{"id":840,"date":"2018-07-24T18:40:16","date_gmt":"2018-07-24T14:40:16","guid":{"rendered":"https:\/\/popupmaker.com\/blog\/?p=840"},"modified":"2022-06-29T23:04:26","modified_gmt":"2022-06-29T19:04:26","slug":"email-marketing-psychology-hacks","status":"publish","type":"post","link":"https:\/\/popupmaker.com\/blog\/email-marketing-psychology-hacks\/","title":{"rendered":"5 Best Email Marketing Psychology Hacks for Better Sales"},"content":{"rendered":"

I think we can all agree on this point: It\u2019s really difficult to stand out in your customers\u2019 busy inboxes.<\/em>
\nIn fact, it\u2019s even worse when the click rate is low and your campaign sales are stagnant or nonexistent.
\nBut is it really that hard?
\nWhat if I told you there\u2019s a way you can make sure your emails not only grab your subscribers\u2019 attention from the first second\u2026<\/b>
\n…but they also create the urgency to click through and buy from you that same day<\/b>?
\nSeem impossible? Well, it isn\u2019t.
\nToday, I\u2019m going to show you how you can use the power of email marketing psychology (backed by science) to improve your email marketing sales<\/a>.
\nThese 5 email marketing psychology hacks will lead to better open rates, click rates, and sales.
\nAnd best of all: you can even start using them today<\/i>.<\/p>\n

#1 The Foot-in-the-Door Technique<\/h2>\n

This email marketing psychology principle is based on getting people to do bigger tasks by first having them agree to do smaller tasks.
\nYou are essentially \u201cwarming them up\u201d to the big request, which can, literally, be anything.
\nFor example, imagine you\u2019re out with your friend. Then she asks you to help her buy some ingredients for a cake.
\nSo, at the checkout, she asks you if you\u2019d like to hang out while she makes the cake.
\nThen, when you get to her place, she asks if you wouldn\u2019t mind helping her bake the cake. (And, if she\u2019s really cheeky, she\u2019ll ask if you wouldn\u2019t mind doing it yourself while she goes to do something else.)<\/p>\n

This is an example of the foot-in-the-door technique. Each request is relatively small when compared to the previous one. If your friend immediately asked you to help her bake a cake, you probably wouldn\u2019t have agreed.<\/p>\n

Researchers Freedman and Fraser showed this email marketing psychology hack back in 1966.
\nThey called housewives in California and asked them to, first of all, discuss the household cleaning products they use. Then after 3 days, they called them again and asked if it was OK for 5-6 men would come to visit their homes to inspect their cupboards.
\nThe women that agreed to the first request were twice as likely to agree to the second, bigger request.<\/p>\n

How to use it
\n<\/b>This is a larger part of your strategy, but you can make smaller steps for your customers to complete.
\nFirst, you can have them sign up for your newsletter by offering something of value (discount, free shipping, ebook, etc.). One of the best ways to have them sign up is with an exit-intent<\/a> popup, which only shows when visitors are getting ready to leave your page.
\nNothing can be more attractive and effective than a beautifully constructed exit-intent popup to grab the user’s attention and make him stay.
\nAfter that, you can then have them fill in a quiz, do a survey, download an ebook, share your posts on social media, or one of many other small steps.
\nEach step should bring them closer to the final request: to buy, and buy again.<\/p>\n

#2 Price Anchoring<\/h2>\n

There\u2019s a saying that goes, \u201cThe best way to sell a $2,000 watch is to put it next to a $10,000 watch.\u201d
\nThis is based on a principle called price anchoring, and it\u2019s true for your email marketing<\/a> as well.
\nYou see, people really aren\u2019t that great at estimating the value of any item. So what they do is just compare it to other similar items, unless another item acts as a price reference.<\/p>\n

Price anchoring is the act of setting an anchor (reference) price, so that consumers will have something to match other prices against.
\nSo if I want to sell a $50 shirt, I\u2019d first list a $100 shirt (with similar features). That way, the $50 one looks cheaper, and consumers would be more willing to buy it.<\/p>\n

One study by Northcraft and Neale showed the effect of price anchoring. They asked respondents (including students and real estate experts) to estimate the value of a house. They then gave them pamphlets with normal and exaggerated prices.
\nBecause of those exaggerated prices, the respondents dramatically overestimated the price of the house.<\/p>\n

How to use it
\n<\/b>Using price anchoring is pretty straightforward.
\nFocus on an item you want to sell, and then list that as the second <\/i>item in your emails. Your first item will act as the anchor.
\nIt should be very similar in features so that your focus item looks more appealing.<\/p>\n

