No matter how great you are, sometimes you need to nudge customers to come back for more. The catch to nudging? You can’t become an interrupter. You have to stick with the rules of permission marketing.
In order to get permission, you make a promise. You say, “I will do x, y and z, I hope you will give me permission by listening.” And then, this is the hard part, that’s all you do. You don’t assume you can do more.
So what are your options for permission-based nudging?
Product Nudging
Today, I’m focusing on product nudges. Purchased products already have permission to be in a customer’s home. Use this implicit permission to your advantage. Bubble and Bee Organic figured out a way to give a nudge while providing customers with useful information.
Few things are more frustrating than running out of favorite products in the shower. Bubble and Bee Squeezed Body Wash alleviates that worry. Instead of sending an email after a set amount of time, Bubble and Bee marks their bottles with a cheeky, “You Buy More Now!” By taking advantage of their packaging (clear vs. opaque), Bubble and Bee makes it easier for you to judge when you need to buy more.
Bubble and Bee then goes one more step and includes a second prompt on their packaging. Conveying a sense of urgency we might otherwise ignore in a static email, your bottle tells you, “Ok…Now You Need Overnight Shipping!”
Nudging doesn’t have to be heavy handed. If you have a good product, most customers just need a reminder to come back for more. If you’re smart product marketer, you’ll let the package nudge for you.
