Técnicas de neuromarketing aplicadas en un email publicitario.

Abstract

This article presents a study on the key elements that an advertising e-mail should imply in order to awaken the user’s attention and interest in it and on the other hand, the desire to want to buy the product or service offered. For this purpose, a qualitative research was carried out through the organization of focus groups with different characteristics, whose opinions formed a series of guidelines with which to create and design an effective advertisiv ng email. The result of the investigation, evidences the lack of interest on the part of the members with which the Focus Group was developed, before the traditional electronic mails, and the multiple failures that take place at the time of directing them to the target population, so that a model was designed according to the needs of the current market, based on the suggestions drawn from the sessions held with the focus groups. It is concluded that brands must improve considerably, both the structures of emails and the segmentation of the market to which they are directed, in addition to the importance in visual composition under the AIDA methodology (attention, interest, desire and action). In this way you can stimulate the compulsive part of the brain and encourage immediate buying, which will lead to a positive return on investment (ROI).