Under the surface of our seemingly well-ordered, rational society, emotion and instinct are calling the shots a lot more often than we think.
For marketers, this knowledge is power, because understanding why people make choices is the first step toward influencing them.
So take a page from behavioral economics and unpack the psychological, emotional, and behavioral factors that impact consumer decision-making. Here are 5 ways you can use Mailchimp to guide your clients’ “irrational” consumers to a predictable result.
1. Wink, Wink, Nudge, Nudge
Nudges are small—the most effective are often barely perceptible. They’re not about pushy CTAs (“Do This Or Else!”); they’re more akin to suggestions. The most commonly used nudges in the marketing world are those that suggest the exclusivity and scarcity of a product: “Only 2 Seats Left!” Playing to our deep-seated fear of missing out, these notifications urge consumers to act.
Scarcity is a vital factor in fueling the customer’s desire to buy. This was backed up by a study published in the Journal of Marketing Research, which showed that participants exhibited extra enthusiasm when presented with gift cards described as scarce, rather than freely available. You can see examples of websites using nudges like this every day: Amazon heightens consumers’ desire to buy by showing when an item is low in stock, or placing time limits on when a purchase qualifies for free shipping.
Put theory into practice:
Highlight urgency in a purchasing opportunity to drive customers to act, especially if they’re positioned as smart shoppers who are ahead of the curve.
Try this Mailchimp tip:
Mailchimp’s Customer Journey builder can help you channel the power of the nudge by triggering messages to customers when they’re most likely to purchase. Adding Promo Code content blocks to your clients’ emails can also help create a sense of scarcity with limited-time offers.