Running an email marketing campaign can be a complex affair. But, it can all be boiled down to a single motive; persuading the customer to make the final purchase. Therefore, now, email marketers are combining subtle psychological tricks in their email copies to convince the customers to complete the transactions. Below you will find a few principles of persuasion that are being used by expert email marketers. Novice marketers can practice including these techniques in their templates using the online editor to create perfect Sendgrid email templates.
Principles of persuasion that you need to start using in your emails
Authority
Establishing the authority of your brand does not mean sounding like an authoritarian. As long as you are sending well-informed emails with credible sources, you can establish your authority. For example, if the customer is satisfied with the information you are sharing with them in your emails, they will start trusting your future recommendations and advice. Thus, increasing your engagement rates. In a sense, increasing the authority of your brand also enhances the customer’s relationship.
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Undoubtedly, Apple has established the authority of its brand amongst its customer base. Even though Apple has used multiple 3D emojis, their email copy sounds authoritative. There are no puns or witty punchlines. The email copy only speaks about Apple Cash Family and cites a few examples of how it can be used. This email template shows that you can still create authoritative emails while using informal elements.
Scarcity
More than the design of an email, email marketers need to understand the psychology of their customers. It is a fact that as you start limiting access to your product, it starts becoming desirable for your customers. It is because the sense of urgency triggers the FOMO behavior of the readers and encourages them to make the decision sooner. More often than not, the customer usually buys the product. Therefore, creating a scarcity of products or offering limited time can persuade a customer to make the purchase.
The email marketers can achieve these effects by either running limited-time offers or dynamic email campaigns that constantly update the subscribers about the dwindling stocks. Here, Restream has entered a countdown timer in their email to point out the scarcity in time. This compels the customer to complete the purchase before the lucrative offer ends.
Reciprocity
Apart from building the customer’s relationship with the brand, reciprocation is a great technique for persuasion. Now, there are a couple of ways in which reciprocation can be used to your advantage. Firstly, if you want your customers to do a particular task, you can promise them a reward after the task is done. When the customer is assured that their actions will be reciprocated in kind, they will be more likely to complete the task at hand.
Another way is to continue sending them personalized offers and discount codes without asking for anything in return. Eventually, the customer will feel socially obliged to reciprocate it by taking an action that benefits the brand, like subscribing to their newsletter or by making a purchase.
Brewbike is asking their subscribers to sign up using their account or send a text to their number. As a favor for doing the action, they are offering early access to the users that did the required action. If the readers feel that their actions are being fairly reciprocated, they will be more likely to click on the CTA button.
Likeability
One of the key principles of persuasion is likeability. Likeability is the ability of the brand to include messages in their emails that resonate with their readers. If the readers can connect with the brand, they will be more likely to become repeat customers. It will also increase their future engagement rates as the subscribers will enjoy interacting with the brand. Including highly personalized recommendations in your email increases your likeability as the customer thinks that the brand cares about their preferences.
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Crunchbase recommends various companies to the subscribers based on the details they have entered on the website. If the subscribers like the recommendations, they will look forward to similar emails. Crunchbase has also smartly nudged their customers to increase their online activity on the website by including a ‘hot tip’ section.
General consensus
A study shows that about 92% of consumers trust recommendations more than any other form of advertising. This offers a unique opportunity for email marketers to create persuasive email campaigns using the reviews of their previous customers. Email marketers can create a general consensus by promoting ratings, reviews, and customer quotes. Brands can also use product case studies to replicate the results. Once the customer sees that people are genuinely enjoying the product, they will be motivated to try it for themselves. Email marketers can also create an advanced email marketing campaign that rolls the live feed of the customer reviews.
Bite’s email marketing campaign creates consensus by using reviews from popular publications like Cosmopolitan and Healthline. The noteworthy reviews by the publications also increase the authority of the brand as it validates their products. Following this, they have included stellar reviews from their customers to better the trust between the brand and the reader.
Conclusion
These are a few of the persuasion tactics the top email marketers are currently employing. You can create similar emails by using the editor tools to create perfect Sendgrid email templates on the ESP’s website.
Author: Kevin George is the head of marketing at Email Uplers, that specializes in crafting Professional Email Templates, PSD to Email conversion, and Mailchimp Templates. Kevin loves gadgets, bikes & jazz, and he breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on email marketing blog.
