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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 MindCamp.Wilde.com for a chance to win $500.00
#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
#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
#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 Cialdini
#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
neighborhood without a sign…
#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, Daniel Kahneman
#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
— Robert Cialdini
#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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