Now, we consider it pertinent to review what retail professionals have learned over years of experience and study of how we consumers behave. This knowledge, which appeals to the “why” people react in one way or another to a marketing stimulus, should be part of the context in which analytical techniques are inscribed. In this post we are going to review 4 “classic” persuasion techniques and we are going to see how to apply them to our retail email marketing campaigns .
1. Limitation of product or time to acquire it.
In a situation in which a person becomes aware that a good that interests them may “disappear” in the immediate future, a psychological process occurs that leads to an increase in anxiety. The greater the anxiety, the less rationality in decision-making, which becomes more instinctive. Thus, it is not surprising that this has traditionally been one of the main techniques to induce the consumer to buy. 2. Loss aversion. It is accepted in psychology that people tend to prefer not to lose something they already have than to gain turkmenistan business email list something they do not have. This “conservative” psychological mechanism can be a barrier, especially when it comes to complex sales processes. Hence the use of mechanisms aimed at mitigating the anxiety produced by not being sure of the benefit we will obtain if we change, for example, supplier. The most commonly used are those that offer completely free trial versions and periods. In this way, the user can obtain a clearer vision of the benefits they will obtain with the change and break the burden of fear of change. Application alternatives
time
Free trial versions and times
Emphasize the benefits obtained from the product or service over its attributes.
Facilitate, throughout the entire purchasing decision process, the possibility of clarifying any doubt, whether through online chats, customer service telephone or tutorials, for example.
3. Social Proof.
This is the psychological phenomenon according to which people tend to accept certain behaviors as correct and valid simply because they are accepted by a large majority of people. When we are in a situation in which we do not have the elements to make a judgment about something due to a lack of knowledge, the fact that a large majority of people are expressing a certain opinion leads us to accept that opinion as valid. This phenomenon has been incorporated as a sales technique to persuade the consumer to buy a certain product. Application alternatives.
social_proof
Add “people who bought this, also bought that.”
Indicates the number of positive reviews an item has received.
4. The appeal to authority.
Similar to the psychological mechanism outlined in Social Proof, in which the user accepts as valid what the majority of the masses have assumed, there is a mechanism by which people trust what an authority in a given field tells us. We receive so many marketing messages every day that the fact that a neutral authority without commercial interests opts for a given product, transmits to us the confidence that this product is truly the best. Application alternatives
authority
Incorporate opinions from industry experts on our products.
Communicate any recognition we have received from a neutral and recognized entity.
It is precisely by using these techniques and the knowledge of consumer behaviour that underlies them that we can find a valid context in which to develop testing variations for copies, offers and messages. It is with this qualitative knowledge on the one hand and the rigour of the data on the other that we can find a lever for improving retail email marketing .
