How to tap into the consumer’s psyche with your email marketing campaigns

You don’t need to have studied psychology or consumer behavior to know that human beings have both an emotive and rational side. Our process is essentially reactive, then proactive. We eat with our eyes, don’t we?

In an interesting article by Nielson Norman Group, Kahneman describes two specific ‘modes’ in which people process information – System 1 is our involuntary and automatic self, whereas System 2 is our attentive and analytical self. By default, the former is fast and effortless, whereas the latter is “slow and effortful”.

This psychology can easily be applied to email marketing, as our response to a campaign (i.e. open, click, purchase) is indicative of many factors: first our brain will register emotionally and then rationally; this occurs without us even registering. Therefore, as marketers it’s important to get the look and feel of an email just right, along with delivering content that’s super-relevant to the recipient. These elements are the make-up of a successful campaign that encourages the user or customer to take the desired action.

Putting this knowledge into practice requires a careful balancing act; as email marketers, we’ll often major on trying to capture our audience’s emotions, but this comes at a price if we forget to cater to their rational side.

3 tricks on how to seduce the consumer’s emotional side

Beautiful email design – sexy creative will tap into System 1 – and builds a strong foundation for System 2. A well-design email trumpets brand credibility and strengthens trust amongst subscribers. According to the Nielson Group, UX design (be that a website, email, social etc.) determines the credibility of a brand in 50 milliseconds. Similarly, the attention span of so-called ‘digital surfers’ – those that adopt a multi-channel browsing approach – is around 8 seconds. It’s therefore important that your email is polished and concise, while being 100% on-brand. If you’re wondering how you can go about optimizing your brand’s email design, we’ve got a free cheatsheet which’ll send you in the right direction.

Stunning images and a powerful call-to-action (CTA) – for a positive action to occur, imagery and CTAs must be eye-catching. Although images are said to speak a thousand words, it’s key that they complement your copy to signpost the reader and aid scannability. If you get the former right, you’ll set things up nicely for the all-important CTA. The CTA needs to be well-positioned, inviting, and not alarming. Nielson details the positive and negative outcomes of CTAs, depending on how our System 1 interprets them. For instance, avoid fierce, ‘in-your-face’ CTAs in favor of subtle yet influential ones. Too many variations, colors and options can cause disorientation, negative impressions and unnecessary delay. Minimal ingredients drive better conversions – so don’t over-complicate it!

Relevant friendly from name and a personalized subject line – personalization will always tap into our emotive side – but remember, getting it wrong can cause upset and belittle the overall message. Ensure that your data is top-notch, your segments are set up correctly, and you’ve tested the personalized elements of your email (such as subject line, pre-header text and dynamic content, etc.). Consistency is also key if you’re trying to build brand trust, so ensure that your friendly from name is recognizable throughout your email communications.

3 tips on how to win the consumer’s rationale

Granular segmentation and targeting – brands should tailor messages to subscribers’ interests to ensure the fluidity between their emotional and rational side – otherwise they’ll fail to engage in future. We ultimately want people’s System 1 to override their System 2 – i.e. the relevancy of the message will avoid scrutinization and suspicion. Segmentation and targeting is therefore your best friend; never forget the mantra of email marketing: the right message, to the right person, at the right time.

Superb content – according to Email Acid, 80% of your audience is scanning – rather than reading – your email. This ties in with the time-sensitive nature of online channels. Your content needs to be on point and you can do this through a combination of personalization: by crafting copy that oozes personality (reflecting your brand’s tone of voice) and good formatting that lets your content breathe. And, if you can make your email relevant to moments in your customers’ lives, you’ll be winning. Check out our cheatsheet on how to nail your copy.

An irresistible offering – to engage with email, there needs to be something worthwhile for the recipient, or else their System 1 will lose momentum and their System 2 will wield rationality. Consequently, it’s necessary for brands to scope the product offering in a way that reflects the needs of consumers and provides them with a solution to their pain points. This could be anything from an anti-wrinkle face cream (I’m in my 50s and anti-ageing cream is one of my preferences), to a whitepaper on healthcare (I’m a senior social researcher), to an undergraduate degree course in History (I’m a prospective History student).

 

As an email marketer, it’s your job to captivate the subscriber, and prolong that captivity for as long as it takes to drive a positive action or conversion – all the while affirming brand loyalty. It’s important to iterate that the success of your email marketing is ultimately up to the psychology of the end recipient and how they process the message you’ve sent them. Although there’s always an element of logic in our response to an email campaign, emotion is – nine times out of ten – at the steering wheel.

For more key takeaways on how to master email psychology, check out our whitepaper.

The post How to tap into the consumer’s psyche with your email marketing campaigns appeared first on The Marketing Automation Blog.

