Lastly, we have the interesting phenomenon known as reciprocity. This psychological principle comes from the social anxiety or pressure people feel when they unexpectedly receive something for free.
They feel an urgency to “pay back” this gift by giving something back of equal value, or sometimes of even greater value.
● The science behind it
Researcher Philip Kunz did an experiment on reciprocity by sending Christmas cards to 600 people. However, he had never met those people before: he just wanted to see how many of them would reciprocate.
Of those 600, he received almost 35% back. That’s right: more than 200 people sent a warm, wonderful Christmas card back to a man they’d never even met.
● How to use it for better email campaigns
One of the best ways to use reciprocity in your email marketing is to give something unexpected (and of value) to your subscribers.
You can do this with a free resource (like a great ebook or video course) or even a small gift. Your gift can be free shipping, a % discount, or even an actual gift, such as a keychain, coffee mug or something similar.
This will make it more likely for your subscribers to want to “pay you back” by buying something from your store.
So, which is the best? Out of all these 5, the one that is best for your store will depend on your products and e-commerce marketing strategy.
However, the one consistent rule in e-commerce, as well as in business in general is: ABT—always be testing.
That’s why it’s important that you see which works best for you and continue improving on that. That way, you’ll see much better and happier returning customers.