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Empathy in Action: The Emotional Appeal of Growth Marketing

As talked about in Part 1 of this weblog sequence, the time period “growth marketing” is extensively embraced in the Silicon Valley tech group and is gaining traction quick with early adopters at bleeding-edge manufacturers.

But exterior of that bubble, progress advertising and marketing is an idea that’s misunderstood by the mainstream. We’re right here to dispel that confusion.

In truth, I simply got here again from Emailing 2020 in Prague, the place I defined what progress advertising and marketing is all about.

We began this sequence by clarifying what progress advertising and marketing is NOT. Now we’re again to dive deeper into what progress advertising and marketing really means. In truth, in case you’re studying this weblog, it’s probably one thing you’re already doing!

Growth Marketing Starts With Your Mindset

At its core, progress advertising and marketing maximizes enterprise progress, with a heavy emphasis on retention. 

That retention bit is the actual differentiator right here. I described it earlier because the enterprise embodiment of the golden rule. 

Because all fashion and no substance doesn’t promote retention. It takes one thing extra to construct long-term, loyal buyer relationships. 

And that’s the place having a progress mindset comes in.

An idea coined by Stanford professor of psychology Carol Dweck, a progress mindset is one of our core values right here at Iterable. It not solely makes you a greater marketer, however it additionally makes you a greater particular person.

So what’s progress mindset all about? Let me break it down for you:

  • It’s a mentality that spurs steady pursuit of innovation.
  • It’s artistic problem-solving and contemporary options.
  • It’s proactivity to embrace problem and get out of your consolation zone.
  • It’s a willingness to study and evolve. And generally even fail.
  • It’s collaboration with thoughtfulness and respect for others.
  • It requires some humility and acceptance of constructive criticism.
  • Ultimately, a progress mindset results in greater ranges of private {and professional} achievement.

The reverse of a progress mindset is a set mindset, one which believes abilities and expertise are innate and success is predetermined. A hard and fast mindset is a giant barrier to progress advertising and marketing. 

It’s potential to transcend from a set mindset to a progress mindset, however it requires effort and significant emotional change. It’s evolving from, “That’s the way we’ve always done it,” to, “What can we do to improve?”

So What’s a Growth Mindset Got to Do With Growth Marketing?

I’m so glad you requested.

Growth advertising and marketing is a progress mindset in motion, in the context of email and cross-channel engagement.

It’s customer-centric, constructing options round their wants slightly than hammering them with firm targets. The aim is to drive model affinity and loyalty to maximise buyer lifetime worth (LTV).

Agility and iteration help progress advertising and marketing success. Testing is usually a giant issue—however testing sensible, slightly than testing for the sake of testing—is necessary to creating significant beneficial properties. We’ll discuss extra about testing in a future weblog submit.

Growth is an idea that acquired its footing in the startup world—however any group can (and may!) apply these ideas. 

Unfortunately, legacy manufacturers which are mired in paperwork, standing quos and outdated considering will discover savvier, hungrier opponents chipping away at their market share. Siloed and sluggish advertising and marketing orgs will battle as disruptive corporations capitalize on progress advertising and marketing fundamentals to grab alternative. 

Established manufacturers with hefty budgets usually have the monetary sources to shift to extra growth-centric methods, however they will fail to generate the cultural and digital transformation essential to make progress a actuality.

Relationships Are on the Heart of Growth Marketing

Remember—what it takes to domesticate and nurture a enterprise relationship is kind of just like another relationship in your life. Communication, transparency, kindness, help, respect and dignity all have a spot in progress advertising and marketing. 

Growth advertising and marketing comes with a heaping dose of empathy, and even morality. Messaging isn’t just customized, however humanized. It’s about making connections and interesting to our feelings.

Here are 4 of probably the most attention-grabbing emails that embody progress advertising and marketing to cross my desk this yr.

4 Inspiring Examples of Empathy in Action

1. American Red Cross creates connections with personalization.

American Red Cross email

American Red Cross demonstrates actual impression in its donation thank-you email.

Look fastidiously at that second paragraph in this American Red Cross email: “After first ensuring local needs were met, your donation […] was sent to University of Virginia Medical Center […] to help patients in need. Your donation made its way to save lives.”

