Email Marketing: How Psychology Can Help Us Improve Results In Our Social Networks (Part I)
Email marketing can be considered the daily bread within the marketing strategies that a company can follow.
It is such a boom for sending mail, that more and more users are complaining about this advertising invasion in their inboxes, also known as ‘spam attacks’. If you want to know what to do in this case, this post is for you!
Faced with the above, there are several questions that may arise if what we need is that our email sending stand out above those of other competing companies.
How then, should we write the subject of our email to get a good opening ratio? What should we include in the copy of our email to generate interest in the user?
Email marketing strategies are often based on unclear criteria and rather based on intuition. However, the latest advances in social psychology and neuroscience allow us to discover some patterns of behavior that we can apply when developing our emails.
If you are interested in improving the results of your email marketing, what follows interests you!
Email marketing and behavioral psychology
To find out more about how email marketing and psychology are closely related and how the impact of this can be beneficial in shaping the mailing strategy, you first need to know Fogg’s behavioral model. I’ll tell you more about it below!
Fogg’s behavioral model speaks to us of three fundamental elements that must occur simultaneously for behavioral change to occur:
- Trigger: action that triggers the user’s behavior.
- Ability: training of the user to carry out the proposed action.
- Motivation: the user’s desire to perform that action.
In order for the behavior we seek to trigger with an email marketing campaign to occur, Fogg’s model insists on the need for these three elements to coexist in equilibrium. There may be a trigger and the user has the ability to perform the action, but is not motivated enough to do it.
How can we apply the Fogg model to email marketing?
Do not neglect the trigger
A call to action (CTA) acts as a trigger in our email, so we must pay special attention to both the graphic design of the trigger and its copy.
At this point, it is important to avoid that the copy generates confusion, so we must make sure that it is clearly understood what the user will find after selecting the CTA.
Pay special attention to whether the user will be able to respond to our trigger.
As we prepare our email, we must put ourselves on the user’s shoes to assess whether they will be able to interact with our content or not.
It is important to make sure that the content is viewed properly on all devices and that, in addition, the user has the ability to click on our CTA, for example.
If you find this too difficult or uncomfortable because its size is too small, we will not achieve our goal. Remember that!
Looking for ways to motivate the user
Once we have the trigger ready and we have analyzed the user’s ability to react to our email, we must think carefully how we can motivate him to perform the action we want.
If what we are looking for is for the user to purchase one of our products, he may not yet be ready to do so, so it will be useless to send him emails with examples of products.
It will be more beneficial to set small objectives to progressively meet, such as increasing your engagement with the brand, something we can achieve by offering different useful articles, free guides, informative visits or demos of some of our products to get to know us better.
At this point, it is important to take into account the buyer’s journey or user purchase cycle to know what content will be more appropriate to offer at each point of the cycle.
Psychology tips to increase the impact of your email marketing campaign
To improve the impact of your mailing campaigns, psychology can be very useful.
Think that knowing the behavior of your target audience as well as everything they like will help you connect more deeply with them and therefore be more effective.
But how do you get this closer relationship? Luckily, there are certain tricks of psychology that we can extrapolate and use when designing your email marketing – know them so you can apply them!
Psychology of colors
Our emotions and sensations are often conditioned by the colors we perceive. Thus, we can harness the power of colors for our email marketing campaigns.
A picture is worth a thousand words
In the same way that colors, images can also generate emotions, so you can propose an email marketing strategy based on images that attract the reader’s attention.
The truth is that most users check the emails they receive superficially, so an email with a lot of text could have worse results than an email that relies on graphic content.
You can continue reading at: Email Marketing: How Psychology Can Help Us Improve Results In Our Social Networks (Part I)