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#INBOUND16@nharhut
Nancy Harhut, CCO
Wilde Agency
10 Human Behavior Hacks
That Will Change The Way
You Create Email
Go to ...
#INBOUND16@nharhut
1. Words that work like magic in subject lines
2. Two ways to position your message for fast response
3...
#INBOUND16@nharhut
6. How Availability Bias turns doubters into buyers
7. What instantly makes you look better than the co...
#INBOUND16@nharhut
The one thing to know?
Everyone relies on decision —
making shortcuts
#INBOUND16@nharhut
#1: Words that work like magic
in subject lines
#INBOUND16@nharhut
Enter Subject line here.
#INBOUND16@nharhut
Enter Subject line here.
#INBOUND16@nharhut
Drive opening rates
About 35 characters
#INBOUND16@nharhut
#INBOUND16@nharhut
#INBOUND16@nharhut
“Eye Magnet” words
attract the human eye
#INBOUND16@nharhut
Top 5 Persuasive Words
— Copyblogger
New warming trends.
#INBOUND16@nharhut
10% Sidekick
Free Delivery on Top
Picks!
#INBOUND16@nharhut
29.3% Experian
#INBOUND16@nharhut
We Picked This For You:
• Elizabeth Arden
• We’re Not Kidding!
Elizabeth Arden Prevage
Anti-Aging Serum
#INBOUND16@nharhut
11% Worldata
Secrets For Closing
the Sale
#INBOUND16@nharhut
33.1% Adestra
Alert for your clients who
import or export
#INBOUND16@nharhut
Front load your
“Eye Magnet” words
ACTION:
#INBOUND16@nharhut
#2: Two ways to position your
message for fast response
#INBOUND16@nharhut
 Urgency
 Exclusivity
The Principle of Scarcity
22% Email Institute
#INBOUND16@nharhut
17% CTR
#INBOUND16@nharhut
T-Swift Daily Deal: New
Squirrel Pajamas Sale!
#INBOUND16@nharhut
I’m holding one of the last 15 seats for
you! Please RSVP Today
#INBOUND16@nharhut
Last chance to join
Expedia Rewards before
the public launch
#INBOUND16@nharhut
Be a founding donor of
the Stop Trump Fund
#INBOUND16@nharhut
New credential just for
CIPP-certified pros
#INBOUND16@nharhut
You Have Been Selected for
Your Expertise
#INBOUND16@nharhut
Make people feel special.
Or time-pressed.
ACTION:
#INBOUND16@nharhut
#3: The ripple effect of
The Consistency Principle
#INBOUND16@nharhut
Once people commit,
they remain consistent
First small yes leads to
subsequent larger ones
— Robert Cia...
#INBOUND16@nharhut
Thanks for your ongoing support.
Want to help out again?
#INBOUND16@nharhut
#INBOUND16@nharhut
#INBOUND16@nharhut
Fill out this one-question survey,
and let’s get to work:
#INBOUND16@nharhut
What do you want to work on
#INBOUND16@nharhut
#INBOUND16@nharhut
Escalate your asks.
Remind people of their earlier yes.
ACTION:
#INBOUND16@nharhut
#4: Why you’ll sell more using
Social Proof
#INBOUND16@nharhut
We do what other people do
…especially if they’re like us
— Journal of Applied Psychology
#INBOUND16@nharhut
#INBOUND16@nharhut
I’ve already heard from
several folks in your
community…
Don’t be the only
Trump supporter in your
neig...
#INBOUND16@nharhut
Your marketing peers’ top
downloads from the first half
of 2016
#INBOUND16@nharhut
#INBOUND16@nharhut
#INBOUND16@nharhut
Show your target others
have already done what you
want them to
ACTION:
#INBOUND16@nharhut
#5: When “negative” can deliver
positive results
#INBOUND16@nharhut
Loss Aversion
2x more motivated to avoid pain
than achieve gain
— Amos Tversky, Daniel Kahneman
#INBOUND16@nharhut
#INBOUND16@nharhut
#INBOUND16@nharhut
7 emails you should
never send
#INBOUND16@nharhut
Don’t pay an extra $300+
for INBOUND
#INBOUND16@nharhut
Why your Conversions
Suck (And How to Fix It)
#INBOUND16@nharhut
Help people avoid mistakes
ACTION:
#INBOUND16@nharhut
#6: How Availability Bias turns
doubters into buyers
#INBOUND16@nharhut
Personal relevance
If it can be recalled / imagined,
it’s “more likely to happen”
— Amos Tversky, Danie...
