Conversion psychology: 6 principles for retention marketers

Retention isn't about technology. It's actually about human behavior. Right when someone buys, you're not asking them to buy anything. You're just helping them succeed with the product that they've already purchased. An urgency should feel like you're helping them avoid a problem, not pressuring them into a sale. When a customer is ready to buy again, who do they think about?

You. You're going to be top of mind because you've already helped them, right? Everything from the moment you press send to the moment that someone emails to hopefully the moment that they clicked, right? If you create this curiosity, people are going to feel like they have no choice but to What's up, guys?

Today we're talking about the six conversion psychology for retention marketers and the science behind why people buy. Let's do this in three, two, one.

From the open to the click, they're the masters of the flow. Just watch your list grow and your leads turn to go. Did we retain you so far, or do we have to extend it? If you want results, you know you gotta send it. Yeah, you know you gotta send it. Yeah, you know you gotta send it. Yeah. You know you gotta send it.

What is up everyone? Welcome back to Send It, where we discuss anything and everything retention marketing, specifically in email and SMS marketing and e-commerce. My name is Jimmy Kim and I'm here with my co-host.

Chase Diamond.

Chase, what's up dude? I wanna ask you a question real quick.

Sure, yeah, what's up?

All right, why do you think most retention marketers think about flows, segments, and tools as the things that they think about?

Huh, as opposed to what?

I feel like there's so much more that people need to be thinking about as a retention marketer, but they sit there and focus on those campaigns and the segments and flows and all that good stuff.

Got it, so they're thinking like, I need to build an abandoned cart flow or I need to segment my VIPs, something like that?

Yeah, and look, those things matter and they're the layer underneath all of the things that people sometimes ignore. Do you want to guess what people ignore often?

I would imagine the big one probably is around something with psychology.

Yeah. Conversion psychology actually.

Interesting.

Because at the end of the day, retention isn't about technology. It's actually about human behavior.

Yep, exactly. Why people buy, why people hesitate, why people procrastinate, and essentially even why they come back.

Right, right, right. And if you understand the psychology, you can apply it to any campaign, any flow, and any message. So today on today's pod here, I have 6 psychology principles that every retention marketer should understand and how they actually should use them in email and SMS. So this is the pod that I hope changes the way you think about every message you send.

I love it, dude. Let's drive right into it.

All right, perfect. All right. So principle number 1 is reciprocity or reciprocity. Why am I screwing that up?

All right.

So for the listeners, what is reciprocity? Now I can't say it. What is reperc— What is that word?

Reciprocity.

There. What is that?

Okay.

So listen, it's one of the oldest psychology triggers. When someone gives you value, you feel internally obligated to give them something back.

Got it. So I know you're maybe going to be moving here soon. So if I help you move from your one house to your next house, You're going to feel like you owe me.

Yeah. And it's hardwired into human psychology. So we don't like the feeling of being like indebted basically.

So how can we tie this back to actually retention marketing?

But okay, so here's the problem, right? So most brands often send these promotional emails. Every message is like, buy now, sale ends tonight, 20% off, right?

Yeah. So really what you're saying is the customer feels like they're never getting value. They're just constantly being sold to. Is that correct?

Right, right. And eventually you tune out because there's no relationship. It's just constantly asking.

So what do you recommend that brands do instead?

Okay, so this is going to be like the high level, but it's give value before you ask. Build a deposit of goodwill before you make a withdrawal.

I know what that means, but can you break down like what does giving value actually look like in terms of email?

Yeah, if you think about value, there's probably a handful of things. So I would think like education, which is like teaching them how to use a product better. There's always that tips and hacks angle. which is like shared expertise in your category and really make yourself the thought leader, the person that they look to.

Yeah.

Routines are really big, right? Show them how to build that habit with your product. And then there's also product usage ideas. I think that's really important because there's so many creative ways to use what they just bought. And then last, I think that one that's underrated is community highlights, which is sharing customer stories and user-generated content.

And as you were listing those, right? Like I was waiting for you to talk about selling, but none of those are selling related.

