In the previous post I spoke about:
- Email marketing and behavioral psychology
- How can we apply the Fogg model to email marketing?
- Psychology tips to increase the impact of your email marketing campaign
Psychology tips to increase the impact of your email marketing campaign
Using the power of reverse psychology trying to get the user to do the opposite of what we say.
Although it is a strategy that can have its risks, when used well it can achieve positive results.
This element is a great motivator of consumer behavior, as the fact that people around us do a concrete action has a positive influence on us and predisposes us to imitate that action.
Seeing very high scores on Amazon products, positive comments on TripAdvisor or even a full restaurant or bar motivates us to buy or consume the same services as others. Do you think the same?
At this point, you’re probably wondering: “And how can we take advantage of the social demonstration when planning an email marketing campaign?”. The following ideas will help you achieve this:
- Customer testimonials. Talking about how good your brand is in the first person can make you lose credibility with the user who receives your email. However, a campaign in which you share comments from satisfied customers, including image, name and job title to give credibility, can increase the interest and curiosity of users.
- Success stories. The use of success stories is another clear example of social demonstration. To do this, you can use downloadable case studies from your customers to take the positive feedback described in the previous point further.
- Social sharing. Nowadays social networks are the first place a user goes to look for information about a company. Therefore, it always facilitates user interaction with your social networks, including buttons to share your content quickly. Combine email marketing campaigns with your networking strategy to increase the reach of your content.
- Number of clients or downloads. You can talk about the number of followers in your networks, the number of downloads of your free guides or the number of users of your products or services. However, the ideal is to do it when these numbers are relevant.
- Acknowledgements. It is possible that your brand has received recognition such as awards or mentions in the press. Sharing them with your potential customers can help improve your company’s credibility.
When we customize the content we get a much closer link with the user. However, it should be borne in mind that customization of emails does not just mean adding the user’s name at the beginning of the email.
If you can’t think of other ways to personalize an email to reach our potential customers, here are some ideas:
- Segment your database by gender, age or location, and take this data into account when planning your emails.
- Create a sense of bilateral communication in which not only you talk, but your potential customer can start a conversation with you.
- Understand who your potential client is, what their needs are and how you can help them meet those needs in order to give the right focus to your email copy.
- Take advantage of events to personalize your emails, such as sporting events, meteorological phenomena, news, cultural events, etc. In the following example you will see how JustEat takes advantage of the high summer temperatures to personalize your email.
FOMO syndrome, fear of missing out.
This syndrome of Fear of missing out something is experienced by most people, and makes email marketing campaigns that express the scarcity of a product in stock or limited offers work, especially if they are personalized limited offers of the type “50% discount for you, only until 23:59”.
This sense of urgency is key to getting the user to take the action and is used a lot in e-commerce – you’ve probably seen it more than once… and twice!
These are some examples of how to work your email marketing strategy in which psychology can play a very important role. You may not be able to use them all, but what you should always keep in mind is who is going to receive the mail.
In addition, it is important to know what type of audience will receive the email, their tastes, needs and conditions, and from that, to personalize the copy and image of the mailing to the maximum.
Keep in mind that the key always lies in understanding the mind of the consumer, because, understanding this will be much easier to put on your skin and offer what you want the way you really want.
As always, there is no exact science that dictates the path to success, but these psychology tips applied to email marketing will help you get on the right track.
My last advice is to do a lot of research, experience and monitor the actions that work best for you and give free rein to your imagination. I’m sure that way you will be able to improve the effectiveness of your campaigns. Tell me how you’ve done!