Can reminder emails compel Americans to save? A two-million-person megastudy.

ABSTRACT: In the United States, 24% of adults have no savings and 39% have less than a month of income saved. We present results from a megastudy where nearly 2 million customers of a US bank were randomly assigned to receive one of seven different 2-month email campaigns, each employing a different behavioral science insight to nudge one-time and recurring savings deposits and increase savings balances or to a control condition without such messages. These campaigns increased the probability of making a one-time savings deposit, on average, by 0.05 percentage points (a 0.51% increase over control). The best-performing campaign delivered weekly messages to customers that differed depending on recent savings behavior: messages to customers who had not made a savings account deposit in the last week i

SUBMITTER: Milkman KL 

PROVIDER: S-EPMC12477529 | biostudies-literature | 2025 Sep

REPOSITORIES: biostudies-literature