Yeah. They're always helping customers succeed. And when you do that constantly, the next time you ask them to buy something, they're way more receptive.

I love that. Can you give me like a tangible example here? Yeah.

Let's, so let's say you're a coffee brand and instead of sending buy our new roast, you send like a 3-series email. Email 1 is like the 3 biggest mistakes people make when brewing coffee at home. That's kind of important because I know that I brew coffee at home and I want to know what's going on. Email 2 might be like, how to taste coffee like a pro, even if you're a snob. Like, that's a good way to say like, okay, maybe you're doing something wrong ultimately, and I'm going to educate you on how to do it better. And then obviously the customer spotlight is always great. Like, how Sarah built her perfect morning routine. Like, these are really fun ways to get people to open and engage with those.

Dude, I love that. So you're giving tips, education, and focusing on giving back to the community.

Exactly. And then when you start to send, here's our brand new limited edition roast, people are way more likely to buy because they've already given them the value upfront.

That's right. They feel like you've already helped them, not just sold to them like every other brand.

Yeah. And this is why a good post-purchase education flow performs so well.

Yeah. Can you explain that?

Yeah, because right when someone buys, you're not asking them to buy anything. You're just helping them succeed with the product that they've already purchased.

So got it. If you have this digital or virtual bank, you're essentially depositing value into that for each subscriber, customer, whatever you have.

Yeah. And I'll add this, when a customer's ready to buy again, who do they think about?

You, you're going to be top of mind because you've already helped them, right?

Yeah. And you know what's funny about these educational emails is they often drive what we call the highest repeat purchase rates.

Yeah. And I was doing some prep for this episode. I was looking within inbox.ai, which is our platform to see millions of real emails, dude, you literally can see entire post-purchase sequences that are just how to get better results with your product.

Yeah. And look, the commonality I'm sure you saw was that they're not selling in those emails. They're often teaching because the repeat purchase rate is off the charts for those brands. All right.

That's correct.

I got my second one here. The second one is urgency. People act when they believe time is limited. Hey, you guys want to stay connected with us? Guess what? We send a daily retention newsletter out that you should join right now. If you're not a part of it, it's at ecomemailmarketer.com. It's completely free. We send it to your inbox daily. We do breakdowns. We talk about the latest things. We talk about the latest tools out there. There's so much you can do. Plus we even talk about the pod, of course. So if you're enjoying the pod and you want to be here, you want to listen to us, you want more email and SMS retention marketing, tips, tactics, tools, tricks, whatever it might be, head over to ecomemailmarketer.com. We probably have something free that we're giving away right now too on top of that. So go get that, download it, join our newsletter. We'll see you there.

Yeah, I think this one's obvious, right? And I think that's why brands use countdown timers.

Yeah, but I think they— brands screw it up pretty often.

I think they do. Where do most people get this wrong?

Fake urgency. Sale ends tonight every single night.

Yeah, right. And the more that you do it, the more that people resent you because customers are going to catch on and they're not going to fall for it.

Yeah, dude, you know what I'm talking about. You see brands that are like, their sale ends tonight, but it's happening like 3 times a week. And then really nobody believes you anymore.

Yep. You're the boy that cried wolf. So your urgency is going to lose its power.

Exactly. Or worse, you train the customers that they can ignore your deadlines because they're not real.

Absolutely. So what In your mind, does real urgency actually entail?

Yeah, there's some good ways to actually use real urgency in context and not just timers. The urgency is something more genuine, something like limited inventory. Look, that's real. That's a real thing. And you should push on that, like only 50 units left. You also have seasonal windows, especially when you have seasonal products, basically like a summer flavor has only 2 more weeks before we end, right? There's always replenishment timing and that's urgency on the other side by telling them that Well, you're about to run out, right? There's also product releases. Those are generally limited quantities. And if you can push those and make sure that people know they're limited, that works. And then of course, the VIP access window, which is like the early access window. They only have 24 hours to open. That's what you need to do, right?

So the main thing here is that urgency is legitimate. It's real. It's not fake. It's not manufactured.

