The key benefits of using Direct Debit are that it is secure, guaranteed and offers peace-of-mind. Attitudes to Direct Debit and motivations or barriers to its use vary by different customer groups. Using messaging that will resonate with a particular group is key to campaign success.
It is useful to refer to the customer pen portraits below to inform your campaign messaging.
Different customers have different reasons to buy in to Direct Debit. And they fall into three clear groups: preferers, selectives, reluctants.
These 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!
View the detailed pen portraits below.