Let's take a look at how cognitive biases actually work and how you can use them to design more effective emails: Hick's Law: The more options you give users, the more likely you are to lose them. Users want to act quickly and avoid long and tedious processes. Put this psychological principle into practice when designing your menus or a form to fill out: they should be nimble, short, with an easy to hover order and familiar elements. Confirmation bias: People interpret and recall information by confirming their ideas and beliefs. You can exploit this bias if your brand is associated with quality standards recognized by your target audience. All you have to do is uphold that belief, reinforcing your brand identity as a leader in every email. A practical example? Apple's communication strategy continually reinforces the idea of ​​being the brand par excellence in the technology sector. Priming: The user's response can be influenced by visual or verbal cues, activating known associations just before introducing another stimulus. A practical example of the use of this bias in email design: travel brands insert images of a dream trip to influence user perception and drive them to a positive response. Another application is the use of the same color for the proposed offer and your call to action. Social proof: People look for confirmation of their actions E-Commerce Photo Editing Service in the choices of their peers. This cognitive shortcut can also be used to create a more effective design for your emails: display a badge with the number of people who have already purchased the product you offer, indicate the most popular packages of your offer or add a box with testimonials mentioning their positive experience with your brand. Rarity: offer offers limited in time, spots or features. This is a widely used principle of marketing psychology which, on the one hand, appeals to human instinct to avoid losses and, on the other hand, emphasizes the quality of what is proposed. In practice: insert a countdown until the end of the offer in your email, or a text indicating the units still available above a banner that links to the purchase page of a product. Familiarity: Your prospects are looking for familiar elements that they have already experienced. That's why it's important to work on brand identity and recognition in the communications you send. Include recurring and identifying elements in your email templates, such as using your brand colors and images consistent with your style. Senses: Engaging the senses helps create an emotional connection with your database subscribers. Insert elements that appeal to the five senses - sight, touch, smell, hearing and taste - into your emails using images, gifs and videos that recall the sensory world .

Marketing and psychology: the biases that guide the minds of your customers Cognitive biases: how they work Conclusion Today, in 2020, email is still one of the most effective marketing channels, but when it comes to designing an email that converts, a big part of the equation is planning. content design and structure. And the only real secret that you have to respect is that in addition to being a marketer, you also have to be a bit of a psychologist. Today we'll discuss psychology applied to marketing to learn how to tap into common patterns of the human mind's response to stimuli. Knowing these patterns of user behavior, called cognitive biases, will allow you to guide users to your CTA, thereby increasing your email conversion rates. Marketing and psychology: the biases that guide the minds of your customers The human mind has the ability to react to external stimuli within seconds. Here is the mechanism: the brain filters the information it receives, processes it and gives it meaning; then it responds to the stimulus with a behavior that is generally predictable . In fact, people act on the basis of cognitive biases that they use to interpret the information gathered. These judgments are not logical and often lead to misjudgments, but Image Masking Service there are simply too many stimuli and options available to the brain, so it uses shortcuts , practical solutions to make decisions in a short time. time. What interests us here is how predictable behavior can be controlled or guided . Marketing psychology can be applied to texts, using the persuasive levers of copywriting (theorized by Robert Cialdini), or to design , by integrating the most common cognitive biases in the design of platforms, landing pages or business models. emails. The part concerning the design is really very interesting in email marketing, because it includes both the layout of the contents (texts, images, videos, ...) as well as the choice of the layout ( column single, multiple or hybrid), reading patterns ( Z pattern, F pattern, Gutenberg diagram, …) and colors (there are very interesting studies on the subject). The goal of the email design process is to make reading an email a memorable experience. Cognitive biases can help you do this. The Principles Underlying How the Consumer's Mind Works All people are unconsciously inclined to develop the following behaviors: favor simple and clear information look for patterns to classify information risk of escape avoid loss stay consistent have peer approval.

DKIM: the digital signature of the sender of the email What is DKIM used for? How DKIM works Does DKIM improve deliverability? Capitalize on your good sender reputation to improve your deliverability. Add a digital signature to your emails with DKIM and easily pass spam checks. Email scams that rely on sender forgery , such as spoofing and phishing, have been around since the mid-1990s. However, they have become increasingly sophisticated, affecting more than people and causing more harm to individuals and organizations. This is why ISPs pay particular attention to the reputation of the sender : identifying a sender reported as spam means protecting the recipient from a communication which, at best, is only unwanted and, at worst, could disguise a phishing attempt. DKIM is considered one of the most trusted email authentication methods and can help improve your deliverability. Generally speaking, email authentication methods boost inbox deliveries by providing verifiable information through your messages, proving that the emails you sent belong to you . DKIM: the digital signature of the sender of the email DKIM (DomainKeys Identified Mail) is an authentication method that allows the sender to associate a message with a domain name. This way, the recipient can verify their authenticity and verify the E-Commerce Photo Editing Service reputation of the sender shown in the From field. Technically, DKIM provides a method of validating a message-bound domain identity through encrypted authentication. Essentially, DKIM allows the sender of the email to take responsibility for a message in transit. Let's zoom in a bit. What is DKIM used for? DKIM is an encrypted key linked to a domain name. It works as the sender's digital signature on every email they send. The recipient's server can use it to verify the authenticity of the sender's message. This protocol can block email spoofing, phishing, and spam since the recipient's email client can check the sender's reputation before delivering the message to the recipient. DKIM is a guarantee since the owner of the domain name in the signature claims responsibility for the message. Therefore, if the message has no value, the owner is risking his own reputation . Why Use DKIM in Email Marketing? The sender authentication method is important for two reasons: it confirms that the authenticated domain actually sent the email it confirms that the content has not been altered during delivery. DKIM is considered the most trusted email authentication method and can increase your deliverability. Sender reputation is a key factor for ISPs. Email authentication methods allow you to equip your messages with verifiable information to prove their value. How DKIM works The sender's mail transfer agent (MTA) generates the signature using an algorithm for the contents of the signed fields. This algorithm creates a unique string of characters or "hash value". When the sender's MTA generates the signature, the public key used to generate it is stored in the listed domain.