Yeah.

There's a real reason to act now and not just a countdown timer that you reset every single day.

And one that I want to kind of circle back on is you mentioned replenishment. Why do you think that's so powerful?

Yeah, this is something I love for CPG brands because products itself create a deadline. If someone bought a coffee 28 days ago and the bag lasts about 30 days, there's real urgency there.

Yeah, you're literally about to run out.

Yeah. And so if your email isn't sale ends tonight, it's your coffee is running low, reorder before you run out.

And with that, right, I think the context is important. That's helpful urgency, not fake pushy urgency.

Yeah. And it works because it's better in contextual and it's more relevant.

Yeah. So here, right, I think people are going to be like, all right, I want to do this. How do I do it? So how do you message urgency without sounding desperate?

Yeah. So there's 3 ways that I can think of that I put down for the show notes here. So you want to lead with benefit, which is, You don't want to break your routine. It's not sale ends soon, right? It's like trying to tell them about why it's important for them to do it. So, you know, don't break your routine, for example, right?

Yeah.

You can also use scarcity, but not fake timers, like limited to 100 units, not sale ends at midnight. There's a very big difference between what that means, right?

Yeah.

And then you want to make it about them. You'll run out soon. Just like I said earlier, it's not we need to hit quota or we have a big sale that's ending tonight.

So the biggest takeaway here is it's really just about how you frame it.

Yeah, exactly. And urgency should feel like you're helping them avoid a problem, not pressuring them into a sale.

Yep.

All right, let's go to principle number 3 because I like this one. This is a fun one. Friction removal. Every purchase has friction.

Yeah, and I think friction means different things to different people. What do you personally mean here by friction?

Yeah, to me, friction is anything that makes the customer hesitate or second-guess. Questions, doubts, confusion, extra steps.

Yeah. So anything from like, which product is right for me, or will this actually work for me?

Exactly. And retention marketers should be obsessed with removing friction before the customer even gets to checkout.

All right. So break down a couple of the main kind of common types of friction.

Yeah, I think there's probably about 5 of them that comes into place that are pretty common in e-commerce. I would say one would be like the unclear product choice, like which version should I buy? That's really good. Number 2 would be the bundles. I think bundles can be confusing because people are thinking, which one should I actually buy, right? The 3rd one, you and I both know this, the lack of social proof. Does it actually work? I mean, that's something that people are thinking about all the time. The checkout is definitely one, right? Do I have to create an account? How does it work? More complicated, the harder it is to buy. And then of course, the last thing, and I really talk about this on social a lot, is the shipping question. How long does it take? Is it going to take 2 days? How much does it cost to ship? All that stuff that comes with shipping.

So look, you're going to know kind of the FAQs and where people drop off and where people have questions. So your job in every single email is to answer those questions before people have time to ask them.

Exactly. Every email should remove at least one barrier.

Yeah, I know you mentioned a lot of things. I want to hone in on kind of the comparison emails. Why do you think those are so effective?

You know, they're an interesting one because I think the biggest friction point for a lot of brands is that is like what we call like brand paralysis. Basically, customers don't know which product to buy.

So with that, right, they're going to buy no products.

Yeah. And so you have to send some kind of comparison email that tells them which product is right for you. You reduce what they call the cognitive load.

Can you break that down? What's an example here?

Yeah, let's use a skincare brand, for example, and you have 3 different moisturizers. And instead of the customer figure out, you sell— you send them that you have a lightweight gel, best for oily skin, daytime use. You've got Like a rich cream, which is best for like dry skin and like nighttime use maybe. And then you also have like a multipurpose, which is like best for sensitive skin and all-day use.

Got it. Yeah, it makes a lot of sense. So you're literally helping show them which one to pick, like which one's going to work the best for their use case.

Yeah, you're making the decision easy. And when the decisions are easy, well, conversions go up.

Absolutely. And what about like addressing objections proactively?

I think a lot of people Yeah, no, that's a good point right there. And if you know the top questions or concern your people have, answer them in emails before they even become objections.

