DECEMBER 2020 • LONGISLANDPRESS.COM 29
PRESS BUSINESS
SCHNEPS INSIGHTS
MARKETING WITH PSYCHOLOGY
BY BRIAN O’CONNOR
Your email marketing campaign isn’t
just about your business or your products.
At the most basic level, it’s meant to
connect with people.
And to do that most effectively you
need to appeal to your audience’s state
of mind. That’s where knowledge of psychology
can give you a huge advantage.
The good news: You don’t need to
be Freud to do this in your email
messaging.
Here are three examples:
1. FOMO (FEAR OF MISSING OUT)
None of us wants to feel like we’re
missing out on something. That’s why
messaging that employs scarcity and
unavailability are such reliable triggers
— especially when used effectively for
your subject lines.
Data suggest that FOMO is especially
effective among millennials. According
to Strategy Online, 60 percent of millennials
make reactive purchases because
of FOMO. In other words, they’ll buy
something just because they feel they
might miss out.
For example: Make something limited
or available only for a certain time.
“Summer sale only lasts for another 2
days!” and “Act now while supplies last”
are the most explicit examples.
Or you can offer limited free shipping.
Who wants to miss out on that? In many
ways, we’re all still in high school.
2. THE FOOT IN THE DOOR
TECHNIQUE
Humans crave consistency: Once we
take an initial action, our subsequent
actions will remain consistent with that
first action.
It’s called “human nature” — it’s why
baseball pitchers rely on data that reveal
a batter’s tendencies — and for business
owners it can yield impressive conversion
rates.
For example: Asking someone to watch
a video is a smaller ask than asking for
their email, but once they’ve engaged
with your brand in a small way, they’re
more likely to continue that momentum
by further engaging.
While the foot in the door technique
does appear to add more work for the
visitor or email subscriber — and making
things as easy as possible is a virtue
— it will help you trigger consistency,
loyalty, and, yes, conversions.
3. USE THE POWER OF THREE
We humans also love patterns because
they’re much easier to remember than
an odd sequence of events or facts.
Information presented in threes — the
smallest number required to create a
pattern — can easily be digested, processed,
and memorized by the brain.
For example: When creating your
email messaging, organize it in three
sections — “Shop Now, Learn More, and
Our Products.” (See how this post uses
three points?)
When highlighting points — customer’s
pain points or product benefits, for example
— call out the three main ones.
Anything more than that might create
a jumble of confusion.
Interested in discussing how to get more
from your email marketing efforts and
your overall digital strategy and goals?
Contact us here schnepsmedia.typeform.
com/to/pdRigJ
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