Now that we’ve used an entire bottle of bleach to scrub away all those dirty feelings from Black Friday and Cyber Monday, what have we learnt?
Yes, we’ve learnt that drinking rum while browsing Amazon on Black Friday is dangerous for the bank account and can only lead to sorrow the next day.
But man, I got some awesome deals on end of the line tech, that I immediately want to upgrade.
So in the aftermath, as the thumping hangover begins to fade and the sense of buyers remorse starts to creep in, we look through the rubble in the hope of discovering fresh marketing strategies we can use.
So let’s pick apart some of the biggest email marketing campaigns we’ve seen this year.
But fair warning; you might wanna take that bottle of bleach back into the shower with you.
The psychological triggers we’re looking at are:
- Social proof
Nothing new about these, they’re already a staple of any good email marketing campaign. But how they’re being used, especially on Black Friday, is kinda unique.
Firebox – Curiosity
This strategy was used by Firebox, and offered a mystery box full of the retailers best-selling items.
How’s that for a great way to trigger curiosity.
If you’re already a fan of the brand, you might be tempted to grab all of their most popular items at a discount.
House of Fraser – Social Proof
This email campaign is from House of Fraser, and chooses to highlight individual products that are included in their Black Friday deal.
The thing that sets this apart is the clever use of social proof.
By putting the number of views next to the images, it suggest which items might be the most sought after.
Everlane – Goodwill
Now tell me that doesn’t hit you right in the feels.
And it also solidifies my belief that all people called Michael do good things, *cough*.
As you’d expect, this campaign picked up a lot of traction on social media and in the press. It’s probably a good move if you want your brand to be perceived in a certain way.
I only wish I thought of that first.
Hopefully you’ll now have some new ways to use a few psychological triggers that are the cornerstone of persuasion.