Reblogged 2 weeks ago from blog.dotmailer.com

Repetition, Repetition, Repetition … Repeat Marketing Works

A key objective for your brand should be to extend its reach across the web, as this can generate more quality leads and ultimately increase conversions. What’s more, by broadening your presence online and keeping your brand front of mind, you’re likelier to retain existing customers.

Utilizing the click-through behavior of your email recipients is an effective way of maximizing these multichannel opportunities and can help increase brand recognition. Considering that consumers spend on average 135 minutes on social media per day, as opposed to 20 minutes on email (Statista, 2017), it’s important to factor repeat marketing into your strategy mix.

Here’s how it’s done:

In the dotmailer platform you’re able to segment customers based on their email behavior. By leveraging these engagement metrics at campaign-level, you can deliver a more relevant and tailored sales cycle to consumers across the web.

Things to consider:

  • You’re a car dealership; how do you convert the prospective customer who’s opened and clicked your email about the new-generation car that’s on sale?
  • What can you do to seduce a customer who’s currently in the market for a beauty product? How can you make it irresistible – above and beyond others – to purchase?
  • You’ve not quite got the attention of that IT decision-maker yet, but you know they’re active on social media. How can you leverage this?

Whether you’re the car dealer trying to promote your offers, the beauty stylist whose product is a perfect match for the customer’s skin complexion or the B2B provider whose solution meets all your prospect’s needs – repeat marketing is a tried-and-tested way of increasing revenue.

By using the segment builder in dotmailer to query subscribers’ email opens and clicks you can begin to amplify your brand, encompassing various online channels by pairing paid adverts to their email interactions. To further optimize, dotmailer’s web tracking behavior monitors and records browse history, allowing you to pool subscribers together based on web visits. This additional visibility can make your repeat marketing even more powerful.

Delivering content to your subscribers across online channels will give your campaigns more weight in influencing their behavior and will put your brand in a competitive position. Likewise, cross-channel marketing allows you to push images and videos to your consumers in a subtle, un-intrusive way, which can tap into their psychology. Pair this with email and they’ll be looking out for your messages when scrolling the inbox.

The top social media sites allow you to upload a list of email addresses and then target content to their users, so long as they’ve associated their email address to their account.

Examples:

  • Facebook/Instagram ‘custom audiences’ – you can create an audience from your customer list, match contacts to their corresponding Facebook profiles and target with relevant ads and content
  • Twitter ‘tailored audience’ – you’re able to target users that are within your segmented subscriber list by uploading their email addresses; what’s more, you can use Twitter usernames (@user) to target relevant influencers
  • LinkedIn ‘contact targeting’ – like the above, by uploading the email addresses of your contacts, you can: market to prospects, retain customers and win back lapsed clients through tailored content

At the end of the day, it’s about being creative and recognizing that the consumer is just a human being like me and you. Consumers’ lives are hectic, with an exhaustive flow of information that’s received on a daily basis; therefore, a prompt on any one of the above channels could spring the idea back into their head, bring them back to the email, phone or website and generate a positive action.

 

 

The post Repetition, Repetition, Repetition … Repeat Marketing Works appeared first on The Marketing Automation Blog.

Reblogged 2 weeks ago from blog.dotmailer.com

How to use your email marketing software to prevent ecommerce fraud

From local newspapers to Facebook’s global network of two billion users, your campaigns can be seen by nearly every person in the world. Need to target flannel-wearing lumberjacks in Washington? Done. How about cat-loving motorcyclists in Texas? Easy. But with so many eyeballs on your marketing, it’s bound to draw the attention of some bad people; people trying to defraud your company. If you’re like most marketers, the thought of fraud has never even crossed your mind. And why should it? Your goals are aligned with increasing revenue, promoting customer delight, and improving your brand’s image. Fraud couldn’t possibly impact these metrics, right?

Unfortunately, the effects of ecommerce fraud can creep into every department, including marketing. Your revenue goals will suffer due to chargebacks and associated fees. Your customers’ satisfaction will drop as they’re forced to endure longer review times. Even your brand’s image could deteriorate from a public’s perception that your site facilitates fraudulent activity. When viewed in this light, perhaps it’s easier to see why you should pay closer attention to the fight against ecommerce fraud. So how can you continue to reach, and even exceed, your marketing goals while also helping to prevent fraud? Your email marketing software may hold the answer.

The email address

If you’re running an email campaign, then you already have one of the most valuable data points in the fight against fraud: an email address.

In the 46 years since the first email was sent, email marketing has evolved from a simple method of communication to a sophisticated system for connecting, engaging, selling, and, yes, protecting your business from fraud. In fact, when fraud rates are compared to other marketing channels such as ads on Facebook or Instagram, customers who come via your email marketing are four times less likely to be fraudsters, according to data from Riskified, a leading eCommerce fraud prevention company. You can thank the old reliable email address for this.

