When Messaging Hits but Behavior Misses.....
You are happy about those emails are getting opened and people are clicking through, the creative is performing above benchmark and all the Internal dashboards looking great....
But the actual behavior you need isn't happening.
-The patients you are helping aren't refilling prescriptions -The employees you support aren't enrolling in benefits -The customers you are counting on aren't upgrading accounts
The gap between "message delivered" and "action taken" is wider than anyone wants to admit and it gets swept under the vanity metrics of it all.
Most teams respond with more of the same, but when engagement metrics look good and behavior stays the same, you're not dealing with a creative problem.
You're dealing with behavioral friction.
What kind of friction can we see?
→ Identity Conflict: "You must complete..." triggers resistance
→ Effort Misrepresentation: "Complete annual benefits enrollment" sounds like homework
→ Timing Mismatch: Complex decisions when people are rushed
→ Channel Misfit: High-urgency content through low-urgency channels
How can we communicate better? Think about restructuring message hierarchy.
I've developed a framework to systematically identify where communication breaks down and fix it through message resequencing rather than rewriting.
You can read more about it and about behavioral comms on my newsletter
What's the biggest engagement-to-action gap you're seeing in your campaigns?