Marketing can have problems with too little flow, particularly when it’s interruptive in nature, however the email address details are impressive once the two concepts come together
As a self-confessed app junkie who automates everything possible, it’s safe to state I’m a fan of things such as web personalization and marketing automation. When lead scoring, triggered emails, personalized experiences, reusable nurtures, multiplatform integration, and analytics get together to create a holistic strategy, that make of beautiful synergy gets me excited.
All this automation doesn’t come with out a cost, however. Automated engagement strategies focus primarily on email, which includes inherent flaws. Email could be a impressive channel, but it isn’t without its shortcomings. Those that do consent to exchange their email for something of value don’t always see, open, or click on the content they receive.
According to the latest email stats from Constant Contact, the best open rates top out at about 25 %; the cheapest hover near ten percent. At best, which means three from every four recipients won’t even open your email — aside from read it and follow your proactive approach. That report indicates click-through rates max out at about 15 percent, though the majority are less than ten percent.
There certainly are a variety of known reasons for these metrics, but sometimes the fault lies around.
Better Experiences Through Flow
“Flow” identifies a sensation of total, engaged focus within an activity having an elevated degree of enjoyment and fulfillment. The initial person to identify flow, psychologist Mihaly Csikszentmihalyi, gave a fascinating TED Talk about them. I first encountered the theory as my company reworked its brand story. Since that discovery, flow has served because the guiding principle for the experiences we create — not minimal which is articulated through marketing.
Marketing can have problems with too little flow, particularly when it’s interruptive in nature, however the email address details are impressive once the two concepts get together.
As I researched flow, I realized that hawaii of total immersion the idea describes applies in multiple marketing contexts. It’s a lot more broadly applicable when we’re discussing digital experiences. Marketers cope with countless distractions for consumer attention, which will make even the easiest goals difficult to accomplish. The chance of failure isn’t just present online; it’s overwhelming.
Flow helped me know how a small number of simple principles can make online experiences that keep up with the attention of my target audiences. With flow, every experience we create for customers will need to have a logical “next step” to increase interactions into conversations. This process creates some rewarding experiences that ultimately result in total immersion — or flow — for the audience.
To create flow, marketers must eliminate distractions, establish clear goals, and design experiences that enable potential prospects to meet up those goals without the confusion. On the trunk end, marketers have to communicate their progress and failures, optimizing experiences because they go. Only by following these steps and eliminating worries of failure can we are able to create experiences that achieve flow.
A Match Manufactured in Heaven
Blending digital marketing with psychology isn’t new, and it’s much less difficult as it might seem. Follow these five ideas to create the perfect conditions for flow in the digital experience:
1. Set Concrete Goals
From email to PPC to content personalization, ensure every experience results in the next phase in your process. Users who complete small goals should proceed to larger goals, which steer them toward even larger goals. This linkage creates some rewarding experiences that ultimately result in flow.
For goals that extend beyond single browsing sessions, deliver feedback on progress to operate a vehicle further engagement across channels. This applies both to the client journey also to the creation of experiences that support it. When people feel they will have something left to attain, such as for example fulfilling that next thing in a maturity model, they’re ready to keep coming back for more. This gives you with ideal opportunities for further engagement.
2. Provide Clear, Timely Feedback
With form completions along with other interface elements, like slide-out widgets and modals, always give a response and a recommended next thing. Ad targeting should reflect specific recent behavior from an individual to personalize the knowledge and encourage continued engagement. When feedback occurs directly after (or midway through) the completion of an action, users feel a stronger association between their action and the results.
When customers experience errors, provide useful information in order to avoid missed opportunities. Provide them with an option to recuperate their progress or reconnect, including paths to solutions for the more technically inclined.
3. Balance Challenge and Skill
If I were to challenge LeBron James to a pickup game, he probably wouldn’t feel very committed to the competition. In the same way a specialist athlete will be bored when facing off against an amateur, skilled users require different degrees of engagement. We need to discover a way to help keep challenge in step with skill.
Follow user experience guidelines to facilitate goal completion. Make things simple, but never so simple that anything feels tedious. Throughout this technique, a continuing sense of accomplishment is completely paramount.
4. Eliminate Distractions
Create experiences that emphasize the relevant and de-emphasize the irrelevant. Consider alternatives to interruptive techniques, like modal windows, which might be effective but are loathed by people.
When a question of relevance arises, defer to user experience over your personal goals. What would a person within this experience wish to accomplish? What job is it possible to help an individual accomplish? Utilize the principles of flow to produce a framework that builds upon nurture campaigns — and furthers your story.
5. Erase worries of Failure
Don’t allow doubt to disrupt flow. Ensure confidence is made at every touchpoint by fulfilling expectations.
Whether someone clicks through from PPC or email, reinforce your messaging to meet up expectations. Furthermore, make sure that wayfinding conventions, breadcrumb navigation, search, favorites, recently viewed, along with other navigation elements ensure it is easy for visitors to orient themselves. Users with the freedom to activate will experience flow than those forced right into a group of dictated actions dictated.
Flow may have begun in psychology, but its concepts apply equally well to marketing because they do inside our personal lives. By following these strategies, marketers can make flow because of their audiences and turn curiosity into engagement.