Tag: communication

FoMO: You may be a FoMO addict!

“FOMO is experienced as a clearly fearful attitude towards the possibility of failing to exhaust available opportunities and missing the expected joy associated with succeeding in doing so. Simply put, it is concentration of attention on the empty half of the glass.” as defined by Dr. Dan Herman who first identified and named FOMO

Decision making in humans is fairly complicated. Thanks to the attribution of 9 factors viz. Money, Love, Pride, Lust, Aspirations, Family, Communities, Faith, Religion etc., unlike animals where it’s mainly Survival, Food & Family. This might seem to be untrue but, we have always in some way or the other, displayed the FOMO syndrome.

Kenscio-Email Marketing Company

Brands and Marketers have also paid attention to the moral aspects of FOMO to capitalize on this trait of human behaviour. FOMO helps marketers to use those 9 key factors as key selling points in their marketing communication.

Technology and The Internet have also built a new trait into its Netizens called “Social & Communities”. Whether we’d like to admit it or not, social media has fundamentally changed our culture. This is clearly visible in the way people share and consume content. Citizens of the internet don’t want to miss anything and are constantly try to impress others with their ability to stay up to date with evolving stories and trends. Researchers and behavioural psychologists believe this cultural desire to be relevant is tied to a Fear of Missing Out (FOMO). As marketers, it’s important to understand how FOMO can be leveraged for maximum results.

Let’s look at a routine day of a 30-year-old married Investment Banker, Vinod. His wife Supriya, loves Ranveer Singh and is keen to watch the new movie “Bajirao Mastani”. Vinod receives an email from his favourite movie ticketing portal on the day of the release of the movie showing live ticket availability of the new movie “Bajirao Mastani” in his favourite theatre. The email shows the 10:30 pm show as “Filling Fast” and he chooses to book the tickets immediately. This is a FOMO at play!!

Another classic example is the discount offered by the Cable Television for renewing his subscription before the due date, a saving of Rs.350/- on a yearly Rs.5500/- package. That’s a sweet deal, isn’t it?

How to effectively use FOMO in Email:

  • Exclusivity – OnePlus uses an invite-only system to buy its phones, it does narrow down the buyers. But it also enhances aspirations and word of mouth.
  • Live & Dynamic content BookMyShow shows live seat availability in the users’ favourite theatre to drive FOMO.
  • Social – Ease of sharing content on social channels, encouraging customers to share on social media and thus, exposing your offer to newer audiences.
  • Behavioural – Serve the right offer at the right time using analytics and thus, engaging more effectively.

 

Key trends for 2016 and pointers for FOMO – (source – article by Robert Allen in Smartinsights.com)

  • Mobile will be the most popular device for internet access. Smartphones usage for internet access and social media shall increase exponentially along with emerging devices such as Smart TVs, Smart Watches, and Game Consoles etc.
  • Social Media users and usage.
  • Marketing Automation and Behavioural Marketing – Leverage data and customer behaviour to drive highly targeted FOMO campaigns.

 

Hemal Patel

Associate Vice President – Data Services

Kenscio Digital

 

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Why Add-to-Address book instruction is very important in your email communication?

You might have seen in the email newsletters you receive that there is a message at the top asking you  “please add our sender address info@xyz.com to your address book”. Do you know the importance of this message?

It is known that ISPs like yahoo, gmail, hotmail, and etc. have spam filters which will filter mails from reaching your inbox.  These junk or spam filters as often called run a variety of algorithms to check if the mail is needed by you and hence should be put in inbox. If not, they should be placed in junk or spam folder thereby saving your time and botheration.

These spam or junk filters work on message content, sender’s reputation, and your own actions on such messages in the past based on who sent it, subject line of the message, or whether the sender id of the message is in your address book etc.These filters sometime give higher priority to your actions than their generic rules.

Moreover some ISPs like Yahoo and AOL display images in the messages automatically if the sender address is in your address book. Spam email killer Services like Boxbee which works with several ISPs automatically deliver emails to inbox, if the message sender address is in your address book, else the mail will end up either in junk or spam folder.

Gmail spam filter work on how do you interact with the sender message in the past from opening, clicking, responding to the message and seeing the sender address in your address book or contact list to prioritize the message delivery to inbox vis-a-vis to junk or spam folder.

Understanding these issues, most of the smart marketers today have a strong call to action to advice their customers to add their sender address to their address books, so that their messages will be seen more in inbox.  The customers can then take subsequent actions of opening and clicking.

However there is a bigger challenge in educating the customers on how to add the sender address to their address books or contact lists. Each of the ISPs has their own ways to adding the sender address to the address book or contact list.

Kenscio Digital has come with an exhaustive guide to assist customers to add the sender address to the address book or contact list.  Click the link below to find the detailed instructions.  Marketers can insert this link in the message to advice their customers on how to add their sender address to their address book or contact list.

http://www.kenscio.com/whitelist-safe-sender-instructions.php

Also, if you find email from senderaddress@senderdomain.com in your spam or junk folder, please take that opportunity to tell your mail program that it is not spam by hitting the “not spam”, “not junk” or similar button, as that will train your program to whitelist it.

Happy inboxing!

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