Paperless billing and bill pay has been gaining in practice for years now, but one of PerfTech’s large telco-operator customers decided that 2020 was the year to finally go completely online for bill pay. Approximately 7% of their broadband subscriber roster still needed to be registered.
Using PerfTech’s in-browser messaging platform, the telco began a campaign designed to sign up customers during 5 separate time-windows spaced over a span of seven months. Each message announced the move to online-only bill pay and asked the subscriber to take one of the following positive actions: register, indicate that they had already registered, or learn more. Action buttons also included close or remind me later; these counts are not included below as both resulted in redelivering the message later. Positive action results are below:
Time-Window February March June July August
Days in Window 12 11 7 3 3
Response Rate 27.4% 22.5% 17.4% 12.7% 12.4%
The total number of subscribers targeted to receive the in-browser message was determined at the beginning of the 5-window campaign; as subscribers registered, they were removed from the list. As the campaign progressed , delivery time-windows became smaller, as did the number of subscribers left on the list and the number who responded immediately. During each of the first two time-windows, approximately a quarter of the targeted subscribers took immediate action; during the last three time-windows, approximately another 42% responded, for a sum total of 92.4%. Additionally, subscribers could go online and register at any time, not just immediately upon receiving a message. The end result of the campaign was to bring the number of unregistered-online subscribers to a minimum, a goal the telco believed it achieved.