1. Brevity and impact in the subject line
2. Use the gift resource
3. Enhance the concept of reciprocity
4. Use a strong authority as a reference
5. Use the urgency resource
How to carry out Email Marketing actions according to neuroscience
It is important to note that neuroscience indicates that the vast majority of purchases are unconscious. Specifically, up to 85% of decisions are based on primary reactions that we do not control.
Email marketing tools can help as a medium, but how we do things is crucial. And it is worth remembering that, to carry out any Email Marketing action, you must have a quality and properly segmented database.
That said, there are a number of basic issues that will help achieve good results. Here we tell you about them! :
1. Brevity and impact in the subject line
Good things, if they are short, are twice as good, along with an impactful communication email list message. This is a general principle that should be followed in everything, but much more so when it comes to an email. Our brain works from binary impulses at first, so, on average, you only have 3 seconds to attract the recipient's attention. That is why it is essential that the subject line generates interest, otherwise, it will not be read or will go to the recycling bin.
Of course, it must be taken into account that not all segments of the population like the same language. You can include a subject line with lots of exclamations or emojis for generations Y or Z, but it is not advisable for a Baby Boomer.
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2. Use the gift resource
The gift or reward resource is something that, in general, comforts the brain. However, not in the same way for everyone or at all ages. That is why it will be convenient to segment the options correctly beforehand.
An example that can help us is that of «Casa del Libro», which for specific dates or times offers a 5% discount and free shipping. In this way, a mechanism is activated that encourages purchasing.
Casa del Libro 2
Source: Casa del Libro
3. Strengthen the concept of reciprocity
The brain works with the premise that, in exchange for giving something, a benefit or reward must be received. This can be of any type, but varies depending on the circumstances.
What happens? Reciprocity can be of various types and, in Email Marketing, it is usual to offer something in exchange for a subscription. An interesting option is to provide free content in exchange for data or to carry out a satisfaction survey.
An example of what we indicate is on the portal «Escribir y Meditar» by Isabel Cañelles, which in exchange for requesting an opinion offers a book in ebook format for free.
Source: Escribir y Meditar
4. Use a strong authority as a reference
The appeal to authority is one of the most used, and rightly so. Our brain transfers its trust to a third party that it considers to know more than it. In reality, it is a primitive reaction, but it continues to work.
Now, for the appeal to authority to work, it has to meet two conditions. First, that it is considered to be a neutral person and that it has no commercial interest in promoting a product or service. Secondly, that this authority is identified as such by the recipient of the message.
The main alternative, in these cases, is the opinions of users or people who can be considered "innocent."
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5. Use the resource of urgency
The resource of urgency works very well in neuromarketing, because the brain is activated by the feeling of scarcity. This makes us make quick decisions.
In this case, the alternative is simple: offer a limited-time offer. And this will expire if the user does not make a decision before. A paradigmatic example is the travel portal "Atrápalo", a specialist in last-minute offers.
