As you prepare your campaigns and plan your communiques with your lists here is a quick recap of why people transact - (it could be why they read what you send, why they bank with you, why they make a purchase).
Broadly speaking people interact or purchase or transact because -
1. They need what you are offering,
2. They find that you offer a great value,
3. It is something aspirational for them.
If you walked into a grocery store to pick up milk, eggs, & cereal for breakfast - you are satisfying a need. As you walk through the store you may see beer or soda on sale so you decide not to pass up on the good deal (value). As you are walking out of the store you eye that water fountain - it looks wonderful and sounds so serene & soothing - you think about purchasing it sometime soon - now that is aspirational.
A checking and saving account is a need, so is a credit card. Opening a six month CD for 3.75% interest would be something of value today, planning a purchase to redo your kitchen is something aspirational.
Three basic shirts from your clothing cataloger might be a need. Picking up two more to waive the shipping might be of value. Getting the shirts monogrammed or switching to French cuffs with cufflinks might be aspirational.
The key here is that the consumer gives us these opportunities to try and connect to them. As marketers we need to watch and plan for these connections. Your digital engagement strategy should take advantage of the need to showcase value, ultimately up-selling you on something aspirational.