0
The Science Behind Emails
that Persuade
Nancy Harhut
Chief Creative Officer
Wilde Agency
@nharhut
Today You Will Learn
• How successful marketers get their emails
opened, read and responded to
• Which of psychol...
@nharhut
Agenda
1. Words that work best in subject lines
2. Two ways to position your message for fast response
3. The rip...
@nharhut
The Biggest Secret?
Everyone relies on decision - making shortcuts
4
@nharhut
Words that work best in subject lines
5
@nharhut
• Drive opening rates
• About 35 characters
• Use “eye magnet words”
6
@nharhut 7
@nharhut 8
@nharhut 9
@nharhut 10
@nharhut 11
@nharhut
Two ways to position your message for fast response
12
@nharhut
The Principle of Scarcity
• Urgency
• Exclusivity
13
@nharhut 14
@nharhut 15
@nharhut 16
@nharhut 17
@nharhut 18
@nharhut 19
@nharhut 20
@nharhut 21
@nharhut 22
@nharhut
The ripple effect of The Consistency Principle
23
@nharhut
• Once people commit, they remain consistent
• First small yes leads to subsequent larger
ones
24
@nharhut 25
@nharhut 26
@nharhut 27
@nharhut 28
@nharhut
Why you’ll sell more using Social Proof
29
@nharhut
• We do what other people do
• Especially if they’re like us
30
@nharhut 31
@nharhut 32
@nharhut 33
@nharhut 34
@nharhut 35
@nharhut
When “negative” can deliver positive results
36
@nharhut
Loss Aversion
• 2x more motivated to avoid pain than achieve
gain
37
@nharhut 38
@nharhut 39
@nharhut 40
@nharhut 41
@nharhut 42
@nharhut 43
@nharhut 44
@nharhut
How Availability Bias turns doubters into buyers
45
@nharhut
• Personal relevance
• If it can be recalled/ imagined, it’s “more
likely to happen”
46
@nharhut 47
@nharhut 48
@nharhut 49
@nharhut 50
@nharhut
What instantly makes you look better than
the competition
51
@nharhut
The Authority Principle
• People recognize and respect authority
• Assume they’ve done the work for us
52
@nharhut 53
@nharhut 54
@nharhut 55
@nharhut 56
@nharhut
The one thing to say to increase response
57
@nharhut
• Give the reason why
• Because = compliance trigger
58
@nharhut 59
@nharhut 60
@nharhut 61
@nharhut 62
@nharhut 63
@nharhut 64
@nharhut
The journalist’s secret that boosts
email readership
65
@nharhut
• 5 Ws + 1 H
• Use numbers and lists
66
@nharhut 67
@nharhut 68
@nharhut 69
@nharhut 70
@nharhut 71
@nharhut 72
@nharhut 73
@nharhut 74
@nharhut 75
@nharhut 76
@nharhut
Which days are the best for success
77
@nharhut
• Holidays
• Special celebrations
78
@nharhut 79
@nharhut 80
@nharhut 81
@nharhut 82
@nharhut 83
@nharhut 84
@nharhut 85
@nharhut
Key Takeaways
1. Certain words automatically attract readership
2. People find urgency and exclusivity almost imp...
@nharhut
Email by the numbers
• Limit your marketing pre-header to 85 characters
• Use short, scannable copy because onlin...
@nharhut
Thank You!
Nancy.Harhut@WildeAgency.com
@nharhut
88
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NEDMA14: The Science Behind Emails that Persuade - Nancy Harhut

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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.

