Have you ever wondered why some marketers seem to execute campaigns that consistently perform well and why other marketers may struggle for consistent positive results? The secret weapon is psychology and I don’t run marketing campaigns without it.
As a HubSpot marketer, I leverage behavioral science principles to surpass industry standards and achieve double-digit CTRs while meeting and exceeding demand targets. In this post, I’ll be sharing the methods I’ve used to create highly successful campaigns.
Each method will be explained in detail, supported by examples, and accompanied by step-by-step implementation guidelines. Let’s dig in.
Why do most campaigns fail?
It’s tough to influence our audience these days. Low email engagement is a common challenge faced by marketers. Despite developing valuable content, many campaigns fail to capture the attention of recipients and prompt them to take action.
In a saturated digital landscape, it’s crucial to understand the psychological factors that influence human behavior and decision-making to create campaigns that perform well and result in desired outcomes.
12 Powerful Behavioural Science Methods
1. Emotion:
Our brains are wired to process emotions faster than rational thought. Emotional content not only captures attention but also enhances memory and engagement.
E.g.: A software company creates a B2B webinar showcasing real-life success stories of clients who overcame challenges with their product, tapping into emotions of achievement and relief, enhancing participant engagement and product recall.
Steps to Implement:
- Identify the key emotions you want to evoke in your audience.
- Craft compelling stories or visuals that trigger those emotions.
- A/B tests from different emotional angles to determine the most effective approach.
2. Loss Aversion:
People are twice as motivated to avoid the pain of loss than to pursue the pleasure of gain. Utilize this principle to emphasize what the audience might miss out on if they don’t act.
E.g., An HR software provider emphasizes how their platform can prevent talent attrition by showcasing missed opportunities for growth and productivity, leveraging loss aversion to encourage HR professionals to take proactive retention measures.
Steps to Implement:
- Create a sense of urgency in your messaging.
- Use scarcity tactics to underscore limited availability.
- Clearly communicate the potential losses of inaction.
3. Reciprocity:
Humans are hardwired to return favors. Offer value upfront to trigger a sense of obligation to reciprocate.
E.g., A DevTech Solutions provides a coding guide, earning gratitude from developers who then spread positive word of mouth, engage on social media, explore paid offerings, offer feedback, and participate more actively in the company’s community. This reciprocity amplifies the company’s reach and reputation.
Steps to Implement:
- Provide valuable content, such as guides, templates, or educational resources.
- Encourage social sharing or referrals to amplify reciprocity.
4. Social Proof:
People seek safety in numbers, especially when making decisions. Leverage social proof to build credibility and trust.
E.g., A travel agency sends emails featuring customer testimonials and photos from their recent trips.
Steps to Implement:
- Collect and showcase positive customer reviews and ratings.
- Use user-generated content (UGC) to demonstrate real-world usage of your product or service.
5. Storytelling:
Stories engage the brain differently than facts and data, making them more memorable and relatable.
E.g., A fitness brand shares success stories of customers who transformed their lives using their products.
Steps to Implement:
- Develop narratives with relatable characters and a clear narrative arc.
- Try Randy Olson’s And, But Therefore Method to craft your story.
- E.g.
“AI is a trending topic in our online community and received the most upvotes this month. But decoding AI for email marketing is challenging. Therefore, check out Campaign Assist to simplify the tasks and learn more.”
With a well-crafted story structure, your emails can effectively influence your contacts to drive better performance.
6. Autonomy Bias:
People have a strong need to exert control over themselves and their environment. Empower them to make choices.
E.g., A subscription-box service offers options for customers to make their own choices when customizing their box.
Steps to Implement:
- Provide options and customization features in your offerings.
- Use interactive elements like polls or quizzes to engage and allow decision-making.
7. Commitment and Consistency Bias:
People default to remaining consistent with their past actions or commitments.
E.g., An event organizer sends an email confirming attendees’ registration to increase actual attendance.
Steps to Implement:
- Encourage small commitments first, leading to larger ones over time.
- Use reminder emails to solidify commitment.
8. Information Gap Theory:
People are driven by curiosity and seek to fill in information gaps.
E.g., A tech company sends an email teaser about an upcoming product launch, prompting curiosity.
Steps to Implement:
- Tease upcoming announcements, products, or events to spark curiosity.
- Deliver the promised information at a later time or later in within the content asset.
9. Choice Architecture:
The way choices are presented significantly impacts decision-making. Design your campaigns to lead customers toward the desired action.
E.g., An online retailer organizes product categories in a way that highlights popular items and encourages exploration.
Steps to Implement:
- Craft all your CTAs as desired actions so any option is a good option and works towards your marketing goals.
- Limit the number of distractions and competing actions in your email.
10. Labeling:
People tend to behave consistently with the labels attributed to them. Use positive labels to influence their self-perception and behavior.
E.g., A subscription service refers to its customers as “valued members” rather than just “subscribers.”
Steps to Implement:
- Develop a unique and positive label that resonates with your target audience.
- Incorporate the label in your email messaging and branding.
11. Cognitive Fluency:
The brain prefers easy-to-process information. Use simplicity and clarity to make your emails more persuasive.
E.g., A financial institution designs a straightforward and user-friendly email layout for a credit card application.
Steps to Implement:
- Keep your email content concise and avoid jargon.
- Use clear and visually appealing formatting to improve readability.
12. Zeigarnik Effect:
Unfinished tasks are remembered more vividly than completed ones, creating a sense of mental tension. Use this effect to lead your audience to the next step.
E.g., An online learning platform sends reminder emails to users about partially completed courses.
Steps to Implement:
- Encourage users to take specific actions, such as continuing a sign-up process or revisiting abandoned shopping carts.
- Use strategically placed CTAs to prompt users to complete tasks they’ve started.
Conclusion:
Mastering the art of creating high-performing marketing campaigns requires an understanding of human behavior and positive psychology. Remember, there is no one-size-fits-all approach and to always be testing.
By embracing the power of behavioral science in your email marketing efforts for example,, you’ll see a significant improvement in click-through rates, and conversions.
Now, go ahead and apply these valuable insights to create impactful and memorable campaigns that drive meaningful results for your business. Happy marketing!
