How can neuroscience help the email marketing sector?
Posted: Tue Dec 03, 2024 8:13 am
Neuroscience is a very valuable discipline that helps us to understand the levels of attention that people show to different stimuli. When we talk about this science applied to marketing, we are talking about “ Neuromarketing ” , a tool that can help us explain consumer behavior based on neuronal activity.
Many conclusions can be drawn from the analysis of user behaviour and reaction to the stimuli in an email. Conclusions based on the ability to detect emotionality, a decisive factor in consumer behaviour. Neuroscience can help us to fine-tune and adapt messages appropriately to each of our users' profiles so that they are able to perceive the brand better than they did before .
*An example of the application of neuroscience to marketing is eye tracking .
There are circuits in the brains of consumers that are followed when telecommunications email list making decisions and that have been established over the years. What does this mean? That consumers follow certain patterns when making decisions . Patterns that, over the years, are created in their minds. Observing these patterns will give us many clues about what type of consumers we have. And at the same time, it will help us define what message is most appropriate for each of them.
Although it is essential to analyze user behavior, the key is to investigate the causes underlying their behavior by studying the areas of the brain where both their desires and behaviors originate. If we find the origins, we will be able to understand these behaviors and, at the same time, we will be able to personalize and segment messages according to the needs and interests of users.
For example, it is widely known that an email containing a message offering a gift, promotion or discount generally has a greater impact on users. However, factors such as age and gender can completely change how those users view the message and the effectiveness may not be as expected.
Therefore, the segmentation we carry out in our database and the messages contained in our emails are not always aligned with the behaviour patterns of users. In many cases, the segments we create are defined by variables that do not lead users to the decisions we are looking for, such as, for example, whether the user ends up making a purchase. Therefore, if the segments are not adequately defined, the message we send will not be either.
However, we can also find ourselves in the situation where, even though a database is well segmented , the message does not drive users to make the decision we are looking for. Many times, brands are not able to reach the circuits of consumers' minds, since the message they send is not the right one or the one expected by them. It is precisely at this point where neuroscience takes on an important role. Neuroscience can help us to make better use of the segmentation carried out , creating the most appropriate messages for the different segments.
In short, the use of neuroscience technology (EEG, heart rate, facial codes, eye tracking, etc.), together with conventional market research techniques, helps brands to understand more fully the conscious and unconscious responses of consumers, ensuring the greatest effectiveness of the messages they want to convey and consolidating the brand through the emotions of our users.
Many conclusions can be drawn from the analysis of user behaviour and reaction to the stimuli in an email. Conclusions based on the ability to detect emotionality, a decisive factor in consumer behaviour. Neuroscience can help us to fine-tune and adapt messages appropriately to each of our users' profiles so that they are able to perceive the brand better than they did before .
*An example of the application of neuroscience to marketing is eye tracking .
There are circuits in the brains of consumers that are followed when telecommunications email list making decisions and that have been established over the years. What does this mean? That consumers follow certain patterns when making decisions . Patterns that, over the years, are created in their minds. Observing these patterns will give us many clues about what type of consumers we have. And at the same time, it will help us define what message is most appropriate for each of them.
Although it is essential to analyze user behavior, the key is to investigate the causes underlying their behavior by studying the areas of the brain where both their desires and behaviors originate. If we find the origins, we will be able to understand these behaviors and, at the same time, we will be able to personalize and segment messages according to the needs and interests of users.
For example, it is widely known that an email containing a message offering a gift, promotion or discount generally has a greater impact on users. However, factors such as age and gender can completely change how those users view the message and the effectiveness may not be as expected.
Therefore, the segmentation we carry out in our database and the messages contained in our emails are not always aligned with the behaviour patterns of users. In many cases, the segments we create are defined by variables that do not lead users to the decisions we are looking for, such as, for example, whether the user ends up making a purchase. Therefore, if the segments are not adequately defined, the message we send will not be either.
However, we can also find ourselves in the situation where, even though a database is well segmented , the message does not drive users to make the decision we are looking for. Many times, brands are not able to reach the circuits of consumers' minds, since the message they send is not the right one or the one expected by them. It is precisely at this point where neuroscience takes on an important role. Neuroscience can help us to make better use of the segmentation carried out , creating the most appropriate messages for the different segments.
In short, the use of neuroscience technology (EEG, heart rate, facial codes, eye tracking, etc.), together with conventional market research techniques, helps brands to understand more fully the conscious and unconscious responses of consumers, ensuring the greatest effectiveness of the messages they want to convey and consolidating the brand through the emotions of our users.