Every year, a regional ISP using PerfTech’s Bulletin System notifies its entire subscriber base of any changes to its rate card and channel lineup. The in-browser message includes actionable buttons for the subscriber to indicate that the information has been received or to link to the new information. Once any one of these buttons is selected, the message never reappears to that subscriber. Since this format has remained consistent over the past three years, we can compare response results using the platform’s built-in statistics dashboard, with results as follows:
ACTION BUTTON 2018 2019 2020
Received 21.6% 20.2% 32.4%
View channel lineup 2.0% 4.0% 4.0%
View rate card 29.8% 23.4% 30.2%
TOTAL 53.4% 47.6% 65.6%
Note that approximately 18% more subscribers took action this year than last, which could be attributed to more time online at home, or to simply becoming more accustomed to in-browser messaging. The need to view channel lineup remains remarkably low and consistent, while the desire to check out the rate card remains high. Even though the ISP notice directly states that the message is not a notice of a rate increase, subscriber response indicates they prefer to check.