Most marketers do not give any consideration to using psychology to enhance an email marketing campaign. In fact, many are probably still scratching their heads at the title of this post wondering what in the world the two have in common. If we take a minute to think about it, we’ll think about all the times we already see psychological marketing being used elsewhere from the television to radio, even on public transportation. It’s really just part of the scenery we’ve become accustomed to in our daily lives. With so much psychological marketing being used today, why is it still overlooked when it comes to how we design emails? Isn’t it an important component that helps us engage with consumers?
We all make numerous decisions daily and we cannot always take the time to become fully informed prior to each decision that must be made in our hectic lives. Our emotions step up to the plate for us and make a lot of our judgments for us. One place we see this highly in action is our inbox. Most of us do not have sufficient time to go through and read each and every email that we receive. It would take forever! Instead, we typically open the inbox and skim through our emails to see which are the most important or the most interesting; this way we only open the ones that are of great interest to us. Even the ones we open are often skimmed for the most “valuable” information before we move on. This is why it is so important to elicit an emotional response in a very short time in order to grab the attention of the recipient and convince them that it is worth their time to read.
How do you instigate an emotional response for an email marketing campaign? Here are a few tips and ideas to get you started:
- Language/Tone – Think about what type of language is used for the subject line, pre-headers, headers, links and the call to action keys. You’ll have to think past simply giving the reader the product name and a link to purchase it. Instead, you’ll want to generate the emotional response with something like, “provide protection for your family with a new security system.”
- Power of Color – Colors elicit emotional responses and can trigger totally different responses with individuals depending on their cultural background. In the west, black is sleek and powerful and we usually use it to give an air of luxury. Blue is normally interpreted as being trustworthy and professional. Think about how many banks use blue for their logos. Study up on your colors and use them to convey your message to targeted consumers based on the emotional response you desire.
- Images that are Relevant – Persuading consumers to open your email is just one challenge, the next one is to get them to read it instead of simply skimming through it. Using relevant images can be a positive way to encourage consumers to engage and digest your content. Remember that a ton of irrelevant stock images that are not related to the content will be very obvious to your readers. In many cases images that bear individual’s faces help us emotionally connect with.
Knowing Your Audience
If you are far enough along to develop an effective email marketing campaign it is likely that you are familiar with the consumers you are targeting. Think about those you want to engage with and what you believe might elicit an emotional response with them. It’s a good idea to test virtually everything to find what works with your readers.