Different customers have different reasons to buy in to Direct Debit. And they fall into four clear groups: preferers, selectives, reluctants and will nots/cannots.

The first three groups are well worth targeting. Using the right motivational messages can change their mindset and behaviour, and they can be converted to Direct Debit. For example, preferrers are defined as likely to be aged between 25 and 44, ABC1C2s with younger children or older ones who have left home. For them, convenience is the best feature of Direct Debit, so that’s the best message to use to convince them to sign up to Direct Debit. Simple!

As the name suggests, will nots are ardent cash and cheque payers and will not convert. Cannots do not have appropriate bank accounts, so your marketing materials will be wasted on them.

View a detailed profile of each group:

Preferers
Selectives
Reluctants