Why Emotions can Help Sales Better than Discounts
What is it that makes people open, click and convert in response to your email marketing campaign? Is it your competitive price that gets them engaged? Your amazing offer? Or is it something more, something intangible that marketers try to grasp in their emails?
What is IT?
Branding consultancy, Creston Unlimited, conducted a recent survey that found it’s not all about the money, honey. It’s actually the emotional value that brands offer that entices those consumers in.
The research has shown that it’s not the products and services that consumers buy. As a brand you also offer emotions – the sense of belonging, confidence, status and most importantly – pleasure.
Of the consumers surveyed the main emotions that affect purchasing choices were:
- Pleasure – 25%
- Confidence – 17%
- Status – 14%
- Responsibility – 14%
- Effectiveness – 11%
- Individuality – 9%
Finally and shockingly material value comes next – at a staggeringly low 7%.
This should make you think – do your subject lines include ‘% off’ or ‘free’? Key words and phrases like this don’t seem to be strong enough teasers to boost your clicks and conversion.
Of course there’s always more to the story. Different demographics will shop in different ways. Men place a higher value on status – 16% and pleasure – 26%, whilst women are prone to making choices based on confidence and security – both 22%.
Naturally income will affect the impact of emotional values. Interestingly, of all the research groups, even those on low incomes, no-one mentioned saving money as their main decision maker.
For men who earn less than £15k per year its status that matters most. And those earning £50k or more per year, it’s effectiveness.
Again women are completely different. For those women earning less than £15k per year, pleasure is at the top of their list, and those earning over £50k, status is the main factor.
The real world
Are the findings of this research shown in our own inboxes? Not so much.
Even now, the majority of emails received are trying to entice you with our supposed ‘craving’ for money off or super deals.
Retailers could use this research and achieve better results from their emails if they addressed recipient’s emotions.
Women historically are easier to approach. As you can see identity, security and comfort really appeals to them and will catch their interest.
Men are harder to influence. If your brand pushes status and pleasure buttons, then you’re on the right track. Brands will need to show creativity when aiming emails at men to get their interest hooked.
These results are not telling us anything we don’t already know. It is boring to constantly receive emails heading ‘Last chance!’ ‘Money off!’ ‘Free stuff!’.
Price is no longer the be-all-and-end-all reason behind sales. Go that one step further. Offer peer recommendations and exclusive deals for women, or something challenging and with status symbols for men.
Once you tap into their emotions, then they will start to be connected with your brand.
Does this work effectively for your brand? Do you agree? Let us know.