Customer emotions are hard to control and mostly result in spontaneous decisions. That is why businesses try to induce emotions in their marketing campaigns and it brings in wonderful results favorable to brands.
In this blog, let’s look into the power of emotions to influence customer decisions in a way that benefits your brand efforts. We will then look into how push notifications can help you trigger customer emotions to your marketing weapon.
When it comes to using push notifications for your marketing efforts, there are different ways to do it. You can showcase the features of your product, sell your products by focusing on its value, or sell by triggering customer emotions.
Once you connect with your customers on a personal level and trigger their emotions, they feel more connected to your brand and it could make a lot of difference. As powerful as push notifications are, your products can easily annoy users and force them to turn off notifications if you don’t use it the right way.
Why are customer emotions significant?
Have you ever thought about why some people use the same brand when it comes to a specific product? Maybe it has been passed on to them since their parent’s generations. Sometimes it happens due to an innovative advertisement, you might have been a part of some exciting activities that gave you some really good gifts or discounts or even may that brand supports the cause that you care about.
All these might contribute to the choice that you make, this is where the power of emotion rules the game. Once you have the customers emotionally involved with your products and service, they convert without having a second thought and you get a customer for a lifetime. It all comes down to striking the right emotions at the right time.
Push notifications as a marketing tool to trigger user emotions
First impressions are always formed instantly. So how do you grab customer’s attention and get them emotionally engaged in a short span of time? Push notifications can exactly do that. Push notifications are small-sized clickable updates that are sent to users on browsers and applications, even when they are not on your site or mobile app.
These messages help you involve and re-target users and drive conversion. You can use geographical targeting and send notifications to users in real-time or schedule it based on the time zone of your users.
Proven techniques to trigger user emotions using push notifications?
What triggers customers to choose your brand when it comes to buying certain products or services. As stated earlier in the blog, it is an emotional decision that they connect with logic. Your customers analyze each and every detail before making the final decision to make a purchase.
For instance, if there is the same type of T-shirt available in Nike and some other local brand, people tend to buy it from Nike just because they believe and trust the brand.
In the end, most of the users tend to buy from brands that they have seen in ads or good reviews. Top brands have been successful in building an emotional connection with customers and they use push notifications for the same. If you can successfully trigger the right user emotions, they will become a loyal customer of your products.
However, to trigger the right emotions, you need to plan a good strategy to improve conversions as well. Besides the trigger, you must also focus on segmenting push notification users. Not just that, there are different ways to trigger user emotions the right way. Let’s explore straight away.
Every user wants to feel special when buying from a brand. Starting from the first push message sent, it is important to convey to the user that they are special for your brand. Then Every user finds it great when they experience good customer service at a physical store. When shopping online, they expect the same type of experience.
So, make sure you deliver the same when you send out your push notifications. The push message you sent out to your users must contain a welcome message and also links to best-selling products and services or any important information you want to let your users know.
Most times first time buyers might be confident about the product. They might have confusion about whether the product will suit them or do they actually need it. With your push messages, you can build confidence in your user’s mind with your marketing campaigns. When sending out push notifications, make sure to connect with your users on an emotional level.
Build a sense of urgency
No customers would like to lose out on exciting offers and discounts. If they find the products or services they are looking for at an attractive and discount price, they might make the purchase soon.
By creating a sense of urgency with your push message, you can create a sense of urgency in the customer’s mind about product availability. The fear to lose the products at such a great price might push them to make the buying decision immediate. Here are some of the effective techniques to create a sense of urgency using push notifications.
- Limited stock
When you want to push sales using notifications, send out updates on lithe stock. With the stock selling out soon and decreasing, the customers might end up buying it before it is very late.
- Sale timer
Consider offering discounts on the products. Mention the sale time that the sale will run out soon or till the stock lasts.
In the digital era we live in, similar products might be available in multiple sites and stores. Hence, customers need some kind of proof that they are choosing the right product from the right place.
You have to create a belief in the user’s mind that your site is a trusted brand and the products are of unique quality. To show validation, you can develop review campaigns using push messages and ask verified customers to leave reviews about their purchase.
