Building Exclusivity: Turn your email marketing into a VIP destination
Posted: Wed Dec 04, 2024 10:08 am
The self-proclaimed glossy Jacobin magazine, Reason in Revolt, published a creative piece looking at demographic exclusivity. Titled “ 21st Century Victorians ,” the writer, Jason Tebbe, examines the niche in society that lives in yoga pants and does their shopping at health food stores. Much like the morally superior culture of the Victorian era, this new group seeks to differentiate itself through what it sees as superior lifestyle choices while also reflecting its values.
From a marketing perspective, this is a particularly interesting observation, as it hits right in the face of branding that says you have to be liked by everyone and strive for a level of “equality” in the hopes of connecting with a broader group. For south africa consumer email list example, let’s look at spinning classes and gluten-free diets. While these things are for everyone, they go beyond that for others. That is, these habits become part of a lifestyle for some, and through them, consumers seek to create their own identity.
Let's repeat this. You're not building a brand that caters to people. In this particular case, you're building a brand that people find themselves in and identify with. While Tebbe looks at it from a larger consumer standpoint, we can look at other ways that exclusivity has emerged and then apply it to email marketing.
You can see examples of exclusivity in brand labels and private schools. You’ve also seen it in Andy Warhol’s art and within the walls of Studio 54. You even see it in iconic artists who passed away last year like David Bowie, Prince and George Michael to name a few. These are all concepts, places and people that showcase something that not everyone can have (and that makes them coveted).
Exclusivity works because it appeals to basic psychology. On the one hand, it signals scarcity, since not everyone has or can have it, so that means it must be rare. And vice versa, once that value is built, the scarcity heuristic shows that it is harder to acquire an item the more valuable it is. A post on Nir and Far's blog sums it up pretty well by showing us how the context of a thing matters as much as the thing itself.
From a marketing perspective, this is a particularly interesting observation, as it hits right in the face of branding that says you have to be liked by everyone and strive for a level of “equality” in the hopes of connecting with a broader group. For south africa consumer email list example, let’s look at spinning classes and gluten-free diets. While these things are for everyone, they go beyond that for others. That is, these habits become part of a lifestyle for some, and through them, consumers seek to create their own identity.
Let's repeat this. You're not building a brand that caters to people. In this particular case, you're building a brand that people find themselves in and identify with. While Tebbe looks at it from a larger consumer standpoint, we can look at other ways that exclusivity has emerged and then apply it to email marketing.
You can see examples of exclusivity in brand labels and private schools. You’ve also seen it in Andy Warhol’s art and within the walls of Studio 54. You even see it in iconic artists who passed away last year like David Bowie, Prince and George Michael to name a few. These are all concepts, places and people that showcase something that not everyone can have (and that makes them coveted).
Exclusivity works because it appeals to basic psychology. On the one hand, it signals scarcity, since not everyone has or can have it, so that means it must be rare. And vice versa, once that value is built, the scarcity heuristic shows that it is harder to acquire an item the more valuable it is. A post on Nir and Far's blog sums it up pretty well by showing us how the context of a thing matters as much as the thing itself.