Creating a fear of missing out (FOMO) in your email blasts can be your next huge boost in profits. Read this now to learn how to create urgency and boost sales!
What is your email marketing strategy like at the moment?
Are you sending out email blasts to promote your business but not seeing the results you'd like?
Email marketing is one of the most effective e-commerce strategies out there, but it's not enough just to send generic email blasts about your products. You have to do a little something extra to make sure those emails don't go straight into the customer's 'junk' folder.
Read on to learn the best way for you to make your email blasts more effective.
FOMO (fear of missing out) is your best new sales strategy. FOMO is the new term for it, but this strategy is basically just a rebranding of the classic scarcity and urgency principle, which sales masters have been utilising for years.
Why Does This Work?
There are two reasons why FOMO is an effective sales technique.
First, it operates under the assumption that humans are inherently greedy and want what they can't have.
Second, people are more likely to make purchases if they think they're only going to be able to get the product or service for a limited amount of time.
If you tell a customer that they'll miss out on a great deal or a limited edition product unless they act immediately, they're going to be more inclined to pull the trigger and make a purchase. By utilising FOMO in your email your blasts, you can convince people on your email list to purchase your product or service now.
How to Use FOMO in Your Email Blasts
There are lots of ways that you can incorporate FOMO into your email blasts to improve your business's sales.
During a flash sale, a product or service is offered at a significantly discounted rate for a short period of time. The shorter the period of time, the greater sense of urgency your customers will feel.
In order to create a successful flash sale email, you need to do two things:
- Make the discount significant. There has to be enough of a difference between the regular price and the sale price to convince customers to act.
- Make the time frame clear. Don't leave any doubt about how long the sale will last. Don't just say "limited time sale," but give an actual time frame (48 hours, 72 hours, etc.)
You increase anticipation when you only offer a product at certain times during the year -- think about all the hype surrounding the Pumpkin Spice Latte. Creating sales around special events, from Valentine's Day to the start of a new school year, will help drive sales.
You can even take inspiration from companies like Victoria's Secret and Bath and Body Works and start your own "semi-annual sale." Customers heavily anticipate these sales, and the companies have the profits to prove it.
One email is not going to be sufficient to create the kind of anticipation you need. Send reminder emails for the duration of the big event to really create a sense of FOMO for your customers. Send reminder emails once a day from the first day of the sale to last. The reminders should start gently and then increase in urgency as the last day of the sale approaches.
Reminders are great, but don't go overboard and bombard your customers' inboxes. Don't send more than one email per day, and don't send more than three or four emails in this sequence. Too many emails will just make people tune out to your message altogether.
You're more likely to get a project done when you have a clear deadline. The same goes for sales. A concrete deadline really makes the FOMO kick in for customers, and they're more likely to buy products or services when the discounted price is only around until a certain date.
Here are some effective ways to rephrase your email to include a deadline:
- Sale ends on MM/DD/YYYY at 12:00 am
- Sale ends in 24 hours
- Only 2 days left to save
No matter how you word it, make sure the deadline is absolutely clear. If people aren't sure how long the sale will last, they're more likely to take their time making a purchase.
Include a Countdown Timer
A deadline is not always enough. Some people need a countdown timer to really illustrate how quickly the good deal is slipping away from them! A countdown timer is a great visual to let people known that their opportunity for savings will not stick around forever. It'll quicken a buyer's pulse rate and increase their impulse to make a purchase.
Offer Free Shipping
We've all been there. We think we're getting a good deal on a product, but then the shipping is so high that we abandon the purchase altogether.
The lure of free shipping is powerful. Letting people know in email blasts that it is available for a limited time will entice customers and drive sales just like any other temporary discount will.
Offer Loss Aversion
People will act with urgency if they believe that they are about to lose something. While the loss aversion response psychologically originates from a fear of a catastrophic situation, it can also be utilised to drive sales.
If you can warn customers about a negative result that will come if they don't act now, you can increase your sales. The loss doesn't actually have to be catastrophic, though.
For example, if you let customers know that they might be losing money every month by using one service, but switching to yours will save them money, they'll be more likely to purchase from your company.
Offer Pain Relief
You may have heard the phrase "pain points" before. When it comes to marketing, if you can identify people's pain points -- the things that bother them -- then you can offer relief from that pain and, therefore, improve sales.
There are lots of ways that you can identify your customers' potential pain points:
Use the Google keyword tool to find out what people are searching for when they use terms related to your product or service.
Look at the search terms people used that led them to your website.
Survey clients to find out what their frustrations have been with other providers in the past.
Once you know what bothers your customers, you can offer a solution in your email blasts.
You certainly don't want to exploit people's pain. However, if you can solve a problem for someone and make a sale in the process, everyone wins!
Use the Right Language
Creating a sense of urgency in emails is all about using the right language.
Time-related words are crucial for letting your customers know that they might miss out on a good deal. The following are some of the most common words used in these kinds of email blasts:
It's also important to focus on using the word "you" in your emails. "You" is one of the most persuasive words out there, and it will make customers feel as if they are being spoken to directly. Furthermore, make sure you're using action words in your emails. Buy, shop, enjoy: these are all verbs that will encourage your customers to do something.
Use the Right Words in the Right Places
All the hard work you put into creating your emails will go to waste if nobody is even opening them. Don't hide the urgency in the body of an email blast. You need to hook your customers right away with a carefully crafted subject line.
If you can catch a customer's eye right away by letting them know in the subject line that could be saving a lot of money, they're more likely to open the email and actually make a purchase.
A Couple Caveats
When used properly, the tips listed above for using FOMO to drive sales can be extremely effective. However, it's important to keep these caveats in mind so that your business can flourish long term.
If you lie about deals or fake an out-of-stock situation in your email blasts, you're going to do more harm than good. You might see short term profits, but your business will suffer down the road if you alienate customers with these practices.
Don't Overdo It
We talked above about not overdoing it with reminder emails. The same goes for all of the tips listed above. Spamming customers will just cause them to block you or unsubscribe from your email list.
Be consistent and make sure people know you have a great sale going on and a great product, but make sure you're not overwhelming your customers in the process.
Need more Help with your Email Blasts?
Now that you understand the idea behind utilising FOMO to drive sales, it's time to get started!
If you still feel like you need more help with your email blasts, contact us at Nexolutions today. We offer a wide range of email marketing services, from handcrafted newsletters to a thorough tracking and targeting process.
We can't wait to help you take your marketing strategy to the next level!