You're probably always thinking about how you can stand out in your readers' inboxes from your competitors: How should you write your subject line to increase opening rates? What content should you include to generate your readers' interest?
Many marketing strategies are based on criteria that are not so clear to us, and many of them have been revealed through intuition. However, many advances in social pharmaceutical email list psychology and neuroscience have allowed us to discover behavioral patterns that you can now apply in the creation of your email marketing campaigns .
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Behavioral psychology will help you increase the impact of your campaigns
How you can apply the Fogg model to your eMail Marketing campaigns
Don't neglect your tigger
Make sure the user is able to respond to your trigger
Motivate your subscribers
Behavioral psychology will help you increase the impact of your campaigns
To begin to unravel how psychology and email marketing are related and how you can use it to increase the impact of your campaigns, you must begin by understanding Fogg's behavior.
According to Fogg's behavioral model, there are three fundamental elements that must occur simultaneously for a change in people's behavior to occur:
1 A trigger : This is the action that will trigger the user's behavior.
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2. Skill : the user's ability to perform a proposed action.
3. Motivation : the user's desire to perform the action.
In order for you to get the user to perform the action you are looking for through an email, the Fogg model highlights the need for the three previous elements to coexist in a balance, since if you manage to impose a ticker but the user does not have the necessary motivation, it will not be carried out.
How you can apply the Fogg model to your eMail Marketing campaigns
Don't neglect your tigger
A call to action acts as the trigger or ticker in your email, and that is why you should pay special attention to both its visual design and its copy. Avoid creating confusion with the copy; you should make sure that it clearly specifies the action that the user must take.
Make sure the user is able to respond to your trigger
Imagine that you are one of your subscribers when creating your email . Will they be able to interact with the content? Make sure that the content can be clearly displayed on any device, and that the user will have the ability to click on your call to action.
Motivate your subscribers
Once your ticker is ready and you have thoroughly analyzed whether the user will be able to carry out the action you are asking them to, you need to think carefully about how you will motivate your readers.
If you're looking for your subscribers to buy a product, they may not be ready to do so yet, so sending them your catalog won't do them any good.
Therefore, it would be more beneficial to set small goals that you can achieve progressively, for example: increasing their engagement with your brand. Take into account the buyer's journey or consumer purchase cycle to know what stage your subscribers are in and when it is best to send each type of content depending on where they are.
