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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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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
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  12. 12. @nharhut Two ways to position your message for fast response 12
  13. 13. @nharhut The Principle of Scarcity • Urgency • Exclusivity 13
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  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
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  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
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  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
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  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
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  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
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  57. 57. @nharhut The one thing to say to increase response 57
  58. 58. @nharhut • Give the reason why • Because = compliance trigger 58
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  65. 65. @nharhut The journalist’s secret that boosts email readership 65
  66. 66. @nharhut • 5 Ws + 1 H • Use numbers and lists 66
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  77. 77. @nharhut Which days are the best for success 77
  78. 78. @nharhut • Holidays • Special celebrations 78
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  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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