For years, fraud-prevention professionals have been using email addresses as a form of identity verification. They know that certain characteristics of an email address are typically associated with higher risk customers. For example, the age of an email address can be helpful in understanding whether your customer is a known and trusted member of the internet community or a swindler. Tools such as emailage exist to help you quickly recognize an old friend from a new enemy. And while the age of an email is important, so too is the provider, as some are safer than others.

Gmail, for example, requires each user to verify their identity, which makes it a less likely choice for an individual committing a crime. Also, the naming convention of the email can be a strong indicator. If you notice an address that looks odd or resembles a keyboard smash like asdf123@gmail.com, proceed with caution, as this can be a sign of a charlatan waiting to strike. When taken together, the email age, provider, and name can help you separate a customer from a thief.

Promotions

Customers love promotions; fraudsters don’t.

You’ve learned about the four Ps of marketing: price, product, promotion, and place. The four Ps are what drive customers to consider your product and, ultimately, purchase. But one of those Ps – promotion – can also help you avoid fraud.

We often think about promotions as a way to advertise a product or brand, quickly sell inventory, and create loyalty among new and existing customers. Promotions also happen to be extremely effective at verifying legitimate, loyal customers. As a matter of fact, ecommerce transactions that don’t include a promotional code are three times as likely to be fraudulent as transactions that do include a code, according to Riskified. Why? Because when a fraudster is using someone else’s credit card, he doesn’t care about entering a promotional code to save money.

So when you’re designing your next email campaign to promote the launch of a new product, consider creating a unique promotional code to accompany it. Not only will your customers thank you, but so will your fraud prevention team.

Behavioral tracking

Keep your friends close and your enemies closer.

In marketing, the more you know about your customer and their behaviors, the better. Well, the same is true in fraud prevention. Thankfully, many email marketing platforms automatically capture and store behavioral data about your customers through the use of cookies. One important piece of data your marketing system captures is the pages your customer has viewed and the order in which they have viewed them.

Pageviews, and, more importantly, the order of the views, can be vital in differentiating a customer from a crook. Just like your legitimate patrons have buying journeys, so do your fraudsters. While a faithful shopper will typically compare prices and read reviews resulting in a lengthy pageview history, fraudsters will not waste their time learning about your products. Instead, they will quickly go to your site’s product page and purchase the highest value item. So next time your fraud team is scrutinizing an order, share that customer’s pageview history with them. It could determine whether a loyal customer gets their goods or a fraudster’s attempt at a quick take is thwarted.

Bringing it together

By leveraging what’s already available in your email marketing software you can fight ecommerce fraud while improving your performance metrics.

Reviewing your database’s email addresses, including promotional codes in your email campaigns, and tracking the behavior of your customers are all effective ways of using your emailing platform to increase revenue while also fighting fraud. And, sure, it’s easy for us marketers to turn a blind eye to fraud, as on the surface our goals are rarely aligned with preventing it. But when you realize the impact fraudsters can have on your marketing efforts, it can quickly change your view. So before you get started creating that new marketing campaign, consider implementing some of the suggestions above. Hitting your marketing goals could depend on it.

This post was written by one of dotmailer’s partners, Riskified, a technology company focused on leveraging data and innovation to ensure brands are always one step ahead of online fraudsters.

The post How to use your email marketing software to prevent ecommerce fraud appeared first on The Marketing Automation Blog.

Reblogged 1 month ago from blog.dotmailer.com

Content Marketing: What Are Blogging Best Practices for a B2B SaaS Startup Wishing to Generate Industry Visibility?

I … Continue reading “Content Marketing: What Are Blogging Best Practices for a B2B SaaS Startup Wishing to Generate Industry Visibility?”

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Reblogged 2 months ago from www.outreachmama.com

Marketing automation just got a little bit sweeter

Let’s start with those of you who are timid towards marketing automation because, frankly, you are missing out.

Free automation templates to start you on your journey

Automation not only gives you time back (cue cuppa time), it waves goodbye to the ancient ‘spray and pray’ approach your contacts loathe.

Don’t believe us? In the DMA’s 2016 Consumer Email Tracker report, 68% of consumers ‘agreed’ or ‘strongly agreed’ with the statement ‘Most of the marketing emails I receive include no information of offers that are of interest to me’. You don’t want to be tarred with the same brush, do you?

On our crusade to empower marketers, we’re now offering three free automation templates to get you on the path to smarter more relevant communications:

  • The welcome program – say hi to new contacts and give them the lowdown on your brand with an automated welcome email that gets delivered on sign-up
  • The birthday program – wish your customers well by automating celebratory emails on their day of birth or birthday month
  • The re-engagement program – automatically win back wavering customers with a killer campaign that rekindles the love

 

Free automation templates available in your dotmailer account

Psst! Our free ‘Navigating the 5 stages of marketing automation’ guide is also jam-packed full of inspo.

