When compared to other advertising media, email holds unique advantages, enabling deeper levels of user engagement. It benefits from distinct placement within the digital ecosystem, enjoys the ability to incorporate all types of content, and theoretically has no length restrictions. It offers unparalleled personalization abilities and serves as one of the best vehicles for brand storytelling. But Rome wasn’t built in a day, nor are successful email campaigns. What’s the starter psychology behind some of the best, ongoing email nurturement processes?
Understanding and respecting the true intent of your users sounds cliché, but are the core pillars of your future email marketing success. Up front this means:
- Building trust & credibility
- Commitment, consistency
- Frequency choices
- Reciprocity principles
But what about personalization, social proof, attention grabbing headlines, FOMO, and decoy effects, you ask? Those are all important things as well, but fall more under the category of sizzle than steak. Ultimately, nourishing prospects is what converts them into paying customers.