Psychology of email marketing

The Psychology behind creating successful email marketing campaigns

Nickcarr1

Why is email treated differently to other channels of marketing?

How do you engage with people?

Intellectually – making a conscious decision based on facts Emotionally – when your emotions are called into play to make

decisions for you

Put this in the context on your inbox- how often do you spend time really reading each email?

So how can you get people to engage emotionally

AIDA marketing model

Attention – subject line, pre-header text, from nameInterest – headings, titles, images, videos

Desire – subject line, images, copy, headingsAction – buttons, call to actions, links

What else can help?

AuthenticityTransparency

PersonalityA sense of community

Consider the language you use

Consider the gender of your audience

How images can be used to generate an emotional response?

Images of peoples faces are a great way of triggering a response

Make sure images are all relevant and fit together cohesively

Have links underneath images

Example: Amnesty International

Questions