When it comes to email marketing, you need to focus on two senses: sight and hearing . For obvious reasons, we can't promote touch, smell or taste more than tangentially.
Visualization is usually used , since this is the main alternative inherent to the Internet and, in reality, it is the most direct way to reach sales objectives. However, in some cases, it is even possible to include some sound element, depending on the possibilities, although indirectly.
The question is, how do I apply this when I carry out an email marketing action? There are some practical examples that shed light on this doubt. They are the following:
1. The colors
Colour generates emotions, whether positive or negative. Eva Heller's study, Psychology of Colour , demonstrated that the population has a statistical canadian hospitals email list preference for certain colours , as well as a reluctance towards others. Blue is the most popular colour due to its association with order or the spiritual.
On the other hand, the study also showed that there were changes in colour preferences depending on age . Young people, for example, are more predisposed to black than older people. This means that, depending on your target , there are colours that will be more or less attractive. The type of business is therefore a determining factor.
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A practical example of how colour influences the message is that of Atrápalo. The red colour of the Atrápalo travel ticket portal is associated with the idea of action and movement.
2. The images
They say that a picture is worth a thousand words, and it's true. In marketing, this is a value that can be exploited very well, but only if it responds to an order.
The main idea is that images are an attractive claim to stimulate the purchase . For example, in a promotional email from a restaurant, the image of a dish allows the senses to be stimulated and encourages the decision. Remember that reason plays a role, but that emotions take the final and definitive step.
The idea is to use this element whenever you see a chance of success. Depending on the sector, you may be interested in incorporating this option.
3. Podcast or music playlist
Email marketing actions can include music or sound files , and they can do so in two ways: direct and indirect.
An email can include a link to a podcast . A practical example is the newsletter that includes a “call to action” button to download the podcast. A paradigmatic case is that of the media outlet Marketing4eCommerce , which includes this possibility in its weekly newsletter.
