The Subscriber’s Psychology
If you are, in any way, tied to marketing, copywriting and sales, you will find it extremely helpful if you dedicate some time to the study of psychology. Here is a list of basic psychological facts that are worth considering when preparing an email campaign:
- Your subscriber commits an action emotionally. If you want them to follow a link, bring out their emotions. Logic makes you think, but not act.
- Subscribers like facts. Even if a potential customer falls in love with your product at first sight, they will still double-check the features, reviews and compare prices on similar products of your competitors. For a quick decision, you have to give your subscriber the most detailed and accurate information.
- All people are egocentric. I often get “cold” emails from unknown companies saying “We are an active, young team of professionals who do this and that… ” So what? What does this have to do with me? All subscribers react the same way. Talk about them, about their wants and their needs – that’s the only way to win their attention.
- People love to shop. You don’t have to convince a person to buy a product, they’ll do it anyway. Your task is to make them interested and show them the value.
- Members of the World Wide Web are in a state of constant search. Be it information, products, or services – we are all always looking for something. If you can meet your subscriber’s need for a particular product/service or provide the information they desire – they will take action (follow the link in your email).
Evidentially, emotions play a major role in the purchase making decision, but, facts help to cause interest and convince.
Models of Influence
The AIDA formula is now deeply encrypted in the marketing practices: Attention – Interest – Desire – Action. This model is just as relevant for emailing.
Each component of the algorithm of influence is given its place in the newsletter:
- Attention – Attracting the attention of subscribers, intriguing them. – Email subject
- Interest – Increasing interest, focusing on the value of the offer for the subscriber – Preheader + the first paragraph of the message (the conditions of the promotion, discounts, bonuses, why now)
- Desire – Playing on emotions and feelings. The main purpose is to cause a desire to get the product/service. – Vivid images of the merchandise, facts in favor of the product/service
- Action – Following the link – Button
The AIDA algorithm is based on the emotional factor of making a decision and is perfect for daily use products, clothing, and small household appliances – any goods that a customer can decide to buy spontaneously (the B2C segment).
For the more longterm products, or the B2B segment it is better to use the ACCA model.
For some, the ACCA (Attention – Comprehension – Conviction – Action) may simply be a modification of the usual model. However, its essence is significantly different from any emotional impact and it therefore deserves a separate algorithm and attention.
ACCA is based on reason and logic in making purchases.
Consider the following algorithm steps:
- Attention – Attracting attention – Email subject
- Comprehension – Don’t just show the value of the product, but achieve meaningfulness. Find an insight that will help to overcome barriers and stereotypes a customer may have of your product/service – Arguments, the description of the problem and its solution, facts favoring the product.
- Conviction – Inspire confidence that this product will help your customer to achieve their goals. Emotional desires (as with AIDA) are short-term. But confidence and trust will hold on for much longer – Reviews, reputation, expert evaluation, company’s achievements, training.
- Action – Following the link – Button
However, to convince your subscriber to follow a link to buy a daily useable product is also possible by using arguments and logic. It all depends on your goals, the specifics of the target audience, and the features of your product.
