You're invited - RSVP! the role of tailoring in incentivising people to delve into their pension situation

Abstract

This paper used a randomised field experiment to test if tailoring an email invitation induces pension scheme participants to delve into their online personal pension situation. Action perspective and degree of urgency conveyed in the invitation were tailored based on gender and age. Overall, our empirical findings show that such tailoring had no positive effects on (1) the probability that pension scheme participants click on the weblink to access information about their pension situation and (2) the probability to log in to a tool for pension check.