#INBOUND16@nharhut
#INBOUND16@nharhut
Nancy Barack Whoever you bring
#INBOUND16@nharhut
#INBOUND16@nharhut
Win a Vegas Bachelorette Bash for
Four! Who Will You Take?
#INBOUND16@nharhut
Stir people’s memories or
imaginations before you ask
them to respond
ACTION:
#INBOUND16@nharhut
#7: What instantly makes you look
better than the competition
#INBOUND16@nharhut
The Authority Principle
People recognize and respect authority
Assume they’ve done the work for us
— Ro...
#INBOUND16@nharhut
$399 -- Connecticut ‘World’s Best’
Country Inn, Reg. $1025
AAA 5-Star
#INBOUND16@nharhut
#INBOUND16@nharhut
Airport Employees Spill Travel
Secrets You (Probably) Don’t
Know
#INBOUND16@nharhut
#INBOUND16@nharhut
Invoke perceived experts
ACTION:
#INBOUND16@nharhut
#8: The one thing to say to
increase response
#INBOUND16@nharhut
Give the reason why
Because = compliance trigger
— Ellen Langer, Harvard University
#INBOUND16@nharhut
#INBOUND16@nharhut
Because April is taxing enough
#INBOUND16@nharhut
We know your days are hectic
… So we enhanced
Citicards.com
#INBOUND16@nharhut
#INBOUND16@nharhut
Legitimize your request
with a reason
ACTION:
#INBOUND16@nharhut
#9: The journalist’s secret that
boosts email readership
#INBOUND16@nharhut
5 Ws + 1 H
Use numbers and lists
— George Loewenstein
#INBOUND16@nharhut
Who doesn’t want to make
their marketing easier?
#INBOUND16@nharhut
What do 90% of your audience
have in common?
#INBOUND16@nharhut
Where to get good headlines
#INBOUND16@nharhut
When it’s OK for your brand to
be risqu??
#INBOUND16@nharhut
Why an online marketing suite
is a game changer
#INBOUND16@nharhut
How to Guarantee a Decision Maker Meeting When Selling
to the Government – OnDemand Webinar
#INBOUND16@nharhut
3 Reasons NOT to use Lead Scoring
to Generate More Sales
#INBOUND16@nharhut
Offer to fill an information gap
ACTION:
#INBOUND16@nharhut
#10: Which days are the best
for success
#INBOUND16@nharhut
Holidays
Special celebrations
— Hedwig Von Restorff
#INBOUND16@nharhut
Easter Egg Hunt: 2 Days Only!
Reveal Your Savings!
#INBOUND16@nharhut
Don’t miss your slice of the pie.
31.4% off ends soon!
#INBOUND16@nharhut
Celebrate National
Chardonnay Day with
us tonight
#INBOUND16@nharhut
#INBOUND16@nharhut
Happy Anniversary
from the Cash Cow
#INBOUND16@nharhut
It’s our 16th birthday, how
about a pair of prescription
glasses for $16?
#INBOUND16@nharhut
Introducing Orange Tuesday
at PTI! — Only 24 hours to
save big!
#INBOUND16@nharhut
Happy National NANCY Day!
#INBOUND16@nharhut
Piggyback on a holiday.
Or create your own.
ACTION:
#INBOUND16@nharhut
THANK YOU!
Nancy Harhut
Chief Creative Officer
Wilde Agency
Nancy.Harhut@WildeAgency.com
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Nancy Harhut - 10 Human Behavior Hacks That Will Change the Way You Create Email

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You can follow every best practice for creating email and still not get the response you want. That’s because today there’s more to success than a targeted list, compelling offer, and perfectly executed creative. Today you need to know the decision-making shortcuts people use when they encounter your email – those automatic behaviors that determine whether they open, read and respond to it. Science has proven that people often don’t operate in a rational, considered way. Much of what we do is done on autopilot, with certain prompts sending us in one direction or another. Discover the 10 hacks that will get your target to open, read and respond to your email without even thinking about it. See numerous examples from various verticals. And leave armed ready to create emails that get automatic action.

