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Science has proven that 90% of decision-making takes place in the subconscious mind. Which means that you need to know the triggers that prompt the actions you want your target to take -- the scientific secrets that get people to open, read and respond to your emails. Through this presentation, you will learn: how to write a subject line that's impossible to ignore, two ways to position your product or service for fast response, why "negative" can deliver more positive results, and much more. This presentation was given by Nancy Harhut, Chief Creative Office (CCO) of Wilde Agency, at NEDMA's Annual Conference on May 14, 2014.
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The Science Behind Emails that Persuade
Nancy HarhutChief Creative OfficerWilde Agency
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Today You Will Learn
• How successful marketers get their emails opened, read and responded to
• Which of psychology’s “decision-making shortcuts” work best
• Easy ways you can use them now
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Agenda
1. Words that work best in subject lines
2. Two ways to position your message for fast response
3. The ripple effect of the Consistency Principle
4. Why you’ll sell more using Social Proof
5. When “negative” can deliver positive results
6. How Availability Bias turns doubters into buyers
7. What instantly makes you look better than the competition
8. The one thing to say to increase response
9. The journalist’s secret that boosts email readership
10. Which days are best for success
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The Biggest Secret?
Everyone relies on decision - making shortcuts
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Words that work best in subject lines
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• Drive opening rates
• About 35 characters
• Use “eye magnet words”
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Two ways to position your message for fast response
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The Principle of Scarcity
• Urgency
• Exclusivity
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The ripple effect of The Consistency Principle
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• Once people commit, they remain consistent
• First small yes leads to subsequent larger ones
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Why you’ll sell more using Social Proof
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• We do what other people do
• Especially if they’re like us
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When “negative” can deliver positive results
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Loss Aversion
• 2x more motivated to avoid pain than achieve gain
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How Availability Bias turns doubters into buyers
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• Personal relevance
• If it can be recalled/ imagined, it’s “more likely to happen”
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What instantly makes you look better than the competition
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The Authority Principle
• People recognize and respect authority
• Assume they’ve done the work for us
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The one thing to say to increase response
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• Give the reason why
• Because = compliance trigger
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The journalist’s secret that boosts email readership
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• 5 Ws + 1 H
• Use numbers and lists
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Which days are the best for success
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• Holidays
• Special celebrations
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Key Takeaways
1. Certain words automatically attract readership
2. People find urgency and exclusivity almost impossible to ignore
3. You can make a small “yes” lead to larger ones
4. People naturally trust your customers more than you
5. Avoiding anything negative is a big mistake
6. It’s easier to make a sale using Availability Bias
7. Trusting an authority is a common mental shortcut
8. People more readily do what they’re asked when told why
9. Helpful info – especially with numbers – entices readership
10. Special occasions create special interest
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Email by the numbers
• Limit your marketing pre-header to 85 characters
• Use short, scannable copy because online reading takes 25% longer
• Put key message upfront – up to 80% of people read only preview panes
• 1- Column layouts are best for mobile
• 2 more layout tips: People read in an F pattern; Use a contrasting color for buttons
• Pad your CTAs by 15 pixels to combat “fat fingering”
• Use the same primary visual in your email and landing page for 18% higher conversions
