How Can Customer Psychology Be Used In An Email Marketing Campaign

Every marketer needs to understand the audience. And there is no better way to do so than learning about their wants and needs. Psychology plays an important role here because it opens up numerous possibilities for creating effective marketing campaigns and engaging content.

Customer psychology examines academic studies and combines them with marketing. The results are targeted campaigns that deliver the desired numbers thanks to various psychological factors. So let’s dive deeper and learn more about customer psychology!

What is customer psychology?

Creating content is easy when you know what your audience wants to see and read. It is where customer psychology comes into play. It is an incredible tool that will tell you exactly how to put together a marketing strategy.

Customer psychology examines the audience and their reactions to particular colors, designs, and phrases. Not to forget that you will have a closer look at your customers’ shopping habits and learn what they usually expect from a marketing campaign. It can be a game-changer for creating a successful email campaign.

How to use customer psychology

If you are interested in psychology and want to apply the principles in your next email marketing campaign, here are a few excellent examples:

Limited supply

Fear of missing out is a real thing, and it works incredibly well in email marketing campaigns. For instance, Colourpop’s Hocus Pocus makeup collection was all the rage in October of 2020. It sold out right away, probably because Colourpop did notify the shoppers it is a limited edition.

Fans of Colourpop cosmetics and this Disney classic didn’t want to miss out on an opportunity to try the witchy products. Millennials grew up with Hocus Pocus, so it is no wonder they experienced FOMO. According to one study, 60% of millennials will buy a product within a single day because of fear of missing out.

Brand identity

Your brand identity needs to be consistent. You should come up with the colors, language, images, and graphics you will use in the email marketing campaign. It will make your emails easily recognizable. And then you need to stick to it. Remember to create a schedule and don’t overwhelm your audience with messages. Be present in the inbox and remind them your brand is here for them.

Don’t blatantly ask your potential customers to purchase something from you. Instead, start small and suggest that they follow you on social media or read your latest blog post. These tiny hints can tell you if they intend to buy something from you in the future.

Include reviews

Potential shoppers need social proof to make decisions about products they are interested in. Including reviews and testimonials in your emails is a clever decision that might sway the indecisive customers. Consider putting in influencer collaborations and statistics too.

Also, think about the overall design of your email and where you place those reviews. They need to be visible, easily readable, and close to a CTA. If a customer feels confident they want to purchase your product or service, make sure that step is available in the email itself. It will speed up the process and make the shopping experience more enjoyable.


Free content, discounts, or gifts strengthen the relationship between a brand and a customer. But it can also prompt your audience to “exchange things” with you. It means they would feel like you appreciate them so much that you deserve to get something in return. Therefore, customers will be more open to shopping from your store.

Sending emails every time you offer free shipping and discounts is always welcome, but consider creating fun and educational content for your audience too. For instance, you may come up with exclusive offers that allow them to try more of your products for a lower price. Or even send them links to tutorials that use those same items.