Published in: Business
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Nancy Harhut - 10 Human Behavior Hacks That Will Change the Way You Create Email

  1. 1. #INBOUND16@nharhut Nancy Harhut, CCO Wilde Agency 10 Human Behavior Hacks That Will Change The Way You Create Email Go to MindCamp.Wilde.com for a chance to win $500.00
  2. 2. #INBOUND16@nharhut 1. Words that work like magic 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 AGENDA
  3. 3. #INBOUND16@nharhut 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 AGENDA
  4. 4. #INBOUND16@nharhut The one thing to know? Everyone relies on decision — making shortcuts
  5. 5. #INBOUND16@nharhut #1: Words that work like magic in subject lines
  6. 6. #INBOUND16@nharhut Enter Subject line here.
  7. 7. #INBOUND16@nharhut Enter Subject line here.
  8. 8. #INBOUND16@nharhut Drive opening rates About 35 characters
  9. 9. #INBOUND16@nharhut
  10. 10. #INBOUND16@nharhut
  11. 11. #INBOUND16@nharhut “Eye Magnet” words attract the human eye
  12. 12. #INBOUND16@nharhut Top 5 Persuasive Words — Copyblogger New warming trends.
  13. 13. #INBOUND16@nharhut 10% Sidekick Free Delivery on Top Picks!
  14. 14. #INBOUND16@nharhut 29.3% Experian
  15. 15. #INBOUND16@nharhut We Picked This For You: • Elizabeth Arden • We’re Not Kidding! Elizabeth Arden Prevage Anti-Aging Serum
  16. 16. #INBOUND16@nharhut 11% Worldata Secrets For Closing the Sale
  17. 17. #INBOUND16@nharhut 33.1% Adestra Alert for your clients who import or export
  18. 18. #INBOUND16@nharhut Front load your “Eye Magnet” words ACTION:
  19. 19. #INBOUND16@nharhut #2: Two ways to position your message for fast response
  20. 20. #INBOUND16@nharhut  Urgency  Exclusivity The Principle of Scarcity 22% Email Institute
  21. 21. #INBOUND16@nharhut 17% CTR
  22. 22. #INBOUND16@nharhut T-Swift Daily Deal: New Squirrel Pajamas Sale!
  23. 23. #INBOUND16@nharhut I’m holding one of the last 15 seats for you! Please RSVP Today
  24. 24. #INBOUND16@nharhut Last chance to join Expedia Rewards before the public launch
  25. 25. #INBOUND16@nharhut Be a founding donor of the Stop Trump Fund
  26. 26. #INBOUND16@nharhut New credential just for CIPP-certified pros
  27. 27. #INBOUND16@nharhut You Have Been Selected for Your Expertise
  28. 28. #INBOUND16@nharhut Make people feel special. Or time-pressed. ACTION:
  29. 29. #INBOUND16@nharhut #3: The ripple effect of The Consistency Principle
  30. 30. #INBOUND16@nharhut Once people commit, they remain consistent First small yes leads to subsequent larger ones — Robert Cialdini
  31. 31. #INBOUND16@nharhut Thanks for your ongoing support. Want to help out again?
  32. 32. #INBOUND16@nharhut
  33. 33. #INBOUND16@nharhut
  34. 34. #INBOUND16@nharhut Fill out this one-question survey, and let’s get to work:
  35. 35. #INBOUND16@nharhut What do you want to work on
  36. 36. #INBOUND16@nharhut
  37. 37. #INBOUND16@nharhut Escalate your asks. Remind people of their earlier yes. ACTION:
  38. 38. #INBOUND16@nharhut #4: Why you’ll sell more using Social Proof
  39. 39. #INBOUND16@nharhut We do what other people do …especially if they’re like us — Journal of Applied Psychology
  40. 40. #INBOUND16@nharhut
  41. 41. #INBOUND16@nharhut I’ve already heard from several folks in your community… Don’t be the only Trump supporter in your neighborhood without a sign…
  42. 42. #INBOUND16@nharhut Your marketing peers’ top downloads from the first half of 2016
  43. 43. #INBOUND16@nharhut
  44. 44. #INBOUND16@nharhut
  45. 45. #INBOUND16@nharhut Show your target others have already done what you want them to ACTION:
  46. 46. #INBOUND16@nharhut #5: When “negative” can deliver positive results
  47. 47. #INBOUND16@nharhut Loss Aversion 2x more motivated to avoid pain than achieve gain — Amos Tversky, Daniel Kahneman
  48. 48. #INBOUND16@nharhut
  49. 49. #INBOUND16@nharhut
  50. 50. #INBOUND16@nharhut 7 emails you should never send
  51. 51. #INBOUND16@nharhut Don’t pay an extra $300+ for INBOUND
  52. 52. #INBOUND16@nharhut Why your Conversions Suck (And How to Fix It)
  53. 53. #INBOUND16@nharhut Help people avoid mistakes ACTION:
  54. 54. #INBOUND16@nharhut #6: How Availability Bias turns doubters into buyers
  55. 55. #INBOUND16@nharhut Personal relevance If it can be recalled / imagined, it’s “more likely to happen” — Amos Tversky, Daniel Kahneman
  56. 56. #INBOUND16@nharhut
  57. 57. #INBOUND16@nharhut Nancy Barack Whoever you bring
  58. 58. #INBOUND16@nharhut
  59. 59. #INBOUND16@nharhut Win a Vegas Bachelorette Bash for Four! Who Will You Take?
