Nancy Harhut's "How To" stream presentation at Mumbrella's B2B Marketing Summit

7 Super Effective Email Tactics
You Can Use Tomorrow
Nancy Harhut
Chief Creative Officer
HBT Marketing

@nharhut
AGENDA
1. The ripple effect of the Consistency Principle
2. Why you’ll sell more using Social Proof
3. When negative can deliver positive results
4. What instantly makes you look better than
the competition

@nharhut
AGENDA
5. The one thing to say to increase response
6. The journalist’s secret that boosts email
readership
7. Which days are best for success

@nharhut
The one thing to know?
Everyone relies on decision —
making shortcuts

@nharhut
The ripple effect of
The Consistency Principle
1#

@nharhut
Once people commit, they
remain consistent.
First small yes leads to
subsequent larger ones.
— Robert Cialdini

@nharhut
Thanks for your ongoing
support. Want to help
out again?

@nharhut
Thank You for Registering
with VistaPrint

@nharhut
Cognitive
Dissonance
Robert Cialdini

@nharhut
ACTION:
Escalate your asks.
Remind people of their earlier yes.

@nharhut
Pro Tips:
• Start with an easy “yes”– small / low commitment
• Get people nodding in agreement
• Consider videos, tweets & social posts

@nharhut
Why you’ll sell more using
Social Proof
2#

@nharhut
We do what other people do
…especially if they’re like us
— Journal of Applied Psychology

@nharhut
Almost Sold Out: See Who’s
Attending Ad Age Digital Conf.
Your peers and competitors
have already registered

@nharhut
Your marketing peers’
top downloads from
the first half of 2017

@nharhut
We already have over 200
registered. Here are some
of the job titles attending…

@nharhut
ACTION:
Show your target others have already
done what you want them to

@nharhut
Pro Tips:
• Use testimonials – start at skeptical
• Many people or Very similar people
• Label most popular, recently sold out, best seller

@nharhut
When negative can deliver
positive results
3#

@nharhut
Loss Aversion
2x more motivated to avoid pain
than achieve gain
— Amos Tversky, Daniel Kahneman

@nharhut
…do nothing and your
registration will expire
on Monday…
Endowment Effect

@nharhut
7 emails you should never send

@nharhut
Don’t pay an extra
$300+ for INBOUND

@nharhut
Why your
Conversions
Suck (And How to
Fix it)

@nharhut
ACTION:
Help people avoid mistakes

@nharhut
Pro Tips:
• Focus on the pain they’ll avoid by responding
• Stress the pain they’ll feel if they don’t respond
• Trigger the Endowment Effect

@nharhut
What instantly makes you look
better than the competition
4#

@nharhut
The Authority Principle
People recognize and respect authority
Assume they’ve done the work for us
— Robert Cialdini

@nharhut
The Massive 110 Point
Ecommerce Checklist
You’ve Been Waiting For

@nharhut
Order the #1 New
Release Marketing book
on Amazon today

@nharhut
ç
Chris Kai author of
Big Game Hunting
ç
Fortune 500
companies like
Google, New York
Life, American
Express

@nharhut
ACTION:
Invoke perceived experts

@nharhut
Pro Tips:
• Choose the right clothes / props
• Endorsements, memberships, media mentions
• Consider celebrities, hometown heros –
but be careful

@nharhut
The one thing to say to
increase response
5#

@nharhut
Give the reason why
Because = compliance trigger
— Ellen Langer, Harvard University

@nharhut
Because we expect
your organization…

@nharhut
Because you are part
of our family

@nharhut
Since you are a
valued member…

@nharhut
ACTION:
Legitimize your request
with a reason

@nharhut
Pro Tips:
• Don’t assume people know why
• Lead with your reason
• Test some flattery

@nharhut
The journalist’s secret that
boosts email readership
6#

@nharhut
5 Ws + H
Use numbers and lists
— George Loewenstein

@nharhut
Who doesn’t want to make
their marketing easier?

@nharhut
What do 90% of your audience
have in common?

@nharhut
Where to Get Good Headlines

@nharhut
When it’s OK for your
brand to be risqu??

@nharhut
Why an online marketing
suite is a game changer

@nharhut
How to Guarantee a Decision Maker Meeting When
Selling to the Government – OnDemand Webinar

@nharhut
3 Reasons NOT to use Lead
Scoring to Generate More Sales

@nharhut
ACTION:
Offer to fill an information gap

@nharhut
Pro Tips:
• Use superlatives (the Best / Worst / Most / Top)
• Add a 6th W – “which”
• People are more persuaded by info they feel isn’t
widely known

@nharhut
Which days are the
best for success
7#

@nharhut
Holidays
Special celebrations
— Hedwig Von Restorff

@nharhut
A Lucky Friday The 13th
To You!

@nharhut
What’s today?
q International Bacon Day
q International Square Dancing Day
q Be Late for Something Day

@nharhut
Celebrate InsideCXM
One Year Anniversary

@nharhut
You’re Invited: Blue Penguin’s
17th Birthday Party, July 19th

@nharhut
Introducing Orange
Tuesday at PTI! – Only
24 hours to save big!

@nharhut
Happy National NANCY Day!

@nharhut
ACTION:
Piggyback on a holiday.
Or create your own.

@nharhut
Pro Tips:
• Refer to the day in the subject line
• Have fun with it
• Consider pre and post communications

NHarhut@HBTmktg.com
Nancy.Harhut @nharhut Nancy Harhut
f il
Nancy Harhut
THANK
YOU!
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Nancy Harhut's "How To" stream presentation at Mumbrella's B2B Marketing Summit

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Nancy Harhut's "How To" stream presentation at Mumbrella's B2B Marketing Summit