The Psychology Behind Effective Email Marketing – Interview With Expert Nancy Harhut

By David Reimherr

Nancy Harhut

Nancy Harhut is an expert when it comes to blending creativity with science to prompt a response in marketing.

Nancy was named the NEDMA Direct Marketer of the Year, Ad Club Top 100 Creative Influencer, and OMI Top 40 Digital Marketing Strategist. She’s held senior creative management positions with Wilde Agency, Hill Holliday, Mullen and Digitas. Nancy and her teams have won more than 150 awards for their effective digital marketing and direct marketing strategies.

Today she offers her insight into psychology and how it influences email marketing.

EMAIL MARKETING IS ALIVE AND KICKING

Nancy points out that email marketing is still a strong line of support for marketers. In fact, it is still the primary channel for most marketers. One survey that Nancy highlights found that 89% of marketers use email for lead generation.

Email is powerful, and clearly something that every marketer must use correctly. Most importantly, a marketer must know how to talk to their customers on the receiving end of each email – by applying some psychology.

THE POWER OF PSYCHOLOGY COMBINED WITH EMAIL MARKETING

The best-kept secret in the industry is psychology paired with email marketing.

When creating integrated campaigns, it is important for marketers to use psychological techniques. The same techniques can then bleed into other communications, such as social media marketing.

Marketers are always competing against mass emails. In fact, Nancy points out that the average person receives 85 emails per day, and business executives receive even more. Therefore, marketers must find a way to stand out among the sea of emails waiting for someone in their inbox.

THE SUBCONSCIOUS IS A POWERFUL TOOL

One significant takeaway that Nancy offers is an observation from a Harvard Business School professor by the name of Gerald Zaltman, who says that 95% of decision-making is subconscious. So, a company must find a way to attract the subconscious and get people to act.

Essentially, companies need to break through the decision autopilot process.

THE ESSENTIAL COMPONENTS FOR BETTER EMAIL PSYCHOLOGY

Nancy shares her tips for the best practices in all aspects of email marketing and psychology integration.

SUBJECT LINES: NEVER IGNORE THE MOST POWERFUL LINE IN EMAIL

A subject line is important, but Nancy says that they must remain short, but compelling.

She recommends 35 characters or so because most users are opening emails on their mobile devices. The most important words should be positioned at the front of those 35 characters too.

She recommends magnet eye words, which are words scientifically proven to attract the human eye. These words include “new,” “free,” and any other word that provides value to the customer directly.

A person is more attracted to a subject line if their name appears in it. So, Nancy recommends using software that puts the recipient’s name in there as part of the magnet word integration.

USE WHO, WHAT, WHEN, WHERE, WHY, AND HOW

To make a compelling email for readers, Nancy says that the basics of journalism and psychology Go to the full article.

Source:: Business 2 Community

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