By David Holland

November 4, 2016


Here are a Few Email Marketing Persuasion Techniques that Works

There’s something about persuasion that never fails to help businesses grow their RoI. Trust me, if persuasion is not that important, marketers wouldn’t bother about it. But something about it works like a brewing formula, that overtime, it becomes an “art”. And, just like any other form of art, to master persuasion is something that takes time.

Let’s look at how you can use persuasion for effective email marketing. Do you know that about 35% of people around the world use email and an increase of about 3% is predicted in the next two years? That technically translates a growing number of email users and that you should make use of emails for your marketing efforts.

But . . . here’s the thing. As most marketers make use of email for marketing, it is not a surprise people receive countless of emails in daily bases, even ones that they don’t need. So people are now wiser, pickier and puts "automatic" scrutiny to emails that don't come from people they personally know of.

Gone are the days when it was pleasant to hear AOLs" You've Got Mail!" notification. The age of over promotional marketing materials, unsolicited scam and you-won-the-lottery spams have successfully strip out people’s trust to email marketers. But that doesn’t mean email marketing is dead. You just need to inject a little push of persuasion.

So how can you push through persuasion without being annoying? The foundation of it begins by knowing who you are writing for. This is when demographic and psychographic segmentation comes to work. Understanding what’s in your reader’s head means knowing who they are, how they speak and how they want people to talk to them.

Convincing a person to take the action you want is not a walk in the park. It's a matter of persuasion minus the unnecessary, annoying and bothersome pressure you might put on them.

Use the reader's language. If your target market are professional individuals, then so should your emails. Persuade with emotion and back up with facts. Communicate your message with quality and zero grammatical errors to portray credibility.

Understand the power of personalization. Your email should be human, dedicated to the very person you are sending the message to. While manually sending personalized emails to a thousand customers is possible, that is going to take a lot of time and effort. This is when you make use of automation system such as Infusionsoft. With it, you can send personalized e-mail to hundreds and even thousands of people without having to do it one by one.

Engage the reader, ask questions but try to avoid passive voice and choose only precise words. Sensory words such as ones that taps their emotions never fail to persuade. Flattery is a good way to start. Begin your email with a little praise.

Be specific about what you want. When you are trying to persuade someone, you don't beat around the bush. You cut to the chase and make things straightforward. Of course, highlight the benefits. Remember to be wise on your email format. Entice with subheads, use bullet points and make use of short paragraphs.

Persuade with "gentle" scarcity. Aristotle once pointed that rare is a greater good. When something is limited or scarce, it's natural for us humans to value it more. Tell them it's a limited offer or the offer goes away in the next 10 hours or so.

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About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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