Our first campaign, an Easter-themed email, consisted of an A/B test where half of the recipients played a game to win a discount, while the others received a direct discount code. In the game, participants collected figures hidden behind chocolate eggs and entered their sums to unlock a discount code. Example of one of our first gamified emails _ Easter Email (See web version of this email) To our delight, this gamified approach doubled our sales compared to a regular discount email.
more sales were achieved with gamification. Positive jamaica telegram number list feedback from our recipients and doubled conversion rates encouraged us to include more gamified elements in our future emails. However, we recognized the need to understand the best contexts and types of emails for effective gamification, starting with what motivates people to play. Our exploration of these areas yielded intriguing findings worth sharing. The psychology of gamification, or why gamification in email marketing works well We can't force people to do what we want, we have to motivate them.
Psychological studies classify motivations as intrinsic or extrinsic. In “Reality is Broken,” Jane McGonigal identifies several key emotions that gamification taps into: desire to achieve; excitement and intrigue; social interaction. Drawing on McGonigal's observations and mixing them with psychological ideas, we see that: the desire for achievement is driven by both intrinsic motivations, such as the personal satisfaction of overcoming challenges, and extrinsic motivations, such as rewards or recognition; Excitement and intrigue appeal to our intrinsic curiosity and desire for novelty, providing exciting surprises that keep participants engaged; Social interaction serves as an extrinsic motivator, enhancing connections, competition, and social recognition, thereby reinforcing community ties and personal identity.