How can neuroscience help the email marketing industry?

The neuroscience is a very valuable discipline that helps us to know and understand the levels of attention that people show to different stimuli. When we talk about this science applied to marketing, we are talking about the "Neuromarketing".The new tool can help us to explain consumer behaviour based on neural activity.

From the analysis of the behaviour and reaction of users to the stimuli of an email, many conclusions can be drawn. 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 the eye tracking.

There are circuits in the consumer's brain that are followed when making decisions and have been established over the years. What does that 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 as to what type of consumers we have. And at the same time, it will help us to define what message is most appropriate for each of them.

Although it is essential to analyse users' behaviour, the key is to investigate the underlying causes of their behaviour by studying the areas of the brain where both their desires and behaviours originate. If we find the origins, we will be able to understand those behaviours and in turn, we will be able to personalise and segment messages according to the needs and interests of the users.

For example, it is widely known that an email containing a message offering a free 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 may not be as effective as expected.

Therefore, the segmentation we carry out in our database and the messages contained in our emails are not always aligned with the behavioural patterns of users. In many cases, the segments we create are defined by variables that do not drive users to the decisions we are looking for, such as, for example, that the user ends up buying. Therefore, if the segments are not properly defined, the message we send will not be either.

However, it may also be the case that, even if a DB is well segmentedThe message does not drive users to the decision we are looking for. Brands are often unable to reach the circuits of consumers' minds because the message they send is not the right one or the one they expect. This is exactly where neuroscience takes on an important role. Neuroscience can help us to make better use of the segmentation performedThe aim is to create the most appropriate messages for the different segments.

Ultimately, the use of neuroscience technology (EEG, heart rate, facial codes, eye tracking...), together with conventional market research techniques, help brands to understand more completely the conscious and unconscious responses of consumers, guaranteeing the greatest effectiveness of the messages they want to transmit and consolidating the brand through the emotions of our users.