eMail Marketing, Cape Town, South Africa
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eMail Marketing, Cape Town, South Africa

NeuroMarketing for eMail Marketing
Research influences

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Four bodies of research have influenced the development
of the Kaleidoscope methodology.

1. Emotion drives the decision

One of the first research papers relating specifically to the use
of neuroscience in marketing emerged in 2003 with the Harvard
publication by Gerald Zaltman, How Customers Think. Zaltman's
research proved that not logic but emotion drives 95% of our
decision making, underpinned by only 5% of logic. This paper
turned the marketing world on its head. Whilst the benefits of
the product and service are still important, the focus of marketing
thinking should be on finding the emotional element that will best
connect with the viewer. "It's the feeling that counts".

2. The stronger the emotion…
In 2007 Zaltman's research was strengthened by another Harvard
paper – How Emotions Fuel Good Decisions by Andrew O'Connell;
the stronger the emotion the better the attention and memory.


3. The eyes have it
In 2013 Christine Looser revealed in her research, Eyes, Brain,
Business, how the brain prioritises visual information. "Without fail,
we look at faces before our eyes go anywhere else – even if the
faces are inanimate".

4. The power of the product persona
Looser's research underpins the importance of using people,
specifically faces, in marketing. This led to Kaleidoscope's
own research on using the power of a product persona in email
marketing and web designs. As the emotional area of the brain
connects strongly with faces, it makes sense then to use pictures
of people, specifically "eyes and smiles" to create screen stickiness
in email marketing and web campaigns. A portrait of a person,
preferably female, looking out towards the viewer dramatically
increases the emotional connection within the first 0-3 seconds.
Choosing the right persona which suits both product / service and
viewer becomes fundamental to a best-practice email design.

See design examples and results.
See workshop: NeuroMarketing for eMail Marketing here.

Colleen Backstrom, Director NeuroMarketing, Kaleidoscope, Cape Town, South Africa Make contact here

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eMail Marketing, Cape Town, South Africa
eMail Marketing, Cape Town, South Africa
eMail Marketing, Cape Town, South Africa
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