Nov 26, 2013
Written by: Dave Smith
(View Author Bio)
Making the objectives and opt-in's relevant is like adding fuel to the fire. Asking everyone to opt in to the same plan, the same program, the same goal will cause results to fall flat. What top performers opt-in to and what the poorest performers opt-in to needs to be different – it needs to be relevant to their current performance.
Our research demonstrates that asking employees and channel partners to opt in to programs generates higher engagement and better results than when the participants are not asked to do anything. In one study, the difference in performance between a program that required participants to opt in and a program that automatically enrolled everyone was 37%. In other words, allowing everyone to passively participate is worse than asking your target audience to expend a tiny amount of effort by opting in.
What does asking your audience to opt in do for your incentive or recognition program?
1. Gauges Their Interest.
By asking the audience to opt in, you instantly identify who wants to play and who hasn't bothered to read your emails. If there's a reward on the table and everyone who performs really well will receive it, why not find out who's interested in the program up front? Why reward people who are consistently great performers but aren't engaged in the initiative?
2. Engages Their Hearts.
Making a choice is one thing, but planning to DO something is quite another. The decision to take action can be a catalyst between your brain and your heart. Deciding to act causes the brain to engage the automatic planning function and, if done well, causes the heart to engage in the emotional game of I want it.