The Psychology of Email Marketing - Understanding Subscriber Behavior
Author: Godigi
Email marketing relies on a lot of psychology. Humans are emotional beings with a lot of different motivations, so it’s not always easy to predict what will happen when someone opens an email or clicks on a call-to-action. Fortunately, we don’t need to be psychologists to understand our audience—there are several psychological principles that can help us figure out what makes people take the right actions.
Curiosity
Humans are prone to curiosity and tend to respond positively to anything that sparks it. The best way to generate curiosity for your next email campaign is to craft a compelling subject line that suggests what the email will contain. Email subject lines are one of the first things that your subscribers will interact with and they play a major role in the email open rate.
Exclusivity
People want to feel special and rewarded, so offering exclusive content, discounts or free resources can motivate them to engage with your brand. Using language like “exclusive” and “limited time offer” in your email can encourage recipients to act fast because they’ll be afraid of missing out on the opportunity.
The social proof theory suggests that humans are influenced by others and are more likely to trust products or brands that other people have used or endorsed. You can use this principle to your advantage in your email campaigns by incorporating positive reviews or testimonials from satisfied customers.
Information-gap psychology
When a consumer has an information gap about something that interests them, they will take action to fill in the knowledge gap. This is a great email marketing strategy to use because it can prompt your audience to engage with your brand by visiting your website or making a purchase.
An example of this is when a brand provides new subscribers with a discount coupon for subscribing to their newsletter. The recipient feels compelled to reciprocate the favor by purchasing from the brand, which leads to a conversion.
The anchoring effect
Using the anchoring effect in your email marketing can help increase click-through rates and conversions. The anchoring effect is a cognitive bias in which decision- making heavily relies on the initial piece of information received. Email marketers can leverage this principle by placing important information at the beginning of an email, such as a headline or call-to-action button.
Incorporate these psychological principles into your email campaigns to see increased engagement, conversions and long-term success. Just remember that while you may be able to convince your subscribers to engage with your brand, you must also provide value and authenticity to keep them on the path to long-term loyalty.
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