The Psychology of Mailing
Email marketing is very much an exercise in human psychology, at least effective email marketing. No one wants to be bombarded with sales messages and in order to create a successful mailing campaign, a myriad of factors need to converge in a well orchestrated symphony.
Creatives. If you’re the impulsive kind of guy who chooses the first apple in the basket, then you might need some help in the creative selection department. Be picky, try all options. Email marketing is an impulse – purchase event and first impressions count more than anywhere else. Make sure your selected Creative has the sufficient glow to attract the wondering eye.
Data. There can never be enough said about having the correct type of list to mail to. If the state of the art GPS is ready to go, but has no set destination it will not get you to where you want to go. Clean, Optin, up to date data is essential. Enough said.
ESP. No, no Extra Sensory perception is required when mailing to a massive crowd, however, you must chose a quality Email Service Provider if you wish to both deliver your mails successfully and have the sufficient tools to better monetize your investment. Choose a mailing platform with a solid web interface and IP and Domain Health G.U.I’s that will allow you to improve your deliverability.
Psychology 101. Email marketing is no different that door to door sales in a sense. Recipients will accept your enticing invitation to purchase a catchy product at certain times of day more than at others. Certain products catch their eye at certain times more than others. The variants are endless. As always, use basic psychology when mailing; put yourself in the buyers shoes and ask yourself, “would I buy this?”
Whatever the strategy, always remember that email marketing is a “team” sport and all players, from the correct offer, to the right data, ESP and deployment times must play their A game in order to produce a winner.
No one wants to be bombarded with sales messages and in order to create a successful mailing campaign, a myriad of factors need to converge in a well orchestrated symphony.
