{"id":4919,"date":"2019-09-05T12:07:13","date_gmt":"2019-09-05T12:07:13","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/sales-and-marketing-emails\/"},"modified":"2020-06-05T17:44:54","modified_gmt":"2020-06-05T17:44:54","slug":"sales-and-marketing-emails","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/sales-and-marketing-emails\/","title":{"rendered":"14 Psychology-Backed Tricks for Effective Sales and Marketing Emails"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Email marketing is <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/6-trends-that-suggest-email-marketing-is-still-the-top-marketing-technique\/\"><span style=\"font-weight: 400;\">still among the best marketing techniques<\/span><\/a><span style=\"font-weight: 400;\">. Despite what many marketers fear, <\/span><a href=\"https:\/\/www.procurious.com\/procurement-news\/will-millennials-kill-the-email\"><span style=\"font-weight: 400;\">73% of millennials<\/span><\/a><span style=\"font-weight: 400;\"> say email is the best way to communicate with brands. The practice is not going to die out any time soon.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The driving force behind email marketing is psychology. You\u2019re more likely to perform an action if you\u2019ve already performed a smaller step. This makes people who have subscribed to your newsletter more likely to go deeper into the sales funnel. Besides, many subscribe with the sole aim of waiting for a discount to buy something later.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Leverage psychology even more to supercharge your email marketing campaign. Here\u2019s how you do that.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-41015\" src=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/Psychology-Tricks-for-Writing-Effective-Sales-and-Marketing-Emails-SOCIAL.png\" alt=\"\" width=\"1400\" height=\"1400\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Segment the audience<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">You probably know that segmenting the audience is considered to be a standard practice in email marketing. But you don\u2019t have to do it just because everybody else does. You have to do it because it works wonders for your campaign. <\/span><a href=\"https:\/\/dma.org.uk\/uploads\/ckeditor\/National-client-email-2015.pdf\"><span style=\"font-weight: 400;\">Segmented emails bring in two-thirds of revenue<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is the case because people expect to see personalized offers. They don\u2019t want to browse through everything you have on the list, they just want to read about what interests them. This is why personalized emails are opened 26% more often.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What do you do to make the emails really personal? You get to know your audience with as much detail as you can. Here\u2019s what you have to consider when segmenting the audience.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Activity on the website<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Activity with the emails<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Social media activity<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Explicitly stated preferences<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With these four factors, you can deliver the content and products your subscribers want to see, making the click-through rate higher. But it\u2019s not the only way of doing it.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Create a subject line<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The subject line is the first thing your subscriber sees. Write a catchy line, and the CRT is going to skyrocket. Write a boring or a spammy one, and it\u2019s going to plummet. Here are psychological tricks for writing a killer subject line.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Mention a name<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Are you writing a B2B email? Business people tend to not have time to read every email they receive. Attract their attention by mentioning a name they\u2019re familiar with. It\u2019s perfect if they know you already and will open an email that mentions your name. If you\u2019re sending a cold email, mention the name of a shared contact.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Invoke urgency<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You probably know that many people buy based on emotions rather than meticulous calculation. What you may not know is that negative emotions sell just as well as positive ones. An urgent offer puts the customer in a state of stress. They need to decide on making a purchase now, or the discount will expire. Many people will choose to buy out of fear of missing out.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Include a deadline in the subject line or the email preview to leverage this fear.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Make a free offer<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Offering something for free is a classic strategy for making customers convert more. It still works, too. Subject lines that feature words \u201cfree delivery\u201d receive 50% more clicks. Use this magic phrase to increase CTR.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Invoke curiosity without being fishy<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Why do people click on your emails? Because they want to know what content or hot deals you have for them. Because they\u2019re curious.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A good email subject line has to evoke curiosity. A great subject line evokes curiosity in a subtle way, avoiding the Nigerian-scam-email curiosity. You don\u2019t have to come up with fantastic ideas or promise something you can\u2019t deliver. Often, it\u2019s as easy as withholding the right information.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-41013\" src=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/image5.png\" alt=\"\" width=\"586\" height=\"38\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Use this free tool to check what your <\/span><a href=\"https:\/\/www.emailtooltester.com\/en\/email-subject-lines-tester\/\"><span style=\"font-weight: 400;\">subject line<\/span><\/a><span style=\"font-weight: 400;\"> looks like on popular mobile devices.