THE WRITE STUFF
By Karen Rayes & Allyssa Davis
THE ART OF PERSUASIVE EMAIL MARKETING CAMPAIGNS
Email marketing has become a popular way for companies to promote their products and services. Email marketing involves sending promotional emails to a list of subscribers. Yet, have you wondered why some emails are more effective than others in persuading people to take action? The answer lies in the psychology behind consumer behavior and the impact it has on marketing.
Consumer psychology is the study of how people behave when making purchasing decisions. It’s no surprise that understanding consumer psychology is critical in creating effective marketing campaigns. People make decisions based on emotions, and the key to successful email marketing is tapping into these emotions.
One way to influence emotions with email marketing is through the use of persuasive language. Persuasion is the act of convincing someone to believe or do something. In email marketing, persuasive language could be applied to encourage subscribers to take action, whether it’s making a purchase, signing up for a newsletter, or sharing the email with a friend or colleague.
To understand the impact of persuasive language, let’s look at an example. Suppose you receive an email promoting a new line of skincare products. The email’s subject line reads, “Get flawless skin in just two weeks.” This subject line uses persuasive language to appeal to your desire for beautiful skin. The use of the word “flawless” implies that your skin is imperfect, and this product can fix it. The phrase “in just two weeks” creates a sense of urgency, making you feel like you need to act fast. Furthermore, customers make decisions based on who they are today, and who they want to be in the future.
Suppose the subject line of the same email read, “New skincare line now available.” This subject line lacks the persuasive language used in the previous example. It doesn’t tap into your emotions or create a sense of urgency, so it’s less likely to persuade you to take action. Moreover, the subject line in the aforementioned example is more transactional than experiential.
Another way to influence consumer behavior in email marketing is by using social proof. Social proof is the concept that people are more likely to do something if they see others doing it. For example, suppose you receive an email promoting a new restaurant. The email includes a section of customer reviews, with statements like “The food was amazing,” and “The service was excellent.” These positive reviews create social proof, showing that others have enjoyed the restaurant and making you more likely to visit. Furthermore, the most persuasive thing we could do is show that other people are doing it, too.
Email marketers could use scarcity to influence consumer behavior. Scarcity is the concept that people value something more if it’s limited or in short supply. For example, suppose you receive an email promoting a sale with the message, “Hurry! Only two days left to take advantage of this offer.” This message creates a sense of urgency and scarcity, making you more likely to act fast and take advantage of the offer before it’s too late.
In addition to persuasive language, social proof, and scarcity, email marketers could apply the principle of reciprocity to influence consumer behavior. Reciprocity is the concept that people feel obligated to give back when someone gives to them. For example, suppose you receive an email offering a free eBook. The email’s message reads, “We’re giving away this eBook for free as a thank you for being a loyal subscriber.” This message creates a sense of reciprocity, making you feel like you should give something back by taking advantage of the offer.
Email marketers could use the principle of commitment and consistency to influence consumer behavior. Commitment and consistency are the ideas that people are more likely to follow through on something if they’ve made a public commitment to it. For example, suppose you receive an email promoting a fitness challenge. The email’s message reads, “Join our 30-day fitness challenge and commit to a healthier lifestyle.” By joining the challenge, you’ve made a public commitment to a healthier lifestyle, making you more likely to follow through and complete the challenge. Hence, becoming a customer.
In conclusion, psychology-infused email marketing can be incredibly effective in influencing consumer behavior and increasing the impact of marketing campaigns. By using persuasive language, social proof, scarcity, reciprocity, commitment, and consistency, email marketers can tap into the emotions and behaviors of their subscribers, encouraging them to take action. Understanding consumer psychology and incorporating it into email marketing strategies can help companies build stronger relationships with their subscribers and increase sales. With these tools, companies can create effective email marketing campaigns that connect with their audience and drive business success.
