WALGREENS RX ALERTS - SNOOZE & DECLINE

Goal: Reduce opt-out rates on our prescription text messaging channel by allowing users to selectively "snooze" refill reminders.

​

Challenges: Walgreens prescription SMS channel provides its users with friendly reminders when it's time to refill, but some users would prefer the ability to pick and choose which reminders they're getting – instead of completely opting out of all reminders. Thus, the inception of Snooze & Decline. Brilliant idea? Absolutely. A bit complicated to the uninitiated? Perhaps.

​

Now, imagine trying to explain that, but in 160 characters or less. As with any SMS project, 160 characters or less is the general rule to prevent any kind of funky truncation or botched delivery on older devices. Concatenation, or the conscious uncoupling of one long message into two shorter messages, is always an option, but worth avoiding unless it's truly the best option for user comprehension (sometimes it is). During this project, we went lots of copy iterations – some single messages, some concatenated – and solutioned until we got it right.

​

Adding to the challenge of the character count was finding the right verbiage. "Snooze" was used internally early on, but there was concern around this not being the right term for users. So, we went through many verbiage iterations as well – and we user tested, surveyed, and ended up landing back where we started, on "snooze." Hey, nothing wrong with exploring your options. 

​

Key Results: During the week of August 28, 2018, we saw a little over 3,000 of the 265,000 users who received our Snooze & Decline message using the snooze function, and around 3,000 using the decline function. Before we added this functionality, those may have been nearly 6,000 opt-outs instead.

​

Contributors: 

Product Manager - Lindsey Kanefsky

Product Manager - Toni White Campell

​

​

​