Many are tormented by the eternal question: why do subscribers become inactive?
There are many theories about this. Some argue that you need to change the frequency of distribution (including reducing the frequency of opt-down distribution) and content, optimize the distribution time, but I believe that one of the main reasons is that your letter does not impress the audience and leaves it indifferent.
It’s like a tinder-date, when the virtual partner looked promisingly online, but in practice you didn’t get along.
A similar situation can occur when your marketing team consists of people of the same psychotype, for example, they are by nature impulsive buyers, and your customers are methodical buyers who thoughtfully study a lot of information before they decide to buy a product.
We create newsletters that seem attractive to us without being sure whether they evoke a positive reaction from our customers. In this case, you do not need instead of creative designers and copywriters to hire meticulous and scrupulous experts and experts on fonts.
Instead, you need to find out how your customers perceive information, choose products and buy them. Then create a letter with elements that will appeal to each of the four basic psycho-types of consumers.
If your letters do not motivate customers to certain actions, they will simply ignore them. They may not sign off, but they will not pay attention to the mailings from your brand in their inbox.
In other words, they will not contact you.
But before, they interacted with you, which is why they were once in your contact database. What to do? Create letters that will appeal to all four consumer psycho-types.
Four main consumer psyche types
1. The ancient Greek physician and healer Hippocrates formulated the main types of personality:
- Phlegmatic person
2. Marketing specialists Brian and Jeffrey Eisenberg offered us a more modern classification:
3. The usability expert, Jacob Nielsen, identified four types of users for their navigation preferences, which are combined with the above psycho-types of consumers:
- Dominant users
- Dominant users
- Dominant users
- Successful users
If we combine the results of these studies, we get four psychological types of buyers:
1. Competitive / choleric / user dominant search
Competitive buyers prefer to act quickly. Give them the information you need. Provide the ability to click on links and make purchases with ease, and then just go away and not interfere. They need products and services that will be useful to them. Their competitive advantage is making quick and correct decisions.
2. Spontaneous / sanguine / user with dominant tools
These are impulsive buyers. If they like the product, they will buy it without much thought or study the details and nuances. They love the emotional lift they experience when they discover an attractive product, but they expect first-class service after the purchase, so try not to kill their fuses.
3. Methodical / melancholic / user with dominant navigation
Methodical buyers study all the nuances and patiently compare various options. They will read all the technical information to be sure that they are making the right choice, and they will not make a purchase until they literally absorb all the necessary information in your letter.
4. Humanistic / phlegmatic / successful user
Humanistic buyers do not just buy products, they want to know the company from which they buy. They seek social proof to endorse their actions. What is your mission? Can you be trusted? Humanistic buyers are hard to attract. They are unlikely to respond immediately to your emails. As soon as you gain their trust, they become loyal customers.
The style of shopping and navigation on the site of four psycho
The illustration shows how the four psycho types make purchases and read websites and ezines. The concept of “fold” is also introduced (the central part of the letter) – this is the most successful place to place your proposal. Note the upper part of the letter is above the fold, the lower part of the letter is below the fold.
Objective: to create a letter that fits different psychological types of consumers.
As mentioned above, the activity of subscribers can be increased if you include in the newsletter items that will appeal to all four psycho-buyers. This is not so easy, but it is still possible without a complete rework of the existing templates.
The problem is that your customers and subscribers are not a pure psychotype. They may behave differently with different products and services or in situations where they buy goods for a company or for themselves.
For example, I act spontaneously when buying things for myself and competitively when buying goods for a company. Mailings from shops and travel agencies that make a strong impression on me are simple, have a bright call to action, juicy photos and contain clear instructions indicating what I should do.
I don’t need the details. I don’t need accents. Just tell me what to do. Letters like this make me say, “I want it! How to get this?
The methodical buyer, on the contrary, wants to know all the nuances: exceptions, dates when discounts do not work, and other restrictions.
Solve the type of identity of your consumers
Determine what types of personality impose your letters. Ask a question to those who are far from your brand and your team to find out which of the four psycho-types your letter reflects. Your? Your marketing professionals? Or your designers? Do IT staff, legal department and executives influence the creativity of your content?
Use letters, navigation and web keys to determine your customers’ psycho. These questions can set the right direction for your actions:
- For your customers, is the transition to landing and subsequent conversion?
- Do they start their way to the landing page, where they click on the tabs with useful information or are looking for the FAQ section?
