Posted by Peggy Olson on 13 Feb 2020
Autopay offers terrific business benefits that include improving the number of reliable on-time payments, decreasing costs associated with a check, and customer service-supported payments, and boosting customer satisfaction. But after the pool of early adopters is exhausted, what can billers do to increase autopay adoption rates?
The Marketing Rule of Seven is a powerful principle that is often overlooked. Based on the simple idea of repetition, the Rule of Seven stipulates that to elicit a desired action, like enrolling in autopay, people must be reached and positively impacted at least seven times, in as many ways as possible.
Why Repetition Matters
Repetition is important in autopay enrollment because most people don't take action the first few times they're exposed to your company's enrollment efforts. The reasons for inaction are many:
How to Make it Work
Create a campaign that maps out the who, what, where, when, and how related to marketing communications.
Once your campaign is solidly in place, begin executing and be persistent in your efforts. Remember, most customers don't take action the first few times they're exposed to your company's message. Repetition ensures that the autopay enrollment information you're trying to convey imprints on your customers’ minds.
The Bottom Line: Don't rely on just one type of method, even if you are getting stellar results. Using a variety of mediums in an integrated multi-channel approach increases the likelihood of catching your customer’s attention. Put the Rule of Seven to work and enjoy the benefits of greater autopay enrollment.
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