Tag Archives email marketing

Attention B2B Marketers: 8 Types Of Customer Psychology You Need To Know

By Posted on 4 min read 13 views

As per Dawn Iacobucci, a professor at Northwestern University’s Kellogg School of Management and editor of the Journal of Consumer Research: “Companies need to know what’s on your mind. What’s in your heart? What do you really want to do with your life?”

So, true it is! I am no professor for sure but over these years, I have gathered a few lessons which I keep close to my heart.

One of them is, sort of, rule of thumb:

“Numbers don’t mean anything. Your customers mean.”

And herein lies the problem.

Your customers won’t say a thing!

But they will ACT…once a new product arrives in the market or a competitor comes up with a better marketing strategy. And it might already be late then (or so we can assume for the moment).

I have seen many businesses fall into this trip and lose over millions in sales revenue.

Wait a second! In case, you are thinking…these companies had star marketing managers and had market research PPTs dispersed all over their desk.

So what went wrong?

They looked into the numbers, the facts, or the objective aspect of it.

They didn’t care to look into the subjective aspect of it.

Even when they were thinking that their customer is 50 years old, earns $45000 and is a family person living in an urban neighbourhood, they didn’t really figure out what motivates their customer—their desires, their fears, their aspirations. You know, like the way you know your brother or your best friend.

In my opinion—this is something I try to achieve in my marketing work too—always focus on the inner person of your customer.

KNOW YOUR CUSTOMER INSIDE OUT. (Reminding me of Brian Adams’ song.)

To start with, here’s an outline of the 8 types of customer psychology you will deal with everyday.

1.        Actualizers: These people are sophisticated, successful and active. They come with high self-esteem and possess loads of resources. They seek enrichment, growth and self-exploration. Their need of expression is quite strong, and they manifest strength of character and independence. They do not conform to status-, principle- or action-oriented behaviour.

2.       Fulfilleds: These people are mature, reflective and comfortable in nature. They value knowledge, they demand order and they manifest responsibility in their actions. They are educated professionals and are self-assured. They work on principles and prefer personal risks to societal risks. They are conservative people, content with family and careers.

3.       Believers: These people are conventional and conservative. They believe in family, community, nation and the church. They favour domestic products and well-known brands. They have modest education and income but they are self-sufficient and live according to routine.

4.       Achievers: They are successful in their careers and fully in control and content in their family lives. They value structure and stability above all. They are conservative and does not like change in the status quo. They normally go with the big names in the industry. They do not like to take too many risks.

5.       Strivers: These people seek approval from those around them. They possess fewer economic, psychological and social resources. What they desire is out of their reach. They normally emulate higher status people and desire to be stylish. They are normally impulsive and unsure of themselves.

6.       Experiencers: These are the younger generations—impulsive, enthusiastic and even rebellious. They love action and self-expression to the fullest. They seek excitement and adventure, and to some extent, to feed their ego. They enjoy fashion, music, movies, sports, social activities and fast food—uninformed and politically uncommitted.

7.       Makers: These people are realists. They are practical, and value self-sufficiency and family. They enjoy working on houses, repairing furniture and raising children. They are more into equipments for practical purposes. They are conservative by nature and conform to god and government. They prefer privacy though.

8.       Strugglers: They have limited financial, social or psychological resources. They manifest poor health, both mental and physical. They are negative by nature, and focus on how everything is difficult. They focus more on present rather than the future. They are cautious about new purchases and need trust.

Okay, I understand that this is too generic, especially if you are in the B2B industry.

But what I wanted this to be just a start, you know.

For you to start working on creating your own customer psyche chart.

The main thing is, do not neglect their inner psychology.

Want to know how I remind myself of this every day I start working on a marketing campaign?

I just remind myself that I am a consumer too.

I try to place myself in their shoes and see myself playing their role in my mind.

What do I feel?

What do I want?

What do I fear?

The complete life, everything…in a flash!

It’s a nice routine. Try it sometime.



6 Email Marketing Best Practices…Take It Or Leave It

By Posted on 4 min read 24 views

In 2019, the average email user is expected to receive 96 emails per day. How can you make your company’s emails stand out?

Are you thinking what I am thinking?

