Every day we are bombarded with hundreds of decisions and it’s impossible to make sound, rational choices at every turn. Instead of logic, we often rely on emotions, or our gut instinct. A great example is in your inbox. It’s impossible to read every email so you skim, mass delete and read only the emails that pique your interest or demand your attention.
With emotions playing such a large role in decision making, it would be foolish to ignore psychological factors that might influence opens, clicks and conversions. Understanding these five basic tactics arms you with the ability to create emails with a “wow factor” that gets results.
1. Color elicits emotional responses from individuals. If you know what emotion you are trying to evoke for a conversion, understanding the psychology behind particular colors can be an incredibly useful tool.
While color can have different meanings across cultures and individuals, here are some general guidelines :
Red: Energetic (may increase heart rate)
Orange: Aggressive (may incite a call to action)
Blue: Trustworthiness (suggests security)
Green: Relaxing (also suggests wealth)
Yellow: Optimistic and youthful
Pink: Romantic and feminine
Black: Powerful and slick (often used for luxury products)
Purple: Soothing and calming
The old saying, “a picture is worth a thousand words,” still rings true in the art of email marketing. Why? Just like color can elicit certain emotional responses from your reader, so can images. And about 80% of your audience is scanning your email anyway—not actually reading it word for carefully chosen word (we’re sorry)—so a relevant image is crucial to get your message across to the on-the-go reader.
When deciding what images to use in your email, one type will always resonate: images of people. Images of faces are processed in the “fusiform face” area of the brain, which also processes emotional responses. These images allow your reader to create an emotional connection with your content and brand.
When using people in your image, use visual cues for optimal placement. There are two types of visual cues you can leverage: Explicit and implicit directional cues.
Explicit directional cues are obvious: fingers or arrows pointing to the CTA. They exist to draw your attention directly to the form or CTA.
3. Never underestimate the power of personalisation in your email efforts. Experian Marketing Services found that personalized emails deliver 6x higher transaction rates. Additionally, Experian found that personalized subject lines result in a 26% higher open rate.
4. Social Proof
Social proof, also known as informational social influence, is a psychological phenomenon that occurs when an individual looks to other people’s actions to determine what decision they should make.
In email marketing, social proof is a must. Sure, you have an incredible offer (product, service, etc.), but you need real people singing your praises to convince other real people.
5. Use of language and tone
First of all consider the language that you’re using, particularly in the subject line and any pre-header text, but also consider headers, links and call to actions as key. While the success of this is completely dependent on your own recipients and what they will respond to, as a general rule, just telling someone the name of a product and a link to where they can buy it will not go that far.
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