How to Persuade Your Customers to Open Your Emails (Psychology Marketing Secrets)

Imagine you put a profile on match.com.pink-brain

You’re smart, wealthy and you’ve got a lot going for you. Surely you won’t have any trouble getting a date right?

That’s what you would think.

But the issue is, it’s just a dating profile with words on it.

No matter how good you look on the surface, if no one on the dating site sends you a direct message – then what’s the point?

Same goes with sending email campaigns.

No matter how good your emails are, if people don’t open them, you might as well not send it.

The harsh thing is, according to Mailchimp, over 80% of people don’t open their emails.

And that’s a PROBLEM people need to fix.

Today, I’m going to reveal how you can get almost any customer to open and read your emails like it’s the bible.

The Secret to High Email Open Rates

Do you recognise this quote from Maya Angelou?

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

The truth is, I insist every email marketer frame this quote and hang it up on their bedroom wall.

Why?

Because the fastest way to get people to read your emails is to make them feel something.

Here’s how.

Tap into Dopamine

What the heck is dopamine?

Well, you know the rush of excitement when you notice presents under a Christmas tree or a sign announcing 50% discount in your favourite store?

Well, that’s human brain eagerly looking forward to something (AKA the brain releasing dopamine).

Research tells us, when customers release dopamine, it actually makes them seek things out.

So, as an email marketer, your ears should be ringing.

By creating emails designed to trigger dopamine, you can actually make your subscribers look out for you in their inbox – meaning your open rates will skyrocket.

Dr. Susan Weinschenk broke it down for us on Psychology Today:

“Dopamine causes you to want, desire, seek out, and search. It increases your general level of arousal and your goal-directed behaviour. From an evolutionary standpoint this is critical. The dopamine seeking system keeps you motivated to move through your world, learn, and survive.”

Quite literally:

Dopamine = Attention & Attention = Money

The question is, how do you trigger dopamine in your emails?

The Power of First Impressions

There’s a reason why people say when you meet someone for the first time:

“Don’t forget to make a good first impression.”

Humans are judgemental.

In actual fact, research shows it takes people one-tenth of a second to form a first impression on someone.

This goes to show how important it is that you make a good first impression in your welcome email.

How to Trigger Dopamine

To trigger dopamine in your customer’s behaviour, set an expectation a reward is just around the corner.

zeigarnik effect email series

You see, most people subscribe to things and then guess what? Nothing happens.

No content.

No advice.

No emotional connection.

Nothing.

Worse, I’ve seen many marketers make the mistake of waiting weeks before engaging – which by then, their subscriber have already forgotten who they are.

That’s why, by setting an expectation of a reward, it compels your subscribers to remain tuned to your content.

For example, if you’re a physiotherapist, promise you’ll give them advice to help them rehabilitate their chronic injury.

Similarly, if you’re a music teacher, set the expectation you’ll send them helpful tips to improve their instrument skills.

Once you persuade them to think, “yes, I really want your content,” then you’ve done your job.

Thereafter, assuming your content is high quality, your email open rates will skyrocket.

Okay, now I have some homework…

…and it’s a fun one.

For tonight’s homework, I want you to write your welcome email.

Remember, the welcome mail is key for letting people know what’s round the corner.

Brainstorm what people may want from you and the type of information you can “reward” them.

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