The document discusses easing consumer anxiety in email marketing through different techniques of "unboxing." It first covers common causes of consumer anxiety like lack of context or clarity around what will happen when they click a button. Then it explains how unboxing, like literally showing the unpacking of a product, can provide clarity and context to reduce uncertainty. It provides examples from companies like Dollar Shave Club, Graze, Sephora, Duolingo, and SEMrush that have used different unboxing techniques in their email marketing to engage customers and generate interest.
Easing consumer anxiety with a better email marketing
1. Easing consumer anxiety with a
better email marketing
Olia Kudanova
PR Manager
o.kudanova@semrush.com
@LoloLoyalty
2.
3. “I am human, and nothing of that which is human is alien to me.”
- Terence (the ancient Roman playwright)
4. Free bunnies
“Buttons = Doors.
Why would you expect a user to click buttons that don’t
provide sufficient info?”
Tweet me @LoloLoyalty
5. What causes consumer anxiety?
What happens once
I click it?
Where will this
button take me?
What’s on the other
side of the button?
Once I click, can I get
back to my inbox, or
am I gonna get stuck in
a new area of this
website???
Fear of the unknown Sugrophobia (Fear of being duped)
Lack of context
A poor value proposition
Overwhelming amount of info
7. Unboxing is a cure for uncertainty
«Unboxing is the unpacking of new
products, especially high tech consumer
products. The product's owner captures
the process on video and later uploads it
to the web.» -Wikipedia
