easing consumer anxiety with a better email marketing
TRANSCRIPT
Easing consumer anxiety with a better email
marketing
Olia KudanovaPR Manager
[email protected]@LoloLoyalty
“I am human, and nothing of that which is human is alien to me.”
- Terence (the ancient Roman playwright)
Free bunnies
“Buttons = Doors. Why would you expect a user to click
buttons that don’t provide sufficient info?”
Tweet me @LoloLoyalty
What causes consumer anxiety?
What happens once I click it?
Where will this button take
me?
What’s on the other side of the
button?
Once I click, can I get back to my inbox, or am I
gonna get stuck in a new area of this website???
Fear of the unknown
Sugrophobia (Fear of being duped)
Lack of context A poor value proposition
Overwhelming amount of info
The answer is...
clarity
Unboxing is a cure for uncertainty
«Unboxing is the unpacking of new products, especially high tech consumer products. The product's owner captures the process on video and later uploads it to the web.» -Wikipedia
Interest over time (2004-present)
Mirror neurons
Mirror neurons
“Presenting your product to your customers actually sparks a neurological kickback.”
Tweet me @LoloLoyalty
The Unboxing Techniques in Email Marketing
Dollar Shave Club:Literal unboxing
The Unboxing Techniques in Email Marketing
Graze:Literal unboxing
Sephora: Anticipating Expectations
The Unboxing Techniques in Email Marketing
Duolingo: Visualizing the Progress
The Unboxing Techniques in Email Marketing
SEMrush:Unboxing with GIFs
The Unboxing Techniques in Email Marketing
