Are you tired of having your emails being thrown into the spam inbox without even a single glance at them? Do you find yourself in that position and you want to improve? Very well, then. Buckle up and let’s start our journey into the wild jungle of psychological tricks for any e-mail marketing to be successful.
Is the first contact any prospect has with your email and this is why it needs to be attention grabbing. Did you know that 69% of emails end up in spam box based solely on their subject line? Most of the time, people just give a quick scroll through their inbox. It’s like the power of first impression. You have less than one second to create a short yet compelling phrase. So, avoid using words such as “newsletter” and instead go for a personalised approach, maybe even a funny one e.g “Do Not Open This E-mail!” Tell them what not to do, and they will do exactly the opposite (reverse psychology, duhh!). And don’t forget—Capitalise Each Word!
Once your prospects open your email you want to keep them interested. Don’t start with your name, or your product/service. Let’s be honest, nobody gives a flying rat on anyone but themselves. The question now is how we can have more of their attention. Easy—start with their first name. I mean, it’s scientifically proven that from a bunch of info we get at one time, our name will be the first to draw our attention. Pretty egocentric, right?
Next, ask them questions—engage your prospect, invite a response as if you are having a face-to-face conversation. Do not use a formal tone, those type of emails are boring and set distance between you and the reader. Use a more casual tone, have a warm approach, compliment your prospect in regards to certain achievements (maybe they participated in a conference or a Ted Talk)— by doing so you set a positive note to your email, you are ego massaging your prospect which will immediately turn you into a likeable person. Just like this, you have prepared the table for your offer.
Before anything else, you need to do some digging—find out information about your prospects’ business, about their struggles and address them. This means personalising your email. You already have the leverage. Now, use it properly by empathising—show your prospects that you understand their problem and you have just the solution they need. This will increase your credibility. By acknowledging your prospects’ business goals, you can present your product in the most attractive way—don’t talk about its features (no one cares!), instead emphasise its function and the results it can offer for your prospect’s problem.
Now, a little dirty sales secret is creating urgency. Actually, it’s not quite a secret. Every marketer knows about it. The real question is—do they know how to use it? It can be a powerful weapon but only in the right hands. So, by doing this, you have to act as if you are the one who needs to be chased. You are valuable and represent an authority in your field. There are a few steps in creating urgency the right way :
- Offer a product that your prospect needs, which will solve their most urgent problem
- Create scarcity—the less products there are available, the more valuable they are perceived to be
- Set a deadline—tell him he can only get this product until a certain date
- Create competition—showcase the potential buyers and successful transactions you have completed
- Offer an incentive—offer a sales price if they get the product in a certain time limit
Sealing the deal. That’s the hardest part, isn’t it? This is when most marketers fail and all of their efforts go to waste. But you are not one of them, my friend! We have a little trick for you to use—it’s called a mental image. It goes something like this—”Just imagine having a cheering crowd of customers waiting for your new launch. Wouldn’t you like that? I bet you would. Nothing beats the sweet smell of success!” By using such a description, you provoke your prospects to produce a mental image of what you can offer and become instantly hooked onto it. Plus, you anchor the word “success” which will lead to an unconscious connection to your product/service.
We’ve all heard the same old phrase “Tone matters!” either coming from our friend, colleague or…wife. Even though it might be annoying, it’s true. Tonality changes your message and the way it is perceived by others. So, in our case, use a confident tone. You want to propose a meeting by having a strong attitude. Because here we don’t take “no” for an answer. You are the one in control, so you will offer a time and place. This way you will emphasise a call to action. In doing so, avoid using words such as “meeting” or “appointment”. Instead, use something like this—”I strongly believe we can make a great team so let’s talk further while having a cup of coffee. On Thursday at 10 a.m sounds good for you?”
To conclude, keep the email a as short as possible, no need to exceed the five-six sentences mark. Also, in order to see how this works out for you, use an email tracker—in this way you can see whether that email has been opened and the type of activity it might be generating.
Also, keep in mind the fact that there are approachable and unapproachable persons. Exactly like in any type of relationship. Sometimes there’s a spark, sometimes…it doesn’t. But we will only know if we try. So why not try with the best weapons in our arsenal?
We hope that this article will serve as a tool in your conquest for the best deals. Tell us in the comments below how things worked out for you, as well as if you have any other tips & tricks.