Neuromarketing Keys in Salesforce Marketing Cloud

Neuromarketing Keys in Salesforce Marketing Cloud

Neuromarketing is a field of study that combines neuroscience with marketing. Its main objective is to use knowledge about the functioning of the human brain to design more effective and persuasive marketing strategies.

What are the keys to Neuromarketing?

In a constantly changing digital environment, it is imperative that marketing professionals stay up-to-date with best practices to optimize their strategies and effectively reach their audience. Cognitive science has dedicated decades to analyzing consumer behavior, revealing that a significant part of our purchase decisions are driven by emotions and unconscious reactions. Throughout this article you will discover the keys to Neuromarketing which can be incorporated into your SFMC strategy.

Tone and Voice of the Email

Interpersonal communication plays a fundamental role in shaping your brand’s perception in the digital marketing environment. Choosing the right tone and voice is essential to establish an emotional connection with your audience, reflect your brand’s values, and, most importantly, motivate users to take action.

There is no one-size-fits-all tone that is universally superior. The choice between a professional, emotional, friendly, approachable, or serious tone will depend on the outcome of prior benchmarking. Consistency over time is what truly matters.

Clarity

Behavioral science provides abundant evidence supporting the notion that humans have limitations in their attention span. Theories like Selective Attention, the Principle of Simplicity, and the well-known Information Processing Theory are just a few examples of this. Therefore, it is essential that our message clearly communicates our purpose from the very beginning. Providing more information than necessary will only overwhelm the recipient’s mind and lead to the rejection of the entire message.

The Information Processing Theory determines that there is a limited capacity channel for external stimuli.

Broadbent Filter. ShowerThinking
Based on the Broadbent Filter Model.

Subject Line

The subject line of an email plays a crucial role as it is the gateway to our content. Its relevance should not be underestimated. The psychological theory of Primacy and Recency argues that people tend to remember the first and last impressions of their experiences more easily. With science on our side, we can harness this powerful notion and not miss the opportunity to create a lasting impression. 

  • Generate Curiosity
  • Use Urgency
  • Highlight the Main Benefit
  • Personalize and Segment

Colors

Each color has the power to evoke unique emotions and associations. Therefore, it is essential to strategically leverage this knowledge when selecting the color palette for your email campaign. When you maintain consistency in color choices across all your messages, a strong visual connection is established, strengthening your brand’s memory and fostering customer loyalty. This translates into a significant increase in open rates and greater interaction with the content you share, thanks to neuromarketing.

Apply the principles of color psychology and the color wheel effectively to avoid basic contrast errors.

colors

Color wheel for color contrast.

Mobile Friendly

Over 75% of users who receive our emails do so on mobile devices, so optimization for these devices should be a basic practice. The experience on these devices applies Gestalt principles. For example, ensure that elements are well-spaced for all screen widths and organized in accordance with the principles of Gestalt proximity and continuity.

Accessibility

In the realm of digital marketing, accessibility is not optional. This underscores the essential role of front-end developers, who not only shape the visual aspect of content but also ensure its accessibility regardless of the device or access method used. In addition, quality filters constantly seek out these accessibility gaps, such as the lack of alternative text in images or the minimum size in a CTA.

In this sense, A/B testing emerges as an invaluable tool for understanding and adapting to audience desires. The ability to experiment with different approaches allows us to discover what truly excites and engages our recipients.

In essence, always entrust your marketing campaigns to trained experts because, at the heart of effective marketing, you will always find the science of human behavior. This understanding is key to achieving outstanding results and establishing authentic connections with your audience.

Would you like to learn more about this field? Here are some links to visit:

Fields Validation: forms on Cloud Pages Marketing Cloud

Field Validation on Cloud Pages Forms in SFMC

Marketing Cloud provides a wide range of tools for form creation, but validating fields on Cloud Pages forms can seem like a challenge. In this post, we will explain how to best approach it.

How to achieve field validation on forms?

Field validation on forms is the process of verifying that the information entered in the fields is valid and meets certain predefined rules and criteria. Adjust the validation options according to your needs.

There are different types of validation in SFMC:

Validation of required fields

These are fields that must be filled out before a form can be submitted. If any required field is omitted, an error message will be displayed and the form submission will remain unavailable until all required fields are completed.

See the Pen Validation of required fields by Angela (@amoren03) on CodePen.

Email validation

This is another common example of email validation. In this case, JavaScript checks if the provided email address is valid and has the correct format.

See the Pen Email validation by Angela (@amoren03) on CodePen.

Field length validation

This will check whether the entered text is within the maximum or minimum length ranges. In this example, a minimum length of 10 characters has been specified. The JavaScript can be customized accordingly.

See the Pen Field length validation by Angela (@amoren03) on CodePen.

Phone number format validation

This is important to ensure that phone numbers are valid. If a user tries to enter a phone number that does not comply with the established format, an error message will be displayed.

In the following example, a number is requested in the format “123-456-7890”. You can customize it according to country specifications by changing the following code: /^\d{3}-\d{3}-\d{4}$/

See the Pen Phone number format validation by Angela (@amoren03) on CodePen.

Option selection validation

In this case, there is a verification to confirm that the user has selected a valid option.

See the Pen Option selection validation by Angela (@amoren03) on CodePen.

Validation of selecting at least one checkbox.

It is used to verify that at least one of the checkboxes has been checked, ensuring that the necessary information is provided.

See the Pen Validation of selecting at least one checkbox by Angela (@amoren03) on CodePen.

Date of birth validation

This serves a dual purpose. A valid date must be entered, and it must match that of a person who is of legal age. You can customize it if you want another age limit or remove this restriction through JavaScript.

See the Pen Date of birth validation by Angela (@amoren03) on CodePen.

In summary, field validation on Marketing Cloud forms is an effective way to ensure that users enter accurate and complete information. By applying field validation, you can improve the quality of the data you collect and reduce the amount of manual corrections and updates you need to make later on.

Would you like to know more about field validation on SFMC forms? Visit these links: