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Open this email.- Try this tactic.
Research shows that people are more likely to take your desired action if you emphasize an already completed step. It’s the law of motion, the power of momentum, the motivation of progress:
- Customers visited a coffee shop more frequently when they were given a loyalty card that started with existing progress.
- Customers bought more wine if their selection became the first product in a bundle.
- Survey respondents provide more detailed answers when each section ends with a completion screen.
How can you put this tactic into motion?
- Let users start with 1 referral instead of zero.
- Tell users their profile is 5% complete, not zero.
- Check off “opening this email” as a first step in your desired action.
In general, acknowledge when your users complete trivial tasks, and give them a little head start on progress.