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Craft the email<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Now you have a great subject line that attracts clicks. The customer journey doesn\u2019t stop there. You have to lead the users down the sales funnel. This involves doing two key things, grabbing readers\u2019 attention and directing them towards a certain action. Here\u2019s how psychology helps you do this.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Place the logo in the top-left corner<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Grabbing attention starts with small details. One small detail like this is the very first thing you see when you open up the email. For many people, it\u2019s the brand logo placed in the top-left corner. As left-to-right language speakers, we instinctively start looking through the email from the left corner, so placing the logo there increases the chances of being seen.<\/span><\/p>\n<p><a href=\"https:\/\/www.nngroup.com\/articles\/logo-placement-brand-recall\/\"><span style=\"font-weight: 400;\">Norman Nielsen group research<\/span><\/a><span style=\"font-weight: 400;\"> suggests that brands whose logos placed like this have 89% more chances of being recognized. This both build the brand image and increases the chances of visitors reading your emails to the end. Even the big brands do it.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-41011 aligncenter\" src=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/image3.png\" alt=\"\" width=\"676\" height=\"941\" \/><\/p>\n<p style=\"text-align: center;\"><em><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/og.reallygoodemails.com\/enhancement\/gif\/ultraboost-all-terrain-illuminate-your-run\/\"><span style=\"font-weight: 400;\">Really Good Emails<\/span><\/a><\/em><\/p>\n<p><span style=\"font-weight: 400;\">However, some companies can pull off a quirky logo placement in their emails.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-41010 aligncenter\" src=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/image2.png\" alt=\"\" width=\"672\" height=\"881\" \/><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/og.reallygoodemails.com\/promotional\/holiday\/gifting-great-jones-is-faster-than-baking-a-pie\/\"><span style=\"font-weight: 400;\">Really Good Emails<\/span><\/a><\/p>\n<h3><span style=\"font-weight: 400;\">Catch attention with the design<\/span><\/h3>\n<p><a href=\"https:\/\/www.emailmonday.com\/mobile-email-usage-statistics\/\"><span style=\"font-weight: 400;\">3 in 5 people check the \u201cIncoming folder\u201d on the go<\/span><\/a><span style=\"font-weight: 400;\"> and don\u2019t have the time to decide whether your email is good or not only based on the content. Make the template design appealing to the readers, and more of them will keep reading the email.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Compare the price<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Price anchoring is the psychology marketing tactic that\u2019s been working for decades in retail and can be used in your email. The thing is people don\u2019t know how much your products are worth. If you only show the discounted price, they won\u2019t make anything of it. It only matters if you compare it to the original price.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Always show the original price of all discounted goods in comparison to the new price for a better effect. This email sure looks good, but it only mentions a 30% decrease in price with no numbers.\u00a0 Learn from their mistakes and craft a better email.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-41009 aligncenter\" src=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/image1.png\" alt=\"\" width=\"651\" height=\"694\" \/><\/p>\n<p style=\"text-align: center;\"><em><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/og.reallygoodemails.com\/promotional\/discount\/tasty-keto-friendly-and-low-carb-meals\/\"><span style=\"font-weight: 400;\">Really Good Emails<\/span><\/a><\/em><\/p>\n<h3><span style=\"font-weight: 400;\">Personalize<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You weren\u2019t segmenting the audience for nothing. You can\u2019t personalize every email to every person, but you can <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/marketing-automation-customer-journey\/\"><span style=\"font-weight: 400;\">use marketing automation<\/span><\/a><span style=\"font-weight: 400;\"> to craft the perfect emails for different audiences. People who subscribed to you may only want one type of content or products in their \u201cIncoming\u201d folder. Deliver what\u2019s relevant to each group, and you\u2019ll increase the conversion rate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s not purely theoretic either. Personalized emails can lead to a <\/span><a href=\"https:\/\/instapage.com\/blog\/personalization-statistics\"><span style=\"font-weight: 400;\">six-fold increase in transactions<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Show faces to invoke emotions<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A human face is one of the best ways to make readers feel emotion and associate it with your brand. This is why your email can benefit from a human face. But don\u2019t put a cheesy happy face from the stock website in there. The emotion you\u2019re trying to invoke doesn\u2019t even have to be happiness, for that matter. In this Adidas email, it\u2019s focus.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-41012 aligncenter\" src=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/image4.png\" alt=\"\" width=\"662\" height=\"744\" \/><\/p>\n<p style=\"text-align: center;\"><em><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/og.reallygoodemails.com\/enhancement\/gif\/ultraboost-all-terrain-illuminate-your-run\/\"><span style=\"font-weight: 400;\">Really Good Emails<\/span><\/a><\/em><\/p>\n<h3><span style=\"font-weight: 400;\">Uniqueness and urgency<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Many people who subscribe to your newsletter seek a bargain. They want to get something unique for a low price. Their biggest fear? The marketing classic, FOMO, or fear of missing out.