The Guide to Use Marketing Psychology in Your Email Campaign


Marketing psychology in your email campaign is a determinant to increase people’s engagement and curiosity, make them read and respond to the newsletters they get. In this article, you’ll learn about the main keys to your audience’s heart that enhance your email marketing tools.

When getting a newsletter we usually click to open it but then often delete the majority of emails. Why are we so cruel? The fact is we really want to read some of them. But lack of time forces most of us to be ruthless eliminating someone’s offers, shares, or news and decreasing his or her email campaign.

Does any win-win solution exist? – Fortunately, it does. Those who base their email marketing promotion activities on some psychological principles are at the helm and in advance of their competitors. Let’s look through the most efficient tricks of marketing psychology for an email campaign.

Power of Color – the Simplest Hack for Email Campaigns

Do you know that there are some “marketing colors” and they help win the potential customers’ favor? The particular colors and their combinations serve various purposes:

  • Red raises the feeling of urgency and other strong emotions.
  • Orange inspires trust and good expectations.
  • Yellow is associated with happiness and provokes compulsive purchases.
  • Blue can comfort and underline the conservatism of the brand. It is often used to build a relationship with potential partners.
  • Green is a symbol of nature and harmony that’s why it is so popular among cosmetic and nutrition brands.
  • Violet means wisdom and wealth with a touch of glamour.
  • White is great to demonstrate purity and safety as well as new beginnings.
  • Black symbolizes power and evil.

Images for Email Campaign–Those That Are Worth a Thousand Words

How do we read emails? Right, we don’t read but scan them paying attention to something interesting. That’s why the business people use images in their email campaigns trying to grab the customer’s attention with bright pictures.

This technique can be rather effective but under certain conditions. Don’t use stock photos from Google because they are too widespread and cause the “banner blindness”. Besides, they make us think the company has no money to hire a photographer and conclude that the sender is not credible. They also demonstrate the recklessness in developing an email campaign. That is why the best choice is to use unique photos or to buy them on special platforms.

Content as a Personalized Experience for the Audience

Any newsletter should be easy to learn and understand, so you should create each of them as a well-structured text where every word is meaningful. The personalization is also crucial but it is rather difficult to take into consideration demographics, geolocation or purchase cycle manually. Hence any of advanced services can do it in the best way.

You can also use some urge in the content. Such phrases as “Buy it or regret forever” or “Don’t miss your profit” do their job for a successful email campaign. One more trick is to make intentional mistakes. However, you should be careful to save your reputation as a professional marketer and present the mistake as a joke. By the way, some humor in the text is always helpful. What else can you do?–Ask questions, use storytelling to cause curiosity. Nevertheless, when creating the non-standard content, whether it deals with a commodity or the best casino, make your newsletters completely relevant to the audience’s needs and desires.

Reverse Psychology–Freedom to Decide

It is a smart technique when you start discouraging people from buying your product after you’ve already proved its value within the email campaign. Such a tactic forces them to step back and reconsider everything. Are you afraid they may refuse to buy? OK, maybe some of them may but the rest will become your fans and frequenters. This method can be realized via both words and images. For example, you can take off the logo from your product’s photo in order to focus the public’s attention on the product’s advantages but your attempts to sell it.

Social Proof to See the Consumer’s Behavior You Need

Reviews and ratings are really magic tools for a great email campaign. Testimonial Engine site claims that 72% of customers don’t even move until they have read reviews. We used to see plenty of feedback on the business and review website but they can also be implemented into an email campaign. Don’t write long testimonials but short and the most expressive your customers’ phrases. The links to the reviews on your business site or social media also work.

Wrapping Up

Marketing psychology in your email campaign is not just a set of rules or formulas. You should be both creative and pragmatic to succeed, use your tools and techniques taking into account your target audience features, newsletter’s objectives, analysis of competitors and other marketing routines. If you have any experience in launching an email campaign, you can hardly miss some psychological hacks, even if you have used them intuitively. So, think a little and comment on the psychological techniques you’ve incorporated while developing your email campaign? Please, share the methods that have done a great job for you.

About the Author

Floyd Burton is a blogger, freelance writer, and content marketing expert who is passionate to write about email marketing, small businesses, and entrepreneurship issues. Follow Floyd on Twitter.


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