Ask the users for their valid reviews. You can then send a push message about the positive reviews and recommendations as mentioned by other users. This will help users to clear their doubts about your brand and the validity of the products they have selected. When it comes to online purchases, validation is really important as it instills confidence in the mind of new customers about your site and offerings.
Building curiosity helps to convince customers to perform a particular action. For example, a caption like “click here to see the magic” will create curiosity among users and force them to click on those links. You can create curiosity using push messages. Create notifications giving a few details about things you need to promote or inform your users.
Let your users click on the notifications to find out more details about what you want to convey them. To make it more exciting, you can set time limits which notifies them about a particular offer or holiday sales before it ends. This way you will get higher click rates and better conversion for your campaigns.
Sense of success
With your push notification service , you can instill a sense of success in the minds of your customers. Make your customers feel they have successfully achieved something. For example, create an exclusive discount and send it to your users to give a feeling as if they are your privileged customers. It will bring out the happiness in your user’s kind and help compel them to make more purchases.
Be a friend to your users
Show your users that you care for them and they can count on you. Always keep your users updated about the events, product releases, discounts, etc. and show the extra care towards our users.
If you are a travel website that offers flight ticket bookings, update your customers about the flight schedules. If they have booked a flight with you, send out push notifications to them about the timing of the flight and the related details.
Create a sense of belonging by giving out exclusive offers
Loyal customers must be treated differently than other users. It is because they have spent their valuable time and money on your brand often. They deserve some appreciation, give out a special discount only they get access to.
This exclusive privilege encourages users to buy more and forever be loyal to you. These perks will spread the word and encourage other users to join your site as well.
What constitutes an effective emotional trigger?
You plan your push notification campaigns to trigger the user’s emotions, but how to be assured that the push messages you are sending leads to a better user interaction instead of annoying your users.
Here are some aspects of push messages that involve users instead of annoying them.
Good user triggers are timed right
To create an effective emotional connection with users, it is important to thoughtfully time the messages. The triggers are of two internal and external. An external trigger is a prompt in the customer’s equipment that offers formation for what action to perform next.
For example, it can be a clickable link telling users to “play now” or “click here”. Whereas an internal trigger is solely based on the relationship that they feel in the mind to prompt a given action.
Almost all common internal triggers are emotionally driven. For example, when most of the users are uncertain of a particular thing, they google it. Or when they are bored or want to know how something works they scroll Pinterest or watch YouTube.
For example, if you are waiting for a flight and you want to know which gate to approach and how long it takes you to get there. And then a push message from the airline comes with all the essential information.
By offering valid information at the right moment is the internal trigger that helps build loyalty, trust, and authenticity.
Good trigger prompt actions
While effective emotion triggers the right actions, unrelated notifications annoy users. It is important that triggers cues a special and simple user behavior. For example, push messages from WhatsApp helps users to conveniently check the latest updates they have received and reply accordingly. These types of notifications are simple, clear, and directly the users about what next.
Effective trigger ignites intrigue
Even a little amount of curiosity has a significant impact when you want to prompt particular and intended actions. Effective triggers attract users to click on the push message to learn more when there is some secrecy in what they might learn if they click on the actionable link.
The surprise element or a bit of curiousness can compel your users to respond to a push notification. So, it is also important to make sure you don’t send the same notification repeatedly so that you lose the relevancy of the message.
All of us experience the annoyance of poorly crafted or time triggers and notifications. Ill-timed or repetitive triggers might annoy the users and have a negative impact than the intended positive effects.
At the worst, your users can unsubscribe to your notifications or uninstall your app if you don’t follow the rules of creating good emotional triggers. Use push notifications to trigger the right user emotions and they will gradually become your loyal customers. You can use good push message services like Pushmaze to send the right type of push notifications to your growing user base.
I’m the Marketing consultant, Self-driven budding entrepreneur, Work together with the clients by implementing different marketing strategies in their businesses. Twitter
Currently marketing consultant at Pushmaze