Learning more about the Nudge Theory
The nudge theory is very self-explanatory, it is the guiding of a customer to behave and react in a certain manner. By subtly “nudging” them with an email. When exploring the emails in an inbox your contacts will see your company name and the caption which you choose to display in the subject line.
Nudge theory is a flexible and modern concept for:
- Having a great understanding of how people think, make choices and behave
- Develop your audience’s logic, mindset and way of thinking
- Identifying customer’s influences
- Strengthening your audience perception and brand direction
For the theory to be successful you must provide the information in the subject line that encourages the subscriber to retain the information you’ve provided. This enables you to seize the opportunity and allow even an unopened email to become a potential success across a multitude of platforms.
As marketers we aim to create engaging content which people want to open, read and click through, unfortunately this isn’t always possible and this is why it’s crucial to optimise your subject lines to allow your recipient to know what you are talking about before they open your email.
Optimise your subject lines with discounts, offers, new products or promotions, this allows you to portray exactly what you have to offer, enticing the contact into finding out more. You may also want to use multi-channelling to strengthen your open rate or your subject lines may lead people to other platforms which then leads them further through their customer journey.
Email Marketing Nudge Tips:
Be wise and use testing. The nudge theory allows you to try out a variety of themes, channels and subject lines within a short space of time. Just be sure to monitor your reports before and after you make alterations.
Although it is important to be mobile optimised as many of us do access our emails and other sites whilst we are on the move, we shouldn’t forget about desktop users as a high percentage of views still remain to be from a desktop computer.
Explore how your call to actions can work alongside the nudge theory in persuading and assisting your contacts in their customer journey. From simple colours, placements, words to visual directions and persuasive content, instruct your contact and subtly lead them where you want them to go.
Be creative and experiment with designs and layout, using gifs to increase engagement and trying to use a conversational tone. This gives a much more relaxed and personal approach allowing the content to become simple and easy to digest.
Develop your subject lines to keep them informative but trendy with the use of emoji’s. Be trustworthy and keep your creative interesting, personal and relevant to each individual recipient. If you send informative and tailored content the nudge theory will be much more successful.