ISPs are constantly enhancing broadband services to offer increased speeds. However, in order for their subscribers to realize the enhanced speed, an in-home modem upgrade is inevitably needed. To make their speed upgrades quickly available, a large ISP and PerfTech customer began shipping new modems directly to target subscriber groups free of charge.
The ISP used in-browser messages to announce that an upgraded modem had been shipped and was on its way, along with 2 links with instructions to a) install the new modem, and b) return the old one postage-free, plus an “Ok thanks” button to acknowledge delivery of the notice.
Two months later, the ISP followed up with a reminder in-browser notice to install their upgraded modem and return the old one, targeted to those who had not yet completed their swap. This message also included a link to see how to return the old modem postage-free, and an “Ok thanks” acknowledgement button. Results follow:
Action Modem Shipped Notice Reminder to Complete Swap
Link to instructions 2.9% .9%
OK thanks 22.6% 33.7%
Total response 25.5% 34.6%
While neither message solicited many subscribers to download instructions from the in-browser message (probably because complete instructions were also included in the box with the new modem), the notices did successfully prompt subscribers to complete the swap themselves, with an even larger response to the reminder.