Using Psychology to Create High Performance Emails
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Chances are that you’re creating email without a full understanding of your audience’s behaviors and preferences. But real value is created when we fully understand who we’re emailing at a psychological level. By applying different principles from psychology and marketing to email—including personality types and cognitive biases—we can craft more compelling, high-performing campaigns that drive engagement with your audience.
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Using Psychology to Create High Performance Emails
- 1. Using Psychology to Create High-Performance Emails
- 2. Jonathan Pay Consultant, Holistic Email Marketing @jonathanpay @HolisticEmail jonathan@holisticemail.com www.holisticemail.com
- 5. First, change YOUR mindset
- 6. 67% of brands with campaigns that were above their own average score achieved higher read rates than those campaigns that scored lower than the average for that brand. Of the 67% of brands that were found to have an increased read-rate, we found it could increase from between 102% and 468%.
- 7. Be helpful, not manipulative
- 9. “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think” David Ogilvy
- 10. Why be customer-centric? “What’s in it for me?” Features to benefits. 400% uplift CRT marketingexperiments.com
- 11. Personalities By addressing the following, you’re personalising your emails without complex segmentation or dynamic content.
- 12. 4 basic web users Hippocrates’s humours: sanguine (spontaneous) choleric (competitive) melancholic (methodical) phlegmatic (humanistic) Jakob Nielsen: tool dominant search dominant navigation dominant successful
- 14. WHAT type questions What are your competitive advantages? What makes you the superior choice? What makes you a credible company? What can you do to help make me look cutting edge? What are your credentials? What can you do to help me achieve my goals? WHY/WHEN type questions How can you get me to what I need quickly? Do you offer superior service? Can I customise your product or service? Can you help me narrow down my choices? How quickly can I take action and achieve my goals? Why will this let me enjoy life more? HOW type questions What's the fine print? How does this work? How can I plan ahead? What proof do you have? Can you guarantee that? WHO type questions How will your product or service make me feel? Who uses your products/services? Who are you? Who is on your staff and let me see bios What will it feel like to work with you? What experience have others had with you? Can I trust you? What are your values?
- 16. Cognitive Biases & Heuristics Helping your customer make their decision by leveraging the unconscious decision-making shortcuts we all innately create.
- 17. “By associating the feelings of pain and pleasure with people, places, and events, we learn to safely make our way in the world.” Trevor van Gorp, Edie Adams, Design for Emotion
- 18. ”The rational mind is the humble servant, the intuitive mind is the faithful gift. We have created a society that honours the servant, and has forgotten the gift.” Albert Einstein ”Research shows 95% of purchasing decisions are subconscious.” Gerald Zaltman, How Customers Think: Essential Insights into the Mind of the Market
- 19. Persuasion Architecture Help by providing a clearly signposted pathway for customers to follow. Think about the psychological cues that prompt action. Consider the entire customer journey, from email to landing page to sale.
- 20. Cognitive Ease “A general “law of least effort” applies to cognitive as well as physical exertion. The law asserts that if there are several ways of achieving the same goal, people will eventually gravitate to the least demanding course of action… Laziness is built deep into our nature” Daniel Kahneman, Thinking, Fast and Slow
- 22. Primacy & Recency Primacy: Things that happen first are typically the most important because they influence what comes next. This results in greater recall. Recency: Things that just happened are relevant because they’re the most accurate representation of “now”.
- 24. Distinctiveness - von Restorff Effect
- 26. Social Proof People will follow the Wisdom of the crowd. This can take many forms: • Reviews/Testimonials. • Share your numbers (as long as they’re worth sharing!). • Ratings. • Name dropping.
- 28. NakedWines.com
- 30. Reciprocity Use as a part of the sign up process. Give something to get something.
- 33. Scarcity, Loss Aversion, Urgency Scarcity: The more difficult it is to acquire an item, the more value it is perceived to have. Loss Aversion: There are two main drivers in us all; to gain pleasure, and to avoid pain. We strongly prefer to avoid losses than to acquire gains. Urgency: This can tie both scarcity and loss aversion together.
- 34. edatasource.com