Think Like Your Audience 9 Conversion Triggers Guide

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9 email Conversion Rate Tips to Blow Up Your Email List: An insight into the 9 psychological triggers that, if implemented, will ramp up your email marketing strategy. Read on to know the 9 psychological triggers that Boost Email Conversion Rate...

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1 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email Content Marketing

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2 | Think Like Your Audience: 9 Conversion Triggers in Email Think Like Your Audience: 9 Conversion Triggers in Email Table of Contents Introduction 3 Commitment 4 Efo r t 6 Persistence 9 Novelty 11 Reciprocity 14 Fear 17 Vanity 21 Storytelling 23 Results 26 Room for Thought 29

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3 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email Introduction Study after study shows that psychology is the heart of marketing. The more you’re able to reach audiences on a human level and in a way they connect with the better positioned you’ll be to drive sales. If you’re reading this guide you’re probably well-aware that psychology and online marketing go hand-in-hand. You know how important it is to build trust demonstrate a clear solution to a particular need and clearly answer the question - ‘what’s in it for me’. These concepts are marketing 101. What’s challenging however is what to do next. How can you take these online marketing concepts and reposition them into a clear customer acquisition engagement and retention plan How do some of the most well-known psychology triggers apply to email marketing These questions inspired us to write this guide to give you an insight into how psychology can help your email marketing. We have compiled 9 psychological triggers that if implemented will ramp up your marketing strategy.

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4 | Think Like Your Audience: 9 Conversion Triggers in Email Think Like Your Audience: 9 Conversion Triggers in Email Commitment W h e ny o up u tal i t t l eb i to fe f o r ti n t os o m e t h i n g y o u ’ l lb em o r ei n c l i n e dt of o l l o w t h r o u g hw i t hf n i s h i n gi t .T h a t ’ st h ee x a c tp r i n c i p l eb e h i n dt h i s‘ p s y c h o l o g i c a l trigger’ - when you ask shoppers to commit to making a purchase on your website they’ll be more likely to complete the conversion funnel. Paths to conversion are complex involving a series of steps before a casual browser becomes a dedicated customer. Each stage of the conversion funnel introduces a new opportunity for churn but when shoppers make an upfront ‘mental commitment’ to a product or service that you’re selling they’re less l i k e l yt od r o po f . For inspiration check out fashion retailer ModCloth. The company sells out of p r o d u c t sq u i c k l yb u ta l l o wss h o p p e r st o‘ a s k ’f o rn o t i f c a t i o n sw h e nt h ei t e mi s restocked. In other words ModCloth is asking shoppers to say - ‘Yes I want this item.

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5 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email W h e na ni t e mi s‘ b a c kb yd e m a n d ’a u d i e n c e sw i l lr e c e i v ean o t i f c a t i o n .B yt h i s point they’ve made a mental note of wanting something - so they’ll likely be receptive to your email and likely to make a purchase. What the ModCloth example teaches us is that asking audiences to make a commitment isn’t enough. You need to ask them to follow through. Email is a strong communication channel for forging these 1:1 connections and moving conversations along.

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6 | Think Like Your Audience: 9 Conversion Triggers in Email Think Like Your Audience: 9 Conversion Triggers in Email Effort Ask your prospects to put in a little bit of work ahead of time. Why The more they’ve invested up front the more likely they’ll be to stick around throughout the entire conversion process. O n ew e b s i t et h a te x e m p l i f e st h i si d e ai sC o d e c a d e m y ap l a t f o r mt h a th e l p s people learn how to code for free. Users can start using the site - and start learning javascript - immediately. As you can imagine learning to code is hard. Once you start you’ll want to keep learning more. That’s where email marketing comes in - to remind you of t h ew o r kt h a ty o u ’ v ea l r e a d yp u ti nt og e ts t a r t e d .E f o r tm a k e sa ne x p e r i e n c e memorable - it’s only natural that those using Codecademy will want to keep learning more.

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7 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email

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8 | Think Like Your Audience: 9 Conversion Triggers in Email Think Like Your Audience: 9 Conversion Triggers in Email However it should be noted that this approach won’t please everyone. Why is that so Not everyone has the time or interest to learn how to code. The same holds true for any other project or brand. People put work into the things that they care about - and if they don’t care about your brand enough they’ll drop o f t h e f u n n e ls o o n e r o rl a t e r . H o w d o e s a l lo f t h i s p e r t a i n t oe f o r t I n as e n s et h a t“ e f o r t ” a sap s y c h o l o g i c a l t r i g g e rw i l lb a c k f r e . S ob e f o r ey o ua s k a u d i e n c e s t oc o m m i t t i m et o e n g a g i n g w i t h y o u rb r a n d a s k t h e mq u a l i t a t i v e l y -i st h ee f o r t w o r t h i tI ft h e a n s w e ri s yes you’ll build an extremely loyal community. If the answer is ‘no’ you’ll kill your conversion metrics - which may be a good t h i n g f o ri n s t a n c e i f y o u ’ r e p a r t o faB 2 Bb r a n dt h a tw a n t st o r e a c ht h e m o s t q u a l i f e d l e a d so nt h ep l a n e t .