Look, emails can be a great way to build customer engagement and drive sales, but all too often this potentially powerful resource is misused and overused (as is expected, we marketers were never really known for taking our economics classes seriously! We just don’t know when to draw a line. We beat the best strategy to a pulp…always. But that’s best kept for another discussion.)

Okay, so where were we?

Yeah, abuse of email marketing, right.

Improper use of e-mail campaigns is not just a waste of your time and money, it can also wind up driving away customers. Take it from an email marketer with “almost” a decade of experience.

Here are six tips to help you get started with successful, productive e-mail campaigns.

1. Start with a clear goal in mind

This is not just the starting point of a successful campaign—it’s the most important part of planning. Without a clear goal, how can you make your message to the customer clear? A clear goal will include what action you want your customers to take, how you will motivate them towards this action, and which group of your current or potential customers you are targeting with your message.

2. Target the right audience

It doesn’t matter how well-crafted your message is if it isn’t reaching the right people. The segment of your current or prospective customer base should be directly in line with the goal you set for your campaign.

Example 1:  Opening a new physical store

If you’re planning on opening a new physical store, you will want to make your customers aware of this – but, which customers will care? If you’re opening a new store in Arizona, sending this news to your online customers on the East Coast will not be ideal as the news is irrelevant to them. An effective target group would include online customers with Arizona based addresses.

Example 2:  Offering a new product

If you’re trying to make customers aware of a new product being sold on your online store, you will want to target the customers most likely to not only buy the product, and filter out any customers who would not be valuable targets. You might consider building your target group around customers who have purchased items of the same brand before, but have not purchased a similar product recently.

3. Take steps to avoid spam filters

Unfortunately, the prevalence of junk and scam e-mail means that part of creating an effective campaign is taking steps to ensure that your marketing message is not assumed to be spam and filtered out before it ever reaches your customers’ inboxes.

  • Keep your e-mail lists clean. Lists with a large number of invalid e-mail addresses are more likely to lead to future e-mails being considered spam.
  • Have a clean subject line. The most common junk e-mail subject lines are: “Act Now” and “Limited Time Offer.” Spam filters tend to use these as red flags to determine if a message is spam or legitimate marketing. When in doubt about a particular subject line, check your own junk e-mail folder and see what phrases are used there. Similarly, avoid typos, using all capitalized words, or multiple exclamation marks in the subject line, as these are also frequently associated with spam.
  • Don’t use too many images. A high text-to-images ratio is very common in spam. Most e-mail service providers recommend having about a 60/40 ratio of text-to-images in your message.

4. Send your e-mail at the right time

Typically, messages sent overnight or late in the day end up being deleted rather than read. The best time to reach your customers will vary based not only on your industry, but your customer base. MailChimp has done a large amount of analysis on this topic and has a helpful article that covers the best times in detail.

5. Create click-worthy content

Once a customer sees your e-mail in their inbox, the battle is only half won. The effectiveness of your campaign now rests on the content of the message. Consider three things when creating your content: an enticing subject line, an easy-to-navigate layout, a clear call to action.

6. Measure the effectiveness of your e-mails

The most common measurements to look at are open rates and click-through rates. These metrics give you an idea of how many people your message is actually reaching and how many of those customers are actually acting on your messages.

As a marketer, you already know that nothing is set in stone. We create. We innovate. We sell.

However, these are the pointers that have kept the marketing campaigns straight and my clients sane and healthy in today’s tough market.

So, you MAY take the pains to keep this in mind.



Why Most Email Newsletters Fail

By Posted on 4 min read 19 views
Tools like Curated, Goodbits and TinyLetter made it easier than ever to start a newsletter. Many people took advantage of these great tools and began building lists and curating content.

The problem?

These tools don’t suddenly make people care about what you have to say. Marketers, the chief offenders of bad emails, took it too far this year. Most newsletters flopped, whether the creators are willing to admit it or not.

Here are a few reasons why most newsletters fail along with some suggestions on sending an email that actually works.

They don’t start at the beginning.

Most newsletters send recent posts to subscribers. Regardless of when the subscriber joins, everyone receives the same information at the same time. Dropping a reader into the content slipstream is the easiest way to send a newsletter, but it’s certainly not the best.

