All marketers exploit some sort of psychological mechanism in their activities. Essentially, they manipulate human nature to get the desired results. Email marketing campaigns don’t represent an exception in that regard, but it still seems like only 30% of email receivers actually fall for these tricks.
This fact suggests that it’s not easy to win over customers using simple methods. Instead, you need to utilize the best trigger at the right time to make your email campaign successful. According to marketing strategists at Aussie Writings service, psychological triggers are a stimulus which forces people to perform certain actions. Such mechanisms differ from person to person but there are some features common to all customers. In this article, we will show you 9 triggers you should use in email marketing to stimulate clients to make the purchase.
The Last Chance Trigger
Almost 80% of consumers say that most brands don’t understand them as individuals. What you should definitely understand about an average individual is that he or she will likely react to the “last chance” trigger. If they added one of your items to the wishlist, you should send them an email to let them know that this product will soon be out of stock. Who could say “no” in this situation?
Hook the Buyer
As a marketer, you probably know a lot about your target consumers. You should make use of this knowledge to send them an offer they won’t be able to resist. For instance, Netflix offers movie fans a one-month free trial to feel the benefits of their services. By the time trial period expires, most of the users are already hooked so strongly that they would rather pay for the service than abandon it.
Eliminate Their Fears
A lot of customers are too skeptical and they fear you might fool them and sell poor products. The best method to approach these clients is to eliminate their fears. But how can you do it? It’s easy – offer them free shipping, delayed payment, or reimbursement in case something goes wrong. This strategy always calms down suspicious customers.
Abandoned Shopping Cart
Some users never seal the deal, even though they went through almost all phases of online shopping. In the so-called abandoned shopping cart scenario, you need to send email reminders to the potential customers. Simply offer your help to customers and add a big CTA button. This way, clients will probably go back to finish what they started a while ago.
Give an Explanation
More than three-quarters of email revenue is generated through triggered campaigns. If your audience consists mainly of self-aware and rational individuals, you should provide them with a logical explanation why to buy your products or services. For example, you can write something like this: “Attending our webinar, you will learn the latest ROI calculation model and find out the easiest method to increase conversion rate up to 15%.”
Customers love new products and they always want to possess state-of-the-art items. Remember how fashion designers create new lines of clothing each season? They do it because people want to have something different every once in a while. This gives you the opportunity to score some easy points using novelties as your psychological triggers. Announce a new model pompously and you’ll grab the attention of subscribers.
Boost Excitement and Expectations
Novelties go hand in hand with excitement. Every time you write ’10 days left to…’ it will boost customers’ expectations and they’ll be thrilled to see your new offer in a few days. It’s a warm-up email, which sets the foundation for future shopping experiences.
Word of mouth is extremely important in contemporary marketing. You need to embrace it as one of your email marketing practices to increase conversions and generate more sales. A testimonial might come from one of your brand ambassadors, but it’s not mandatory. In most cases, a recommendation from Average Joe will do just fine, since people trust other people more than they trust your company or brand.
Curious subscribers will open your emails and most likely engage eventually. However, you are the one who needs to make them curious. The power of curiosity usually lies in the subject line, so make sure to come up with a captivating headline. For instance, you can put it like this: “You don’t want to know what happens to people who try our anti-dandruff shampoo!” This subject line is mind-tickling and your followers will definitely want to check it out.
Email marketing relies on the understanding of human nature in order to make predictions of customer behavior. Keep the tips mentioned above in mind as you compose your next marketing email to help stimulate customers to buy your products or services.