How far purchases are rational choices? There’s a decision-making area that has a lot to do with emotions. For years, the Neuro Marketing science, investigates the pre – conscious and totally unconscious process that affect the perceived value of an offer.
We understand the reality thanks to the intervention of our brain. Like when we receive an email, our first reader is the brain. It transforms what we see, hear, smell, feel and think in a perception that quickly becomes reality. Our personal observation and perspectives determine how we react to impulses.
The Email Marketing, thanks to the achievement of a very large audience and the possibility of customization, presents many opportunities for companies and allows to obtain high returns on investment. But how perception guides the user to purchase?
The brain uses value systems, prejudices and unconscious connections to classify very quickly the received impulses. When a product seem reliable? Or entertaining? When it’s expensive or cheap, relative to its value? Applying the neuroscience techniques in the marketing field, helps us to understand how the brain stimulation act on individual choices.
The brain is a primitive organ
Although we are rational beings, our intellect is built upon unconscious emotional structures, for example an important role is played by the amygdala, a part of our brain that manages very quickly and unconsciously the emotions.
1. The emotion matrix forms in 3 seconds. Sometimes less. It can be called “Belly Emotion”.
2. Our emotions influence what we recognize or screen out 5 times faster than the conscious and rational concepts.
3. The emotion generates a stable imprinting on rational thinking.
The solution for a successfull email campaign is to focus on the belly emotions. Pre Header and subject work together to ensure that your email is opened. Use them wisely and try to stimulate the reader’s emotion. Use words that can generate expectation, excitement, urgency and a sense of peace.
Visual processing is faster than the cognitive one
Numerically speaking, the brain is able to process images 60,000 times faster than text, that’s why 90% of the scanned data from our minds are visual elements. The result is that we recognize and remember images better, compared to texts.
Therefore, an effective communication must emphasize the important points by its design. Exposed to so many information sources, we tend to read less, limiting our attention for each activity. Also, by dividing the information we read less easily our inbox, assigning the learning process to more sources. Imagine trying to tell a story, in a no text email.
Looking our fellow human being
Natural selection has made us able to easily identify with whom to build human relationships. Even if this skill is obvious for us today, it’s important to know it as the reason why we are able to identify ourselves in others and relate to them.
Using empathy is a way to represent a feeling. Consider to use for your campaign photos that allow easy identification, not only in the benefits experienced through the use of your product, but also on how to obtain it. In this way, your contact will act more easily.
Relate to the own Target is essential, that’s why you should send highly profiled campaigns. Databases like Bancomail provide business registries with a complete business classification that allows targeted and efficient actions.
The day is to explain, the evening to seduce
During the day the energy is directed entirely to the cognitive area of our brain, capacity that gradually decrease till the evening. For this reason complex Emails that require concentration and interpretation, should be sent in the morning. If you want to rely instead on the emotional part of the brain, evening is the best time. At this time of the day, the brain works on autopilot and emotions take the upper hand.
Remember that each target is different, so it’s important to run tests to understand what stimuli generate the best answers.