How to Write a Persuasive Email from Stanford Persuasive Tech Lab

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Want to see what else we’ve been working on this fall? Check out our other slideshares!

3 Principles for Writing Persuasive Emails: http://slidesha.re/persuasivemails
How to Get 1000 People to Your Event: http://slidesha.re/1kEvent
3 Principles to Design for User Experience Offline: http://slidesha.re/offlinedesign
3 Tips to Increase Foot Traffic to Your Store: http://slidesha.re/3tipsfoottraffic
Top 3 Mistakes in Mobile SMS Campaigns: http://slidesha.re/mobilemistakes
Top 10 Lessons from Behavior Design Consulting: http://slidesha.re/bdesignlessons
How to Have More Clients Than You Can Handle: http://slidesha.re/handlingtoomanyclients

Want to learn more about Stanford’s Persuasive Technology Lab? Visit captology.stanford.edu
Want to learn about our mentor BJ Fogg, the father of behavior design? Visit bjfogg.com

Want to learn more about our team? Follow us on Twitter!
Andrew Martin: twitter.com/amartinsu13
David Ngo: twitter.com/dngoo
Nic Chapa: twitter.com/DonMilagro
Nishant Jacob: twitter.com/nishantjacob
Richard Lo: twitter.com/richardjlo
Brandon Kit Ly: twitter.com/BrandonKit
Wesley Leung: twitter.com/wesleyleung

Want to learn more about our mentors? Follow them on Twitter!
BJ Fogg: twitter.com/bjfogg
Margarita Quihuis: twitter.com/msquihuis
Mark Nelson: twitter.com/mark__nelson

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How to Write a Persuasive Email from Stanford Persuasive Tech Lab

  1. Applied Behavior Design:How to write a persuasive email Stanford persuasive technology labA r wM r ,D v N ,W L
  2. Stanford persuasive technology labWant us to help you improve an email TODAY? Email amartin6@stanford.edu with the email you want optimized! D v A rw W Hr (f r fr !)
  3. D r r r ? Here’s 3 principles to always keep in mind when you write emails
  4. C S :S f r S G vrGeneral Goal: ASSU President and VP wanted moreengagement with the student bodySpecific Goal: They wanted to increase the number ofpeople responding to their call to actions in emails
  5. I #1 ( r !)Make the call to action (trigger) clear, visible, and immediately actionable
  6. fr C SThe Original (what not to do!) 1) Call to action (CTA) is unclear just by glancing 2) The CTA is hidden in a longer paragraph
  7. fr C SThe New Version (what to do!) 1) Call to action (CTA) is the first thing you see when you glance 2) There is no question what we are asking the reader to do
  8. I #2Keep it short, with a logical structureIf you find yourself typing “I’msorry for how long this email is” You’re doing it wrong!
  9. fr C SThe Original (what not to do!)What do you think is wrong here?
  10. fr C SThe New Version (what to do!)1)  Only give the reader the information they need to act.2)  Half as long. Your reader is busy! Don’t waste their time.3)  Logically combine similar items.4)  Attention grabbing headline.
  11. I #3Make it personal Cite specific interactions you’ve had Show you’ve done your homework and care!
  12. fr C SThe Original (they didn’t need our help here!)1) Show empathy for your readers: “we know you’re busy, so we’ll keep it short”2) Be personable! Just because you’re keeping it short doesn’t mean you have to be a robot. “good luck with finals and have a great holiday!”
  13. R1) What’s the call to action? Is it CLEAR and immediately actionable?2) Is the email short? Can it be made 3 lines or less?3) Make it personal. Do your homework!
  14. I’ C r :7 wP r v TL b r r (C ‘ !) •  3 Principles for Writing Persuasive Emails: –  slidesha.re/spmail •  How to Get 1000 People to Your Event: –  slidesha.re/1kEvent •  3 Tips to Design for Engagement: –  slidesha.re/dengage •  Top 10 Lessons from Behavior Design Consulting: –  slidesha.re/bdesignlessons •  How to Have More Clients Than You Can Handle: –  slidesha.re/2mclient •  Top 3 Mistakes in Mobile SMS Campaigns: –  slidesha.re/bdforsms •  3 Principles to Design for User Experience Offline: –  slidesha.re/offlinedesign
  15. Stanford persuasive technology labWant us to help you improve an email TODAY? Email amartin6@stanford.edu with the email you want optimized! D v A rw W Hr (f r fr !)
  16. I S rAll symbols courtesy of The Noun Project thenounproject.com O r w r r :Brandon Ly, Nishant Jacob, Richard Lo, Nic Chapa (see the slides description for more info!)

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