- Do they visit your landing page repeatedly?
- Or maybe they click on the “buy now” button, but leave the product in the basket for several days before they complete the purchase?
If you do not have clear answers to these questions, most likely, your contact database includes all four psycho-types, which in principle is customary and expected. If you try to segment contacts based on your guesswork about their belonging to a particular psycho-type, and also send targeted letters to each group, you may have problems if your guesses are wrong.
How to get out of the situation?
Mailing design for all four psycho types
Develop templates (design and letter text) for all personality types. Add elements that will find a response in the soul of the consumer: text, images, location of objects and navigation elements that motivate clicking links, regardless of the psycho type of consumers.
Here is how it might look in practice:
- Spontaneous buyers of a bright enough picture, a paragraph explaining the value of a sentence (WIIFM – where is the benefit for me?), And also a clear and convincing call to action.
- Competitive buyers also need a WIIFM paragraph, a clear description of the value of the proposal and comparison with competitors.
These two types of buyers are less likely to read the letter to the end in search of details. Catch them by placing the most attractive elements in the upper part of the letter, visible without scrolling.
- Humanistic buyers are looking for social proof (in the form of custom content, customer reviews, ratings, etc.) that this is a great offer from a company that they like.
- Methodical buyers want to know all the facts about a product or service – material manufacturing, design, warranty, etc. The more items on the list, the better!
In an ideal world, you have data that correctly identifies your customers to a particular category, and you launch a content management system that interprets this data and automatically sends the desired dynamic content.
But in practice this is a rare case, so mailing lists are developed for all four psycho-types. Newsletters are used for first contact with the client, and automated processes (for example, reminder letters about the abandoned basket or viewed products and subscribers’ reactivation / return programs) provide opportunities for long-term testing, creating a benchmark for more specific results. Since automated programs are very valuable and continuously generate a high ROI, you probably do not miss the opportunity to include them in your plan for the redesign of letters.
Testing using automated mailings. The subscriber reactivation / return process is an ideal option to begin testing the hypothesis of psycho-buyers. If you mark the activity of only one subgroup of subscribers, this may be a sign of an incorrect strategy of interaction with various psycho-types of consumers.
Since you are constantly sending subscriber reactivation / return campaigns, this is a great opportunity not only to find out what really activates subscribers, but also what elements associated with the psychotype (images, wording, navigation, etc.) work best for your audience. This is a win-win method.
Three stages of creating a testing program:
- Create a text message without visual design for all four psycho.
- Think of four different headings, one for each psycho.
- Analyze the results.
Different attitude to the text of the letter. Some types of personalities need to meet the information needs. Emotional and expressive text is more likely to cause interest among spontaneous and humanistic buyers, and competitive and methodical buyers will prefer specific facts.
Borrow landing text, FAQ pages or customer support, and check social media posts for social evidence. Next, arrange the elements of the letter so as to meet the needs and style of searching for information of various psycho-types and encourage more buyers to click on the necessary links.
Once you have an example of results, you can start testing everything that interests you in all email newsletters.
Consider the type of buyer’s identity at each point of contact with the brand in the letter
When you see changes that increase engagement and reduce the inactivity of subscribers, embed them in all mailings.
Agree letter with landing . Even if you add elements to the letter that are attractive for each psycho consumer, do not forget that the main purpose of the letter is to lead the consumer to the landing page.
That is where the conversion takes place. Use the page where information will be available in abundance, which methodical and humanistic buyers need so much. Also add the “buy now” link to shorten the path of spontaneous and competitive buyers to purchase.
Add these items to all automated emails. Although these letters are service letters, they should also attract four psycho buyers: advantages and competitive offers at the top of the letter for spontaneous and competitive buyers, reviews for humanistic buyers and useful information in the form of a bulleted list for methodical buyers.
Usually, inactivity of subscribers or consumers we blame the wrong frequency of distribution and irrelevance of content, but do not forget that, as an option, your letter may simply not like the audience.
This problem can be solved by adding to the letter elements that cause a response among various psycho-types of buyers: spontaneous, competitive, humanistic and methodical.
It also includes automated letters, such as confirmations and reminders. Automated distribution is an excellent platform for testing, since the automated process runs in the background and generates large amounts of data with which you can test the hypothesis that adapting the content of the letter to the buyer’s personality type will increase engagement and reduce subscribers inactivity.