think Think, Nudge Nudge: A Communicator’s Guide to Behavioural Insights

May 22, 2015

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

6©2015 ideas42 Opening Understanding Taking Action

GET NOTICED

!!!!!!!!!!!


UNDERSTANDING

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Siegfried Vogele, Dean of the Institute for Direct Marketing, Munich, Eye Tracking Research

DISORGANIZED INFORMATION



• F-pattern – eye tracking

Nielsen Norman Group, 2006, F-Shaped Pattern for Reading Web Content


ASSUMED KNOWLEDGE


JARGON

“AGI” is jargon!


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?”


TAKING ACTION

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IMPERSONAL


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.


IMPERSONAL

Alissa,

I need a raise.

Thanks,

Jamie

Typed Name:38%

Handwritten Name:

48%

Post-It:75%


POOR TIMING

Tversky and Shafir (1992). "Choice under conflict: The dynamics of deferred decision." American Psychological Society, 3(6): 358-361.


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%


HASSLE FACTORS


UNCLEAR NEXT STEPS

When should I pay?

Or…

How should I pay?

Or…


UNCLEAR NEXT STEPS


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