The recipient of this email was so moved by this customized message that she shared it to social media. She felt she made an actual distinction in her group. That’s the ability of distinctive progress advertising and marketing. It makes the recipient really feel deeply linked to your model. My pal Dawn will certainly be making future donations to the American Red Cross.

2. Lyft promotes allyship with pronoun choice.

Lyft email

Lyft helps gender equality with pronoun alternative.

I used to be personally the recipient of this message from Lyft, which invitations clients to decide on their pronouns and study extra about Lyft’s LGBTQ+ initiatives. I used to be so impressed that Lyft expressed such sensitivity to their clients’ dignity, particularly those that are at the moment struggling to earn respect for his or her self-identities. 

There isn’t any battle from Lyft although. Lyft will deal with you nevertheless you’d prefer to be addressed—a easy but significant act to trans and gender-nonconforming clients and their allies.

3. Bloom & Wild addresses subscribers with sensitivity.

Bloom & Wild email

Bloom & Wild respects subscriber sensitivities across the holidays.

The email advertising and marketing group went wild when this message was shared on Twitter earlier this yr. Inviting clients to opt-out of advertising and marketing? That’s simply NOT one thing that’s carried out. But right here it’s—an invite to go on vacation promotions that could be triggering.

Opting out of Mother’s Day messaging from Bloom & Wild gained’t shield a buyer from the onslaught of Mother’s Day promotions from different manufacturers—however for the oldsters who do battle with the vacation? 

The subsequent time they need to order flowers, they’ll do not forget that Bloom & Wild cares about them and their emotional well-being. 

4. Penzeys Spices will get political for a objective.

Penzeys Spices email

Penzeys Spices gives “amor” to Puerto Rico.

 Bill Penzey, founder of Penzeys Spices, has at all times made it some extent to infuse his advertising and marketing along with his heartfelt level of view on social and political points, going again to his unsolicited mail roots in the Nineteen Eighties. We wrote about Bill and Penzeys Spices final yr when he revealed simply how a lot his activism was benefitting his backside line. 

In this instance from this summer time, Bill invitations clients to purchase spice kits at a reduction to donate to Puerto Rican households who’re nonetheless rebuilding their lives after devastating losses throughout Hurricane Maria.

His email artistic flies in the face of a quantity of so-called finest practices (e.g., prolonged copy, textual content embedded in photos, amateurish design, no name to motion button). But his technique works, as a result of his clients are fiercely loyal, resulting from his exceptionally vocal opinions. 

A aspect word on political messaging

You’ve absolutely famous that some of these examples may very well be perceived as fairly polarizing. And that’s what’s attention-grabbing about progress advertising and marketing. It doesn’t essentially try to be all issues to all folks. Alienating sure demographics is appropriate after they don’t align together with your firm’s values—as a result of they catalyze highly effective model affinity amongst those that do.

And whereas we most frequently see political advertising and marketing messaging leaning to the left, it usually doesn’t matter the place an organization’s values fall on the political spectrum, so long as they’re genuine, closely-held beliefs. In truth, corporations recognized for his or her ultra-conservative values, comparable to Hobby Lobby and Chick-fil-A, are doing higher than ever earlier than.

Ready to Implement Empathy? 

If you’re trying to begin infusing doubtlessly divisive methods, proceed with warning. Simply circulating some political or social messaging might backfire in a giant manner. 

Authenticity and transparency are important to progress advertising and marketing success, as a result of at present’s audiences are probably the most knowledgeable, intuitive and linked in historical past. And they’ll name you out in the event that they don’t assume you’re real. Then you gained’t attraction to anybody.

A very good start line is to only put the client first. Be useful. Evaluate current email and cross-channel packages and assume critically about the way you may really feel in the recipient’s footwear. 

Are you reaching out for the sake of reaching out? Or do your campaigns constantly ship worth and deal with recipients’ wants? Do they attraction to them as a human? And do you have got the correct folks and know-how to degree up your progress recreation?

Be looking out for the subsequent submit in this sequence: We’ll dive even deeper into the that means of progress advertising and marketing, in addition to the position of sensible testing and iteration to attain enterprise targets.

In the meantime, be part of me in Iterable’s subsequent webinar on Oct. 17, the place I group up with Seth Weisfeld, Product Manager at Pinterest, to supply a crash course on cutting-edge email advertising and marketing. We’ll dive deep into the longer term of email and share extra revolutionary examples from at present’s prime manufacturers. Don’t miss out!

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