Yeah. And what does that look like?

It's like this, okay? So if you're selling— we'll go back to skincare, for example, and you're selling a sensitive skin product, include an ingredient breakdown. Like, people want to know what's inside of it and it's not just for sensitive skin. How about shipping, right? How long does shipping take? Well, you can write, same-day shipping arrives in 2 to 3 days. It's very simple. What about— what if it doesn't work for me? People want to know about the money-back guarantee, right?

Yeah.

So you could say something like, a 60-day money-back guarantee, no questions asked. You want to kind of frame it where you're talking to them ahead of time.

Yeah. So in each of these, you're removing the friction before they even have to think to ask about it.

Yeah. And you should test this, of course. Send one version without addressing objections, send one proactively answering it, and the third one with maybe frequently asked questions and—

Yep.

Probably the second one will convert the best.

Agreed. And what about friction in like repeat purchase? You got someone to buy, right, once. How do you think about friction in that second, third order, whatever you—

Yeah, so this is the whole one order, one click reorder links are gold here. If someone buys or bought from you before and you can make it effortless to buy again, that's what works.

Yeah, that makes a lot of sense. So how do you actually do that though within Dude, it's so easy.

If you include just like a reorder last purchase button in every replenishment, there's no browsing, no deciding, just click and they're done.

And that really is kind of the holy grail. That's the friction removal at its finest.

Yeah, the thing I would say is you're removing the barrier that needs to go on the site, find what I bought, add to cart and check it out. You literally take them to the cart that's already built and that's really the magic there. All right, so let's go to a Principle number 4, which is curiosity gaps.

Real quick, I have a 30-second message for you to tell you something that we've been working on, and I'm super excited about this, and you should be too. So what if I told you you could instantly search every single email that Allbirds, Parachute, or Sunday Situation ever sent? That's Imbooks with 2 Os dot AI. It's an AI-driven searchable database of over a million emails from the fastest growing Shopify brands. Need a win-back sequence? Type it in. Want to see how the best brands handle abandoned cart? Type it in. It's there. Looking for a holiday promotion idea? Done. We've got you covered. No more endless Google searches or digging through your personal inbox, hoping you saved that one email and never being able to find it. With our platform, you can search, find, and execute campaigns way quicker. It's like having every single top brand's email strategy at your fingertips. Inbox.ai. Again, it's inbox with 2 Os. Stop guessing, start searching. Head on over to inbox.ai to check it out. Oh dude, I love these. Break down for me what at a simple level is a curiosity gap?

All right, so, you know, there's a space between when someone knows what they want and what they, Basically, someone knows— there's a space between what someone knows and what they want to know. Basically, like, humans are hardwired to close that gap, basically.

Exactly right. And this happens everything from like the moment you press send to the moment that someone emails. So hopefully the moment that they're clicked, right? If you create this curiosity, people are going to feel like they have no choice but to click.

But most people give away everything in the subject line.

What's an example of what most people do? I guess like a bad subject line.

Sure. New protein powder available.

And why is that bad? What's wrong with that?

Where's the curiosity, man? I told you everything. I know there's a new protein powder and if I don't care, I'm not opening.

So give me a good version of that.

The mistake most people make with protein.

Right. So now I'm curious. I'm wondering, dang, I like protein. I take protein. What's the mistake That I'm probably making.

Yeah.

You created a gap. I wanna know what the mistake is so I open the email, right? Because I haven't told you.

Yeah. And I think a lot of people are gonna probably roll their eyes and be like, Chase and Jimmy, isn't this called clickbait?

Only if you don't deliver in the actual email. If your subject line says, the mistakes most people make with protein, and the email teaches them about protein timing and absorption, that's valuable.

Right. Whereas if you say that and then you just sell them protein powder without teaching them or educating them, They're going to be upset.

Exactly. So this is where it's really important. Curiosity about intrigue and value delivery. If you create interest, then you actually have to pay it off.

All right. So let's keep going down this path. How do you use curiosity gaps in these kind of retention campaigns? Yeah.

