Understanding the Psychology of Email Marketing
The return on investment for email marketing remains stronger than ever, especially in the B2B, business-to-business sector. Understanding a little about how people use email nowadays and how they respond will give you an edge your competitors may not have clued into, yet. Two factors are at work in this:
- Thanks to mobile devices, people can check their email inboxes anywhere, anytime
- People are less resistant and more open to email marketing. Email marketing has become mainstream in the public consciousness.
That being said, people are also quicker to spot insincerity and aggressive sales tactics in email marketing. You have only one chance to make them remember you; to make them remember why they signed up to your list; and to show them how compatible your emails are with their needs, lifestyles and wishes. Miscalculate on that, and they may never open another email, even if they don’t bother to unsubscribe.
A subscriber that skips your emails, in your email marketing campaigns, is creating a habit of skipping your emails. And this type of person’s subscription is less than useful, because her presence on your list falsely inflates your numbers and incorrectly colors your demographic.
What you really need are subscribers who are eager to open and read your emails: And who then take action to become regular, recurring, happy customers or clients.
To get your emails read, you need to provide your subscriber with three things in your email marketing:
- Irresistible Subject lines
- A clear picture of who is sending the email
- Perfect timing and pacing between each one
There are all sorts of formulae about timing and pacing emails in your email marketing. Loosely, you don’t want to send emails so often your subscriber starts to feel pestered and you don’t want to let such a long gap grow between emails that she forgets who on earth you might be. Everything else is just that — a suggestion.
Taking your Understanding of Email Marketing to the Next Level
What you do, in order to figure out the pacing and timing of your emails, in your email marketing approach, is track and observe:
- Which emails you get a response to
- Which emails generate clicks
- What type of email it was
- What type of email preceded it
- What type of incentive or call to action you included
- Whether or not you did include a call to action
Above all, in your email marketing, you have to “listen” to your customers, just the way you would listen to someone you had newly become acquainted with in person. If you had met someone at a workshop and decided to meet for coffee the following Monday, you wouldn’t sit with her in your local Starbucks and start telling her your plans for renovating her boathouse while she was trying to tell you about her children’s latest cute action: You would most likely listen to her and make appreciative comments, and maybe respond with a similar anecdote about your own child.
This is called the bonding phase, in email marketing, and it’s important to any new relationship. Later on – not that far down the road if you have established a strong-enough initial rapport, you can listen to her complain about her boathouse and at the right moment, naturally slip in the observation: “You know, I renovate boathouses. Want to see before-and-after photos of one I did major repairs to after that big storm last year?”
Email Marketing should resemble real-life relationships
Granted, emailing is an artificial situation, but the closer it simulates real-life relationship pacing, the more successful you will be.
Think about this: If you and your new friend met every day at your local Starbucks and enjoyed a coffee and an animated chat, you would soon become fast friends. If you only invited her once a year, she might have trouble placing you and remembering your face. And if you dragged her to Starbucks every day when her budget was once a week or she was overwhelmed with responsibilities, she would very soon start acting like a hunted animal and stop picking up the phone when she saw your name in call display!
The point? Try to keep email interaction in as natural a flow as possible during your email marketing campaigns. Keep these factors in mind while creating your emails and you’ll soon be on your way to growing your email list and finding success with your email marketing endeavors!
To Your Success!