Tapping into Human Behavior to Increase Open, Read and ...
Transcript of Tapping into Human Behavior to Increase Open, Read and ...
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Tapping into Human Behavior to Increase Open, Read and
Response Rates
Nancy [email protected]
Shortcuts to decision-making
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2010 direct mail spending: $55.7 billion
5,000 marketingmessages per day
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13 Choice Drivers
“95% of purchase decision making takes place in the
subconscious mind.”
Gerald ZaltmanHarvard Business School
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People respect authority
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Authority Figures
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Humans are naturally curious
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Gatekeepers make very deliberate assumptions
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People look at who and where mail is from
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We’re inclined to touch things
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Our eyes gravitate to certain words
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“No” - really can mean “tell me more”
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Some responses are automatic
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People are most interested in themselves
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People make decisions for rational and emotional reasons
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Avoidance of pain
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People feel obligated
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We want what we cannot have
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We do what people like us and people we like - do
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