Again, we go back to a couple things, right? So product education, simple. The one thing nobody tells you about product category, right? Like it's a really simple way to educate people because as much as you know as an expert and the product owner, a lot of times often the other side, Doesn't know, right? Good customer stories. How Sarah lost thirty pounds in nine days without giving up carbs. Like it's a really fun way that is relatable to people. I also like result teasers. These are fun. Like what happens when you use product X for every day for thirty days, for example, right? Like what happens in results because that's what you're thinking in your head. Yeah. And then the famous one that I think is really great is the before and after. The routine that changed everything, for example.

Love it. And with this, you're building intrigue around outcomes, not just products.

And I would add to that, curiosity gaps work well in retention because customers already know your brand. So you're not introducing yourself, you're deepening a relationship by showing them something new and surprising.

Absolutely. And how do you know, like, if you're going to implement this, how do you know actually if the curiosity gap is working or not?

Dude, test it. Send 2 versions of the same email with different subject lines, like new fall collection available versus The color everyone is asking for is finally back. Like if you take those 2 things, which one do you think is going to win?

I'd say, you know, probably version B is going to get the higher open rate in my opinion.

Yeah. Yeah. Usually because it creates curiosity. What color? Why is everyone asking for it? These are the things that people start asking about. All right. I want to go to principle number 5. All right. Principle number 5 is identity and belonging. People buy things that reinforce who they believe they are.

And with that, you know, great retention marketing is going to make your customer or your subscriber feel like they're part of something bigger than themselves.

Again, it's not just buy your product or you're the kind of person who cares about, you know, X value or whatever it might be.

And with this, why do you believe identity is so powerful?

I think it's simple, man. It's because people want to be consistent with their self-image. If they see themselves as someone who's health conscious, They're going to be more likely to buy from the brand that reinforces that identity.

Yeah. It's almost like the concept of a mirror, right? And with this, you're not just selling a product, you're actually selling a version of themselves to themselves.

Yeah. And I'll add another thing. And brands that do this well create communities, not just because, not just customer bases alone.

Talk to me about actually building identity through email.

Yeah, I wrote these down because I thought there was a lot of ways to do it, but the 5 that I think that work really well in e-commerce are very simple. There's always the founder story. Sharing the mission, the why, the origin story. People want to understand why you did it, right? The community highlights featuring stories and transformations, that's always an obvious. UGC or user-generated content, always powerful, showing real customers using your customers. And then of course there's loyalty tiers, right? This is when loyalty starts coming in. VIP, gold, platinum, exclusive, whatever it might be. Status reinforces identity. And then of course, last thing that we always think about and we're seeing more of these days is like that insider access, making customers feel like there's in some kind of inner circle.

Nice. Yeah. So you're constantly with this reinforcing, hey, you're one of the good guys, you're one of the good gals, you're with us, you're one of us.

Yeah. And when someone feels like they're part of the community, they're always more loyal.

Do you have a brand in mind? Or, I don't know, a couple brands in mind, whatever?

Yeah, I mean, I'll use the famous one, Patagonia. They're not just selling outdoor gear, they're selling like the identity of environmentally conscious, Adventurous, anti-consumerism, even though they sell very expensive stuff.

Yeah, that's a great one, right? Their emails aren't just about products, it's more about lifestyle.

Yeah, activism, sustainability, adventure. And their customers buy because they want to be part of their movement ultimately.

And they do a good job. I'm familiar, I'm on their list. They do a good job of reinforcing identity with every single message they send.

Yeah, and I'll kind of plug inbox.ai here, but if you search things like Patagonia or Outdoor Voices or Allbirds, you'll see how they message value Yeah, and you mentioned, I think loyalty tiers.

Why do those work so well?

I think because people like status and belonging. If I'm a VIP or gold member, it becomes a part of my identity. I'm sure you've seen or heard people say like, hey, I'm a VIP or a gold member here.

Exactly. So basically they're saying, I'm not just a customer, I'm really a valued member. I'm part of this.