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9 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email Persistence Technology is destroying your audience’s ability to focus. According to one report average human attention spans decreased from 12 seconds to 8 seconds between 2000 and 2013. That’s why shopping cart abandonment is so common with rates as high as 71 percent according to r e s e a r c hf r o mB o s t o n M a r k e t i n gD a t af r m-S e e W h y. Retargeting campaigns through email and social media can help. Inboxes provide a direct link between your brand and your prospects. If shoppers abandon their carts or leave your site before downloading an ebook or reaching out to your team for more information send them a note as a reminder like the one in our example from ModCloth:

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10 | Think Like Your Audience: 9 Conversion Triggers in Email Think Like Your Audience: 9 Conversion Triggers in Email It’s not only email but also social media that can help you in your campaign. You can run retargeting campaigns on platforms like Facebook to ensure that your brand is front center and most importantly - unforgettable. Take a look a this awesome ad: B yr e a c h i n gy o u ra u d i e n c e sa c r o s sm u l t i p l ec h a n n e l s-a n dt o u c h p o i n t s-y o u will always ensure that your brand is somewhere on top of their mind. As a bonus tip always make sure that your emails have social sharing buttons that way your customers will not only always keep you in mind but they will also share your brand with others.

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11 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email Novelty Studies show that human beings love what’s new. When we’re exposed to something exciting - that we haven’t seen before - the brain releases a burst of dopamine which inspires the feeling that there is a reward waiting for us. This feeling is so amazing that we’re likely to seek out ‘upgrades’ and new experiences whenever possible - even if our rational brains are telling us to do the exact opposite. As a marketer it’s important to reinforce ‘newness’ into your brand’s marketing especially if you’ve recently released a new website feature new product or service. Make these ‘upgrades’ a part of your core brand messaging. When you’ve released something new you probably want your audiences to f n d i t a st h e y m a y n o tb e c h e c k i n g y o u r w e b s i t e e v e r yd a y . O n ew a yt ob r i d g e these - potentially missed - connections is through email marketing. Something as simple as a product announcement can help keep audiences engaged.

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12 | Think Like Your Audience: 9 Conversion Triggers in Email Think Like Your Audience: 9 Conversion Triggers in Email F o ri n s p i r a t i o n c h e c ko u tt h ef o l l o w i n ge m a i lf r o mR e d f n ar e a le s t a t ep l a t f o r m that helps people buy houses: R e d f nc a ne a s i l yd e t e c tw h e r ei t su s e r s-l i k e l yi nt h er e a le s t a t em a r k e t-a r e browsing for new homes. These targeted emails are based on the user’s search parameters including location and budget - it’s a way to keep people looking a n dc o n t i n u o u s l ye n g a g e dw i t hw h a t ’ sn e wo nR e d f n ’ ss i t e .

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13 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email Another example of novelty is sharing up and coming or simply new merchandise service or like in case of Lumitrix - new photographers authors.

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14 | Think Like Your Audience: 9 Conversion Triggers in Email Think Like Your Audience: 9 Conversion Triggers in Email Reciprocity Humans when given something want to give back. Think about the last time you went to the store and tried a free sample - you probably felt a strong urge to buy the item after trying it. And this is nothing new There’s a concept in biology called ‘reciprocal altruism.’ Here’s what happens: O r g a n i s mAt a k e st h e‘ h i t ’t od os o m e t h i n gn i c ef o ro r g a n i s mB w i t hn o immediate expectation of anything in return. The kicker Organism A is well a w a r et h a to r g a n i s mBw i l l‘ r e t u r nt h ef a v o r ’a tal a t e rd a t e .S c i e n t i s tR o b e r t Trivers developed this theory as part of his research to better understand mutually altruistic acts in nature. B u to v e rt h ey e a r s r e c i p r o c a la l t r u i s mh a sb e c o m ea ni m p o r t a n tc o n c e p t among business communities. As Scott Roen Vice President of Marketing and Digital Innovation at American Express puts it: “When brands give something away for free they’re much more likely to get more in return.”

