This Brilliant Email Nails Customer Behavior Change

And how you can steal their strategies to make your product a habit

Jennifer Clinehens
6 min readJan 1


Source: Adobe Stock

My seven-year-old dog has been struggling with arthritis in her elbow, so our vet recently recommended YuMOVE — a joint supplement for dogs.

As you can imagine, pet health is an emotional subject for many folks. We want to take good care of our pets, but it’s not easy to create a new habit around a new behavior (like automatically remembering to give your dog joint supplements every day).

But when I recently received the email below, I was blown away by YuMOVE’s attention to owners’ behaviors, and their suggestions on how to change.

See if you can spot the section that impressed me so much:

Source: YuMove

That’s right, it’s this section:

The email suggests habit triggers to encourage folks to remember to give their dogs supplements. But to unpack why this is so effective, let’s back up and talk about how habits are created in the first place

It’s down to a concept known as the Habit Loop:

What is the Habit Loop?

In the 1990s, researchers at the Massachusetts Institute of Technology (MIT) decoded the structure of habits. They coined the so-called “Habit Loop” which describes the patterns that make up a habit.

The loop consists of three parts:

  1. The trigger (or cue): These are signals that it’s time to perform our habit. The three examples in this email are types of triggers (combining the product with daily meal time, setting a reminder on your phone, or leaving the pills in an easily noticed place).
  2. The routine: This is the habit itself. In this case, the routine is the act of feeding your dog its daily supplements.
  3. The reward: This is the payoff you get from performing your habit. For our…



Jennifer Clinehens // Unlocking growth & engagement with behavioral science, AI, & psychology // FREE gift 👇👇