Published in: Marketing, Business, Technology
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  • Transcript of "NEDMA14: The Science Behind Emails that Persuade - Nancy Harhut"

    1. 1. The Science Behind Emails that Persuade Nancy Harhut Chief Creative Officer Wilde Agency
    2. 2. @nharhut 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 2
    3. 3. @nharhut 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 3
    4. 4. @nharhut The Biggest Secret? Everyone relies on decision - making shortcuts 4
    5. 5. @nharhut Words that work best in subject lines 5
    6. 6. @nharhut • Drive opening rates • About 35 characters • Use “eye magnet words” 6
    7. 7. @nharhut 7
    8. 8. @nharhut 8
    9. 9. @nharhut 9
    10. 10. @nharhut 10
    11. 11. @nharhut 11
    12. 12. @nharhut Two ways to position your message for fast response 12
    13. 13. @nharhut The Principle of Scarcity • Urgency • Exclusivity 13
    14. 14. @nharhut 14
    15. 15. @nharhut 15
    16. 16. @nharhut 16
    17. 17. @nharhut 17
    18. 18. @nharhut 18
    19. 19. @nharhut 19
    20. 20. @nharhut 20
    21. 21. @nharhut 21
    22. 22. @nharhut 22
    23. 23. @nharhut The ripple effect of The Consistency Principle 23
    24. 24. @nharhut • Once people commit, they remain consistent • First small yes leads to subsequent larger ones 24
    25. 25. @nharhut 25
    26. 26. @nharhut 26
    27. 27. @nharhut 27
    28. 28. @nharhut 28
    29. 29. @nharhut Why you’ll sell more using Social Proof 29
    30. 30. @nharhut • We do what other people do • Especially if they’re like us 30
    31. 31. @nharhut 31
    32. 32. @nharhut 32
    33. 33. @nharhut 33
    34. 34. @nharhut 34
    35. 35. @nharhut 35
    36. 36. @nharhut When “negative” can deliver positive results 36
    37. 37. @nharhut Loss Aversion • 2x more motivated to avoid pain than achieve gain 37
    38. 38. @nharhut 38
    39. 39. @nharhut 39
    40. 40. @nharhut 40
    41. 41. @nharhut 41
    42. 42. @nharhut 42
    43. 43. @nharhut 43
    44. 44. @nharhut 44
    45. 45. @nharhut How Availability Bias turns doubters into buyers 45
    46. 46. @nharhut • Personal relevance • If it can be recalled/ imagined, it’s “more likely to happen” 46
    47. 47. @nharhut 47
    48. 48. @nharhut 48
    49. 49. @nharhut 49
    50. 50. @nharhut 50
    51. 51. @nharhut What instantly makes you look better than the competition 51
    52. 52. @nharhut The Authority Principle • People recognize and respect authority • Assume they’ve done the work for us 52
    53. 53. @nharhut 53
    54. 54. @nharhut 54
    55. 55. @nharhut 55
    56. 56. @nharhut 56
    57. 57. @nharhut The one thing to say to increase response 57
    58. 58. @nharhut • Give the reason why • Because = compliance trigger 58
    59. 59. @nharhut 59
    60. 60. @nharhut 60
    61. 61. @nharhut 61
    62. 62. @nharhut 62
    63. 63. @nharhut 63
    64. 64. @nharhut 64
    65. 65. @nharhut The journalist’s secret that boosts email readership 65
    66. 66. @nharhut • 5 Ws + 1 H • Use numbers and lists 66
    67. 67. @nharhut 67
    68. 68. @nharhut 68
    69. 69. @nharhut 69
    70. 70. @nharhut 70
    71. 71. @nharhut 71
    72. 72. @nharhut 72
    73. 73. @nharhut 73
    74. 74. @nharhut 74
    75. 75. @nharhut 75
    76. 76. @nharhut 76
    77. 77. @nharhut Which days are the best for success 77
    78. 78. @nharhut • Holidays • Special celebrations 78
    79. 79. @nharhut 79
    80. 80. @nharhut 80
    81. 81. @nharhut 81
    82. 82. @nharhut 82
    83. 83. @nharhut 83
    84. 84. @nharhut 84
    85. 85. @nharhut 85
    86. 86. @nharhut 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 86
    87. 87. @nharhut 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 87
    88. 88. @nharhut Thank You! Nancy.Harhut@WildeAgency.com @nharhut 88
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