Email marketing has been a powerful tool for marketers for decades, but what makes some campaigns more successful than others? The answer lies in the psychology behind email marketing and how human behaviour impacts email campaigns.
By understanding the psychological principles that influence people’s actions, marketers can create more effective campaigns that resonate with their target audience. Let’s dive into the various email marketing strategies that tap into and encourage human behaviour, like clicks, opens, and other forms of engagement.
The psychological aspects behind email marketing relate to the ways in which human behaviour and decision-making influence the effectiveness of email campaigns. When referring to email marketing, there are six psychological principles that impact it:
People are more likely to engage with content that is personalised to their interests and preferences.
People are more likely to respond positively to a message if they feel they owe something in return. Offering something of value in the email, such as a free resource or discount, can increase the likelihood of a response.
People are influenced by the actions of others, and email campaigns that highlight positive reviews, testimonials, or social media shares can leverage this psychological principle to encourage recipients to take action.
People are more likely to follow the lead of those they perceive as knowledgeable or authoritative. Establishing authority in the email, such as including credentials or industry awards, can increase the likelihood of a response.
People are more likely to take action when they feel a sense of urgency or scarcity. Email campaigns that use limited-time offers, countdown timers or emphasize low stock levels can create a sense of urgency that motivates recipients to act quickly.
People often make decisions based on emotions and perceived benefits rather than rational analysis. Email campaigns that emphasize the benefits of a product or service use persuasive language, or highlight the emotional impact of a purchase can tap into this psychological principle to encourage recipients to make a purchase.
By understanding these psychological principles and incorporating them into email campaigns, marketers can create more effective campaigns that resonate with their audience and drive engagement and conversions.
Next, let’s look at some specific email components that motivate your email recipients to take certain actions.
People are motivated to open emails based on various factors. These factors include:
A CTA that encourages human behaviour is the following:
The psychology of email marketing is a crucial factor in creating successful campaigns. By understanding the principles that influence people’s actions, marketers can create more engaging and effective content that resonates with their audience. Personalisation, social proof, urgency, and the psychology of decision-making are all important factors to consider when crafting your next email campaign. By focusing on these principles, you can create campaigns that not only drive engagement and conversions but also help build a stronger relationship with your audience.
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