You’re emailing a brain - Email Summit - June 2015 - Bart Schutz - Online Dialogue

Yo u ’ r e e m a i l i n g a b r a i n

OnlineDialogue.com | Bart Schutz #EmailSummit

Bart Schutz - @BartS [email protected] nl.linkedin.com/in/bartschutz/

testing.agency online-dialogue.com

wheel-of-persuasion.com

Thank you!

ü  Connect: @BartS / nl.LinkedIn.com/in/bartschutz

ü  Read more: Wheel-of-Persuasion.com

ü  Hire us: OnlineDialogue.com

OnlineDialogue.com | Bart Schutz @BartS | #ES15

Filmpje Maxima met lijst kenmerken

ü  Fast & never sleeps ü  Emotional ü  Intuitive & associative ü  Naughty ü  Multi-tasking ü  Effortless ü  No control


ü  Slow & lazy ü  Rational ü  Reason & logic ü  Rules ü  Requires attention ü  Effortful ü  Controls Maxima

Psychologist

Psychologist

Psychologist Psychologist

Psychologist


Psychologist

Psychologist

Psychologist

Psychologist

Psychologist


Psychologist

Psychologist

Psychologist

Psychologist @BartS

Consumer psychologist



How good is your bra in?

Variation A Variation B


How can they be so bad in predicting their own behavior?


A b e h a v i o r a l s c i e n t i fi c v i e w o f a b r a i n


Psychology exp la ins us that…


Psychology exp la ins us that…

Take those jargon & toothbrush hurdles!


ü  Slow & lazy ü  Rational & logic ü  Conscious ü  Reasons & Rules ü  Requires attention ü  Effortful ü  Control

ü  Fast & always on ü  Emotional ü  Subconscious ü  Intuitive & associative ü  Large capacity ü  Effortless ü  Automatic


…we have a dua l process ing bra in


Yo u ’ r e e m a i l i n g 2 s y s t e m s


3 C h a r a c t e r i s t i c s o f o u r c o n s c i o u s n e s s

Meet W i l lem (system 2)


17 x 24 = ?

Meet W i l lem (system 2)


Willem"requires full attention and can’t deal with distraction

1) W i l lem needs ‘at tent ion’



Willem has a hard time focusing "

on multiple things


H o w e a s y i s i t t o p a y a t t e n t i o n t o e m a i l ?


OnlineDialogue.com | Bart Schutz @BartS | #ES15 OnlineDialogue.com | Bart Schutz @BartS | #ES15

Pls feel sorry for Willem…" (thnx @conversionista !)




Maxima is more interested in her social environment


Or with life threatening ‘tourists & taxi’s’



Desktop( Tablet( Mobile/Wifi( Mobile/3/4G(


The more “mobile”, the less Willem is able to keep focusing



Desktop( Tablet( Mobile/Wifi( Mobile/3/4G(Desktop( Tablet( Mobile/Wifi( Mobile/3/4G(Desktop( Tablet( Mobile/Wifi( Mobile/3/4G(Desktop( Tablet( Mobile/Wifi( Mobile/3/4G(Desktop( Tablet( Mobile/Wifi( Mobile/3/4G(

Maxima on mobile: ü  Higher conversions ü  More ‘repeat visitors’

ü  More pages in more time



Email = Mobile



When you need him, make sure Willem can focus!


2) W i l lem is qu ick ly depleted

At the end of this test, I ask a question.

Don’t stop and think about it Answer is immediately!



Ego-depletion"Our mental energy for self-control is quickly drained



1.  Please remember these numbers

Group A: Group B: 3852869 39

2. Thank you! Now choose your reward:

or Group A Group B



If you need Willem, "email him in the morning


3) Rea l i ty : he is usua l ly as leep


1.  Imagine, you meet me for the first time 2.  I tell you I have 2 kids. 3.  Based on stories you’re sure one of them is a boy. => How big is the chance that the other is a boy too? "


That’s logical: 33%


Use email to Willem up!



0%#

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Direct# Paid#Search#

Organic#Search#

Email# Display#

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When you need a brain to make a conscious rational

decision, you’re email should wake it up

Wil lem needs to be woken up and nudged


But one email is usually not sufficient for Willem

email

direct

paid "search

organic"search



But at least it can start



W e ’ r e n o t a w a r e , a n d w e d o n ’ t c a r e


W e ’ l l t e l l o u r s e l v e s c o m f o r t i n g l i e s


When W i l lem wakes up, he star ts ly ing

Our consciousness is about"post-decision rationalization "

(ALIBI’S)! Our consciousness = "

Our comfortness


O u r b r a i n i s n o t r a t i o n a l


O u r b r a i n i s r a t i o n a l i z i n g


A f t e r w e m a d e t h e d e c i s i o n


And p lease don’t b lame h im, he’s young!

Our conscious rational thinking, our willpower evolved only recently!


And comes wi th age


But he has a hard t ime

Conscious versus automated responses


Fight ing automated responses

Jantje’s vader heeft 3 zonen: ⇒  Kwik, Kwek & . . . .

Willem versus Maxima


Meet Max ima (system 1)


When you get graphs l ike these…

Often… Maxima starts buying when

Willem falls asleep


I t ’s o f ten even worse for emai l…

Is Maxima your biggest fan? Mail her in the evening!


Meet Max ima (system 1)

4 C h a r a c t e r i s t i c s o f our subconsc iousness


1) System 1 is ALWAYS ON


2) System 2 is fast


3) System 1 is assoc iat ive ü  Associative store (memory): a vast neuronal network.


3) System 1 is assoc iat ive


ü What You See Is All There Is.

4) System 1 = WYSIATI

System 1 only takes into account what it experiences

and remembers


4) System 1 = WYSIATI

The scientific method: Experiment your ass off! (what’s your testing capacity?)


Yo u r b r a i n i s a l a z y l i a r t o o


I t b e l i e v e s ‘ s t o r i e s ’


M o r e t h a n i t b e l i e v e s ‘ t h e t r u t h ’


S o …


N E V E R b e l i e v e y o u r c o n s c i o u s n e s s !


n o r ‘ s p e a k e r s ’


B u t d o b e l i e v e …


Yo u r d a t a - s c i e n t i s t


T h e p s y c h o l o g i s t i n y o u r t e a m ,


A n d t h e e x p e r i m e n t s t h e y r u n


Digital Data Persuasion Psychology

Analyze &

Experiment

GROW your bus iness, and del ight customers

Email = polution solution!


Don’t listen to what he says, but look what she does

Variation A Variation B


Bart Schutz - @BartS [email protected] nl.linkedin.com/in/bartschutz/

testing.agency online-dialogue.com

wheel-of-persuasion.com

Thank you!

ü  Connect: @BartS / nl.LinkedIn.com/in/bartschutz

ü  Read more: Wheel-of-Persuasion.com

ü  Hire us: OnlineDialogue.com


You’re emailing a brain - Email Summit - June 2015 - Bart Schutz - Online Dialogue

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