Most customers don’t always have to think through their decisions to buy a product. Many people rely on how purchasing a product makes them feel.
For instance, when you open your inbox, you only read the messages that are interesting and make you feel great. And trash the rest. This is an emotional decision. This explains why understanding human psychology is essential for every marketer creating email newsletters.
You should know what aspects encourage your customers to buy or read your emails. And what turns them off.
Here are some psychological essentials that affect a customer’s decision.
Human beings have an extreme aversion to loss. Our fear of missing out (FOMO) often leads us to take action. People are likely to open emails if they help in relieving their fear of missing out.
For example, if you include ‘A special 50% discount only for you’, this might be a tempting offer, but you may not get many responses.
But if you write, ‘Special 50% discount only for you – expires after one hour’, there is a high chance of getting an immediate response.
This is a hack that many e-commerce business owners use. For example, you might have noticed many products with the tag ‘last item left. ‘This gives the web visitor a sense of urgency, which makes them act fast.
The thing is, for your newsletter to trigger fast actions, it must give a sense of urgency and scarcity.
Begin your newsletters using terms such as ‘Expires’ to boost the open rates and reinforce it in the body of the newsletter to increase the click-through-rate.
According to business psychologists, colors account for at least 60% factor for a service or product being rejected or accepted.
Color triggers emotional responses from your subscribers. Therefore, take your time to decide on the colors you want to use based on the action you want your readers to take.
For example, red gives the reader a sense of danger, which increases their heartbeat. And orange is associated with aggressiveness. Both colors may push readers to take the required action.
On the other hand, blue shows some trustworthiness, and it may be great if you are trying to emphasize ‘safety’ and ‘security.’
While colors trigger such emotions, keep in mind that the only way to find out what works best for you is by testing the colors.
You’ve heard that ‘a picture is worth a thousand words.’Your subscribers are receiving multiple newsletters in a day. This, combined with their daily schedules, doesn’t allow them to read through the whole newsletters. They scan through to see if they can find something interesting.
A great image can grab their attention and stop them from scrolling and reading the text.
When choosing your newsletter images, avoid impersonal images of people, especially those with smiling and happy people.
You can use an image to direct the web visitor to a specific space in the newsletter, like the CTA. A picture of someone looking in that direction will divert the reader’s attention to that space.
Many marketers only think that customizing a newsletter means including the first name of the prospect in the email. This helps, but it isn’t enough.
You want your readers to have an illusion that they are in control of the email. Studying your prospects and talking to them about them in the newsletter may seem like a lot of work. But it’s the only way to get them to read your emails.
Match this customization with effective customer service to allow your prospects to get personalized responses.
Adding member’s testimonials might seem like a fuzzy part of your email newsletter. But studies show that it increases sales by 34%.
Social proof is a social phenomenon where people copy the actions of others because they perceive them as right. This explains why many customers will read reviews before purchasing a product and service.
Keep in mind that any marketing is both a science and art. While data plays a huge role, it isn’t enough. You need to understand the mindset of your customers to create effective campaigns.
The best way to know which path to take with your customers is by studying them to figure out what interests them.