Basic Motivations

In a first step, the consumers ‘basic motivations’ when purchasing and using a certain product or service needs to be mapped.

‘Basic motivations’ are based on Maslow’s pyramid and reflect the user’s fundamental psychological needs related to your industry and product or service.

The stronger the link to one or more of these ‘basic motivations’ in the subject line and the e-mail content, the better the expected open and click rates.

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