Imagine if you could improve your email marketing by simply understand how humans think right before they make a buying decision. For example, one of the most successful area of studies is to understand how people think, and what makes them make a judgement. You’ve probably noticed some decisions are very quick while others take enormous time to make. What is the difference between these two different types of thought process? With that said, I have been working with some email marketers to understand how we can implement what we know about the human thought process to better our conversion rate. You’d be surprised on what I learned, and how I’m able to increase my email conversions by adding a few tricks to my landing pages, and email follow-ups. These messages have been tweaked to tap into the human thought process.
Read through the following strategies, and implement them into your email marketing going forward. It’s important to test, and tweak along the way for optimal conversions. Let’s get started, and your feedback will be greatly appreciated.
Things That Stand Out
Here’s something that is very cool, and marketers work hard at making sure they have it tweaked to perfection. When setting up email landing pages, or even sending follow-ups, it’s important you include things which stand out compared to the other elements. Think about some of the MOST recognizable companies, and why you remember them? You’ll notice they have certain aspects which standout, and whenever you think about them that’s the first thing you remember. Here’s the cool thing,
It doesn’t matter if the element is the color of the site, layout, logo, or specific text because it’s important it stands out in the end. The more you can get people to remember your brand, the better because they’ll engage with your content more going forward. Supreme email marketers will spend close to 75% of their initial time testing different forms, messages, and elements until they find those which convert the best. Why? They know how important it is to ensure people remember your brand.
Go through different elements on your website, and find how you can make them stand out. It’s also a good idea to look at ways to present them to visitors showing them the value. This way when it comes time to start your email marketing campaign, you can elevate them to the next level.
Lesson #1 – People always remember what stands out so make sure you have elements that you can turn to during your email marketing campaign.
The 3 Second Rule
Research shows that a part known as the amygdala controls quick gut reactions, and this allows people to make split decisions. It’s there so we can make emergency decisions to protect ourselves. However, the ability for marketers to tap into this part has been the desire for many years. Research shows if you can lighten up this portion through email marketing, then you’ve increased the likelihood of obtaining a conversion. However, you have to understand the human mind-frame to achieve this. For example, it’s important to understand how the product or content your presenting will form an emotional connection. You have to breakdown your niche, and product to figure out it’s selling points, then create a campaign after. The two best niches this strategy works with are romance and weight loss.
Both of these niches connect to the human emotion of feeling better. People automatically assume if they lost weight or find a companion their life would change for the better. This is why both these niche market products by tapping into the emotional aspect creating a quick reaction. They aim at presenting products to build a connection lightening up the amygdala.
Lesson #2 – Try to achieve that quick 3 second reaction with your readers. The faster it’s achieved, the higher chance of getting better conversions through email.
Images Work Faster
Over the years we have a certain belief that text content is always better. Since everything has gone online, we write valuable text content because we’re under the impression it will help us rank better, and we can drive organic traffic to our site. However, it’s important you keep the recent changes in your mind as it applies to content creation. We are now in a time where social media has changed the way we interact with the very same content. For example, you see enormous content created using the following format:
- Images
- Infographics
- Text
- Podcasts
- Etc
This means you can now attract the visitor’s attention more quickly which works in your benefit. However, I’m shocked at the amount of people who still opt to use text content as a way to increase conversions. Here’s the thing, when you are trying to get that conversion, you have to get your point across quickly…right? Long text content requires enormous reading time which can work against you when trying to win over a conversion. Statistically images, and videos are much better at getting the conversion now days. I’ll admit this wasn’t always the case, however people are more in a hurry, then ever before. If they don’t find the information they need within a few seconds, they’ll leave, and head over to your competition. Remember, there is NO shortage of competition online!
By now I’m sure you are creating an email campaign so it’s time to think of ways to address your MOST important points quickly. Think of how you would use videos, images or even infographics in your campaign, and it’s important to test these channels out. Remember, you are tracking conversions so you’ll have all the data you have to tweak, and optimize along the way.
Lesson #3 – Try different content format to find out what works best with your audience. It’s important to test each content format keeping your main purpose in mind. For example, if you want to increase sales, then look for ways each content form at increases or lowers them. Use the format with the highest conversion rate.
Following The Crowd
Through your email marketing campaign, it’s important to connect your readers either through social media or comment box. Over the year’s research has shown that people tend to shop where others are shopping, and buy products where the reviews are awesome. This is why I have encouraged people to always leave reviews when they purchase a product through my site. With solid reviews, I can direct people to the reviews page increase the chance of conversions. However, here is the trick, you have to embed the review page link within the email campaign follow-up so people can read them before buying.
Research has shown positive reviews on a product has the potential of increasing its sale by 40%. This is a staggering high number with a huge profit potential. Google has also given preference to reviews within the SERP’s because they increase the user experience. For example, when someone is looking for a product, it’s best they find out everything they can about it before their purchase. Reviews offer a way for the “pros” and “cons” to be communicated to the buyer.
Lesson #4- Reviews are a great way to engage readers, and increase conversions. However, it’s important you know how to set them up, and get people to the right page. Email campaigns offer a great way for you to market a product, provide reviews, and increase overall conversions.
It’s About the Value
In the end, it’s all about the value, and this means to make sure you can show your audience what the product, content or service is all about. If you change lives, then you won’t have a problem converting people into loyal customers. The cool thing is you can address value through a solid email campaign too. For example, when you have a good product, and awesome content, then use your email follow-ups to point people in the right direction. It’s that simple! Value goes a long way with very little work on your end.
Lesson #5 – To be number one online, you have to provide value which others don’t. Value is only recognized when your readers share it with others so you have to direct them to your content page. Use email campaigns to reach out to your subscribers sending them to content full of value. Ultimately this will lead to more social shares, external links, and higher conversions.
It’s About Testing
If you’ve read my other content, then you know how much I emphasize testing for optimal results. The same can be applied to this strategy. You have to figure out after implementation what’s working, and what’s not. Once you have a magic strategy then you can increase conversions tenfold. However, the only why you’ll find out is by testing, and tracking. The cool thing is many of these newer ESP have a solid tracking system so you can pretty much get all the data you need to track conversions. I recommend giving it anywhere from 30-60 days to collect data, then optimizing.
Final Thoughts
Understanding human psychology is a great way to market your products. If you can tap into their desire, then you know it will increase your bottom line. However, many marketers tend to NOT take the time to understand their audience. As a matter of fact, when I was first getting started online, influential bloggers told me the key to success is understanding your audience. I’m here to tell you understanding them, and tapping into their mind frame is what increases conversions.
Go through each of the strategies listed above, and implement them into your email campaign. See what kind of results you can before stopping to tweak it later on. The key is to get as close as to your bottom line – Your Profit. With that said,
Get started, and let me know how things turned out in the comment box below. I’ll like to hear what strategy worked best with different niches.
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