Do you remember the last time your bff decided things for you? You (secretly) wanted Sushi and they said they wanted Italian. Then you both went to Bertucci’s.
We’re influenced by people we like–even when we don’t have the time or when we’re not enthusiastic about the whole idea. It’s how we’re wired.
And, we associate the liking we have for them with the products they endorse.
In his book, Cialdini states a few reasons why we like someone:
- Physical attractiveness
- Similarity
- Common goals
- Compliments
There’s a natural inclination for us to want to be liked. So, we are more likely to do things we believe will increase the chances of being liked by others.
Similarly, the liking principle is more relevant in e-commerce email marketing in 2026 than ever before. Consumers are increasingly becoming doubtful of faceless brands and are actively choosing to buy from brands they feel a genuine connection with.
Brands applying the liking principle consistently in their email marketing see higher open rates and stronger loyalty than those relying purely on promotional campaigns. In this guide, we will explore how to use the liking principle, with real brand examples.
How to use it
Use visually appealing design elements, such as high-quality images and graphics, to make your emails more attractive and engaging. This can help to create a positive impression and encourage the recipient to take action.
There are several ways you can use the liking principle in your email campaigns:
- Share your story. If it’s something personal and relatable, you’ll be able to build familiarity with your subscribers. Talk about how you started or a situation that inspired a particular product line.
- Thank your subscribers for supporting your brand or for making a purchase.
- Send a campaign focusing on shared interests or experiences between your brand and your subscribers. For example, you could make a campaign about a trending TV Show or a sporting event.
- Feature behind-the-scenes content, such as photos or videos, showcasing the people and processes behind your brand.
- Collaborate with influencers or celebrities who share similar interests or values as your brand.
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Examples
Several real-life brands use the liking principle to build a bridge between their products and their audience in 2026. These brands move away from boring sales talk and focus on building genuine human connections.
Here are the real brand examples using the liking principle:
Fabletics
Fabletics uses the fame and charm of its co-founder, Kate Hudson, to build a deep connection with shoppers. Their emails often feature a section called “Kate’s Picks” where she shares her personal favorites from the latest collection. This strategy works because customers already admire her fitness journey and energy. By following the advice of a person they like, subscribers feel much more confident in making a purchase.
Asana
Asana is a top brand in SAAS work management. They apply the liking principle by introducing the real people behind their professional webinars. Instead of just listing a date and time, their emails show the photos and detailed profiles of the guest speakers. This helps the audience form a mental bond with the experts before the event even starts. People are naturally more inclined to sign up when they feel they know the individuals who are sharing the knowledge.
Topgolf
Topgolf is a sports entertainment complex that usess liking principle by connecting its brand with activities that its audience already loves, like fantasy football. They send targeted emails that link the golfing experience with the excitement of football season. The approach creates a sense of familiarity because the brand shows it understands the lifestyle of its customers. By associating with a popular hobby, Topgolf becomes a more relatable and attractive choice for a weekend outing.
Nike
Nike is the world’s top seller of athletic sportswear. Nike achieves massive success by connecting their products with the world’s most famous and liked athletes. They use the power of icons like Michael Jordan and Serena Williams to represent the spirit of hard work and greatness.
People feel a natural bond with these stars and transfer that same positive feeling toward the Nike brand. Their “How We Do” campaign even uses lifestyle influencers to show that anyone can participate in sports. By choosing relatable and admired voices, Nike remains a leader in the global fashion and sports market in 2026.
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No limits on contacts. Pay only for what you use.
The Liking Principle Across Other Marketing Channels
You should apply the liking principle to every part of your business to see the best results. Social media platforms are perfect for showing the human side of your brand through daily stories and honest interactions.
Influencer partnerships also work better when the person truly shares the values of your company. Your customer service team must also stay warm and friendly in every single message they send.
A warm and personable email followed by a cold or robotic response will destroy the trust you built earlier. Consistency across all platforms ensures that the customer always feels a genuine bond with your business. When people feel that you truly care about them, they will stay loyal to your brand for many years.
Conclusion
The liking principle is not just a quick tactic but a long-term strategy for building a successful brand. The brands that win customer loyalty in 2026 are those that consistently show up as relatable and authentic.
You must show that you are genuinely interested in your subscribers as people rather than just numbers on a list. None of this work requires a massive marketing budget or complex technology.
It only requires a simple willingness to be human and transparent in your communication. People always prefer to buy from those they know, like, and trust. Start by adding a personal story to your next campaign to see how your audience reacts. Contact our team if you need more help with your 2026 email strategy.
FAQs
What is the Liking Principle in marketing?
The liking principle is the idea that people are more likely to say yes to those they know and like. Brands use this principle by being friendly and similar to their target audience. The strategy creates a psychological bond that makes marketing much more effective.
How do ecommerce brands use Cialdini’s Liking Principle in email marketing?
E-commerce brands use this principle by sharing personal stories and using photos of real people in their team. They also use compliments and thank-you notes to make the customer feel appreciated. Influencer collaborations are another common way to use this strategy.
What are the best ways to make customers like your brand?
You should focus on being honest and showing the personality behind your business. Using high-quality visuals and sharing common goals with your audience also helps. Constant gratitude and personalized messages are great for building a positive brand image.
How does the Liking Principle increase ecommerce sales?
People feel more comfortable spending money with a brand that feels like a friend. This comfort leads to higher conversion rates and more repeat purchases over time. Trust reduces the hesitation a customer might feel when trying a new product.