How Freud’s Theories on Desire, Repression, and Motivation Can Transform Your Email Marketing Strategy
You’re living in an era where inboxes are flooded and attention spans are measured in seconds. Which is why simply having a good offer isn’t enough. You need to be able to tap into what people really want, even if they won’t admit it.
Most modern marketers, such as email marketing specialists, rely on data analytics to understand human behavior. But what if the secret to email conversion lies deeper?
Enter Sigmund Freud, the father of psychoanalysis.
Though the Austrian psychologist’s work dates to over a century, his theories about the unconscious mind, desires, and defense mechanisms continue to be relevant to this day.
And, surprisingly, you can even use them to craft high-converting email campaigns.
Unbelievable?
Check out how Freud’s ideas can help marketers of today tap into the human psyche to drive engagement and sales.
1. The Id, Ego, and Superego: Crafting Emails That Speak to All Three
Your email isn’t speaking to one reader—it’s speaking to three.
- The impulsive shopper.
- The rational analyst.
- The ethical crusader.
These are the Id, Ego, and Superego as Freud called them.
His structural model of the psyche divides the mind into three parts:
- The Id: The primal, impulsive driver of instant gratification (e.g., hunger, desire, curiosity).
- The Ego: The rational mediator that balances the Id’s urges with reality.
- The Superego: The moral compass, driven by societal norms and ideals.
Application to Email Campaigns
Here’s how you can apply all three to design your email campaigns:
- Appeal to the Id with urgency and desire. When crafting your campaign try using the following: “Limited-Time Offer” or “Exclusive Access.” These phrases trigger impulsive actions. You can also try and highlight sensory language (e.g., “Indulge in Luxury”) to awaken primal cravings.
- Engage the Ego by addressing practical benefits. For example, “Save 50% Today” satisfies the Id’s desire for a deal while at the same time reassuring the Ego with logical savings.
- Inspire the Superego by aligning your brand with values. To appeal to your reader’s sense of morality, try using the following: “Join Our Eco-Friendly Mission” or “Support a Cause.” These phrases help them engage with your campaign.
Example: A skincare brand could write:
- Id: “Reveal Your Most Radiant Skin—Tonight Only!”
- Ego: “Dermatologist-Approved Formula at 40% Off.”
- Superego: “Cruelty-Free Products for a Better World.”
2. The Unconscious Mind: Subliminal Triggers in Copy and Design
Freud’s conviction was that much of what drives human behavior is unconscious desire, fear, and memory. In your email campaigns you can tap into these feelings by hiding subtle clues, including:
- Symbolism: Employ colors like red (urgency/passion) or blue (trust) to create subconscious connections.
- Storytelling: Try using narratives of change (e.g., “From Stress to Success”) to resonate with pent-up aspirations for self-betterment.
- Fear of Loss: Freud’s idea of “thanatos” (death drive) assumes that most humans are unconsciously attracted to prevent loss. Here you can successfully implement tactics of scarcity: “Last Chance to Grab Your Discount.”
3. Defense Mechanisms: Overcoming Objections with Empathy
Ever had someone say, “I’ll think about it,” when you know they’re just avoiding a decision? That’s repression in action.
Freud proposed that people use psychological defenses to avoid discomfort (e.g., denial, repression).
You can anticipate and disarm these defenses in your email campaigns as follows:
- Repression: A customer might ignore financial constraints to splurge. Address this with payment plans: “Enjoy Now, Pay Later.”
- Projection: Readers may project skepticism onto your product. Counter with social proof: “Join 10,000 Satisfied Customers.”
- Rationalization: Shoppers justify inaction (“I don’t need this”). Disrupt this with logic: “Why Settle for Less?”
You can successfully use these mechanisms in your email campaigns. These are not to manipulate, but to meet readers where they are emotionally.
4. The Pleasure Principle: Instant Gratification Wins
Freud’s pleasure principle states humans seek immediate satisfaction and try to avoid pain. Emails that reduce friction and promise quick rewards convert best. Here’s what you can do:
- Clear CTAs: “Claim Your Free Trial in 30 Seconds.”
- Visual Hierarchy: Make the reward feel one-click away. Use bold buttons, bullet points, and a layout that guides impulsive decision-making.
- Bonuses: Offer a free ebook or gift with purchase to trigger dopamine-driven clicks.
5. Freudian Slips… in Subject Lines?
Your subject line is your subconscious talking. The question is, are you whispering temptation or typing therapy? A “Freudian slip” reveals hidden thoughts.
While not literal, subject lines that hint at unspoken desires perform well, such as the following:
- “The Secret You’ve Been Missing” (implies hidden knowledge).
- “Your Dream [Product] is Waiting” (taps into wish fulfillment).
- “You Know You Want To” (flirts with suppressed desire).
Putting Theory into Practice
To apply Freudian psychology to your email strategy, here are a few things you can try:
- A/B Test Id vs. Superego Messaging: Compare impulsive triggers (“Buy Now!”) to value-driven ones (“Make a Difference”).
- Use Symbols Strategically: Red for urgency, green for growth, gold for luxury.
- Narrate Transformation: You can also frame your product as a tool. This will help your readers achieve their idealized self.
Freud Meets the Funnel: What It All Means for Marketers
Freud’s theories remind us that human behavior is driven by deep-seated emotions and conflicts. By designing emails that speak to the Id’s cravings, the Ego’s logic, and the Superego’s morals, you can create email campaigns that resonate on a psychological level.
And while Freud might not have imagined his work being used for email CTRs, his insights into desire, fear, and motivation remain timeless. And also profitable.
Freud’s couch was for patients. Your inbox? That’s where the therapy happens now.
Don’t overthink the psychoanalysis. Use these principles as a lens to refine your messaging, then let data guide your final strategy. You can even hire email marketing experts who can help you navigate the unconscious mind of your audience as well as your metrics.
After all, even Freud adjusted his theories based on observation!
