{"id":38414,"date":"2023-06-02T08:24:08","date_gmt":"2023-06-02T06:24:08","guid":{"rendered":"https:\/\/www.artegic.com\/?p=38414"},"modified":"2024-01-18T13:58:30","modified_gmt":"2024-01-18T12:58:30","slug":"behaviour-patterns-in-email-marketing-3-examples","status":"publish","type":"post","link":"https:\/\/www.elaine.io\/en\/blog\/behaviour-patterns-in-email-marketing-3-examples\/","title":{"rendered":"Behavioral patterns in email marketing: 3 examples"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]Fortunately, most marketers have come to realise that the rational, consciously decisive homo economicus does not exist. People often make decisions, including purchasing decisions, unconsciously and allow themselves to be influenced by factors that actually have nothing to do with the decision. However, this also means that you can influence these decisions with your email marketing if you understand the behavioral patterns of your target groups. We will show you how you can use behavioral patterns in email marketing with three examples.<\/strong><\/p>\n

Even if we like to tell ourselves so: We humans do not (always) act rationally, even when making far-reaching decisions such as buying expensive high-involvement products or services. We are subject to numerous biases, let ourselves be driven by emotions and influenced by things that have no factual connection to our decisions. This could be our last meal, the performance of our favourite football team the day before or the light in a salesroom. And as if all that were not enough, we humans are also very good at rationalising unconscious, irrational decisions. That is, we come up with rational reasons for a decision, even though these reasons did not in fact influence our decision. The conscious, rational consumer is a myth and this has implications for marketing in general and therefore for email marketing in particular.<\/p>\n

Observe behavioral <\/strong>patterns in email marketing<\/h2>\n

Behavioral patterns are processes in which people react to a stimulus with an unconscious action. Put simply, email marketing is about getting people to take a desired action (e.g. buying the presented product) through stimuli (e.g. the presentation of a product in the newsletter). Therefore, it is important for email marketers to know typical behavioral patterns and to take them into account when creating email marketing campaigns or when generating addresses.<\/p>\n

The use of behavioral patterns is not uncontroversial. The term dark pattern has become established for manipulative methods that lead people to act in a way that is contrary to their interests. We expressly distance ourselves from manipulation and consumer-damaging behaviour and trust that responsible email marketing teams always have the interests of their recipients and customers in mind.<\/p>\n

Using social proof as an argument<\/h2>\n

With social proof, the opinions or actions of other people serve as evidence that a product or service is worthwhile. There are different forms of social proof. For example, if a product or service is popular with a high number of people, this can be social proof. Social proof not only suggests quality to people but also appeals to their need to be part of a group. Doing what others do is a typical behavioral pattern.<\/p>\n

In practice, it can look like this: Point out the number of people buying or using your offers, for example. “More than 2 million satisfied customers trust in us”, “60% of Germans have already bought our brand”, “Already 450 registrations for our webinar”. Sometimes even an unquantified reference like “most popular offers” or “many of our customers” can already be an effective social proof. For example, a German e-commerce company was able to increase the open rate from 33.08% to 42.87% in a Black Friday campaign when they wrote “most popular smart home deals” instead of just “smart home deals” in the subject line. This type of social proof is also suitable for address acquisition. Promote your newsletter by pointing out the number of people who read it.<\/p>\n

\"Morning

Morning Brew uses social proof promoting their newsletter<\/p><\/div>\n

Testimonials and reviews are also effective social proof. If you capture customer satisfaction or even very specific product reviews, use these in your email marketing communications. Testimonial recommendations can also have a great effect. These can be celebrities, experts, but also ordinary people from your target group.<\/p>\n

Create pressure to act through scarcity<\/h2>\n

Potential customers are more likely to opt for your offer if they feel a certain time pressure to accept it. We are probably all familiar with the phrase “while stock lasts” and it suggests that you have to be quick to get the coveted product or make a bargain. Sometimes this is true. Perhaps you have experienced how the servers of a ticket shop collapsed under the onslaught at the pre-sale start of a concert of a popular band. Sometimes, however, it is not true and scarcity is primarily marketing, the use of a behavioral pattern. More examples of how you can use scarcity:<\/p>\n