The psychology of email marketing: what to look out for and what to take advantage of
Posted: Wed Dec 04, 2024 3:35 am
Constantly checking email is considered an addiction, and it stresses users out a lot; now, imagine if they were bombarded with unnecessary email marketing ?
According to a recent study by Hubspot focused on the psychology of email marketing, it has been found that people who check their email less are much more relaxed and therefore, have higher quality mental health .
While it can be broadly understood that you should not overwhelm your readers, there are certain aspects of email marketing psychology that must be taken into account, both what you should take care of and what you should take advantage of.
The psychology of email marketing, under analysis
The brain itself is complex and responds in ways that are difficult to control to many actions in everyday life, and the same goes for email.
As we mentioned before, email is somewhat addictive - just like social networks and messaging systems have become nowadays - and there are people who can't go a day without it.
Despite this, this “addictive” effect of email partners email lists works as a positive stimulus; all of this through the “ feeling ” of reading, because in itself, the feeling is the brain’s means for learning.
In this way, when receiving a newsletter, to a greater or lesser extent the brain of our reader is left with certain knowledge , which he would then apply when faced with a situation that requires said knowledge.
Thus, according to the perspective of email marketing psychology, every time the user enters the email, his brain does too , knowing that there is “something” new waiting, which can eventually generate excitement and enthusiasm.
Likewise, if the campaign or email is for entertainment purposes, the relationship will tend to be much more direct. Consumers do not only have a relationship with email as a source of news or purchases, but it also serves as a distraction and a break.
Do users really hate email marketing?
You may know this. One of the most common misconceptions about email is that users “hate it so much that they ignore it.”
For email marketers, that would be a mistake . While receiving a horde of promotional emails can be annoying, the truth is that they themselves can't stop checking their inbox (even compulsively).
Finally, you should know that within the psychology of email marketing, email is subjectively and unconsciously associated with certain values (such as rewards or news), and this does not mean that the fact that it is displayed constantly generates a real reward in users.
It is precisely at this point where, as a professional, you must understand the psychology of email marketing, having to delve into the psychological process of your user, through the discernment of behaviors obtained from the metrics , always offering good content and aligning yourself with different aspects such as:
When does the user want to receive the email?
What time does the user want to receive the email?
Which device do you prefer to read your email on?
As you can see, sending a newsletter and keeping your subscribers' attention is much more than just design and good communication !
According to a recent study by Hubspot focused on the psychology of email marketing, it has been found that people who check their email less are much more relaxed and therefore, have higher quality mental health .
While it can be broadly understood that you should not overwhelm your readers, there are certain aspects of email marketing psychology that must be taken into account, both what you should take care of and what you should take advantage of.
The psychology of email marketing, under analysis
The brain itself is complex and responds in ways that are difficult to control to many actions in everyday life, and the same goes for email.
As we mentioned before, email is somewhat addictive - just like social networks and messaging systems have become nowadays - and there are people who can't go a day without it.
Despite this, this “addictive” effect of email partners email lists works as a positive stimulus; all of this through the “ feeling ” of reading, because in itself, the feeling is the brain’s means for learning.
In this way, when receiving a newsletter, to a greater or lesser extent the brain of our reader is left with certain knowledge , which he would then apply when faced with a situation that requires said knowledge.
Thus, according to the perspective of email marketing psychology, every time the user enters the email, his brain does too , knowing that there is “something” new waiting, which can eventually generate excitement and enthusiasm.
Likewise, if the campaign or email is for entertainment purposes, the relationship will tend to be much more direct. Consumers do not only have a relationship with email as a source of news or purchases, but it also serves as a distraction and a break.
Do users really hate email marketing?
You may know this. One of the most common misconceptions about email is that users “hate it so much that they ignore it.”
For email marketers, that would be a mistake . While receiving a horde of promotional emails can be annoying, the truth is that they themselves can't stop checking their inbox (even compulsively).
Finally, you should know that within the psychology of email marketing, email is subjectively and unconsciously associated with certain values (such as rewards or news), and this does not mean that the fact that it is displayed constantly generates a real reward in users.
It is precisely at this point where, as a professional, you must understand the psychology of email marketing, having to delve into the psychological process of your user, through the discernment of behaviors obtained from the metrics , always offering good content and aligning yourself with different aspects such as:
When does the user want to receive the email?
What time does the user want to receive the email?
Which device do you prefer to read your email on?
As you can see, sending a newsletter and keeping your subscribers' attention is much more than just design and good communication !