There are many resources out there that can help teach us about email marketing. It may come as a surprise that some of Freud's theories can do just that. But when you reduce things to their basic essence, email marketing experts are always trying to understand what motivates human beings to make a purchase or engage with an online seller.
What makes humans desire something enough to make the effort to click on your marketing information and hand over their payment details? How can marketers exploit our deepest instincts to maximise their click-through rate?
These are difficult questions, and there’s no shortage of marketing gurus offering their unique answers. However, when you rely on conversions to keep your business alive, why not go straight to the founder of psychoanalysis himself, Sigmund Freud?
So, What Can Freud Teach Us About Email Marketing?
Tap Into Subconscious Desire to Maximise Your Sales
No one is better qualified to tell us how to appeal to humanity’s deepest desires. Freud made a living out of convincing patients that what they thought they felt was actually an illusion. Instead of making rational decisions, Freud found that people were actually manipulated by their subconscious.
The conflict between the modern brain and the ancient subconscious results in constant anxiety. By offering products that help to ease this anxiety, marketers can easily win the attention of stressed-out consumers.
Don’t Give Your Customers Too Much Freedom
Freud saw the world where people were confronted with more choices than ever but didn’t have the emotional ability to make a sensible decision. Instead of embracing freedom, he noted that patients would flee from it, seeking refuge in anything from drugs or alcohol to religion.
In this instance, what does Freud teach us about email marketing? You shouldn't offer open-ended, general options for customers and don’t just link to long catalogues full of products. Channel the attention of readers on specific deals and try to tailor them to their personal needs.
Liberate Your Sales With Childlike Creativity
Freud was also concerned with how the creativity and imagination of childhood were strangled, resulting in what he saw as armies of bland, anxious adults. In fact, he saw children as more intelligent and emotionally balanced than adults, who had become strung out by education and work.
In this case, Freud can teach us about email marketing and how we approach it. Marketers need to think like children, not adults. Sure, there’s a need to plan, budget and brainstorm, but at the core of every successful email marketing campaign is a child-like passion for your products and a playful touch.
Analysis Can Lead to Paralysis Or Liberation
Freud is probably best known for his pioneering use of psychoanalysis to treat patients. His aim was to give patients a chance to talk through their issues thus allowing them to find their own route to a cure. Instead of forcing drugs or other treatments upon them, Freud would lead his patients to find an answer.
There’s a parallel between psychoanalysis and marketing analysis. When email marketers are running campaigns or after they have finished, it’s vital to analyse their successes and failures. Ask the right questions, but don’t be tempted to manipulate the data produced by marketing software from firms like Flowbird. Let the data speak for itself and don’t force your ego onto it.
Was Freud the godfather of email marketing? His insights make a good resource to teach us about email marketing. If you want to put his ideas into practice, check out the CRM and marketing automation software on offer from Flowbird, and ease your own marketing anxieties in the process.
Email marketing is a powerful tool that small businesses can and should master. It also happens to intimidate many small business owners.
They often fear it will bite them in the end — whether in the form of a mistake in a broadcast, as a massive drag on their time, or some other horrible, imagined outcome.
We’ve heard it said a thousand times, many small business owners say, “Email marketing is dead; I don’t need to do email.” The truth is, email remains one of the most powerful tools in a marketer's toolbox.
But like any power tool, you must use it correctly, or it can present significant problems. In the back of their heads, many small business owners know that if they let down their guard, bad email practice can jeopardise their business, so they justify their fear by saying that it doesn’t work.