We’ve doubled the number automations you can create in your account

To some, 25 automated campaigns might sound like a lot – but there were some customers who were crying out for the ability to produce more programs. And we’re all about empowering marketers, not hindering them.

All of our customers now have free rein to create up to 50 automations in their dotmailer accounts. You might be thinking “Woah, that’s a lot of dragging and dropping!” So, to make that part easier, we’ve made it possible to copy your program nodes meaning you won’t need to keep rebuilding those complex decisions.

And it doesn’t end there…

If you’ve logged in recently, you may have noticed that things look a little different – and you’d be right. Our product team have been working tirelessly to bring you a new ‘elastic’ UI which makes it quicker, easier and more fluid to create campaigns and navigate the platform.

The Segment Builder’s got speedier, too, which makes it faster to generate key groups of contacts to target.

All in all, dotmailer’s slicker all around and these are just a few of the new improvements we’ve put in place. Watch the release video below or read all about it on the 17three page.

dotmailer 17three from dotmailer on Vimeo.

The post Marketing automation just got a little bit sweeter appeared first on The Email Marketing Blog.

Reblogged 2 months ago from blog.dotmailer.com

The welcome program: the first step towards data-driven email marketing automation

However, given the sheer quantity of data brands are leveraging, automation programs are becoming necessary to win the email marketing game. Consumers’ expectations are rising, and highly personalised, 1:1 communications are becoming the norm among brands who wish to establish and maintain a good relationship with their customers.

Fret not, however!

Automation doesn’t have to feel like jumping into the deep end — we all start learning how to swim with a little paddle. A welcome email introduces your brand to new subscribers and sets their expectations with regard to your email marketing; this is a great place to test the automation waters.

As a customer, I want a timely response to my sign-up and more information on what I’m going to receive. It’s also worth noting that – according to Big Commerce – 75% of email subscribers expect a welcome email after joining a mailing list. This positive first impression helps a customer maintain their interest and trust in your brand; both of which are crucial for your sending reputation and deliverability.

Nevertheless, according to a 2017 Econsultancy survey on UK & U.S. marketers, only 44% sent welcome emails, despite them delivering higher open, click and conversion rates than ordinary promotional emails (Big Commerce**). Brands are subsequently losing revenue by not implementing a welcome series.

Equally, a welcome program is a great opportunity for brands to drive engagement and get to know their customers. It’s like the beginning of any relationship, whether it’s a colleague, a friend, or a partner: when we meet people, we want to find out more about them so we can understand their interests and eventually nurture a mutually beneficial relationship. Enriching your customer insight during a welcome series will help you to build a data foundation to leverage, ultimately driving lifetime value.

Here’s an example of a three-part welcome program that can help you to boost your brand at the beginning of the relationship.

3-stage welcome program with a preference center

  1. Online sign-up

It’s important to keep the sign-up simple (e.g. via a pop-up) to drive organic data acquisition. Save the preference center for the welcome series, as asking for too much information at this early stage can increase the drop-off rate.

  1. WELCOME 1 – Thanks for signing up!

This email should be sent within a few minutes of the sign-up, and include brand visuals so that the subscriber recognises who it’s from and what it’s about. It’s also important to incorporate a double opt-in link so that the email account can be verified.

  1. WELCOME 2 – We’d like to get to know you 😊

In this email, it’s key to engage the subscriber and incentivise them to do something. My advice would be to invite them to complete a preference center, allowing them to dictate their own email journey. This stimulates interest, builds trust, enriches your data and ultimately helps you create a profile of your subscribers. Off the back of subscribers’ responses, you can put them into segments and opt them into different programs for targeting purposes.

  1. WELCOME 3 – Thanks for updating your preferences!

This is the reward bit. For those who haven’t update their preferences, I would send them a reminder to do so. For those who have, say ‘thank you’ and let them know what emails you’re going to send them (this can be done using dynamic content). In terms of reward, this could be anything: a complementary product, free delivery, money off their first purchase, some downloadable content etc.; it totally depends on your business and what’s important.

Remember: you scratch my back, I’ll scratch yours.

According to Digital Commerce 360, retailers that generate the most revenue from new subscribers typically send three welcome emails, incorporating a discount within the series. Although discounts are not always advisable (as they can devalue the brand), you should always offer some sort of reward off the back of the subscriber fulfilling an action.

Nowadays, a welcome program is an essential component of your email marketing strategy. If you’re not doing one, you should be! Driving brand value and customer engagement from the off will pay dividends. Remember, a first impression goes a long way!

The post The welcome program: the first step towards data-driven email marketing automation appeared first on The Email Marketing Blog.

Reblogged 3 months ago from blog.dotmailer.com