We’ve been talking about opt-outs and user experience a lot this month, but it’s about time we show you what that looks like for your audience. Let’s see what a typical day in a consumer’s life looks like — and, more importantly, what kinds of distractions you’re competing with.
Meet Your Audience
Meet Lisa, a regular consumer looking for a better insurance option. In fact, she recently requested a quote from MKM Auto Insurance and plans to get some quotes from competitors. Although she works a typical 9-5 job, she’s also the single caretaker of her 13-year-old son, John. After work, she meets John at home and, depending on the day, drives him to a sports meetup or jumps into whatever task needs to be accomplished at home. (That could be catching up with work, making dinner, or de-stressing with a streaming service.)
Lisa’s personal time is obviously very precious to her — she doesn’t get much of it. That’s why when MKM Auto Insurance phones her to follow up about her insurance quote, she does what 80% of consumers do when they don’t recognize a number (Pew Research Center) — she doesn’t answer. Even though it’s something she requested, she doesn’t have the attention span to devote to a full-on conversation, at least not yet.
Fortunately, MKM Auto Insurance has experience with this behavior and, instead of repeatedly calling her, enters her in a text campaign (a choice she opted into when she was requesting the quote). It doesn’t take long until she receives the following text message: “Hey, we noticed you requested an auto insurance quote. Want to make an appointment to chat? If you want to stop receiving messages, text STOP.”
This time, she picks up her phone and checks who sent the message. It doesn’t take long to scan a couple of words until she has a gist. She thinks back to the quote she got the night before and remembers why she didn’t enroll — it was too expensive. So, ignoring most of the message (because again, she’s diving her precious free time), she sends back the following: “It was too expensive. 👎”
Racing Against the Clock
Though this response isn’t the commitment MKM Auto Insurance hoped for, it allows them to respond quickly — provided they have the proper texting infrastructure to deduce the meaning behind Lisa’s quick text. Lisa hasn’t technically opted out of the conversation, but she has expressed displeasure with the price from the quote. Depending on MKM Auto Insurance’s flexibility, they may be able to offer Lisa a less expensive policy, but only if they act quickly.
As soon as people say “no” to something the first time, the likelihood that they will change their minds is significantly reduced as time goes on. That means if MKM Auto Insurance wants to offer Lisa a lower package, they only have a short window to re-engage her before she mentally moves on.
This narrative can have two endings — dependent on MKM Auto Insurance. If the company can detect what Lisa’s response is in time and reply to her with a cheaper offer, they get a customer. If they can’t, Lisa will request another quote from a competitor and move on.
Drips can help you effectively communicate with your audience, even those who fall under different disqualified categories. We can adapt to most situations in any industry — even something as specific as conferences. For example, we’re handling all text messages at the upcoming Contact.io conference. Whether it’s reminders, answering questions about where a particular session is, or even helping people find booths, our adaptive text messaging platform handles it with ease.