Psychology comes into play with a lot of marketing efforts, and since email marketing is all about building a long-lasting relationship with new and existing subscribers, it’s no exception to using it. When your old strategies become worn out and your conversion rate is lacking, this is the time to take a new, “psychological” approach to your efforts.
See how you can utilize psychology in your email marketing strategies.
Marketing Psychology and Where Email Marketing Fits
To better explain how you can use psychology in email marketing, let’s take a look at what marketing psychology is and its goals. Marketing psychology is the study of how your audience thinks and acts and tailoring marketing strategies based on their behavior. The key objective is to make your customers remember essential information about your brand, have them associate your brand with certain stimuli, and influence their buying behavior in your favor.
To successfully implement marketing psychology in email marketing, your emails need to both educate your customers and promote your products or services as the clear solution to their problem.
It All Starts with a Subject Line
No matter the content within an email, all of them have one thing in common, and that is the subject line. Psychology needs to come into play when drafting your subject lines, as they need to catch your subscribers’ eyes in their crowded inbox.
Even though subject lines may help increase sales to an extent, they are an extension of the email copy and need to create enough curiosity for the subscriber to open the email and let the body copy take over the attention. Think about what would pique your audience’s interest and then what would drive their awareness to the most important messaging in your body copy.
Here are a few ways you can pique your subscribers’ interest:
- Phrases such as “Don’t Miss Out” or “Get Yours Before They’re Gone” presents the fear of missing out.
- Using all lower case, all caps, emojis or even one-word subject lines can get someone to look twice.
- Personalization is always a good email marketing best practice, so play around with adding dynamic fields in your subject lines.
Remember, no matter which route you go with your subject lines, they always need to deliver and be in line with what’s inside that email.
Build Curiosity Through Your Body Copy
Curiosity in your emails is created when you build an information gap, which is what the subscriber knows and doesn’t know. Here are some ways to raise curiosity in your email copy:
- Ask a question in your subject line and answer it directly in your email copy or on your website (with the email CTA to be “find out the answer”).
- Storytelling in emails is a powerful way to engage with your readers, and this method works in both your subject line and email copy. Encourage your subscribers to finish the story on your website.
- Provide knowledge and show them how your products or services solve their problems and drive curiosity about your expertise.
One-Two Punch with Your CTAs
Calls-to-action (CTAs) are the most critical part of your emails, and you have to understand your audience to know what works better. “Sign up now” might have a stronger influence than “save your spot,” and it may take some A/B testing to decide which is more impactful. Your CTAs need to be clear, straight to the point and stand out within your body copy.
When in Doubt, Drive Emotion
Emotions always play a significant role in your emails’ conversion rate, as they can increase the chances of someone to take action. Positive emotions tend to have better activation rate compared to negative emotions, so try to make your emails a positive experience for your subscribers.
Utilize the power of psychology with your email marketing strategies and see how it impacts their performance!
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