By now you’re familiar with the ins and outs of email marketing, so I thought it would be fun to examine why people open and respond to emails from a cerebral standpoint. Please only use this power of persuasion for good. 😉
Neuromarketing is a field that combines neuroscience with marketing research to influence consumer behavior. Let me remind you this science wasn’t created by the Nutty Professor – it’s legitimacy is credible among many scholars in the scientific community.
Every business needs to build its list. But as you know all too well, this can be a complicated and emotionally draining task. This is where science, the human brain, and marketing collaborate to help create thought-provoking and powerfully enticing content, which will help build a large, qualified list of subscribers.
Let’s look at a few ways neuromarketing can increase your subscriber list. It’s pretty cool if you ask me…
We ALL Have a Little FOMO in Us – Create a Sense of Urgency
We all know a FOMO, someone who will frantically commit to something because of the Fear of Missing Out. Urgency compels us to act irrationally before thinking about it. Our brains are hard-wired to tell us not to miss out on something that others may benefit from.
For example, your business may offer a free gift for a limited time only in exchange for the person’s information. In your email, state that after a certain date, you’ll start charging for the item. This way, when the reader knows that the deal will end soon, it gets them to subscribe out of fear that others will get the upper hand.
Many conversion problems stem from cognitive friction. If you make people think too hard or wait too long, they simply won’t respond to your calls-to-action. Heightening the sense of urgency eliminates friction points to create a significant improvement in conversion rates.Avoid #FOMO and follow @WPMktgEngine for updates on #emailmarketing and #digitalmarketing Click To Tweet
OMG! There’s Only One Left…Use the Scarcity Principle
Remember the Beanie Baby craze or the Furby frenzy or pretty much any gaming system that hit the market and how consumers reacted like sharks in frenzy? Why? Because the marketing behind the craze was fueled by scarcity – Scarcity is the Soylent Green of consumerism.
Scarcity principles can be defined in two ways:
- Limited-number – Item is in short supply and won’t be available once it’s gone.
- Limited-time – Item is only available during a certain time period.
“When something is rare, it’s alluring–true whether you’re talking about precious gemstones or a pristine edition of the first issue of Action Comics (which introduced Superman). And psychologists have long known that you can make a consumer good more desirable by making it appear rare.” [source]
Now, here are some scarcity triggers you can use in your next emails:
- “Get it while it lasts” – implies deal is limited.
- “Purchased 100 times today” – reinforces the fact that product is highly desirable and may run out soon.
- “200 people viewing product right now” – tells you there’s high competition for the product. [Ebay is great at this]
- “You missed out on a great opportunity!” –screams “better grab it before others do next time around.”
- “Hurry – only 4 rooms left at this price!” – This is probably the best example of using scarcity.
He’s Doing It, So I’ll Do It – The Herd Effect
Ever heard the term “Sheeple”? The term doesn’t always maintain a negative connotation. I like to think “Sheeple” can do great things when they collectively put their minds and efforts towards something.
The “herd effect” can be a technique for getting more email subscribers. People tend to follow the behaviors and actions of their peers [social proof]. So if people discover that many others are reading your content and buying your products, there’s a greater chance of your content being consumed and shared.
To highlight the effectiveness of goodwill stemming from the “herd effect,” a popular study was done regarding towel usage among hotel chains. A campaign was created to lower occupants’ towel use by placing a message saying “Over 75% of our guests re-use their towels for the second day. Please join them by hanging your towels up,” while only 20% of guests reused their towels with this message “Help save the environment,” emphasizing environmental protection.”
The idea that “everyone is doing it” is a powerful persuasion. It’s often used in advertising, for instance: 9 out of 10 dentists recommend… or “1 million drivers can’t be wrong.” If everyone else is choosing that brand, why aren’t you? This taps into Maslow’s Hierarchy of Needs of belongingness.
I Give, You Give Back – Encourage Reciprocation
People who’ve received helpful information from you often feel obliged to give something in return, and not to reciprocate makes them feel uneasy. Take for instance when someone helps you move [that’s why I do not own a truck], you will feel a constant state of uncomfortableness until you repay the gesture with something of equal reciprocation. So offering free content or a free trial can be a highly effective way to inspire leads to subscribe to your list.
One of the best reciprocity strategies is content marketing and works best when something is free, personalized, and unexpected.
In every email that asks users to take an action – whether it’s clicking on a link, buying a product or sharing information – you should give the reader a valuable gift related to their interests.
If you want to use the principle of reciprocity, here are a few tips:
- Offer something your target market needs. For example, an ebook on how to get your emails to the inbox.
- Offer something that is exclusive only to subscribers. For example, hot stock tips
- Offer something that wows your potential. For example, a free Q & A session, or free trial of your product.
I Want In, Please! Promote Exclusivity
People love exclusive things! They want what others can’t have. And once they have a valued treasure, people feel as though they’re part of a select few.
In a world of multi-channels and content overload, consumers will always ask “why you?” On the net, everything is ubiquitous. So, how does your brand stand out? This is where the power of exclusivity can persuade the minds of your potential customers.
For example, WPMktgEngine continuously maintains a 98 or higher server score. This means that not every marketer is invited to send emails from our servers. You need to be a marketer that wants exceptional deliverability and employ great email practices.
Here are 2 ways to promote exclusivity into your marketing strategy:
- Waiting lists – create the first come, first serve strategy with products
- Membership – create a members-only group that gives special privileges that the general public will not be privy to
- Limited-Editions – create products to be released in limited numbers to leverage the ultra-exclusivity factor
Isn’t it interesting to see how our minds can be influenced by marketing tricks? Try some of these strategies and let us know if they work.