The Sublime Psychology Towards Successful Marketing Emails!

Category : Email Marketing

The marketing and advertising world is a never ending chain of crucially connected elements. The psychological aspect plays a vital role in advertising and marketing which has often been ignored in the email marketing world too. Noting that, Monks bring you the sublime psychology towards creating successful marketing emails.

Psychology in Emails: An Understanding

To understand the concept of using psychology in emails it is important to first identify as to how people engage with one another. People engage at two different levels: Intellectually & Emotionally. The main difference between them is depicted in the following table:

Intellectual Engagement

Emotional Engagement

Provides lots of factual information Uses emotional responses woven between related information
Leads to informed decisions based on facts available Leads to using emotions in order to make decisions easily

While we have provided bucket full of tips on intellectual engagement previously on our blogs, let’s take a deep dive in understanding the impact of “Emotional Resonance” in email and how to set it up rightly?

A lot of research has proved that people buy from emotion and justify with reason. The act of influencing readers by evoking emotion would lead to emotional resonance.

This is because our brain makes a lot of decisions every day and thus it is difficult to make fully informed factual and logical decisions all the time. This is when the mind resorts to emotions to help decide easily. The divine trick is to leverage this scientific aspect by including similar language, color or images in your emails.  Deployment of emotional resonance can be difficult when your emails contain topics that are not inherently emotional, but there are a few key areas below that you can refer to:

AIDA in Emails

The AIDA model is a marketing concept that best describes a common list of events that may occur when a consumer engages with any email or advertisement. The following table throws more light on how an AIDA model can be put to use in emails:









Grabbing reader’s attention towards your email

Generating reader’s interest by focusing on advantages & benefits

Convincing the reader that they desire what you are offering & that it will satisfy their needs

The stage of decision which leverages the reader to take an action

In emails, this can be attained through name, subject line & pre-header text

In emails, this can be attained through pre-header text, headings, titles, images & videos

In emails, this can be attained through subject lines, images, videos & body

In emails, this can be attained through links, CTAs, buttons & clickable icons

Using Colors in Emails

Sight has been denoted as the strongest developed sense in most human beings and thus colors play an important role towards your email engagement. Different colors have different connotations attached to them. For E.g.: Cool colors are used to inspire feelings of tranquility where as rich & bright colors are used to inspire readers to take action. The following table explains the sort of emotional response different colors generate!

Black is seen as powerful, classy, formal and serious & thus used by many luxury brands. Yellow is seen as optimistic, cheerful, positive and youthful & is thus used to grab attention.
Orange is seen as aggressive, enthusiastic and lighthearted & is thus used in a lot of CTAs or buttons. Blue is associated with warmth & professionalism. Which creates the sensation of trust and & security, and thus is often used by banks.
Pink is seen as soft & soothing & thus is often used heavily in baby products or ‘romantic’ purchases. Red signifies energy, vitality and danger & thus used a lot for clearance sales.
Green symbolizes wealth & harmony & is the easiest color for the eye to process, thus often used in shops to calm and relax people! Purple is seen as elegant, mysterious and exotic and thus is often seen in beauty or anti-aging products.

However, it is important to take care of the cultural & traditional elements of the country where the emails are sent, as what works in one country might not work so well in another! When designing your emails, you must consider your target audience and feeling you’re trying to convey, finally deciding upon the best colors to trigger the same.

Using Images and Videos in Emails

It’s assumed that 80% of reader’s who open your emails, only scan them rather than properly reading them. Therefore, images or videos become the crucial element that triggers an individual’s response.

The following should be taken care of while using images in emails:

  • Images that don’t directly illustrate the purpose of your email will look out of place.
  • Use images that have people’s faces or smiling models as they depict warmth & emotion.
  • Every image must relate to the other images used in the email & must be a cohesive fit.
  • The size, theme and style of the image must be in sync with your message in the email.
  • While using multiple images, all of them must be able to create a gradual flow to your email & must not look forced up on.
  • Include clickable captions under images that make your readers travel to the landing page.
  • Use images that are extremely relevant to the emotive language of your emails

If you are using videos in email:

–          Make sure the video compatibility is checked

–          Provide a fallback to the video

–          Use proper technique (HTML5 or Static Image) for incorporating video in emails

–          Restrict the file size if you are playing video within emails

Go ahead & create an entirely new impact in your reader’s minds using these sublime tips to designing psychological emails!

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Kevin George
Kevin is the Head of Marketing at EmailMonks, one of the fastest growing email design and coding companies. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers, and enjoys sharing his thoughts on the latest email marketing best practices at EmailMonks Blog.

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