Maslow’s Hierarchy of (Email Subscriber) Needs

April Mullen

10:00 - 10:30

Marketing academics often reference Abraham Maslow’s famous Hierarchy of Needs, which is based on his 1943 paper “A Theory of Motivation,” originally published in Psychological Review. In it, Maslow shared his theory of human psychological growth in humans, called the “hierarchy of needs.” He says that to move up in the hierarchy of psychological development, one must have more basic needs met before progressing to the next level in the hierarchy, which is illustrated by a pyramid diagram. Given the personal nature of email, this concept can help exemplify the needs of subscribers. In this presentation, you’ll learn how email marketers can impact the needs of subscribers by leveraging Maslow’s hierarchy as a framework.


April Mullen

Co-Founder and Board MemberWomen of Email

April Mullen is currently the Director of Brand and Content Marketing at SparkPost, a MessageBird company. She has 15 years of experience working in email for brands, agencies and in martech.

Outside of SparkPost, Mullen has been an Adjunct Professor of Digital Marketing at the University of Missouri-St. Louis since 2013. In June of 2016, Mullen co-founded Women of Email, an organization with over 6,000 members on six continents that is aimed at driving positive change for women in the email marketing niche.

Mullen was named to DMNews’ 40 Under 40 list in 2018 and DMNews’ 2019 Marketing Hall of Femme Women to Watch list. She contributes thought leadership at conferences and through writing for industry publications, including Forbes and MediaPost.