Yeah. And you know, as a VIP member, you get early access or gold members get free shipping or platinum tier unlocks exclusive benefits.

So companies are doing a good job with these messages, reminding them of their status.

Yeah, and you see this a lot with like hotels and different places or airlines. It drives that repeat purchase because they want to maintain their status. That's the key here. They don't want to lose what they've already earned. All right, and the last principle, principle number 6 of conversion is momentum. People are more likely to take action when they've already taken small actions.

Hey there, it's Chase here. I hope you're enjoying the pod, but I wanna get just 30 seconds of your time real quick to tell you about one of our sponsors who let us make this great podcast. So first, I wanna start with a question for you. Do you ever find yourself staring at a blank page waiting for inspiration to strike? Your marketing campaigns don't have to suffer when your creativity runs dry. Omnisend has recently launched their most powerful AI update yet, and it is awesome. Its AI completely transforms how you can create and send your next marketing messages. And here's really what's incredible: their AI doesn't just write your emails, but it actually helps you write really compelling subject lines, preheader text that are geared to increase your open rates, and ultimately build customer segments in a heartbeat. And just whisper to the AI who you're targeting, and it's gonna figure out all the complex segmentation for you. That way you have no more guessing games. But hey, wait, it gets better. Their AI writer actually now proactively suggests improvements to your copy, and it's gonna adapt to your brand's unique voice and tone while following email marketing best practices. And their personalized product reminders analyzes your browsing behavior to serve up exactly what each of your customer wants and needs to see. And their campaign booster automatically resends emails to people who didn't open or engage with them, which helps lift revenue by an average of 13%. And now with over 150,000 very happy customers already dominating their markets using Omnisend's email, SMS, and push notifications, plus they have 24/7 amazing that actually responds fast and is very helpful. You're joining a winning team. So stop wrestling with writer's block. And start letting AI do the heavy lifting for you. Visit omnisend.com and experience the future of marketing automation. Let them know that Jimmy and I sent you. And now back to the pod. Yeah, I think of this as like the kind of the foot in the door technique.

Yeah. Small commitments lead to larger commitments.

Right.

Momentum is everything. And, and why do you think that works here?

I, I think when I think about it, it's because humans are consistent with their past behaviors. If someone just clicked an email, I'm more likely to click through on the site. If I added something to my cart, I'm more likely to complete that purchase.

So you're building onto these micro-actions.

Yeah, small yeses. Every action makes the next action easier.

And what do you think are some good examples of this, like in terms of momentum and email?

Yeah, so there's a few that I looked around and said, what are great momentum builders? So number one, I love quizzes because quizzes are all about small yeses because they're asking things that leads to a product recommendation, which is the big action. Surveys also work because people love answering questions and the more they answer, the more invested they are. So they're more likely to buy. You know, a popular one that I don't think people are using enough, which is preference centers, which chooses your interest to make future messages or emails more relevant, which ultimately drives more clicks. Reviews are always good because leaving a review makes you more likely to buy again. And then of course, the last thing is always the referrals. Referring customers, referring a friend deepens the connection to the brand always.

Absolutely. So each of those small actions that you kind of just talk through and walk through, they're going to help build momentum towards that purchase.

Yeah. So look, you don't want to just like think about this and like put it in your head, but you want to engineer this and you don't ask people, someone to buy, you ask them to take small steps first.

Yeah. Let's talk about quizzes. I've gone through a couple brand quizzes recently. Why do you think these work so well?

Yeah, I have an example. I just took one because I'm all into skincare these days because of whatever. The micro-commitments they asked were great. So question 1 was like, what is your skin type? Small action there. Then they asked me, what's your biggest skincare concern, right? So it's asking me how I feel about myself. And then question 3 was, how much time do you have for the routine? Which was really important. And then it like did this like jumble loading screen and then it said, here's your personalized routine. And it told me what to buy.

Nice. So by the time you got to the product recommendation, You're already invested.

Yeah. And you answered these 3 questions, so you've started to feel like something, and the humans hate leaving stuff unfinished basically.

So you're more likely than not to actually complete the purchase.