  60. 60. #INBOUND16@nharhut Stir people’s memories or imaginations before you ask them to respond ACTION:
  61. 61. #INBOUND16@nharhut #7: What instantly makes you look better than the competition
  62. 62. #INBOUND16@nharhut The Authority Principle People recognize and respect authority Assume they’ve done the work for us — Robert Cialdini
  63. 63. #INBOUND16@nharhut $399 -- Connecticut ‘World’s Best’ Country Inn, Reg. $1025 AAA 5-Star
  64. 64. #INBOUND16@nharhut
  65. 65. #INBOUND16@nharhut Airport Employees Spill Travel Secrets You (Probably) Don’t Know
  66. 66. #INBOUND16@nharhut
  67. 67. #INBOUND16@nharhut Invoke perceived experts ACTION:
  68. 68. #INBOUND16@nharhut #8: The one thing to say to increase response
  69. 69. #INBOUND16@nharhut Give the reason why Because = compliance trigger — Ellen Langer, Harvard University
  70. 70. #INBOUND16@nharhut
  71. 71. #INBOUND16@nharhut Because April is taxing enough
  72. 72. #INBOUND16@nharhut We know your days are hectic … So we enhanced Citicards.com
  73. 73. #INBOUND16@nharhut
  74. 74. #INBOUND16@nharhut Legitimize your request with a reason ACTION:
  75. 75. #INBOUND16@nharhut #9: The journalist’s secret that boosts email readership
  76. 76. #INBOUND16@nharhut 5 Ws + 1 H Use numbers and lists — George Loewenstein
  77. 77. #INBOUND16@nharhut Who doesn’t want to make their marketing easier?
  78. 78. #INBOUND16@nharhut What do 90% of your audience have in common?
  79. 79. #INBOUND16@nharhut Where to get good headlines
  80. 80. #INBOUND16@nharhut When it’s OK for your brand to be risqu??
  81. 81. #INBOUND16@nharhut Why an online marketing suite is a game changer
  82. 82. #INBOUND16@nharhut How to Guarantee a Decision Maker Meeting When Selling to the Government – OnDemand Webinar
  83. 83. #INBOUND16@nharhut 3 Reasons NOT to use Lead Scoring to Generate More Sales
  84. 84. #INBOUND16@nharhut Offer to fill an information gap ACTION:
  85. 85. #INBOUND16@nharhut #10: Which days are the best for success
  86. 86. #INBOUND16@nharhut Holidays Special celebrations — Hedwig Von Restorff
  87. 87. #INBOUND16@nharhut Easter Egg Hunt: 2 Days Only! Reveal Your Savings!
  88. 88. #INBOUND16@nharhut Don’t miss your slice of the pie. 31.4% off ends soon!
  89. 89. #INBOUND16@nharhut Celebrate National Chardonnay Day with us tonight
  90. 90. #INBOUND16@nharhut
  91. 91. #INBOUND16@nharhut Happy Anniversary from the Cash Cow
  92. 92. #INBOUND16@nharhut It’s our 16th birthday, how about a pair of prescription glasses for $16?
  93. 93. #INBOUND16@nharhut Introducing Orange Tuesday at PTI! — Only 24 hours to save big!
  94. 94. #INBOUND16@nharhut Happy National NANCY Day!
  95. 95. #INBOUND16@nharhut Piggyback on a holiday. Or create your own. ACTION:
  96. 96. #INBOUND16@nharhut THANK YOU! Nancy Harhut Chief Creative Officer Wilde Agency Nancy.Harhut@WildeAgency.com

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