A blank email message is full of possibilities, but also loaded with challenges. Your ability to conceive, plan, write, design, and send email campaigns can turn this space into an exciting playground or a daunting maze, all depending on the resources at your disposal.
As marketers , we often look back and analyze the performance of previous campaigns. We looked at the subject line, email content, design, and calls to action that worked well. However, we are faced with a nagging question: do we always fully understand why they are so successful?
Maybe you have some intuitions about this. We have them too. But, more importantly, we back up those intuitions with hard data.
So that you can take your email marketing strategy to the next level, we have prepared a set of posts on the topic. In these, you will discover practical tips that will reveal the secrets of designing and writing successful emails and in this first article we will start with the psychological aspects that influence how to capture the attention of your readers .
The subconscious influences our thinking and actions, and its use in marketing and email campaigns can improve conversion rates.
Ways to use psychology to increase conversions
Discover below some ways to leverage psychology to increase conversions and nudge your audience in a specific direction:
- Taking advantage of FOMO (fear of missing out) is key in marketing . Humans avoid missing opportunities, so it is recommended to use time-limited offers and texts that motivate immediate action. For example, saying "you only have 30 days" creates urgency, while "you still have 30 days" gives the feeling of more time. Incorporate real-time dynamic content, like LiveContent by Liveclicker, which helps organizations and brands get more clicks by incorporating things like time markers that show countdowns, inventory tracking, replenishment alerts, and breaking news.
- Focus on your readers . Instead of focusing on your company and what you do, tailor your message to focus on the reader's problems or needs. Craft your message in a way that demonstrates that you are an authority on the topic, without repeating over and over again that your organization is a leader on a specific topic.
- Talk about the benefits of your clients . Highlighting the number of people who have benefited from an offer or how many customers have successfully used our solutions can increase your response to an offer or request. This takes advantage of “social proof,” a concept that means that people, in the absence of specific data, will look to others to see what appropriate behavior is.
- Apply color theory when possible . Proper color contrast plays an important role in attracting attention, but at the same time it can hinder readability. The colors used in your email campaigns should reflect your brand, but should also take into account accessibility and readability. A good practice is to distinguish the call to action with a different color.
- Select images and videos that awaken emotions . Images help make concepts clearer and more understandable for consumers. Email banners, infographics, icons, and product images can positively reinforce the message.
Do you want to start an email marketing strategy? At PGR Marketing & Technology we can help you make it a success.
