Because prospects and buyers are above all human beings, psychology is an indispensable angle in a marketing strategy. Use it properly will allow you not only to increase the commitment caused by your emails, but also to maintain a good brand image, create a positive and durable link with your subscribers. Here are 7 tips of psychology useful to influence the commitment of your customers / prospects.

Reminder on emailing commitment

Emailing commitment is a measure to understand how a target audience interacts with emails sent as part of a Marketing campaign. It mainly incorporates the opening rate, the clicking rate and the conversion rate.

Use psychology to increase emailing commitment

1# Social proof to convince

Social proof designates the fact that a person tends to base his behavior on that of a large group of individuals. It’s a bit the principle of: “if they do it, so I can also do it. A prospect will therefore be more inclined to buy a product / service or, at least interest, if the product / service is already appreciated and validated by a number of people. As proof, a large majority of online buyers make their purchase decision after consulting the opinions of other consumers.

Tip: In your emailing, do not hesitate to integrate expert recommendations, positive advice from personalities, customers or users on such product / service.

2# giving-giving: the principle of reciprocity

When a person receives something for free, even disinterestedly, she will often feel indebtedly, or anyway wanting to make the other. This is the principle of reciprocity. This technique not only makes it possible to indirectly encourage the purchase, but also to improve the customer relationship and bring a positive image to the mark concerned.

Tip: In your emailing, offer your subscribers a present with a real added value. It can for example be a promotional code on a product, a small material, a free ebook, etc. There is a good chance that the recipients, happy with this gift, buy in return one of your products / services.

3# The least best: the trend “less is more

It is not necessarily necessary to propose a mountain of products / services to your audience, because it could quickly get lost in the multitude of choice presented to it. Indeed, consumers seem to be better able to decide when the options are limited to a smaller number.

Tip: Instead of proposing numerous products / services to your target audience, choose a smaller amount of options adapted to their needs and expectations.

4# MISE ON RARITY AND EXCLUSIVE

The human being tends to covet what is rare. The possessing something that everyone does not have, gives the impression of being privileged, unique, particular. A rare product / service, limited in time as in the number, will always be more attractive and attractive than another available all the time, everywhere and in large quantities.

Tip: In your email, make the recipients understand that your offer is not only limited, but also reserved for a few privileged they are lucky to be part of. Do not hesitate to insist on the exclusive and rare nature of the product / service concerned. It can for example be a limited edition, a special and temporary offer, an invitation to a private event, etc.

5# Fomo: play on fear of missing

The abbreviation Fomo for “Fear Of Missing Out“, refers to the fear of missing. In marketing, this psychological phenomenon acts as a powerful motivational factor. He joins the principle of exclusivity in the sense that people, for fear of missing by something, will create the needs they did not have at first. This is often seen at the time of the balances, when customers buy many products, not by necessity, but to take advantage of the proposed temporary offer. The FOMO is often at the origin of many compulsive purchases.

Tip: you can include this psychological notion in your email campaign by making a subtle understanding of your audience that an offer is limited in time and that it must be enjoyed before It is no longer available. Insert for example a countdown, talk about an event “unmissable“, an “exceptional” offer, etc.

6# start small: the technique of the foot in the door

This method has been used for a very long time in the sale. It consists first of all applying to the prospect in order to put it in confidence, and then make a larger demand and finally transform it into a customer. In the same way that heating before a sports session, this approach is intended to smoothly accommodate your future client, rather than directly and brutally returning to the heart.

Tip: In your email marketing campaigns, start for example by asking your audience targets the type of product / service it prefers. Later, you can then revive the people who responded by offering them to take advantage of a particular offer on one of these products / services, to complete a questionnaire, etc.

7# Telling a story: the art of storytelling

Everyone likes to compete stories. As part of an email marketing, content with a real added value, allowing the reader to escape, to learn, to inspire, will always have more impact than cold and factual content. The Storytelling allows showing the human dimension behind the facade of a brand, to create a link with the public, to connect with him while creating a real experience.

Tip: In your email, you can tell your subscribers creating your brand, the genesis of a product / service, explain your values, your convictions, talking about issues that are important to you, etc.

All these psychological methods are effective, but their use will depend on your brand, targets, strategy and goals. Do not hesitate to try them and combine those that work best for you. Finally, remember that these techniques are there to allow you to create commitment, Certainly, but must not force the sale or to deceive your audience. Use psychology to make your emails more natural and more efficient, with a customer-oriented approach.