Page 8 - AeM_February_2021

RESEARCH, ANALYSIS & TRENDS

Nothing is more effective in marketing

than psychological triggers

Subconsciously, behavior patterns that are So, use the anchor effect for your pricing strategy and
coercively triggered provide the decisive purchase set anchor prices in your newsletters too.
impulses. CleverReach is well aware of that fact
and shares some practical tips and tricks on how to • The most expensive first: in retail, the seller
use sales psychology in your email marketing to offers the customer more expensive models first—
spark a strong buying incentive in your customers. this is how he sets the anchor price! Although
customers often buy the second most expensive
Especially online, where people buy quickly or not at product in the end.
all, the right tricks can make all the difference. If the
recipient of your newsletter is interested in an offer and • The middle sells: since most people don't know
ready to make the final purchase decision, the exact price, they tend to buy the middle-priced
psychological incentives set and strengthen the product. This is where they suspect the best value
decisive purchase impulse.
for money. Irrationally, people simply ignore offers
that are difficult to compare, rather focus on the
The fact is that we seldom know the real value of a
product since the variety of products has increased offers that are easy to compare and decide then on
immensely. Hence, marketing plays a major role in the more attractive offer. In other words: if you
pricing, especially since we often confuse the ideal want to promote sales of a product, provide it with
value of a thing with its material value. Therefore, we a similar, less attractive bait. In this way, sales can
use comparative values as a basis because intensive be controlled, and profits doubled!
price research is often too tedious for us.
• Give to get is the credo of a real sales genius. A
gift, a little extra or an attractive give away often
It is much easier if we orientate ourselves on the first
price that we associate with a product in the area, only costs a few cents but increases your sales
which is quasi our anchor. It determines how we rate many times over. Favors and gifts create an inner
other prices: whether we find them expensive or cheap, pressure to reciprocate, which is why psychologists
we do not check whether the anchor price is justified. call this phenomenon reciprocity. This effect can

8 February 2021: Conversational & Event-Triggered Marketing