Two days ago, Katharine Viner, the Editor-in-chief of the Guardian send me an email. She thanked me for supporting the Guardian and told me, that the next annual payment date is 15/03/2019 (a month ahead) when €49.00 will be charged to my credit / debit card.
She actually reminded me, that now would be the time to cancel my subscription.
Some weeks ago I received a similar mail from dropbox, telling me, that now would be the time to cancel my membership, as in 4 weeks time the next yearly membership fee would be due.
What is going on here? Are they all going nuts? Did some agents from the competition take over the marketing department? Who should earn the money they throw out the window? „Do you really want to renew your subscription ?
Well actually I didn’t unsubscribe dropbox nor the guardian. The emails fostered my feeling to be at the right place, to have chosen the right partner.
The “Adversely trigger” pattern makes you feel in interaction with an extremely integer and transparent partner. You experience a proud gesture of your partner being convinced of and focused on the overall service quality offered. The pattern makes you aware that you have a choice – and that your choice is right.
Take a minute and apply it to your business model.
What would happen if you tell your customer that switching their bank accounts has been made much easier with PSD 2, that there is a cheaper mobile phone plan offered at your company or that an insurance actually doesn’t make sense anymore just weeks before automatic subscription renewal
What would be the immediate loss?
What would be the difference if a service like Aboalarm reminds you instead?
What would be the longterm benefit?
Also published on Medium.