Understanding Consumer Psychology for Effective Email Marketing Strategies
Email marketing strategies are one of the best ways to get leads for your business. Most brands do such campaigns to promote new sales and products, announce upcoming events, and keep your audience engaged with relevant newsletters. However, email marketing that’s not behaviour-based is likely to fail. It’s not enough to just have a bunch of email addresses to send your messages to – understanding the psychology of the consumer decision-making process is just as important for your strategy to generate results.
Here are some things to remember when doing email marketing optimisation to increase your campaign’s performance.
Personalised email campaigns are much more effective
One thing when figuring out how to increase click-through rates on emails is that the audience is more likely to convert when they feel you’re catering to them specifically. In today’s market, canned responses and generic replies are outdated and not as effective. That’s why personalised email campaigns are a better strategy for more engagements, conversions, ROI, and a more satisfying customer experience.
When setting up email marketing campaigns, it’s important to collect data so you have people to send emails to – this often looks like collecting data from sign-up forms, or finding compliant ways to store and record customer information. From there, you can do different kinds of personalisation tactics such as targeted email messages for specific demographics. You can also do different kinds of behaviour-based email marketing, which can be in the form of triggered emails when customers perform certain behaviours on the website. You can also send personal call-to-action emails that encourage them to buy a product or subscribe to a service based on their information and consumer behaviour.
Utilising language, colour, and visuals in your email marketing strategy
Language, colour, and images are important factors to consider when crafting your personalised email campaigns.
For example, if you’re a newborn clothing brand sending email blasts to new mothers, it’s important to personalise the text with language that taps into their emotional attachment to their child. A subject such as “Give your babes the protection and comfort they need” alongside compassionate, empathetic language is recommended. Other goals may require different tone and language as well.
The use of colours and images are also effective in improving email performance. For starters, the colour blue evokes a sense of trustworthiness as per colour psychology, making it a good colour for your files and assets if you’re marketing a new, unfamiliar product. For images, using photos that contain people’s faces instead of stock photos help create a better emotional connection between you and the consumer. Keep the basics of colour and image psychology in mind when doing the layout for your emails.
Social proof, FOMO, and scarcity tactics can trigger your audience to do what you need them to
There are various psychology-driven triggers you can take advantage of when planning your email marketing campaign, such as the concepts of social proof, fear of missing out (FOMO), and scarcity.
Social proof refers to the tendency of people to do as other people do in order to influence their decision-making process as a consumer. This is why featuring reviews and recommendations in your email is important in getting customers to convert. The more social proof of a product’s quality they see from other customers, the likelier they are to follow suit.
FOMO and scarcity tactics also work hand-in-hand with email marketing. This can be done by highlighting the features of a product and service, and how they just HAVE to get it or else they’ll be left out. This creates a sense of exclusivity that helps influence their decision to buy or avail a product or service.
Related to scarcity tactics, you can amplify this by using terms such as “limited edition”, “while supplies last”, and similar language. This then creates urgency and forces readers to act on the email.
Through understanding how your audience thinks, your email marketing strategies will work much more effectively and give you your desired results. If you’re in need of expert advice on how emails influence your consumers’ behaviours, contact us at No Standing! Our team of professionals are well-versed in various digital marketing initiatives, including email marketing, to help deliver your business goals. Give us a chat and let’s talk about your marketing needs!