24th June 2025
Making an impact: 5 ways to make your message stick
How can you encourage customers to engage with your communications?
Picture this: you have a critical message to send to your customer. Perhaps the bonus rate on their savings account is coming to an end, or their home insurance is due for renewal. It’s crucial they engage in order to get the best outcome from their product.
Slight problem – they’re a real person.
And real people lead busy lives, without a particular interest in the nitty gritty of financial services, rarely reading formal communications from top to bottom. In fact, according to the FCA’s 2022 Financial Lives survey, just 22% of customers read policy documents “carefully,” and 11% admit to not reading them at all.
So if sheer force isn’t an option, how can you ensure your message cuts through the noise?
1. Use clear language, structure and design
Formal language, jargon, and minimal design turn customers away before they even begin.
Use conversational language, intuitive headings and visual cues — like colour, spacing, and icons — to guide attention and highlight what matters most.
2. Keep it punchy
If your key point doesn’t land in the first few seconds, it might not land at all.
Don’t overladen the customer with secondary details. Focus on what they need to know right now, and strip out the rest.
3. Avoid the ‘important’ label
We’ve all seen it before: a letter marked ‘Important update’ or ‘Urgent message’.
The problem? Everyone says that.
Instead, use headings that are specific and tailored. Aim for your customers to understand the key message of your communication from the top-level heading alone.
4. Leverage the ‘fresh start effect’
That’s right – you can use behavioural science to your advantage. People are more likely to act when they perceive a “new beginning” — like the start of a year, a birthday, or a new financial quarter.
Timing key messages around these natural psychological ‘reset points’ can increase motivation and engagement. Research led by Professor Katy Milkman found people are more likely to take action toward long-term goals (like saving or switching products) when a fresh start is in play.
5. Make it multi-channel
Customers receive dozens of communications every week from various service providers. Relying on a single letter or email can easily result in a missed message — and a missed opportunity for a better outcome.
Reinforce key messages across multiple channels: post, email, SMS, app notifications, or even outbound calls if there’s a chance of serious customer detriment.
This doesn’t mean bombarding people — but thoughtfully timed, well-spaced nudges can increase the chance of your message going through.
Conclusion: test and learn
So how can you ensure customers are engaging with your communication?
You can’t make customers read your message — but you can make it easier for them to notice, understand and act on it.
While the above tips will always help, we’ve found that what works in one context doesn’t guarantee success in another context. It’s vital to test different communication strategies, and build on what works best with your customers.
Sources:
https://www.fca.org.uk/financial-lives/financial-lives-2022-survey