Personalized messages and fine repayments
What is the most effective message in driving fine repayments?
In order to determine the most effective text message prompt to encourage fine repayment, the Behavioral Insights Team divided participants into five groups. Each group was sent a slightly different text message. The five types of text message were comprised of: a standard text message, a message that included the individual’s name, a message that included the amount that was due, a message that included both the individual’s name and the amount they owed, and one condition in which no text was sent. The text messages that resulted in the greatest payment response were those with participant names. A follow-up study with more participants confirmed that fine payments increased by 30% when the text message was personalized.