Using Psychology to Drive Conversion in Your Emails #FreebieMonday
by Sara Kavanagh last updated on 0

Using Psychology to Drive Conversion in Your Emails #FreebieMonday

Creating effective email marketing campaigns requires innovation, planning, and sometimes a little creative psychology. To get your customers attention you need to think like them, literally - think. Which is why we created this whitepaper, to help you get started!

What is 'creative thinking'? It's taking a step back and seeing your emails as an opportunity to follow up, encourage, or even inspire your customer to share your product with others. There are nine areas on which you can focus:

  1. Commitment - When a customer buys something on your website, give some sort of an incentive to follow up. When a shopper asks for an item, or looks for one that's out of stock, send them an email letting them know it's there. They will get the nudge and come back for more.
  2. Effort - Offering a service or a product in more than one version? Maybe you have a part one and part two to offer? Either way, when a customer starts putting in the effort to use your product, send them an email with new things to develop what they've already learned/used on your website.
  3. Persistence - A fairly simple example of persistency is sending an email with an item that a shopper has left in their cart. Going beyond that - targeted ads are a great way to remind customers of your business.
  4. Novelty - Have a new product? Tell your subscribers! Nothing excites people more than getting a chance at first dibs on a new item or an upcoming sale!
  5. Reciprocity - You take and you give back. Add a bonus, send a special discount code, offer people a sign-up where they will gain access to exclusive content. When people receive, they are more likely to give back - as they will feel a connection and maybe even an obligation to do so.
  6. Fear - This trigger may sound a bit morbid, but it's one that works well. "Last chance sale" or "almost out of stock" emails can get consumers moving and onto your website to buy before in demand products disappear.
  7. Vanity - Appreciating people and telling them how great they are is an excellent to get into their hearts... And to get your product on their mind. Give someone a pat on the back for how well they've done or for achieving something thanks to your product.
  8. Storytelling - Create a "chain of events" within the content that you send. Get your readers and customers engaged by sharing editorial content, by allowing people to get to know you or your company. This creates an environment in which people will feel safer and closer to your brand, therefore they are more likely to buy from you.
  9. Results - This is one that a lot of people forget about. So, let us go into detail below!


Results and Conversion

Do you share your statistics, data, or successes with your customers? When was the last time you let your consumers know that you are going up the proverbial ladder of greatness? Sharing this type of information is not necessarily about bragging, it's about people knowing that they're in the right hands.

Most companies test, check, and learn from their accomplishments and minor fails. However, the data they compile is just left on on a shelf for no one to use, it's like hogging a sack of precious knowledge. As a marketer or business owner, you need to realize that sharing your knowledge puts you on a pedestal of influence.

With the data you possess, you can create a whole bundle of content! There are a few types of ways that you can share what you know:

  • Whitepaper
  • Guide
  • Webinar
  • Newsletter series
  • Blog post
  • Infographic

Give people recommendations based on what you know, allow your customers to see it put in action by talking about a case study - or personal experience. Sharing your experience and letting people know how your product changed thanks to methods and services that you applied, will get their attention! Others will want to be like you to get the results that you have.


Psychology Driven Conversion

The word psychology may sound a little sciency, but in reality it's about knowing your customers and thinking of ways that could trigger a reaction on their part. As a marketer you have to know your customer personas, know what content your subscribers want to see, and understand what triggers conversion.

The driving force behind every campaign is a "plan of attack." Does your customer respond better to "Last Minute Sale!" (Fear), "We've increased our sales by 20%" (Results), or "With our product your engagement increased, take a look at how you can keep that going." (Vanity)?

Think like your customer, test what they respond to, and create campaigns that will blow their minds. If you'd like to know more, download our free whitepaper "Think Like Your Audience: 9 Conversion Triggers in Email" and take a look at some great examples of emails that trigger an emotion and a reaction! Share with us in the comments below some of your ideas on how you can use psychology to trigger conversion. 

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