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15 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email That’s why American Express launched OPEN Forum a community for small business owners to share insights and knowledge to help one another succeed. The idea is simple - American Express does not directly monetize OPEN Forum rather the goal is to build trust among the small business community. B u ts t i l l O P E NF o r u mh e l p sA m e r i c a nE x p r e s sd r i v ed o u b l et ot r i p l ed i g i tg r o w t h each year - and according to Roen it’s all thanks to reciprocal altruism.

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16 | Think Like Your Audience: 9 Conversion Triggers in Email Think Like Your Audience: 9 Conversion Triggers in Email What’s important is to keep this ‘giving mindset’ front and center - to keep audiences engaged on a 1:1 level with a regular content newsletter: American Express OPEN forum could have very well sent their customers a regular sales email. Instead the brand stays on point by emailing a roundup of truly helpful content - to help their audiences’t businesses grow. The goal is to help drive stronger connections.

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17 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email Fear F e a rc a nb eu s e di nav a r i e t yo fm a r k e t i n gc o n t e x t s .B e f o r ew eg of u r t h e ri n t o this discussion however we want to make a disclaimer that you should proceed w i t hc a u t i o n-t h e r e ’ saf n el i n eb e t w e e nw h a t ’ se t h i c a la n dw h a ti s n ’ t . Don’t scare people. Instead give them an honest and accurate assessment of risk. Public health organizations for instance use fear for the purposes of good not evil. Take this anti-smoking ad from the U.S. Center for Disease Control for instance. It’s a scare tactic to keep people healthy.

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18 | Think Like Your Audience: 9 Conversion Triggers in Email Think Like Your Audience: 9 Conversion Triggers in Email In our books that kind of a metaphoric approach is ok. The image is a bit shocking but it does not scare the life out of the reader. However sometimes fear is used for purposes of manipulation rather than good. Consider the following ad from a soap brand as an example - a blatant scare tactic for the purpose of increasing sales. Take a look at this unappetizing ad:

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19 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email As marketing blogger Russ Henneberry explains there are two key reasons why fear ‘works’ in marketing: 1. Perceived Vulnerability – Translation: ‘How likely is it to hurt me‘ 2. Perceived Severity – Translation: ‘How bad will it hurt‘ If people feel that they are likely high vulnerability to be hurt badly high s e v e r i t y t h e yw i l lf e e lt h r e a t e n e d .B u ti st h i se n o u g ht og e tt h e mt ot a k ea c t i o n Research shows that there is a third element that plays an important role in a person deciding whether they will take action to avoid a threat. Listen up because this part is important - after all it’s the action purchase donate subscribe that the marketer is after. T h i st h i r de l e m e n ti sc a l l e de f c a c y .E f c a c yi sap e r s o n ’ sp e r c e p t i o na st o whether or not they can do anything about the threat. Those that feel they have no control will take no action. A classic application of ‘fear’ that you’ve likely seen over and over in online m a r k e t i n g “ L a s tc h a n c e ”m e s s a g i n g . One of the biggest sources of fear that buyers face is the potential to miss out on a valuable deal or opportunity.

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20 | Think Like Your Audience: 9 Conversion Triggers in Email Think Like Your Audience: 9 Conversion Triggers in Email T h eo u t c o m eo f“ l a s tm i n u t e ”m a r k e t i n gi st h a tb u y e r sa r el i k e l yt ot a k ea c t i o n much more quickly. You can even accelerate the process by sending your s u b s c r i b e r saq u i c k“ l a s tc h a n c e ”e m a i l : If you’re thinking about using fear in your marketing it’s important to take a step back and ask yourself whether you’re making the most ethical decisions possible. Is this approach one that you would feel comfortable taking with your family If the answer is yes then you’re probably in the clear. If not then you may need to re-think your strategy.

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21 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email Vanity People like to feel good about themselves and they love recognition. Thanks to social media people have a forum to share more of their accomplishments and place themselves ‘in the spotlight.’ Klout uses vanity in the best of ways. For example when you share content schedule great articles follow more people - and your Klout score goes up - you get a nice email letting you know:

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22 | Think Like Your Audience: 9 Conversion Triggers in Email Think Like Your Audience: 9 Conversion Triggers in Email So you start feeling good about your successful online undertakings you begin to share more. Klout will recognize what you share how much you share and how many people enjoy it. That’s when you get a peachy follow-up mail with a guide tailored especially for your needs and interests:

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23 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email Storytelling Humans are naturally drawn to other humans and ‘storytelling’ is a powerful strategy that brings people together. Why Stories evoke emotional experiences - helping build empathetic connections between people who are otherwise strangers. Through storytelling we can fully imagine ourselves in one another’s shoes. That’s why content marketing techniques like blogs and case studies are powerful - they allow us to understand one another on a human-to-human level. As an example consider the following customer stories on Clarity.fm - a company that connects new entrepreneurs with experienced business leaders and subject matter experts.

