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Engage your email recipients through clever Marketing Psychology.
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Agenda
1. Emotional Response
2. Inbox Branding
3. Persuasive Principles
4. Improvements
Language & Tone
On-site - What do your recipients expect?
Language & Tone
On-site - What do your recipients expect?
• Promotions & sales?
Language & Tone
On-site - What do your recipients expect?
• Promotions & sales?• Updates?
Language & Tone
On-site - What do your recipients expect?
• Promotions & sales?• Updates?• Newsletter?
Language & Tone
On-site - What do your recipients expect?
• Promotions & sales?• Updates?• Newsletter?
Consistency
Language & Tone
Email - What do your recipients respond to?
Language & Tone
Email - What do your recipients respond to?
• Buying mode?
Language & Tone
Email - What do your recipients respond to?
• Buying mode?• Persuasion?
Why?
Language & Tone
Email - What do your recipients respond to?
• Buying mode?• Persuasion? • Information?
Language & Tone
Email - What do your recipients respond to?
• Buying mode?• Persuasion? • Information?
69% of email recipients report email as Spam based solely on the subject line
http://www.convinceandconvert.com/
Colour
Email – Should you stay on brand?
Colour
Email – Should you stay on brand?
No best colour
Colour
Email – Should you stay on brand?
No best colour
“The Isolation Effect”
Colour
Agenda
1. Emotional Response
2. Inbox Branding
3. Persuasive Principles
4. Improvements
Inbox Branding
• Keyword research
Inbox Branding
• Keyword research
• Create a lasting relationship
Inbox Branding
• Keyword research
• Create a lasting relationship
• Keep language consistent
Agenda
1. Emotional Response
2. Inbox Branding
3. Persuasive Principles
4. Improvements
4 Persuasive Principles
1. Curiosity
4 Persuasive Principles
1. Curiosity
4 Persuasive Principles
1. Curiosity
60% increase in open rate
40% increase in click through rate
54% increase in revenue
4 Persuasive Principles
1. Curiosity
2. Commitment
4 Persuasive Principles
1. Curiosity
2. Commitment
4 Persuasive Principles
1. Curiosity
2. Commitment
4 Persuasive Principles
1. Curiosity
2. Commitment
4 Persuasive Principles
1. Curiosity
2. Commitment
3. Social Proof
#4
4 Persuasive Principles
1. Curiosity
2. Commitment
3. Social Proof
4. Reciprocation“May we help with your order?”
“Chat to us online!”
Agenda
1. Emotional Response
2. Inbox Branding
3. Persuasive Principles
4. Improvements
Communications - Improvements
• ‘Welcome’ email to new customers60%
MarketingSherpa "Email Marketing Benchmark Survey" (2013)www.exacttarget.com
Communications - Improvements
• ‘Welcome’ email to new customers60%
MarketingSherpa "Email Marketing Benchmark Survey" (2013)www.exacttarget.com
Social MediaInvolvement
Welcome Offer InformationOn BrandServices
Communications - Improvements
• ‘Welcome’ email to new customers60%
MarketingSherpa "Email Marketing Benchmark Survey" (2013)www.exacttarget.com
Social MediaInvolvement
Welcome Offer InformationOn BrandServices
• Timing• Rendering
Communications - Improvements
• ‘Welcome’ email to new customers• Incorporate their Interests
60%75%
MarketingSherpa "Email Marketing Benchmark Survey" (2013)
Communications - Improvements
• ‘Welcome’ email to new customers• Incorporate their Interests
60%75%
MarketingSherpa "Email Marketing Benchmark Survey" (2013)
“Those exposing 55% of their customers to personalisation are seeing on average a 5% incremental revenue increase.”
http://www.peerius.com/more-personalisation-generates-more-revenue/#sthash.YUCQKfIw.dpuf
Communications - Improvements
• ‘Welcome’ email to new customers• Incorporate their Interests• Area-based events
60%75%
6%
MarketingSherpa "Email Marketing Benchmark Survey" (2013)
• Email to a friend
• Social Sharing
MarketingSherpa "Email Marketing Benchmark Survey" (2013)
58%
49%
Communications - Improvements
Email to a friend 58%
Communications - Improvements
Social Sharing 49%
Communications - Improvements
Social Sharing 49%
Communications - Improvements
Social Sharing 49%
Communications - Improvements
Also consider…
• Subscribe links within email creative
• Effective Preference Centre
60% 30%
Experian "2013 Email Market Study" (2014)
Communications - Improvements
