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

Yo u ’ re e m a i l i n g
a b r a i n
OnlineDialogue.com | Bart Schutz
#EmailSummit
Bart Schutz - @BartS
bart@onlinedialogue.com
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

@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

@BartS | #ES15

@BartS | #ES15
ü  Slow & lazy
ü  Rational
ü  Reason & logic
ü  Rules
ü  Requires attention
ü  Effortful
ü  Controls Maxima

@BartS | #ES15
a b r a i n

Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
Psychologist
@BartS

Consumer psychologist
@BartS | #ES15

@BartS | #ES15
How good is your brain?
Variation A
Variation B

@BartS | #ES15
How can they be so bad in
predicting their own behavior?

@BartS | #ES15
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

@BartS | #ES15
Psychology explains us that…

@BartS | #ES15
Psychology explains us that…
Take those jargon &
toothbrush hurdles!

@BartS | #ES15
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

@BartS | #ES15
…we have a dual processing brain

@BartS | #ES15
2 s y s t e m s

@BartS | #ES15
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 Willem (system 2)

@BartS | #ES15
17 x 24 = ?
Meet Willem (system 2)

@BartS | #ES15
Willem"
requires full attention and
can’t deal with distraction
1) Willem needs ‘attention’

@BartS | #ES15
Willem
has a hard time focusing "
on multiple things

@BartS | #ES15
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 ?

@BartS | #ES15
@BartS | #ES15
Pls feel sorry for Willem…"
(thnx @conversionista !)

@BartS | #ES15
Maxima is more interested in
her social environment

@BartS | #ES15
Or with life threatening
‘tourists & taxi’s’

@BartS | #ES15
Desktop( Tablet( Mobile/Wiﬁ( Mobile/3/4G(
The more “mobile”, the less
Willem is able to keep focusing

@BartS | #ES15
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(
Maxima on mobile:
ü Higher conversions
ü More ‘repeat visitors’
ü More pages in more time

@BartS | #ES15
Email = Mobile

@BartS | #ES15
When you need him,
make sure Willem can focus!

@BartS | #ES15
2) Willem is quickly depleted
At the end of this test,
I ask a question.
Don’t stop and think about it
Answer is immediately!

@BartS | #ES15
Ego-depletion"
Our mental energy for self-
control is quickly drained

@BartS | #ES15
1.  Please remember these numbers

Group A:

Group B:

3852869

39
2.
Thank you!

Now choose your reward:

or
Group A
Group B

@BartS | #ES15

@BartS | #ES15
If you need Willem, "
email him in the morning

@BartS | #ES15
3) Reality: he is usually asleep

@BartS | #ES15
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%

@BartS | #ES15
Use email to Willem up!

@BartS | #ES15
0%#
10%#
20%#
30%#
40%#
50%#
60%#
70%#
Direct# Paid#
Search#
Organic#
Search#
Email# Display#
Last#Conversions#
Assisted#Conversions#
0%#
10%#
20%#
30%#
40%#
50%#
60%#
70%#
80%#
90%#
100%#
Direct# Paid#
Search#
Organic#
Search#
Email# Display#
Last#Conversions#
Assisted#Conversions#
When you need a brain to
make a conscious rational
decision, you’re email
should wake it up
Willem needs to be woken up and nudged

@BartS | #ES15
But one email is usually not
sufﬁcient for Willem
email

direct

paid "
search

organic"
search


@BartS | #ES15
But at least it can start

@BartS | #ES15
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

@BartS | #ES15
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

@BartS | #ES15
When Willem wakes up, he starts lying
Our consciousness is about"
post-decision rationalization "
(ALIBI’S)!
Our consciousness = "
Our comfortness

@BartS | #ES15
O u r b r a i n i s n o t r a t i o n a l

@BartS | #ES15
O u r b r a i n i s r a t i o n a l i z i n g

@BartS | #ES15
A f t e r w e m a d e t h e d e c i s i o n

@BartS | #ES15
And please don’t blame him, he’s young!
Our conscious rational
thinking, our willpower
evolved only recently!

@BartS | #ES15
And comes with age

@BartS | #ES15
But he has a hard time
Conscious versus

automated responses

@BartS | #ES15
Fighting automated responses
Jantje’s vader heeft 3 zonen:
⇒  Kwik, Kwek & . . . .
Willem versus Maxima

@BartS | #ES15
Meet Maxima (system 1)

@BartS | #ES15
When you get graphs like these…
Often…
Maxima starts buying when
Willem falls asleep

@BartS | #ES15
It’s often even worse for email…
Is Maxima your biggest fan?
Mail her in the evening!

@BartS | #ES15
Meet Maxima (system 1)
4 C h a r a c t e r i s t i c s o f our subconsciousness

@BartS | #ES15
1) System 1 is ALWAYS ON

@BartS | #ES15
2) System 2 is fast

@BartS | #ES15
3) System 1 is associative
ü  Associative store (memory): a vast neuronal network.

@BartS | #ES15
3) System 1 is associative

@BartS | #ES15
ü  What You See Is All There Is.
4) System 1 = WYSIATI
System 1 only takes into
account what it experiences
and remembers

@BartS | #ES15
4) System 1 = WYSIATI
The scientiﬁc method:
Experiment your ass off!
(what’s your testing capacity?)

@BartS | #ES15
Yo u r b r a i n i s a l a z y l i a r t o o

@BartS | #ES15
I t b e l i e v e s ‘ s t o r i e s ’

@BartS | #ES15
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 ’

@BartS | #ES15
S o …

@BartS | #ES15
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 !

@BartS | #ES15
n o r ‘ s p e a k e r s ’

@BartS | #ES15
B u t d o b e l i e v e …

@BartS | #ES15
Yo u r d a t a
- s c i e n t i s t

@BartS | #ES15
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 ,

@BartS | #ES15
A n d t h e e x p e r i m e n t s t h e y r u n

@BartS | #ES15
Digital Data
Persuasion Psychology
Analyze
&
Experiment
GROW your business, and
delight customers
Email =
polution solution!

@BartS | #ES15
Don’t listen to what he says, but look what she does
Variation A
Variation B

@BartS | #ES15
Bart Schutz - @BartS
bart@onlinedialogue.com
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
a b r a i n

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

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