Pros & Cons

Michelle Rainbow (our VP, Media and Campaign Management) says that FOMO marketing definitely drives sales when done right. Speaking from a consumer perspective, she commented, “Based on the copy incentive in a subject line, I will save or open the email even if I initially did not need to purchase something just because I’m worried that the product or discount should not be missed.”

But does it create loyalty? Alvin Glay, our VP of Growth and Insights, says to think in terms of a formula with three variables: perceived value, timing/urgency, and consistency. If perceived value is high, sense of urgency is short, and brands are consistent, then FOMO can ultimately drive loyalty. A prime example is T-Mobile® Tuesdays, where T-Mobile customers log into the app to claim exclusive deals—such as Dunkin’® gift cards and free Redbox® rentals—only available on Tuesdays. By providing offers their customers want every Tuesday, T-Mobile is creating a sense of attachment and trust.

What Not to Do

Overusing FOMO tactics runs the risk of desensitizing your audience, and they’ll begin to ignore all your emails. Take a look at the following subject lines:

The above examples landed in my inbox within a few days of each other. Each subject line makes excellent use of FOMO language, but perceived value is low because I know I’m not actually missing out on anything. In a day or two, I’ll receive another email with a similar offer, so I can purchase when I want rather than when the brand wants.

It Isn’t Only for Offers

FOMO marketing can be used even when your brand doesn’t have a special offer or deal for your audience. A quick peek in our inboxes reveals plenty of examples with a fear of missing out aspect:

While these subject lines don’t use what we typically think of when we hear FOMO, each evokes a sense of, “I need to open this email! I don’t want to miss the latest and greatest product offerings from my favorite brand.”

Wrap-Up

Alvin asserts that it’s much easier to drive sales with fear of missing out marketing than it is to drive loyalty. This might sound fantastic. After all, what’s better than a fairly simple way to increase your brand’s bottom line? But, focusing solely on sales is short sighted. Cultivating loyalty so your brand has repeat customers—and thus repeat sales— should be part of your long-term strategy.

Loyalty is a high bar because it’s all about the customer mindset of, “Oh, I’m going to buy X every single time from this one brand.” The key is to remember to incorporate perceived value, timeliness, and consistency, where consistency is as high as perceived value. Without these three elements, loyalty will likely remain stagnant.