Every relationship faces its challenges. One of the biggest challenges facing email marketers is working with historical data. These often inherited lists may have been collected via legacy systems and thrown into a collective bucket (or spreadsheet) with very little thought about email marketing best practices. This challenge is reflected by the fact that 35% of email marketers surveyed highlighted integrating email data with other systems as particularly challenging.
Changing regulations, may have forced many email marketers to re-engage or delete old data. But there’s still plenty of unoptimized data being created and uploaded to email marketing systems in many organizations.
Every piece of unoptimized data represents a
Threat to your organization in terms of performance and cost. When these threats are reflected in your metrics, it’s time to start thinking about how you can do a better job.
The C-suite loves a big list. However, executives might not realize there’s an inherent risk in a list that prioritizes quantity over quality. When large numbers of subscribers become disengaged, it can negatively impact your deliverability rates and domain reputation. Old data can also find its way into “spam traps” like Spamhaus and contribute to IP addresses and domains becoming blocked.
Nobody wants to throw the baby out with the bathwater, and email marketing data from old contacts isn’t always beyond redemption. Still, it will almost certainly require some TLC to become re-engaged and optimized. It’s also important that you give up those email marketing bad habits and ensure any new data you collect comes primed and ready for action.
A new relationship with data-driven email marketing
It’s time for you to forget the spray-and-pray approach to email marketing and start building more meaningful relationships. It’s much easier to do this if you start thinking about your email marketing lists as people rather than data.
We build relationships in the real world based on shared interests and carefully considered conversations. You wouldn’t “spam” your friends with a random topic in the hope of starting a deep conversation. Instead, you take your time to get to know your friends as individuals and tailor the exchange to your shared interests.
That’s exactly how high-quality email marketing data should be used as a foundation for creating real connections with subscribers. Quality data informs the delivery of more relevant email experiences.
Decrease the amount of spam and abuse complaints you receive by sending out messages your readers actually want to receive.
Psychologists don’t have to be marketers. But marketers definitely need to know a thing or two about psychology, including for email campaigns.
We’re not saying your subscribers should lie down on a couch and tell you all about their fear of spam. However, any marketing effort you pursue will be much more effective if you’re able to get inside the heads of your contacts.
So, when it comes to the inbox experience, what makes your customers and prospects tick? Let’s dig into the topic of email marketing psychology – which is more than just good design templates and marketing strategies.
What’s email marketing psychology?
Understanding the importance of customer behavior is key. A vast amount of research and resources go into finding out how consumers make decisions. As you can imagine, psychology and marketing know-how is required to make sense of customer behavior. Many key factors are rooted in psychology. That’s why it’s crucial to have an understanding of basic principles and how they apply to email marketing psychology.
Behavioral psychology lays the foundation for . The process of persuading your subscribers to open an email and click your call-to-action (CTA) is clear when you understand the psychological principles at play. The dependence of marketing on color psychology, buying behavior, and cognitive Paraguay Business Email List science shows psychological theories are needed to decode some of the trickiest marketing conundrums. Basically, psychologists don’t have to be marketers, but
7 ways to use marketing psychology in email
When you get into the nitty-gritty of email marketing, you’ll get a grasp of human psychology to understand what subscribers look for in an email, how they interact with email content, and what they engage with. Here’s a quick rundown of seven psychological effects to boost your email game:
- The anchoring effect
- The more-exposure effect
- The rule of three
- The reciprocity effect
- The clustering effect
- The picture superiority effect
- The analysis paralysis effect
Let’s dig into each of these:
1. The anchoring effect
The anchoring effect is the cognitive bias in which decision-making heavily favors the first piece of information received. It involves setting initial information as the anchor and making judgments based on this anchoring information. In other words, your first move should be your best move.
For example, if you’re haggling over a product, the initial price sets the bar for subsequent negotiations. The same is true for your email campaigns; ensure your first email captivates subscribers and presents a strong brand image.
Check out the below. In this email,engages UAE Cell Number their subscribers, starts a conversation, and piques their interest. If they like the first campaign, your readers will judge you positively and look forward to future correspondence.