Email Psychology & Branding

Kirsty TrainerEmail Marketing Consultanttoinfinity@KirstyTrainerKirsty@toinfinity.co.uk

Don’t buythis jacket

Agenda

1. Emotional Response

2. Inbox Branding

3. Persuasive Principles

4. Improvements

Language & Tone

On-site - What do your recipients expect?

Language & Tone

On-site - What do your recipients expect?

• Promotions & sales?

Language & Tone

On-site - What do your recipients expect?

• Promotions & sales?• Updates?

Language & Tone

On-site - What do your recipients expect?

• Promotions & sales?• Updates?• Newsletter?

Language & Tone

On-site - What do your recipients expect?

• Promotions & sales?• Updates?• Newsletter?

Consistency

Language & Tone

Email - What do your recipients respond to?

Language & Tone

Email - What do your recipients respond to?

• Buying mode?

Language & Tone

Email - What do your recipients respond to?

• Buying mode?• Persuasion?

Why?

Language & Tone

Email - What do your recipients respond to?

• Buying mode?• Persuasion? • Information?

Language & Tone

Email - What do your recipients respond to?

• Buying mode?• Persuasion? • Information?

69% of email recipients report email as Spam based solely on the subject line

http://www.convinceandconvert.com/

Colour

Email – Should you stay on brand?

Colour

Email – Should you stay on brand?

No best colour

Colour

Email – Should you stay on brand?

No best colour

“The Isolation Effect”

Colour

Agenda

1. Emotional Response

2. Inbox Branding

3. Persuasive Principles

4. Improvements

Inbox Branding

• Keyword research

Inbox Branding

• Keyword research

• Create a lasting relationship

Inbox Branding

• Keyword research

• Create a lasting relationship

• Keep language consistent

Agenda

1. Emotional Response

2. Inbox Branding

3. Persuasive Principles

4. Improvements

4 Persuasive Principles

1. Curiosity

4 Persuasive Principles

1. Curiosity

4 Persuasive Principles

1. Curiosity

60% increase in open rate

40% increase in click through rate

54% increase in revenue

4 Persuasive Principles

1. Curiosity

2. Commitment

4 Persuasive Principles

1. Curiosity

2. Commitment

4 Persuasive Principles

1. Curiosity

2. Commitment

4 Persuasive Principles

1. Curiosity

2. Commitment

4 Persuasive Principles

1. Curiosity

2. Commitment

3. Social Proof

#4

4 Persuasive Principles

1. Curiosity

2. Commitment

3. Social Proof

4. Reciprocation“May we help with your order?”

“Chat to us online!”

Agenda

1. Emotional Response

2. Inbox Branding

3. Persuasive Principles

4. Improvements

Communications - Improvements

• ‘Welcome’ email to new customers60%

MarketingSherpa "Email Marketing Benchmark Survey" (2013)www.exacttarget.com

Communications - Improvements

• ‘Welcome’ email to new customers60%

MarketingSherpa "Email Marketing Benchmark Survey" (2013)www.exacttarget.com

Social MediaInvolvement

Welcome Offer InformationOn BrandServices

Communications - Improvements

• ‘Welcome’ email to new customers60%

MarketingSherpa "Email Marketing Benchmark Survey" (2013)www.exacttarget.com

Social MediaInvolvement

Welcome Offer InformationOn BrandServices

• Timing• Rendering

Communications - Improvements

• ‘Welcome’ email to new customers• Incorporate their Interests

60%75%

MarketingSherpa "Email Marketing Benchmark Survey" (2013)

Communications - Improvements

• ‘Welcome’ email to new customers• Incorporate their Interests

60%75%

MarketingSherpa "Email Marketing Benchmark Survey" (2013)

“Those exposing 55% of their customers to personalisation are seeing on average a 5% incremental revenue increase.”

http://www.peerius.com/more-personalisation-generates-more-revenue/#sthash.YUCQKfIw.dpuf

Communications - Improvements

• ‘Welcome’ email to new customers• Incorporate their Interests• Area-based events

60%75%

6%

MarketingSherpa "Email Marketing Benchmark Survey" (2013)

• Email to a friend

• Social Sharing

MarketingSherpa "Email Marketing Benchmark Survey" (2013)

58%

49%

Communications - Improvements

Email to a friend 58%

Communications - Improvements

Social Sharing 49%

Communications - Improvements

Social Sharing 49%

Communications - Improvements

Social Sharing 49%

Communications - Improvements

Also consider…

• Subscribe links within email creative

• Effective Preference Centre

60% 30%

Experian "2013 Email Market Study" (2014)

Communications - Improvements

Kirsty Trainer

Email Marketing Consultant

toinfinity.co.uk@KirstyTrainer

Kirsty@toinfinity.co.uk