Applying psychological concepts can significantly enhance your email marketing results by connecting more effectively with your audience. Let's explore four essential psychological principles to transform your email campaigns.
Social Proof
Did you know 95% of consumers are influenced by online reviews? Individuals naturally look to others when making decisions, especially purchases.
How to use social proof in emails:
-
Include customer reviews or testimonials.
-
Include social media feeds in email footers as another way of building trust between customers and the brand.
Urgency and Scarcity
Giving potential customers the fear of missing out…
Consumers place a higher value on items that appear to be limited, scarce or hard to acquire. When an item appears scarce, it places a sense of urgency on the consumer to act quickly.
Limited-time offers and flash sales work well as a way of driving scarcity and urgency. These deals, coupled with strong subject lines, are a match made in heaven.
Urgent subject lines have shown an increase in open rates across email campaigns and flows by up to 22%.
Examples of urgent subject lines:
-
Exclusive 24-hour access just for you
-
Only 12 hours left…
-
Offer expires at midnight
Information Gap Theory
This psychological theory taps into human curiosity and people's desire to close gaps in their knowledge.
Emails which help lead the consumer to fill this knowledge gap and seek more information are a great way to drive conversions. For example, educational ‘How to’ or ‘tip’ emails that link through to full blog posts work well to drive conversions.
Other ways this theory can be used in practice is through teasing new products before launch, without revealing everything. For example, ‘we’re launching a new product that will change the way you think about X’
Other examples:
-
Subject lines that spark curiosity - ‘Are you making this common mistake?’
-
Visual cues - Use images to hint at what’s to come but don’t fully reveal.
-
Limited information - Create a clickbait email with some tips highlighted but urge the customer to click through for more.
Just Imagine Technique
This technique encourages visualisation to make product benefits more tangible and relatable. It is a way of evoking emotions from a customer and creating a sense of experience.
By making it easier for a customer to imagine their daily life using this product, it increases their chance of purchasing it.
Making your desired choice or outcome more visual contributes to your ability to persuade a customer to act, because visual information is more memorable for humans than any other type of information.
How will you leverage psychology?
Not every tactic resonates with every customer, so why not test these theories yourself? Try implementing one of these psychological techniques in your next A/B test to see what delivers the best results for your audience.
If you’re looking to take your email marketing to the next level, here at Get Better we’re CRM email marketing experts who can help you leverage Klaviyo to drive conversions.
