Tell customers that something is waiting for them
Oct 10
2 min read
Updated: Oct 11
A sense of ownership made people act.
The study. A team led by researchers at the University of Pennsylvania sent 22 different text reminders to 689,693 Walmart pharmacy customers. A control group got no text.
The finding. On average, the texts raised vaccine visits by 2.0 percentage points, or 6.8%. The best texts said that a flu vaccine was waiting for the customer.
Why it matters. Many reminders only give facts. This large study shows that the words in a reminder matter. When something feels like it belongs to you, you are more likely to act.
The takeaway. Write reminders that say that something is ready and waiting for the customer. Keep them short.
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