Behavioural Email Boosted App Download Click Rate by 62 %

Despite offering a free customer app after policy purchase, the client faced low conversion rates. Communications about the app felt persuasive internally, but were not shifting behaviour.

Insight: The gap between access and action is behavioural

Download friction was not technical, it was psychological. Behavioural diagnostics revealed key blockers like low urgency, low perceived value, and unclear benefits. Customers did not see the app’s immediate utility or have a reason to take action now, and typical comms did not motivate this.

The Solution: Behaviourally redesigned app promotion emails

We redesigned the promotion emails with behavioural science principles to target the moments where intent existed but action stalled:

• Presentation of benefits: The frequency, framing and precise wording of benefits strongly shape their persuasiveness
• Perceived hassle: Smartly tackling the assumption that digital options are effortful and complex

The Results

62% uplift in click-through rate for the best-performing intervention.

Big Takeaway

Framing, timing and perceived value must align. Otherwise, intent to adopt a digital channel never becomes action.