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          be easily transferred to business. It is just important  actively have been looking for this product.
          that  your  goodie  fits  the  product  and  that  you
          advertise trial and gift campaigns in your newsletter!   Bernd  Weber,  neuroscientist  from  the  Life  &  Brain
                                                           Center at the University of Bonn, has proven that just
       The choice paradox                                  looking at large percentage signs activates the brain's
                                                           reward  system.  For  this  purpose,  test  persons  were
       Having  a  lot  of  choices  seems  to  be  attractive  and  shown  products  and  prices  in  a  computer  tomograph,
       without doubt generates a lot of interest, but it paralyzes  some  of  which  were  provided  with  percentage  signs,
       the purchase decision. The cause is the risk of choosing  which  immediately  addressed  the  reward  center  and
       the wrong product, which increases proportionally to the  evoked  positive  expectations.  At  the  same  time,  self-
       selection. Customers no longer know what the best deal  and  error-control  decreased.  Combined  with  email
       is, and before they risk buying the wrong thing, they don't  marketing, the effect of these methods even increased,
       buy  anything  at  all.  So,  the  large  selection  becomes  a  since emails are personalized messages.
       sales killer!
                                                           The  recipient's  interest  is  primarily  piqued  by  the
       Basically:                                          subject line. Accordingly, the recipients who read your
                                                           email  are  even  more  susceptible  to  your  stimulating
        •  Make  it  easy  for  your  customers  to  choose.   email  design,  since  simply  opening  the  email  implies
          Reviews  weight  the  offer  and  provide  orientation:   interest  in  the  offer.  As  a  result,  biased  readers  are
          identify frequently purchased and therefore popular   easy prey for your intense stimuli. So, you can be sure
          products!  70%  of  all  customers  include  other   that “free” will ultimately pay off.
          customer  ratings  in  their  purchase  decision!  Work
          with stars to be able to grade ratings from "0 - 5" -  The purchase impulse – “free of charge”
          "bestsellers" - disturbers are also very striking.
                                                           “Free  of  charge”  is  one  of  the  strongest  triggers  for
        •  Do  not  overwhelm  the  customer  with  a  huge  opening an email and buying a product.
          variety  of  products  and  to  take  away  the  fear  of
          making the wrong decision. Therefore, highlight one   Dan  Ariely,  psychologist  and  author  of  the  book
          to three campaign specials! Mark your specials with   "Predictably Irrational: The Hidden Forces That Shape
          disturbers or make them larger.                  Our Decisions", also calls it the "free" effect. The “free”
                                                           concept is so convincing that people even get a tattoo
        •  Limit  your  offer  or offer give support in making a  for  it,  as  Ariely  proved  in  an  experiment,  in  which
          decision,  so  that  your  customers  are  not  students stood up for a free tattoo that 68% would not
          overwhelmed  by  too  many  products.  Present  a  have gotten had it cost something. This means for your
          maximum  of  six  products  per  category  in  your  email  marketing  using  the  word  “free  of  charge”  to
          newsletter  or  just  announce  the  campaign  in  your  attract more newsletter subscribers.
          email, for instance, with a subject line like: "Summer
          Sale - 50% Off!"                                 After  all,  anything  that  is  free  is  irresistible:  free
                                                           registrations  generate  more  subscribers,  addresses
       The bestseller effect                               and participants; subject lines with the words  “free” or
                                                           “free of charge” achieve higher opening rates and thus,
       Whether software, baby food, or spirits, if you don't know  lead to significantly more sales in the long term.
       a  product,  you  are  happy  to  try  a  “best  seller”  or  a
       “favorite”. What millions  buy  is  an  incentive  for  millions   As  you  can  see,  sales  psychology  can  be  easily
       more. The bestseller effect, also known as “social proof,”   translated  to  your  newsletters  and  promotional  emails
       in psychology, is the key here. It is based on the  “herd   and should be used in one form or another for pushing
       instinct” of people: Without thinking twice, we imitate the   sale up. Use your strengths and popularity to convince
       behavior of others—the group just has to be big enough.   new  customers  or  undecided  buyers  of  your  products
       The individual assumes that the group is doing the right   and  let  the  herd  instinct  work  for  you.  Large  discount
       thing.  For  your  email  marketing  this  means  mentioning   labels,  free  promotions  and  exclusive  offers  for  your
       the bestsellers or positive customer feedback.      existing customers trigger the impulse to buy and at the
                                                           same time give a feeling of appreciation. ◊
       The bargain hunters

       If we like a product and if it is reduced on top of that, it is                    By Daniela La Marca
       almost  impossible  to  resist.  We  don't  even  need  to

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