Understand how the urgency/scarcity psychological trigger works, we first have to understand how the consumer mind works.
On many purchase occasions, clients go through the following stages: need recognition, information search, evaluation of alternatives and purchase decision. The interval between each stage can take a few seconds, hours, days or even months. Or even, in the worst-case scenario, the purchase may not go ahead. This is maybe because it’s not a priority, which is a very common occurrence.
On the other hand, have you noticed that almost everything with limited availability is more highly valued? A product becomes more attractive when it is scarce. This can often even create infatuation, as is the case with some luxury brands. Have you ever dreamt about owning a Ferrari?
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Use the Scarcity Psychological Trigger to close the deal
Another example: you want to buy an apartment and you´re looking at different options. One of the apartments you have visited is perfect: it’s in a great location, the price is within your budget, it’s spacious, brand-new and with incredible views. In other words, it’s a unique opportunity. Then your estate agent calls to tell you that another client is interested in this apartment, and if you really want it should buy it immediately. Properties like this rarely come along. What would you do?
Well, it’s exactly this sense of losing out (with urgency and scarcity), together with a positive anxiety, that pushes reasoning aside and speeds up the purchase decision.
Increasing your conversion rate through email marketing
One way of using this psychological trigger is to include a time limit for offer in your email marketing campaign, by way of a countdown clock. The message that the client receives is: I have a fantastic opportunity at a discount, but if I don’t buy now I will lose out.
How to put this into practice
Follow these steps:
SENDTRIC
1) Go to Sendtric (http://sendtric.com)
2) Enter your email.
3) Set a date for the countdown.
4) Choose your language. This is important so that the terms “days, hours, minutes and seconds” appear in the right language.
5) Choose colours for the background and numbers.
6) If you would like the watch to be aligned in the centre, click the option “Encapsulate in a centred table?” Most email marketing suppliers choose this option, though some choose to place the clock on the right-hand side.
7) Accept the Terms and Conditions. Click on “Generate.”
8) Copy the code generated by Sendtric.
E-GOI
9) Enter the campaign you have created in E-goi (Easygoi).
10) Add the “long text” element in your campaign and paste the code generated by Sendtric.
11) And finally, the most important tip: perform a number of tests before sending this to your contact list.
Should you have any queries about any of these steps, please use the comments box.