Intermediate: Psychology for Email

Advanced Cognitive Biases & Human Irrationality

• Deep dive into Confirmation Bias, Ambiguity Aversion, the IKEA Effect
• Harnessing the Mere-Exposure and Von Restorff (Isolation) Effects
• Why humans are predictably irrational—and how to design for it

Applying Psychology to Copy, Design & Timing

• Using storytelling structures (open loops, cliffhangers) to boost engagement
• Layout and design strategies to reduce cognitive load and friction
• Timing tactics for leveraging priming and recency effects

Using Buyer Modalities & Cialdini’s Principles Together

• Tailoring persuasion for Spontaneous, Humanstic, Competitive & Methodical
• Combining modality-based messaging with proven persuasion tactics
• Ethical persuasion: building long-term trust, not short-term tricks

Designing Better A/B/n Tests for Psychological Hypotheses

• How to construct meaningful, behaviour-driven test hypotheses
• Overview of Holistic Testing Methodology for smarter experimentation
• Common pitfalls in testing psychological variables—and how to avoid them

Evidence-Based Experiments
from the Field

• Review of real-world academic studies and their relevance to email
• Case studies: Control vs bias-driven versions breakdowns
• How to adapt findings to your own testing plans

Review, Pitfalls & Scaling Wins

• How to read test results correctly (even when surprising)
• Scaling successful tactics across segments and automation flows
• Building continuous improvement cycles based on behavioural insights

Deep Psychology Meets Real-World Marketing

Beyond theories into tactics

Holistic Testing Methodology

Test smarter, not just more

Scalable Optimisation

Apply wins across segments and lifecycle flows