I know. You like to think of yourself as a logical and rational person. I’m sorry to disappoint you, but you, me and your customers and your potential customers are all slaves of feelings. Whether we like it or not, most of the decisions we take DAILY relate to the way we feel.
And if you want to attract your clients and retain them with any modern marketing tools (yeees, including retargeting campaigns), get ready to become a good storyteller. Stories have the gift of being able to create a solid bridge between your target audience and your brand in a personal, human way. Learn how to use emotional marketing correctly (ooohh, and what great opportunities offers retargeting) and you will be able to build a brand image that will stand out. Your company will become more visible and you will sell more.
“Never” and “worst” sell better than “best”
Before giving you some tips for retargeting campaigns through optimized emotional content, let’s see what this concept is all about. One thing is for sure: modern marketing can not afford to ignore the role of emotions in the decisions we take. In a world that dances in a madly rhythm, companies ought to take into accound individual’s primary needs and preferences.
Scientists have demonstrated that the way we perceive emotions (joy, sadness, fear, anger) influences how we take the most complicated decisions. For example, today’s marketers know, understand and speculate that the feeling of joy attracts more shares, while sadness raises intrigue and more clicks.
Studies show that words with negative connotations cause a higher clickthrough rate. The negative superlatives (“never”, “the worst”) work better with 30%, compared to common titles or topics. Interestingly, positive superlatives are less attractive to readers / subscribers. Negative words have a higher clickthrough rate, over 60% compared to positive words.
What emotions should focus on effective retargeting campaigns?
Although there are many feelings that describe an individual, neuroscience and psychology specialists have found that all human emotions have four core elements:
1. Happiness. Surely you want your brand to be associated with the joy, satisfaction and smile of your customers. Well, positivity has the power to increase customer engagement, which is great for your brand’s visibility.
2. Sadness. Though you are tempted to remain in a field where everything is happy for your customers, emotional marketing teaches us that it also important to involve other feelings in retargeting campaigns. Here’s why. If you make your clients feel sad and then promise them that you have a solution that can easily erase their negative feelings, you will be able to bring them very close to the goal you have set.
3. Fear / surprise. Here’s a human instinct that we all know: fear. It is everywhere. And emotional marketing teaches us that fear makes us act for self-preservation.
4. Anger / disgust. I know what you think: you do not want to deal with the anger of your customers not even in your darkest nightmares. You would do anything to avoid it. So you can not even want to provoke it intentionally. We understand you. But here is what emotional marketing shows. In positive circumstances, this negative feeling can have a huge impact. A retargeting campaign that makes use of anger / disgust, can shake the person and influence him to act quickly, as you want. When you see something unfair happening in the world, you feel compelled to act, to do something.So remember these 4 options when planning the next retargeting campaign.
4 Emotional Marketing tips & tricks that work in Retargeting
Using your emotional marketing strategies correctly, your brand, your online store, or your website can unleash the power of emotions to create and develop powerfull relationships with your potential customers and loyal customers.
Here are 4 tips & tricks that work
1. Trigger a sense of urgency!
Get rid of that old desire to create for your clients ONLY warm, soft and comfortable experiences. Counter to appearances, they do not want to be spoiled and flattered (all the time). Sometimes you have to make them act in a certain direction. So you need to use feelings of anxiety, urgency or fear. Here’s a good example: if you give a potential customer too much time to decide on a product, you can be sure he will postpone the decision until he completely forgets about you. Instead, if you give him a limited period of time, you “hurry” him to take attitude, to act and engage in a decision. This minimizes the risk of losing a sale. In marketing, this is called FOMO – fear of missing out. Nobody wants to miss an exceptional occasion. That’s why fear is one of the most convincing elements of emotional marketing. And retargeting allows you to master and improve yourself quickly in this art of using emotional marketing with efficiency.
2. Draw and build trust, through general customer content!
Do you want satisfied customers to stay near you and your brand? Then show them that they are part of a community. Show them positive reviews from other clients. You can include testimonials of this type in your email retargeting campaigns. About 93% of customers find that this UGC (customer-generated content) is useful when faced with a buying decision.
3. Amaze your customers!
More psychologists suggest that today consumers are using emotions rather than information when assessing a brand. This means that if you want to attract the attention of potential and / or existing clients, you have to do something to get them out of their shoes. So surprise them! Enjoy them in a way they do not expect! In order to do this, try to get to know them and to see the expectations they have.
4. Wake them the nostalgia feelings!
Here’s a new emotional factor that sells in the hyper-digitized world: nostalgia. As the world moves around technology, many people become nostalgic for the old days. Hence, there are plenty of opportunities for companies who know how to integrate feelings of nostalgia into targeted campaigns.
3 Simple Steps for an Effective Email Retargeting Strategy Based on Emotions
Here’s how to optimize your clickthrough rate (email opening and site click).
The secret behind successful retargeting campaigns with a significant clickthrough rate (email opening and site click) is marketing that moves something in the recipient’s heart. Many believe that writing these powerful message campaigns is a real art, but if you read the following advice, you’ll understand what you have to do, to really boost your
customers’ feelings, move figures and optimizing conversions.
First 1: Set a goal
Before you create a campaign of retargeting and decide around which emotions you will think all the important content, you need to set a goal. Do you want to sell, strengthen relationships with existing customers, attract traffic to the site or increase brand awareness?
Examples of goals for retargeting campaigns that can be streamlined by emotional marketing
Deliver relevant content.
Increase site traffic.
Increase sales conversion or revenue.
Increase click rate, email opening, etc.
Enrich your subscribers list
Retain customers in your subscribers’ list
Boost Brand awareness
Segment your database
Optimize your subscriber database.
Step 2: Select an emotion
Once you have set a target for the retargeting campaign, choose a feeling that can increase your conversion rate:
hope (connects with waiting),
blame (causes the customer to understand that he has the opportunity to do something right),
membership (determines the client to feel as part of a larger community),
vanity (flatters the reader to make an intelligent decision)
fear (instills the client the feeling that he is in danger if he does not take action),
desire (causes lust),
greediness (it appeals to client’s desire to get rich or to achieve power).
Step 3: Follow this simple structure for your emails’ content
An effective retargeting campaign must include the following essential elements:
1. Personalized elements. Inbox Target helps you send personalized emails that have the power to generate an amazing clickthrough rate. Subscribers feel the need to be involved in a dialogue, not just to attend a monologue, and personalized retargeting campaigns cultivate this feeling.
2. A real problem. Any email marketing pro knows his job is to solve a problem. For this, he has to find the problem and display it. After all, it’s all about offering the client a valuable solution to solve a problem he’s facing.
3. Emotional trigger. Once you explain the problem, you need to bring into discussion the emotional factor that will help you reach your goal.4. Solution. After choosing the emotional trigger you are going to refer to, sugest a solution (relevant to the content / product offered) for the problem that you mentioned above.
5. Call to Action. Here’s what you want the reader to do next. Include at least one link in the body of the email.
Conclusion
Emotions are the golden secret behind effective retargeting campaigns in 2019. Campaigns that generate the best emotional response lead to an increase in sales volume by 23% !!! Almost a quarter! It’s huge. And it is a shame not to take advantage of it.
It’s not difficult to implement emotional marketing tactics in your retargeting campaigns. It requires smart copywriting and authentic design. And, of course, a drop of creativity.
We put on the table an ingenious solution = retargeting.
You bring the enthusiasm = emotions.
Together, we accelerate the success of your company!