In the midst of difficult times for many subscribers due to widespread Covid19, Internet access has become more and more essential to study, work, or look for work from home. While price sensitivity has gone up, one regional ISP is finding ways to keep subscribers on board, and keep themselves competitive. The ISP decided to drop data limits across all tiers, double the speed of its lower tier, and slightly lower the price of its higher tiers. To announce these new benefits, the ISP created several in-browser campaigns to deliver to targeted subscriber sets twice a month from mid-October through the end of the year. Actionable buttons within the in-browser messages allow subscribers to link to a set of questions (See FAQs), acknowledge receipt with OK, thanks, or to simply Close the message. Any reply other than Close halts further delivery of the message. After two months, results show the new policies are a hit, with nearly 50% registering a positive response, as follows:
Button Response Rate
See FAQs 3.3%
Ok, thanks 45.4%
Total Response 48.7%