The fundamental idea underlying the model is that unconscious stages occur in the consumer's mind when interacting with and interpreting the message. The stages are:
Attention: This is the moment when something “eye-catching” catches the user’s attention. In the context of Email Marketing , this crucial moment is played out, in the first instance, in the inbox field. Let’s keep in mind that when opening the email inbox, the person finds a sea of emails. How can we make ours the one that catches the user’s attention? The key element is transportation email list the subject, which must catch the attention above the others. Some effective tactics to achieve this are: convey surprise, generate contrasts, be clever, activate apprehension about the loss or scarcity of a good, etc.
Interest: Once we have managed to attract the user's attention, we will need a few seconds to awaken their interest. This can also be conveyed in the subject line, by mentioning the specific benefit or anticipating the benefits that will be obtained if the user opens and interacts with the content of the email. Once opened, the centres that activate the user's interest must be distributed, above all, in the upper third of the email (let's think that the reading of an email is done sequentially from top to bottom). Interest can be awakened, fundamentally, if the content is relevant to the user. Relevant means that the user must recognise that attention is paid to their desires, interests and concerns.
Desire: The next objective will be to induce the activation of the desire to acquire/interact/discover what is promised. To do this, we will have to communicate the specific benefits that the user will obtain if he or she finally acts.
Action: at this stage we must be able to capture the “impulse” of desire and transform it into an action . Graphic and copy elements play a key role here, along with anxiety-relievers or incentives. From a copy perspective, we must bear in mind that there are expressions that can be interpreted as “demanding a greater effort” and others “demanding a lesser effort”. The latter will be the most effective in the CTA . For example, saying “buy” is not the same as saying “get”. In the first case, a greater effort is required and the user will most likely visualise the fact of having to register, select the item, enter their card number, etc., while in the second these elements of friction have disappeared.