#3 Reciprocity<\/h2>\n

Reciprocity describes the social pressure that people feel when they unexpectedly receive something for free.
\nUsually, the recipient will make a point to give back something of the same value, or even of higher value.
\nReciprocity is a powerful human instinct, and it\u2019s one that can be used strategically in your email marketing campaigns.<\/p>\n

One famous study on reciprocity comes from researcher Philip Kunz when he sent out 600 Christmas cards.
\nTo his delight, he received back more than 200 cards–about 35%.
\nBut the interesting thing is: that he had never met any of those people<\/b>.
\nThe urge for reciprocity was so strong, that 200 people felt obligated to send back a Christmas card, even though they didn\u2019t know the sender.<\/p>\n

How to use it
\n<\/b>Reciprocity in email marketing can also be a powerful motivator for greater sales.
\nYou can do this in many ways, but one of those is by unexpectedly giving something of value to your customers.
\nThose customers will, in turn, feel obligated to \u201cpay you back\u201d in some way–which, hopefully, means buying something from your store.
\nYou can give away free shipping, a discount, or even a small gift (like a cup, socks, keychain, etc.)<\/p>\n

#4 Scarcity & FOMO<\/h2>\n

The Fear of Missing Out (FOMO) may sound like a modern phenomenon, but it\u2019s rooted in human nature.
\nIn general, no matter what the year is, people are pretty scared of missing out on something (such as an investment, experience, or event) that they think will be fun or interesting in some way.
\nThis fear kicks in even if they aren\u2019t really interested in the thing at all.
\nIt\u2019s also closely related to scarcity, or the creation of scarcity. This is where something is known to be limited in availability (time or amount), which kicks in the urgency for people to buy it.<\/p>\n

One study that showed FOMO\/scarcity comes from Worchel, Lee, and Adewole. They showed two jars with similar cookies inside each jar to a group of students.
\nThe students then had to rate the cookies based on their desirability, and they were initially rated similarly.
\nHowever, when 8 cookies were removed from one jar, the students immediately valued that jar as being more desirable.<\/p>\n

How to use it
\n<\/b>Using FOMO\/scarcity is pretty simple in your email marketing.
\nYou can do this by having sales or products on a limited time, or for a limited amount.
\nFor example, you can emphasize that customers can get 25% off a particular item, but only for the next 24 hours.
\nAdding a big timer in the email or on your product page will even further drive the point home, which will increase your sales.<\/p>\n

#5 The Less Is More Approach<\/h2>\n

It\u2019s important that you don\u2019t overwhelm your customers with too many options.
\nIf you do, you\u2019ll activate something known as analysis paralysis, where the difficulty of analyzing and choosing between too many options leads people to not choose anything at all.
\nThe Paradox of Choice \u2013 Why More Is Less <\/i>by Barry Schwartz is built around this point in order to convince businesses that it\u2019s better to offer fewer, curated options.<\/p>\n

One study that showed this in practice comes from Iyengar and Lepper who ran an experiment using jam.
\nOne group of shoppers was shown 24 different types of jam, while another group was shown only 6. The group that had 24 jams was more interested but ended up with a 3% purchase rate.
\nHowever, the group that was shown 6 types of jam had lower interest initially but ended up with a 30% interest rate.<\/p>\n

How to use it
\n<\/b>The important thing here is not to simply remove choices from your email campaigns<\/a>, but to curate it based on who you\u2019re sending it to.
\nThat means you\u2019ll have to segment your subscribers pretty well. With good segmentation, you can send out more relevant offers with targeted choices. So your customers will be much more likely to buy.
\nThat way, you can have much better conversions with much less work.
\nIt\u2019s pretty much a win-win for all.<\/p>\n

To wrap it up<\/h2>\n

You can definitely try all 5 of these email marketing psychology hacks to see which one or which ones benefit your business the most.
\nIt\u2019s important to remember, of course, that it\u2019s important to test and improve and see what brings in the best results.
\nWith that, you\u2019ll see that a little bit of psychology can go a long way in making you more sales and making your customers much happier.<\/p>\n

\u00a0<\/span><\/i><\/p>\n

\n

Guest post<\/strong>
\n<\/span>About the author:<\/span>
\n<\/span><\/i>Bernard Meyer is the Content Marketing Manager at <\/i>Omnisend<\/i><\/a>, the e-commerce marketing automation platform made for smarter marketers. He\u2019s passionate about researching amazing marketing techniques to help e-Commerce businesses succeed.<\/i><\/p>\n

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