6 Psychology Hacks Used In Email Marketing
..yet, most online businesses are stuck at 15% or even less?
Those who get poor results would say email marketing is dead, but let’s look at the Email Marketing stats:
- It has the highest ROI of any marketing channel.
- Generates $42 for every $1 spent.
- Conversion rates are 3x higher than social media.
This is why people say “The money is in the backend”.
The top players know this and this is why they put a large focus on Email Marketing.
However, not all Email Marketing strategies are the same.
Question is – what do the top players do differently for them to get more than 50% revenue?
We’ll let you in on a basic business secret – this factor plays a HUGE role in marketing:
Understanding Human Psychology.
For your Email Marketing strategy to work, you must understand and appeal to your target audience.
This is where science-based selling comes to play.
Here are the 6 powerful Psychological Hacks used in Email Marketing
Psychology Strategy #1: Mere Exposure Effect
People have the tendency to like things and people they have more exposure to.
Have you noticed hearing a song for the first time, and then you think “Oh, it has a catchy beat.” And then, you hear it again while you’re commuting, and it puts you in a light mood.
The next day, you hear the same song and you add it to your “Favorites” playlist.
That is a concrete example of mere exposure effect.
The more you are exposed to something, the more inclined you are to like it.
The more you like something, the more you trust it.
This principle is crucial for Email Marketing because your audience will not purchase from you until there’s trust built.
Trust and familiarity play a key role in successful Email Marketing.
How to use Mere Exposure Effect in your Email Marketing?
Consistency is key. In relationships, in performance, in business, in marketing – consistency is a vital key to success.
When it comes to Email Marketing, don’t sporadically send emails. Don’t make your target audience feel like they are receiving emails out of the blue.
An optimized schedule of sending emails will help you gain trust and build your brand exposure to your target audience. With consistent Email Marketing, your brand or business will be seen more frequently and your target demographic will be more familiar with it.
So build your brand, put your product out there – consistency and repetition is key.
Psychology Strategy #2: Mimicry
Mimicry is the act of copying or mirroring someone else’s speech and behaviour. Studies have shown that when people mimic each other, the chances of likeability, rapport and forming a general bond between them increases.
How to use Mimicry in your Email Marketing?
This is where surveys, customer reviews, and feedback play a big role in your Email Marketing Strategy. When you compose emails, make sure to include your readers’ thoughts and preferences in your emails.
Successful businesses invest in surveys and market study because the returns are awesome. As you get to know your target market, you will understand who they are, what they want, what they don’t like, what keeps them interested, what drives them away.
Getting hold of this information will play a big role in how you position your brand and/or services.
It’s also recommended to always use your company slogan or tag line in your emails. By doing this consistently, it’s like you are speaking to your target audience and connecting with them through your brand.
Psychology Strategy #3: Group Dynamics
“No man is an island.” Humans want, or rather need, to be part of a community. The emotional connection of belonging in a relevant group, in a community that they are interested in, plays a big role in keeping your audience more loyal and engaged with your brand.
Group dynamics can also be linked with bandwagon marketing. The more your target audience or potential customers see that your brand envelopes a highly-engaged and dynamic community, the more inclined they will be to check out your brand and purchase your products.
How to use Group Dynamics in your Email Marketing?
Power words are literally powerful. There’s so much magic in using “we,” “us,” and “our” in your emails. It gives your readers a sense of togetherness, making them feel that they are involved in a brand where they can belong.
When writing emails, make sure to be genuine. Share your values, culture, experiences, or whatever that makes you different from your competitors.
Keep in mind that people don’t just accidentally sign up for your emails. When they do, take advantage of it and don’t let this golden opportunity pass you by. When people sign up for your emails, it means that they are genuinely interested in your brand and want to learn more about what you have to offer.
By consistently sharing your brand’s identity, your target audience will begin to be more engaging, resonating with your brand and will start actively supporting you.
Psychology Strategy #4: Social Proof
Even in the golden ages, social proof has been a big determinant of a brand’s success.
Now, more than ever, social proof is very easy to give and take. With social media taking over the world, customers can easily look for that social proof with just a click or tap of their fingers.
It has always been this way – people observe people and pattern how they should think and act based on that observation.
By nature, humans are indecisive, hence we tend to gravitate to the majority, to what most people are doing, because it’s the easier thing to do.
That being said, put all your good reviews and feedback out there.
Go on, don’t be shy. According to a CompUSA and iPerceptions study, 63% of consumers have indicated that they are more likely to purchase when a company displays product reviews and ratings on its website.
How to use Social Proof in your Email Marketing?
Don’t just focus on promoting your products and services. Allocate a chunk of your emails that highlight social proof in the form of user-generated content, customer testimonials, positive feedback, expert/influencer/celebrity endorsements.
Take as much social proof as you can and put it out there!
Psychology Strategy #5: Colors
In Psychology, color plays a big role in getting the first impression or changing the perception of a person. Color may be a complex field but if done properly, it can be one of the best psychology hacks for Email Marketing.
According to business psychologists and marketing strategists, color takes up 60% of the reason behind the acceptance or rejection of a certain brand, product or service.
Because color triggers an emotional response, and because emotional response plays a significant role in a customer’s decision to trust or reject you, YOU NEED TO TAKE COLORS SERIOUSLY.
Colors play a big role in branding and campaigns, so make sure that you choose the best colors that you want your brand to evoke.
Source: Fast Company
Yellow = Optimistic and youthful, often used to grab attention of window shoppers.
Red = Energy, increases heart rate, creates urgency and often seen in clearance sales.
Blue = Creates the sensational of trust and security, often seen with banks and businesses.
Green = Associated with wealthy. The easiest color for the eyes to process. Use to relax in stores.
Orange = Aggressive, creates a call to action like subscribe, buy or sell.
Black = Powerful and sleek, used to market luxury products.
Purple = It is used to soothe and calm, often seen in beauty or anti-aging products.
Psychology Strategy #6: Exclusivity
“For today only”
Familiar, right? These lines all evoke a sense of urgency which triggers customers’ FOMO (fear of missing out).
It’s human nature to value things that are exclusive, rare or scarce. This factor plays a strong role in a customer’s decision to purchase your products or avail your services.
When you play this exclusivity card right, you’ll win at your Email Marketing game effortlessly!
How to use Exclusivity in your Email Marketing?
Don’t you just feel good when you are treated like a VIP?
Customers thrive on exclusivity, and with the right word usage, you can see how your conversion shoots up right before your very eyes.
Here are a few examples of exclusive language that you can use for your Email Marketing:
VIP Customers Only
By limiting the supply or availability of your product or services, you are dangling exclusivity to your audience like candy cane to a child.
Email Marketing Psychology Hacks
Now that we’ve shared with you 6 psychology hacks for effective Email Marketing, use it wisely, use it sparingly.
You don’t have to use these hacks at the same time. You can use these alternately, to give your target audience variation and for you not to lose that “spice” in your emails. Always leave room for excitement, make your audience ask for more.
Humans are complex creatures, each with his or her own set of preferences. The good thing about being aware of psychology hacks for email marketing is that you can tweak each of these hacks according to your target market. As a business owner, you are responsible for setting the mood between you and your audience.
With these Email Marketing psychology hacks, expect to see an increase in conversion rates, click-through rates and most importantly, sales.
If you are looking to take your email marketing to the next level for your eCommerce brand, contact us here.