Wouldn’t it be wonderful if all you had to do was send an email to your list of subscribers and then sit back and watch the sales roll in? While it isn’t totally impossible for this to happen it is unlikely unless you understand how the human mind works and the psychology behind buying decisions.
Here are five ways you can use persuasion psychology to effectively market to your subscribers
1. Use the same from name and personal email address each time you send out an email
Your subscribers will learn to trust emails they receive from you once you have consistently provided them with high quality, relevant content. They will begin to recognize you from the name and know that when they open your email, they will get more of that same high quality, relevant content. Once they recognize your from name they are far less likely to relegate your email to their trash folder.
This raises the question of what to use for a from name. A combination of the company name and the person responsible for the email is ideal. This will help to build trust in both the company and an individual at the same time. While the order of the from name isn’t crucial you may want to test to see which combination nets you the best results.
An ideal email address you send from is personal. Despite the high level of technology, people are yearning just as much for more human-to-human connection as they have always done, if not more so.
When you want to encourage engagement, the worst thing you can do is to send from a no-reply email address. No reply emails often end up in the junk folder and that is the last place you want your email to go. For the best opportunity to get the engagement you are seeking use a personal email address. Even an info@ email address is better than sending from a no-reply address.
2. Go beyond personalization of just your subscriber’s company name and first name
Almost everyone who purchases on the Internet understands that email senders have the ability to personalize emails. When you fail to do so, it makes you and your company appear unprofessional and uncaring about their specific needs. This is not just about adding their first name at the beginning of the email. This is about personalizing the actual content so that it is relevant to them personally. Doing this will foster a higher level of trust and a feeling that you care about them, making it more likely that they will accept your invitation to connect with you further.
Everyone wants to be seen as being unique. By addressing a subscriber’s unique needs you demonstrate an understanding of their personal needs, causing them to want to listen to what you have to tell them.
The use of forms is quite often a turn-off to visitors, so you need to use smart fields and progressive profiling techniques instead.
As you discover more about your subscriber, you will be able to add more personalization to the emails you send out to them. Make the content relevant to each subscriber based on what you know of them at the time of sending, and adjust accordingly as you get to know them better. Be sure to gain as much knowledge about them as you can to customize the content of your emails. This alone will insure you receive more engagement from your subscribers.
3. Don’t make them work too hard for the content
While the use of forms can be successful, it is not always the best strategy to make your visitors work their way through a lengthy form in order to receive your best content. This is particularly true of people who have already subscribed. Once in a while, you should make a generous gesture by providing content that doesn’t require the recipient to jump through hoops to get it. Everyone loves getting something for nothing, and your visitors and subscribers are no different. Giving them something for nothing will further encourage their trust and establish a stronger connection with you and your company.
There is a place for forms, but it is not necessary to use one every time you want to provide premium, relevant content. Foster goodwill once in a while by giving something of value for free and your visitors and subscribers will be more likely to react positively next time you want to request something from them.
4. Use credible experts
Credibility and trust are important, and when you realize that studies have revealed that more than 80% of consumers research from credible, expert sources before purchasing you can see why it is important to use quotes and references from credible experts to back up your statements in your content. Interviewing experts is another great way to add credibility.
5. Use testimonials, reviews and case studies
While experts add credibility, so can reading testimonials, case studies, and reviews from your subscriber’s peers. There tends to be needed for people to conform to what everyone else is doing or saying. Use this to your advantage. Include testimonials and the like in your email content to encourage your subscribers to take the action you want them to.
Instead of hoping that a single email to your subscribers will make you rich beyond your wildest dreams, adopt these strategies and start making it happen!