reverse engineering psychology in email
TRANSCRIPT
“I am human, and nothing of that which is human is alien to me.”
- Terence (the ancient Roman playwright)
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Enter to win
What causes consumer anxiety?
o Fear of the unknowno Sugrophobia (Fear of being duped)o Lack of contexto Overwhelming amount of infoo A poor value propositionWhere will this
button take me?
What happens
once I click it?
Once I click, can I get back to my inbox, or am I
gonna get stuck in a new area of this
website???
What’s on the other side of the
button?
The answer is...
Сlarity
“Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story
and it will live in my heart forever.”
- Native American proverb
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How storytelling affects brain
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Storytelling in email
Entice with benefits
Straight-up story
Storytelling in email
Stir the imagination
Storytelling in email
To be continued…
Our minds quickly forget finished tasks. But they are programmed to continually
interrupt us with reminders of unfinished tasks. These
intrusions constitute the Zeigarnik effect.
Bluma Zeigarnik, 1927
The Zeigarnik Effect
The Zeigarnik Effect
Our mind is bothered by loose ends. Whether it’s a waiter recalling a long order, or a cliffhanger on
Netflix, our mind desires to solve unfinished business.
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The Zeigarnik Effect in email
The Zeigarnik Effect in email
The Zeigarnik Effect in email
The Zeigarnik Effect in email
Unboxing is a cure for uncertainty
«Unboxing is the unpacking of new products, especially high tech consumer products. The product's owner captures the
process on video and later uploads it to the web.» -
Wikipedia
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Unboxing videos on YouTube
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Interest over time (2004-present)
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Mirror neurons
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“Presenting your product to your customers actually sparks a neurological kickback.”
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Literal unboxing
Unboxing in email
Anticipate expectations
Unboxing in email
Unboxing with GIFs
Unboxing in email
Three techniquesthat provide clarity and ease anxiety
o Tell a story (but make short and relevant)
o Create a need for closure (by showing progress, explaining what to expect, and sending reminders)
o Unbox (don’t be shy to show your product)
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“Data can convince people, but it doesn’t inspire, encourage or motivate them
to act.”
Olia KudanovaPR Manager
[email protected]@LoloLoyalty