Email Marketing Secrets - What 'Anchoring' Has to Do With Your Email Profits

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Email marketers have been reporting dropping click through rates and sales. Besides the usual reasons cited like increased competition and people responding less to marketing emails, I believe one of the reasons has to do with 'anchoring'. What is anchoring? It is a trait that we humans have that we rely too much on one piece of info when it comes to making our decisions. It can also mean associating something (say a person or a state) with an initial anchor. When it comes to making the initial decision about something, we tend to stick with it, consciously or unconsciously.

So what has this got to do with email marketing? Well, for one thing, what happens if you promote too many free gifts to your subscribers? Your subscribers may start unconsciously taking advantage of your philanthropy and stop actually buying the products you promote. This is because they are getting so much free stuff from you that they feel it's just not worth paying you for your products.

Of course, the opposite may apply. Subscribers may feel inclined to buy from you because they feel your paid information may be worth a lot. The key is balance. If you give away a free product every day over 30 days, and suddenly promote something, it is very likely that your subscribers will associate you with free stuff (the initial anchor) and maybe even think that you're 'cheap'.

The same principle applies if you promote too many low-cost products like $7 products. If you promote a $7 product every week, it is not likely that your subscribers will buy a $67 product you put out, let alone a $1000 coaching program. Because your subscribers have started associating you and your offers with $7.

So be careful with how you create your business model. You'll want to give your subscribers lots of free information, but you don't want to turn into a charity either!

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