A new visitor to your site lacks context. How has your blog evolved? How do you help people succeed? What do other readers know that they don’t?Answering these questions goes a long way towards earning loyal readers.

New subscribers to the Vero blog receive a six-step campaign. The first email welcomes the new subscriber and shares the Vero blog “Hall of Fame.” These aren’t our most-trafficked posts, they are the highest-converting posts.

Next, we send a series of five emails explaining how we can help them succeed. We offer content as well as tips for using our app to send better emails. Within the first few days of subscribing, we send four emails. We want to provide the most useful information we can while the reader’s curiosity is piqued. After this campaign ends, subscribers simply receive our normal weekly newsletter.

Our strategy isn’t perfect, but it’s worked well. More than 50% of the early emails are opened. That’s more than double our weekly newsletter.

New readers need different information. Tailor their initial experience with a simple campaign to get them up to speed as quickly as possible.

There is a disconnect between the audience and the content.

This problem isn’t unique to email marketing, but it’s the reason many newsletters go unread. People subscribe to newsletters for information that will help them succeed in their work or personal life. Promotion, therefore, falls on deaf ears.

This is the exact reason email can’t be viewed as a channel. Email can be used to build relationships at scale, but it requires that marketers move away from a “channel” mentality and towards a “user experience” mentality. That may seem like a subtle difference, but it results in completely different messaging. Marketers that view email as a channel gravitates towards blast emails and promotions. They burn through lists without regard for the subscribers’ needs or wants. Marketers that focus on user experience deliver content that helps the subscribers succeed. They, in turn, are rewarded with loyal customers.

It’s what ad man Bob Hoffman calls “brand babble”:

Modern marketing is operating under the delusion that consumers want to interact with brands, and have relationships with brands, and brand experiences, and engage with them, and co-create with them.

Sorry, amigo. Not in this lifetime.

Make sure the content of your emails is what your readers need. Without empathy, your email is doomed to fail.

It’s sent too often or not often enough.

Creating a publishing schedule is a positive constraint that results in big wins for your business. This starts by setting an expectation during the signup. If you promise an email every day, you better send one every day. And if you promise one every month, you can’t send one every week.

A schedule is a key to creating habitual readers. They must know when to expect your emails or your results will be wildly inconsistent. If you plan to test subject lines and calls to action, send time is a variable you need to consider. Make a promise to your readers and keep it.

Users don’t actually ask for them.

Email marketing is the pinnacle of permission-based marketing. This means you have the privilege, not the right, to communicate with prospects, leads and customers. It’s the #1 reason we see email marketers fail and the #1 reason we see them succeed. As Seth Godin says, it’s all about building trust and earning respect.

It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.

If you’re sending your newsletter to trial sign-ups who didn’t explicitly request your emails, you’re breaking that trust.

Respect the inbox, deliver value and you can succeed.



Secret Technique: Increase The Email Opening Rate Of A COLD List by 300%!

By Posted on 5 min read 21 views
increase email marketing opening rate by 100%

“Is it feasible to warm up an email list that is cold? And what is the best way to do this?”

I got an email asking this question to me. And here’s my answer:

“Yes. Admitting the error and recharging the list with contents of value. It uses a technique called the owner’s email. ”

If I remember correctly, it was Érico Rocha, from Launching Formula, who cited this technique in some of its contents.

Every time I applied it, it worked out really well. Let me explain it to you. It can be a perfect way for you to reactivate/start communication with your clients.

Let’s take a real-life example: Ricardo Gui, who I know personally.

He owns Cactus do Brasil, a company that has been selling jewellery equipment for more than 15 years.

He gathered all the customer emails he had. More than 7000.

Cold list.

The first re-entry email is below:

Title: E-mail of the owner of Cactus do Brasil

Hello, this is Ricardo Gui, founder of Cactus do Brasil, all right?

Although we have been supplying machines and tools in the jewelry business since 1999, you are not accustomed to receiving my emails …

… but this will change from TODAY!

I realized that I was not helping you the way I can, after all I have a lot of experience and valuable information to share with you, all with a great goal:


From now on I will share all this with you, who have already bought products from Cactus or at least already talked to us.

