When putting together an email marketing campaign ,psychology isn’t often at the forefront of the creators mind but when put into practice, it can play a huge role in any kind of marketing efforts. That being said there are lots of businesses out there that don’t take this into consideration often enough. In this post I’ll be looking over a few points that can help you attract more attention and greatly increase how well your marketing is received, this counts for all marketing but I’ll be focusing on how this can be leveraged in email marketing this time around.
Personalise
Personalisation is one of the many tools that was introduced into email marketing some time ago but still, not many companies collect or have access to the data to make this work to the best of its ability. The way personalisation works is by inserting tags into common areas such as “Hi [name]” for the introduction, there are various ways to do this depending on what email service provider you are using but they are all similar and have the same results.
By having pieces of extra personal information about your recipients it gives the impression that the receiver and the sender are on some kind of first name basis and builds some common ground, afterall you know who they are and they look like they know who you are. A good example of this is when a stranger in the street is shouting “hey you” what kind of response would you have? It would probably be something along the lines of who are they shouting? Is it me? Is it them over there? But on the other side of this if they called you by name then it is much more likely to grab your attention and it’s a lot more likely they know you.
FOMO (fear of missing out)
One of the biggest convincers in marketing is the fear of missing out on a great offer. There are many ways you can leverage this for example by making the offer exclusive to a select group, you could have time limits or a countdown until the offer ends and you can even limit the number of products or services to be sold so it gives a sense of urgency to the offer. The one note I can make about this is that you shouldn’t continuously use the same type of offer consecutively. Make sure there are plenty of breaks in between and try not to overlap too many offers at once.
Social influence
We all see the top brands of perfume being advertised by the latest and greatest celebrities, and this is how brands such as Dior gain net worths upward of $10 billion. Not every brand and service can be backed by celebrities but you don’t have to, one of the biggest trust factors these days comes in the form of reviews, whether its company reviews on trust pilot or product reviews on amazon it all works in your favour. In email marketing you can add in your trust pilot icons to show off how well you have been received by other consumers in the past.
Reciprocity
The old saying “You scratch my back I’ll scratch yours” is especially true in the marketing world. When you offer someone something for free they are much more likely to respond well to your future requests based on their first interactions. To put reciprocity into play in your marketing strategy you can send your consumers freebies such as testers and interesting content in return for some personal information that links in with my next point.
Foot in the door
Getting your foot in the door can be tricky, consumers are receiving more emails than they ever have and this makes them increasingly reluctant to give up their time, data or money. So, the key is to start with smaller, simpler requests first and building up over time to collect more and more information. Linking in with the reciprocity aspect you can collect the minimum amount of information from the consumers to enable to start building a profile including preferences and additional data.
