The Psychology of Email Marketing - Why It Works
Email marketing has been around for decades, but the success of your email campaigns can depend on how well you understand and harness human psychology. By incorporating psychology into your email marketing strategy, you can trigger the right kinds of emotions in your customers that drive them to click and convert.
The premise behind marketing psychology is that people make decisions based on their internal impulses and instincts. If you can tap into those impulses, you can influence their behavior and encourage them to take certain actions. There are a variety of psychological principles that can be used in email marketing to do just this.
Curiosity:
The first step in converting an email recipient is grabbing their attention. You can do this by arousing their curiosity with subject lines, preview text, or sender names that pique their interest. By stoking their curiosity, you can get them to open the email and read through it.
Personalization:
People respond to emails that are tailored to their interests and needs. They are more likely to open an email from someone they have a relationship with, whether it is a brand they’ve purchased from before or a friend. This personalization can be done through including their name in the subject line, using lower case or emojis in the preview text, or even highlighting specific products that may be relevant to them.
Scarcity:
A common email marketing technique is to create a sense of urgency in your subscribers by making it apparent that the product or deal you are offering them will expire soon. This can be done by utilizing time-sensitive offers, creating a limited inventory, or displaying the number of units remaining in stock. Emails that utilize this psychology can generate higher conversion rates because they appeal to a customer’s need to avoid missing out on a good deal.
Foot-in-the-door technique:
Another way to get your subscriber’s attention is by allowing them to agree to smaller requests before asking for larger ones. The goal here is to build trust and familiarity with your brand, so when you do ask them to do something, they are more willing to comply. Emails that use this psychology often start by requesting something small, such as a follow on social media or a click to a blog post. Once the subscriber has agreed to these requests, they are more willing to accept a larger request, such as clicking on a link or buying your product.
Finally, the last principle to mention is social proof. People are influenced by the actions of others, so showing them that other people have already responded
positively to your product or service can inspire them to do the same. This can be achieved by including badges or testimonials in your email that demonstrate the popularity of your products. Alternatively, you can also use the email to establish your authority by showcasing your credentials or industry awards.
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Trevor Xiong is an online business owner with a background in business and hospitality. His journey begun as a business student, excelling in accounting and marketing.
Today he is passionate about digital marketing, dedicated to delivering results and adapting to the ever-changing digital landscape. Let him help you bring your digital dreams to life.
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