At least once a week I will send you an email with useful information for the entire jeweler industry, and my newest PASSION: 3D PRINTING.

Hugs and see you soon,

Ricardo Gui
099 9 9999-99 (WhatsApp)

PS: At the end of each message you always have the option to unsubscribe if you think my tips are not being valuable.

PPS: While the next message does not arrive … answer this email or send me whatsapp telling you the questions. I’ll be happy to answer you.

This was in August / September 2016. He kept sending new emails with text and video content.

And then he reheated this content and created the blog voce.cactusdobrasil.com.br that was initiated with several posts, exactly the same that he had sent by email.

Take out their notepad and note down that it did not start with a blog or YouTube channel. It began by re-establishing a communication with the customer via email.

No offers for about 2 months, and still, it made some good sales.

Did you like the technique “the owner’s email”?

Conquering a new customer costs 5 or 6 times more than maintaining an existing customer.

I see a lot of people sweating and spending INSANE amount of money to get new clients. But heck! They do not do any systematic tracking of old clients.


3 friends of mine created a course company, called Saggio Cursos, to offer engineering courses for students at our University.

Some courses went well and others did not. Well, as it would happen, they called me to take the Marketing part of the Saggio Courses.

To begin with, it’s my personal experience that we should focus on the relationship with the list. I realized that they were using the list anyway, pushing products, without even trying to create a relationship with this audience.

They used a new list, and it was a fiasco. Even E-goi blocked the account after sending these emails.

A mere 11% opening rate!

And then I thought about how I could use these same lists but with another footprint and generating value for the subscribers.

I took that Owner’s Email pattern used by Ricardo da Cactus do Brasil and I re-modelled it for my purpose. I used their partner company to send the emails.

The result: since 2014, people had been registering in events, lectures, courses and workshops the partner company as well as subscribing for Saggio Courses. I thought of sweepstakes of 2 exchanges to generate value for the staff and start to have a closer relationship. (The name is the email needed to be someone else, of course.)

The following is the text sent to subscribers:

Subject: You deserve a gift!

Hello, here is XYZ president of XYZ Consulting, all right?

Although we have been promoting entrepreneurship in Fumec since 2014 and training students for the job market, you are not accustomed to receiving my e-mails …

… but this will change from TODAY!

I realized that I was not helping you the way I can, after all I have experience and valuable information to share with you, all with a great goal:

Make your academic life more productive!

From now on I will share all this with you, who have already participated in some of our events and projects.

At least once a week I will send you an email with useful information about entrepreneurship, junior company movement, technological area, innovations, engineering in brazil and abroad, training courses …

To start WELL this our relationship, I have a novelty for you!

XYZ has partnered with Saggio Cursos and has got 2 scholarships to be presented.

1 bag for Excel Course – Analysis, Display and Data Manipulation

1 bag for the Oratory Course – Mastering the Art of Speaking in Public

We will raffle those 2 scholarships for you that have always been part of our activities.

To participate in the draw, just click on this link -> [blank]

Hugs and see you soon,


(99) 9.9999-9999 (WhatsApp)


PS: At the end of each message you always have the option to unsubscribe if you think my tips are not being valuable.

PPS: While the next message does not arrive … answer this email or send me whatsapp telling you the questions. I’ll be happy to answer you.

PPPS: If you can not access the link above, click here you will be redirected >>>

Here is the result of the campaign, after 2 days:

With the same list, I increased from 11% to 40% opening rate, an increase of a whopping 300 PERCENT!

This email redirected people to the draw link, so I was able to put a tag on who actually participated in the draw and had an interest in the courses, letting me pre-optimize for the upcoming courses.

Here’s a little stat for you:

Of the 95 people who clicked on the link, 86 registered for the draw. Not bad, right ?!

Ahh, In addition to having a great opening rate, I started getting messages in our email about the initiative to share information with students. Lovely interaction!

Just an experience and a cool handy technique in case of need.

And hey! If you decide to use the “owner’s email,” then post your comment below by telling us what the result was.

And if you have other strategies for maintaining the relationship with your customers and continuing to sell to them, share with us!



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