easing consumer anxiety with a better email marketing

Easing consumer anxiety with a better email

marketing

Olia KudanovaPR Manager

o.kudanova@semrush.com@LoloLoyalty

“I am human, and nothing of that which is human is alien to me.”

- Terence (the ancient Roman playwright)

Free bunnies

“Buttons = Doors. Why would you expect a user to click

buttons that don’t provide sufficient info?”

Tweet me @LoloLoyalty

What causes consumer anxiety?

What happens once I click it?

Where will this button take

me?

What’s on the other side of the

button?

Once I click, can I get back to my inbox, or am I

gonna get stuck in a new area of this website???

Fear of the unknown

Sugrophobia (Fear of being duped)

Lack of context A poor value proposition

Overwhelming amount of info

The answer is...

clarity

Unboxing is a cure for uncertainty

«Unboxing is the unpacking of new products, especially high tech consumer products. The product's owner captures the process on video and later uploads it to the web.» -Wikipedia

Interest over time (2004-present)

Mirror neurons

Mirror neurons

“Presenting your product to your customers actually sparks a neurological kickback.”

Tweet me @LoloLoyalty

The Unboxing Techniques in Email Marketing

Dollar Shave Club:Literal unboxing

The Unboxing Techniques in Email Marketing

Graze:Literal unboxing

Sephora: Anticipating Expectations

The Unboxing Techniques in Email Marketing

Duolingo: Visualizing the Progress

The Unboxing Techniques in Email Marketing

SEMrush:Unboxing with GIFs

The Unboxing Techniques in Email Marketing

Thank you!

Olia KudanovaPR Manager

o.kudanova@semrush.com@LoloLoyalty