Every day we are bombarded with new emails ranging from updates to newsletter promotions. So the question is, how do you get noticed?
The key answers can be found in human psychology. What drives a click? Why do people engage with certain newsletters and are turned off by others? Let’s discuss the psychological theories that govern the most popular newsletters and how you can use these principles to improve your approach.
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Subject Lines and The Power of Curiosity
Sometimes, the subject lines of your email is the first and only thing your audience will ever see. If your subject line does not bold their interest, it will not be clicked on.
Curiosity Gaps
The human brain is built to seek out and fill gaps in their knowledge. A subject line that teases something intriguing without giving away the full story creates a curiosity gap that makes the audience want to click on it. It is the same reason as to why we love reading the last page of a book or watching the next episode in a series: we want answers.
For instance:
- “Can you guess what we have just launched?”
- “Is this the one mistake you’re making with your marketing?”
The subject lines above create a sensation of something that is unknown. Intrigue is bound to open certain emails, which stems from the innate desire to satisfy one's curiosity.
Urgency
Urgent subject lines suggest that an opportunity is about to disappear so we all tend to make decisions if there isn’t a lot of time. 
For instance:
- “Ends tonight! Last chance to grab this offer!”
- “Only 3 spots left for my exclusive webinar…”
With the addition of urgency, subscribers have a reason to act right away, rather than having the email put off until later because it will be buried in the inbox.
Personalization
Customizing the subject line will enhance the relationship between the sender and the receiver as the receiver feels the email was meant for him or her.
For instance:
- "John, this tip will change the way you work"
- "A special offer just for you, Sarah"
Cognitive Ease — Make Newsletters a Breeze to Read
Cognitive ease refers to the level of difficulty that exists mentally while processing a certain material. Easy to understand material is easy to stick with, but on the other hand, content that is heavy in nature and difficult to comprehend results in cognitive strain. In simple terms, such content can quickly make a reader tune out.
What is a way to make a newsletter that promotes cognitive ease and captivates the audience? The focus should be on ease, clarity, and swift navigation.
As per the studies, 79 percent of people scan the content instead of reading it in detail. In the situation where your newsletter is not scannable, you will lose their focus before they reach your core message.
What strategies can be employed to make content scannable?
Concise Paragraphs
Avoid lengthy, dense paragraphs that seem too heavy. Aim for short, easy-to-read chunks of text—ideally 3-4 sentences each. This way, the content is less stressful and lighter.
Bullet Points
Headings and subheadings help when reorganizing information, but nothing does so as efficiently as bullet points.
For instance:
“Here’s why you’ll love our new feature:
- Automated tasks will save you time
- Streamlined workflows increases productivity
- Real-time data tracking provides insights”
Notes made with bullet points enable the audience to skim over the information and grasp core concepts without having to dive deep into the content.
Clear CTAs
One of the main reasons people tend to open newsletters is to take an action: click a link, sign-up for a webinar, or buy something. In order to make the required actions, the users need to be guided by a clear set of CTAs.
Words such as “Take Action” or “Claim Offer” should be placed where people will see these statements. A button in bold colors can attract attention, but it should not be hidden in blocks of text.
Giving Before Asking & Social Norms
Providing valuable content such as information, pointers or tips, or even free goodies acts as an avenue of social capital. This translates to higher levels of interaction, improved sales, and increased brand advocacy.
Philip Kunz researched the reciprocity effect in marketing. He mailed Christmas cards to 600 strangers and had nearly 35% of them sending a card back to him. This showed the impact of generosity without any expectation of getting something in return.
Use Reciprocity Principles in Your Newsletters
For your email campaigns to get the effects of the reciprocity principle, here are a few pointers you must take into consideration:
- Provide Valuable Resources. Give your audience tools, like e-books, industry reports, and whitepapers, which they cannot find anywhere else. Your brand is then perceived as a credible information source.
- Make Your Emails Relevant. Use your subscribers’ information to create individualized emails. Personalization increases perceived value and improves relationships with subscribers.
- Actively Respond With Feedback. Respond to your subscribers’ questions and comments. This shows that you appreciate their opinions and are willing to work towards fulfilling their expectations.
HubSpot’s Content Strategy
HubSpot takes advantage of the reciprocity principle in its marketing by employing an extensive library of free resources. It offers value in the form of blog posts, webinars, and templates, which bring huge audiences. This approach earns trust and authority in the marketing, and thus, helps with acquiring and retaining customers.
Emotional Connection — The Importance of Storytelling
In terms of email marketing, moving your audience emotionally comes first. Humans love stories because they make us feel something, makes us sympathetic, and allows us to remember things long after.
Why Does Storytelling Work Better Than Plain Facts?
Narratives engage the brain much more actively than plain information, and for this reason, stories can be much more powerful than facts. Emotionally engaging stories are proven to be 23% more effective because people relate to them better. Furthermore, storytelling is a powerful technique which can break down complex ideas into something that many people can relate to.
Airbnb
With “Belong Anywhere”, the focus is on hosts and travelers which tells stories of unique experiences and cultural exchanges. Their storytelling approach serves both as a marketing strategy and an attempt to build an emotional connection.
The New York Times’ “The Daily”
As the name suggests, “The Daily” is a podcast, but with the addition of a newsletter. The storytelling discussions in the episodes have actionable summaries and insights, which is what keeps readers engaged as well as informed. It is a great example that illustrates the use of narrative in news delivery.
Implementing Storytelling in Your Newsletters
To tell stories in your newsletter, plan the following:
- Know Your Audience. Tailor your stories to reflect the interests, problems, and goals of your audience. Make sure the story resonates with their values.
- Share Authentic Stories. Use testimonials, case studies, and any customer feedback which elicit real emotions and struggles faced by your customers.
- Create a Narrative Arc. Capture your readers’ interests by structuring the content with a clear beginning, middle, and end.
- Add Visuals. Use pertinent images, videos, or infographics. This makes it easier to engage with your audience.
Putting It All Together
These strategies could now be put into action with their respective newsletters as an experiment. Engagement and marketing objectives can be accomplished through alterations and adjustments that incorporate performance metrics and audience feedback.
Bio of author
Aaron Marquis is an article writer and content strategist working with tech startups. He concentrates on personalization in email campaigns and crafting valuable content for B2B audiences.
