USING PSYCHOLOGY
TO DRIVE EMAIL
ENGAGEMENT
Question of the day at 1:55 pm ET.
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Question of the day
@HubSpotAcademy
#InboundLearning
UPCOMING BROADCASTS
6/16 – Content creation with Lindsay Thibeault
Chris LoDolce
@chrislodolce
#HubSpotting
Isaac Moche
@Isaacmoche
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AGENDA
1 Email in 2015
2 Email and Maslow’s Hierarchy of Needs
3 The Golden Rule of Email
4 Email Next Steps
1
EMAIL MARKETING
IN 2015
QUICK POLL:
74
The number of times the average person checks their
email EVERY DAY
SOURCE: FAST COMPANY
47% of all email is opened on mobile.
SOURCE: HUBSPOT, 2014 SCIENCE OF EMAIL MARKETING
STARTUPSTOCKPHOTOS.COM
QUICK POLL:
12%
Of employees strongly agree that they have higher
overall well-being because of their employers.
SOURCE: DIRECT MARKETING ASSOCIATION
Emails should
add value, not
ask for it.
2
EMAIL AND MASLOW’S
HIERARCHY OF NEEDS
What motivates people
to do what they do?
Unconscious desires
they don’t
fully understand?
Rewards and punishments?
MASLOW’S HIERARCHY OF NEEDS
MASLOW’S HIERARCHY OF NEEDS
1.
Physiological Needs
2.
Safety and Security
3.
Love and Belonging
4.
Self-Esteem
5.
Self-Actualization
MASLOW’S HIERARCHY OF NEEDS
1.
Physiological Needs
2.
Safety and Security
3.
Love and Belonging
4.
Self-Esteem
5.
Self-Actualization
Selfactualization
Esteem
Love/belonging
Safety
Physiological
QUICK POLL
Selfactualization
Esteem
Love/belonging
Safety
Physiological
55%
Of employees report checking their
email after 11pm.
Selfactualization
Esteem
Love/belonging
Safety
SOURCE: NEW YORK TIMES
Physiological
SYMPTOMS OF STRESS
•
Restlessness and trouble sleeping
•
Headaches
•
Muscle and chest pain
•
Lethargy
Selfactualization
Esteem
Love/belonging
Safety
Physiological
SOLUTIONS:
Send more targeted emails. Segment by:
•
•
•
•
Time Zone
Country
State
Area Code
Provide Options:
• When
• How Often
• What Type
Selfactualization
Esteem
Love/belonging
Safety
Physiological
MASLOW’S HIERARCHY OF NEEDS
1.
Physiological Needs
2.
Safety and Security
3.
Love and Belonging
4.
Self-Esteem
5.
Self-Actualization
Selfactualization
Esteem
Love/belonging
Safety
Physiological
Job insecurity is
“potentially as
stressful, or perhaps
even more stressful
than actual job losses
or unemployment.”
Selfactualization
Esteem
Love/belonging
Safety
SOURCE: NCBI
Physiological
Job insecurity has
been linked to poor
health and lower
job satisfaction.
Selfactualization
Esteem
Love/belonging
Safety
SOURCE: NCBI
Physiological
SOLUTIONS:
Be careful with negative marketing aka respect
Negativity Bias
Be transparent with EVERYTHING
Selfactualization
Esteem
Love/belonging
Safety
Physiological
MASLOW’S HIERARCHY OF NEEDS
1.
Physiological Needs
2.
Safety and Security
3.
Love and Belonging
4.
Self-Esteem
5.
Self-Actualization
Selfactualization
Esteem
Love/belonging
Safety
Physiological
QUICK POLL:
EMAIL AND EMOTION
•
Email can’t show non-verbal cues
•
Misunderstanding is easy
•
Email can feel impersonal
•
There’s pressure to reply
•
Can’t be taken back!
Selfactualization
Esteem
Love/belonging
Safety
Physiological
SOLUTIONS:
Personalization
Selfactualization
Esteem
Love/belonging
Safety
Physiological
“Remember that a
person’s name is to
that person the
sweetest and most
important sound in
any language”.
-Dale Carnegie
SOURCE: NCBI
Selfactualization
Esteem
Love/belonging
Safety
Physiological
SOLUTIONS:
Personalization
Social Proof
•
•
•
•
•
Expert Testimonial
Celebrity Testimonial
Users
Wisdom of Crowds
Wisdom of Friends
Selfactualization
Esteem
Love/belonging
Safety
Physiological
MASLOW’S HIERARCHY OF NEEDS
1.
Physiological Needs
2.
Safety and Security
3.
Love and Belonging
4.
Self-Esteem
5.
Self-Actualization
Selfactualization
Esteem
Love/belonging
Safety
Physiological
RESPECT
FROM
OTHERS
RESPECT
FOR
OURSELVES
• Recognition
• Self-love
• Success
• Self-confidence
• Admiration
• Skill/aptitude
Selfactualization
Esteem
Love/belonging
Safety
Physiological
SOLUTIONS:
Send educational emails
Remember our golden rule of email: Write emails that
add value, not ask for it.
Selfactualization
Esteem
Love/belonging
Safety
Physiological
MASLOW’S HIERARCHY OF NEEDS
1.
Physiological Needs
2.
Safety and Security
3.
Love and Belonging
4.
Self-Esteem
5.
Self-Actualization
Selfactualization
Esteem
Love/belonging
Safety
Physiological
“The desire for selffulfillment, namely the
tendency to become
everything one is
capable of becoming”.
Selfactualization
Esteem
Love/belonging
Safety
SOURCE: NCBI
Physiological
SOLUTIONS:
?
Selfactualization
Esteem
Love/belonging
Safety
Physiological
3
THE GOLDEN RULE
OF EMAIL
Emails should
add value, not
ask for it.
Would you be
excited to
receive this
email?
Would it add
value to
your life?
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EMAIL NEXT STEPS
THANK YOU.
Happy #HubSpotting