Yeah.

And you can use more momentum. You can use momentum post-purchase as well too.

How do you recommend someone does that?

So when someone buys, right, your product, it's all about little things. Rate the product experience, share a photo, refer a friend and get $10. Like these are all little actions to get them to say yes to the next purchase.

Again, just doubling down on these small actions over time, building up to a bigger action, AKA purchase.

Yeah. And the more engaged they are between purchases, the more likely they're probably gonna buy again.

All right. We've covered 6 principles. This has been great. You've answered a lot of great questions. I know I've been rapid firing at you. Another question I have is how should retention marketers actually apply all of this?

So I have a simple framework with this. Every campaign should answer at least one of these psychological questions. So when you're creating a campaign, You should ask yourself these questions. Ready? Reciprocity, right? Like we talked about, did we give value first or are we just asking, right? That's always number one. Urgency, is there a real reason to act now or is this fake urgency? Answer, question that to yourself. There's also friction, which is, did we remove the biggest barrier of purchase? Another one is obviously we talked about curiosity. Did we intrigue him or did we give everything away? Of course, identity is a big one that we talked about, which is, did we reinforce who they are or did we just pitch the product at them? And last is the momentum. Did we get the small actions to build up to the purchase or did we just go straight for the sale?

And the key here is if your messages don't hit at least one of these, it's probably not going to convert very well.

Yeah, you've definitely got to get the best campaigns are usually doing multiple things at once.

Yeah, break this down for me. Let's talk about an example that is going to hit on at least multiple of these principles.

Okay. So let's say you're a coffee brand sending a replenishment email. This is one that I see with my coffee brand that I follow, which is great, right? So your morning routine is about to break and it's like a warning, right? So I'm like, oh, why is my morning routine about to break? And then the body would say something like, you ordered coffee 28 days ago, you're brewing daily and you're probably running low. Real deadline urgency, right? Here's a quick tip. Store your beans in an airtight container to keep them fresh longer, which is basically giving me value, right? And then it says, ready to reorder? Click here for your usual, and basically getting me to go ahead and finish my order. And that's a simple email that I see very often and I love them.

Nice. So with that, the email has curiosity in the subject line, urgency around timing, I guess like reciprocity in the tip. And at the end it has like a friction removal with the call to action. Is that correct?

Yep. So you're gonna, basically you're gonna convert better than 20% off coffee today. Cool.

All right. We went through a lot really quickly to recap everything. The 6 kind of psychological principles every retention marketer should know. Number 1, reciprocity. Give value before you ask. Number 2, urgency. Use real deadlines. Not fake timers. Number 3 is friction removal. You need to make people's decisions so much easier for them. Curiosity gaps is number 4. You wanna create intrigue and then deliver value. Number 5 is identity and belonging. So making customers feel part of something larger and greater than themselves. And the last one, number 6, is momentum. Remember that small actions lead to big actions. AKA making a purchase, et cetera. So tools matter, segments matter, flows matter, et cetera. But understanding human behavior arguably matters the most because at the end of the day, retention's about relationships and relationships are built on psychology.

Yeah. And that's a wrap here today for the 6 conversion psychologies for retention marketers and really the science why people buy. We hope you enjoyed this episode here today. We hope you learned something. We've rapid-fired a bit, but I think you get the bit. I think it was pretty easy to understand. So we hope that you can apply this. With that being said, if you enjoyed our episode here today, make sure you like, comment, subscribe, all that fun stuff. We did just release the brand new Vault into the market. We have a link below. It's a very one-time payment. Great. What's the best way? A collection of things that we've put together that we know brings inherent and great value to you as an email marketer. You should go ahead and check that out. Otherwise, thanks for tuning in, and we'll see you on the next one.

Cheers.

From the open to the click, they're the masters of the flow. Just watch your list grow and your leads turn to go. Did we retain you so far, or do we have to extend it? If you want results, you know you gotta send it. Yeah, you know you gotta send it. Yeah, you know you gotta send it. Yeah, you know you gotta send it.