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24 | Think Like Your Audience: 9 Conversion Triggers in Email Think Like Your Audience: 9 Conversion Triggers in Email Clarity’s core business model paying for advice is relatively new and may be d i f c u l tt og r a s pb ya na u d i e n c et h a tm a yb eu s e dt of n d i n gi n f o r m a t i o nt h r o u g h alternate channels like conferences blog posts books or tutorials. To explain how Clarity can help entrepreneurs the company’s marketing team released a series of stories about its community of startup founders.

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25 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email When using storytelling as a marketing tool it’s critical to focus on the experience of your customers. At any given time your prospects are asking ‘what’s in it for me’ - so it’s important to share the experiences of people who are just like them. You can even integrate storytelling into your email marketing strategy by sharing editorial content about people.

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26 | Think Like Your Audience: 9 Conversion Triggers in Email Think Like Your Audience: 9 Conversion Triggers in Email Results At the end of the day people want to make money cut costs and save time. The most compelling psychology trigger comes from the results that your business has been able to generate for its existing customers. From a marketing perspective it’s important to make your company’s ROI front a n dc e n t e r .S h a r ed a t aa c r o s sy o u rc l i e n t sa sw e l la ss p e c i f cc a s es t u d i e st h a t highlight the value that you’re able to provide. For inspiration check out SaaS analytics company KISSmetrics which makes its entire marketing message about the value it provides its customers.

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27 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email Prospects who browse KISSmetrics’s case studies page can clearly see the ROI that they are likely to derive from using the software - it’s a marketing strategy that clearly revolves around what potential customers should expect to get.

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28 | Think Like Your Audience: 9 Conversion Triggers in Email Think Like Your Audience: 9 Conversion Triggers in Email You can also use email marketing to show audiences the precise results that they’re seeing with your products or services. As an example check out this automated report that MixPanel deploys: At the end of the day your customers care about results. Marketing programs should speak to this need head-on.

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29 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email Room for Thought This guide taught you 9 psychological triggers with the potential to amplify your m a r k e t i n g .B u tb e f o r ey o ug e ts t a r t e d i t ’ si m p o r t a n tt ot a k eas t e pb a c ka n d assess the unique needs of your audience. What do they care about What messaging speaks to them Marketers eager to drive results often jump into their campaigns and make changes based on ‘best practices’ that they’ve read. Don’t make this mistake. E v e r yc o m p a n ya n dc u s t o m e rb a s ei sd i f e r e n t .A l w a y ss t a r tw i t har i g o r o u s qualitative research process that pinpoints exactly what your audience needs. This research process will be the absolute best source of marketing inspiration. So if you’re looking to get started - and take that next step - look no further than a simple customer conversation. Seek out patterns that inadvertently arise. These patterns will be the heart of your marketing program.

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30 | Think Like Your Audience: 9 Conversion Triggers in Email Think Like Your Audience: 9 Conversion Triggers in Email Author Sara Wolkiewicz C o n t e n tM a r k e t i n gE x p e r ta n dB l o gE d i t o r - i n - c h i e fa t GetResponse Sara is always on the lookout for new ways to improve marketing strategies using email marketing. An expert i nh e rf e l d p a s s i o n a t ea b o u th e l p i n gm a r k e t e r sg r o w their campaigns and personal branding strategies. swolkiewiczgetresponse.com sararuthw

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31 | Share this guide: Think Like Your Audience: 9 Conversion Triggers in Email About GetResponse GetResponse World’s Easiest Email Marketing is a complete email marketing platform with a suite of innovative features including drag-and-drop email and landing page creator advanced email analytics email automation and smart list import. Its user-friendly interface best-in-class 99 deliverability and 5-star Customer Service make it one of the top solutions available on the market all at an a f o r d a b l ep r i c e . The system is fully scalable and can handle everything from small lists for solo entrepreneurs to high-volume email campaigns delivered with superb reliability and 24/7 consulting services. Since its inception in 1997 GetResponse has grown to serve more than 350000 Customers from 183 countries and now manages and delivers more than 12 billion permission-based emails per year.

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