Are your subs more likely to act if you talk to their intrinsic vs extrinsic motivations?

Running Brands: A tale of two motivation strategies.

When a legacy brand like Nike loses ground to a newer competitor like On, what's really happening beneath the surface?

We’re going hard on the psychology of customer motivation, this week — comparing how these two running brands approach their need to make customers click through to their site from their emails.

Through side-by-side comparisons of welcome emails and marketing content, you’ll see a crucial disconnect in Nike's funnel — where emotional top-of-funnel content gives way to email messaging that speaks of external motivation.

Meanwhile, On maintains consistent intrinsic motivation throughout their customer journey.

The laws of human psychology states that intrinsic motivation consistently outperforms extrinsic motivation in driving customer engagement and purchases.

So if you wanna understand the psychological motivations that drive readers to take action, here’s how create more emotionally resonant campaigns.