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Chapter CH600410

Document Cited in Related
Vincent
Published date11 March 2016
Record NumberCH600410

A key part of your OTM approach will be the message you send to customers in order to influence their behaviour.

You should decide which type of message will best produce the desired response for the action required. This could include:

  • letters
  • emails
  • texts
  • telephone calls
  • local or trade media advertising campaigns
  • other digital channels.

You should consider the following to help you decide:

  • Subject matter - the content of your communication could influence the way you deliver the information.
  • Action required of recipients - what medium is most appropriate to convey the action you want customers to take?
  • The channel and approach for your message. What approach are you using for your communications? Your audience and the level of information you need to convey may influence the approach you use. For example, is the communication with an individual running their own small-sized business, or is it to someone in the accounts department of a larger company?
  • Language and tone - different types of message will call for a different style of language and tone. Is that style likely to achieve the required response? Your language and tone must always meet HMRC standards developed by Corporate Communications for that message style.
  • Is the communication also going to the customer’s authorised representative? If so, you need to ensure the format and content is appropriate for...

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