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Show that the deal you\u2019re offering needs an urgent decision. The urgency can be in the form of a promotion that ends in a day or the last 10 items in stock. If you\u2019re doing a good job personalizing your sales and marketing emails, you can offer truly unique offers for different groups of people to make this psychology trick work even better.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Keep it short, simple, and visual<\/span><\/h3>\n<p><a href=\"https:\/\/www.emailmonday.com\/mobile-email-usage-statistics\/\"><span style=\"font-weight: 400;\">61.9% of emails are opened on a smartphone<\/span><\/a><span style=\"font-weight: 400;\">. Many people who open them are checking the emails for only a couple of minutes when they\u2019re on the go or getting prepared for a day of work in the morning. They don\u2019t have the time to read a 500-words email.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep the content short and express what you can with imagery. Don\u2019t tell the readers how good the product you advertize is, show them a picture, describe the main points in a few words, and leave a link.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make these few words as simple as you can without compromising the meaning. It\u2019s not \u201cdumbing down,\u201d it\u2019s just making your email easily digestible for a 10 second\u2019s read it\u2019s probably going to get. Even the President knows this, this is why <\/span><a href=\"https:\/\/www.independent.co.uk\/news\/world\/americas\/us-politics\/trump-language-level-speaking-skills-age-eight-year-old-vocabulary-analysis-a8149926.html\"><span style=\"font-weight: 400;\">Trump\u2019s speeches use the vocabulary of an eight-year-old<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Include a clear CTA<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">In a perfect world, your subscribers will see a discount and head to the website themselves. In reality, they <\/span><a href=\"https:\/\/www.websitetooltester.com\/en\/blog\/call-to-action-buttons\/\"><span style=\"font-weight: 400;\">need a bit of instruction<\/span><\/a><span style=\"font-weight: 400;\"> to make the decision easier for them. The discount seems fair, the button is right there, so why not do it right now?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Besides, the CTA button is probably a part of customers\u2019 <\/span><a href=\"https:\/\/www.verywellmind.com\/what-is-a-perceptual-set-2795464\"><span style=\"font-weight: 400;\">perceptual set<\/span><\/a><span style=\"font-weight: 400;\"> by this time. This practice is so widespread, customers expect to see one in the email. Don\u2019t fail their expectations.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Put a foot in the door<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The <\/span><a href=\"https:\/\/psycnet.apa.org\/record\/1966-10825-001\"><span style=\"font-weight: 400;\">\u201cFoot in the door\u201d technique<\/span><\/a><span style=\"font-weight: 400;\"> is extremely important in marketing, and email is the channel where this technique can be used best. The point of an email is not selling something upfront, it\u2019s making the reader do a small action that doesn\u2019t require that much dedication to your brand. Once they do it, they\u2019ll be more likely to invest their time and money in a more demanding action like making a purchase.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It takes multiple touchpoints to make a single conversion. Email can be <\/span><a href=\"https:\/\/benchmarkemail.com\/blog\/why-email-marketing-is-your-most-valuable-brand-touchpoint\/\"><span style=\"font-weight: 400;\">the touchpoint you use to take your leads on a journey<\/span><\/a><span style=\"font-weight: 400;\"> from sharing an article on Facebook to become a brand advocate.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">The bottom line<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s been a long read, and the fact you\u2019re still here shows your dedication to your job. Now that you\u2019ve learned how to make your sales and marketing emails more effective, from segmenting the audience to writing the body of the email, don\u2019t stop there.<\/span><\/p>\n<p><a href=\"https:\/\/benchmarkemail.com\/blog\/want-build-email-list-faster-%e2%80%a8here-choose-right-lead-magnets\/\"><span style=\"font-weight: 400;\">Build your email list<\/span><\/a><span style=\"font-weight: 400;\">, and try creating an email yourself.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Email marketing is still among the best marketing techniques. Despite what many marketers fear, 73% of millennials say email is the best way to communicate with brands. The practice is not going to die out any time soon. The driving force behind email marketing is psychology. You\u2019re more likely to perform an action if you\u2019ve&hellip;<\/p>\n","protected":false},"author":7,"featured_media":11363,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_bme_ai_translator_target_languages":[],"_bme_ai_translator_force_retranslate":false,"footnotes":""},"categories":[2164],"tags":[],"class_list":["post-4919","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>14 Psychology-Backed Tricks for Effective Sales and Marketing Emails - Benchmark Email India<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"14 Psychology-Backed Tricks for Effective Sales and Marketing Emails - Benchmark Email India\" \/>\n<meta property=\"og:description\" content=\"Email marketing is still among the best marketing techniques. Despite what many marketers fear, 73% of millennials say email is the best way to communicate with brands. The practice is not going to die out any time soon. The driving force behind email marketing is psychology. 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