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10 Human Behaviour Hacks That Will Change the Way You Create Emails (Part 2)

Here are second 5 hacks to improve your email marketing efforts and increase those open rates, CTRs, and conversions.

Picking back up from where we left off in part 1

How Availability Bias Turns Doubters into Buyers

As email marketers, one of the challenges we face is addressing scepticism in potential customers. Many people are sceptical of marketing messages and may not believe what we have to say. However, we can use the concept of availability bias to our advantage.

Availability bias is the tendency for people to judge the likelihood of an event based on how readily examples of that event come to mind. In other words, if people can easily recall an example of something happening, they are more likely to believe that it is likely to happen.

So, how can we tap into this bias to turn doubters into buyers?

First, we need to explain the concept of availability bias to our potential customers. By educating them about this cognitive bias, we can help them understand why they may be sceptical of our claims and encourage them to consider other examples or experiences.

Next, we can use examples and personal relatability to influence their decisions. By sharing stories or testimonials from previous customers who were initially sceptical but ended up becoming satisfied buyers, we can show potential customers that their doubts can be overcome.

It’s also important to tap into people’s fears and desires. By highlighting the potential negative consequences of not taking action or the positive outcomes they can achieve by making a purchase, we can appeal to their emotions and motivate them to make a decision.

Furthermore, utilising the power of personal experiences can be highly effective. When people can relate to a story or experience shared by someone else, they are more likely to believe that they could have a similar experience themselves.

Overall, availability bias can be harnessed to our advantage by addressing scepticism, explaining the concept, using examples and relatability, tapping into fears and desires, and leveraging personal experiences. By understanding and utilising this cognitive bias, we can turn doubters into buyers and increase the success of our email marketing campaigns.


What Instantly Makes You Look Better Than the Competition

When it comes to standing out from the competition, there are several strategies you can employ to instantly make yourself look better. Understanding the authority principle is key in this process. The authority principle hinges on the fact that humans are hard-wired to recognize and respect authority. By positioning yourself as an authority in your field, you automatically gain credibility and trust from your audience.

Perceived authority is just as important as real authority. Utilising experts and celebrities in your email marketing campaigns can enhance your credibility. When people see someone they view as an expert or a trusted figure endorsing your product or service, they are more likely to believe in its value and make a purchase.

In addition to experts and celebrities, leveraging your own credentials and certifications can also enhance your credibility. Highlighting your qualifications and expertise in your email marketing can show your audience that you have the knowledge and experience to back up your claims.

Another way to instantly look better than the competition is to showcase any industry recognition or awards you have received. People are more likely to trust and choose a business that has been recognised by their peers or the industry at large. Highlighting any awards or recognition you have received can give you an edge over your competitors.

Overall, understanding and utilizing the authority principle can instantly make you look better than the competition. By positioning yourself as an authority, leveraging experts and celebrities, highlighting your credentials and certifications, and showcasing industry recognition and awards, you can enhance your credibility and gain a competitive advantage in your email marketing efforts.

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The One Thing to Say to Increase Response

When it comes to increasing response rates in your email marketing, there is one thing you can say that will instantly grab your audience’s attention and make them more likely to take action. That one thing is the reason why.

The power of giving a reason why cannot be underestimated. People are more inclined to comply with a request when they understand the rationale behind it. By providing a reason why, you are giving your audience a justification for taking the desired action.

One word that has a significant influence on compliance is the word ‘because’. When using the word ‘because’ in your email copy, you are explaining the compliance trigger and giving people a clear rationale for their actions. This simple word can be incredibly persuasive and can increase the likelihood of a positive response.

Effective use of ‘because’ can be seen in examples such as:

  • Saying “Upgrade to our premium plan because it offers more features”.
  • Explaining “Take advantage of this limited-time offer because it won’t be available again.”
  • Provide a reason such as “Support our cause because your donation will make a difference”.

By providing justifications and rationales for your requests, you are giving your audience a clear understanding of why they should take action. This can make them more likely to respond positively to your emails and increase your overall response rates.

So the next time you are crafting an email, remember to include the word ‘because’ and provide a reason why your audience should take the desired action. By giving them a clear justification, you can instantly increase the likelihood of a positive response.


The Journalist’s Secret That Boosts Email Readership

As a journalist, I have a secret that can boost email readership and increase engagement. It involves using some of the fundamental principles of journalism to make your emails stand out and be more compelling.

Using the five W’s and the 1 H in subject lines

One of the key elements in journalism is answering the five W’s and the 1 H: who, what, where, when, why, and how. These questions help provide crucial information and create an information gap that readers want to fill. By using these questions in your subject lines, you can pique curiosity and increase the likelihood of your email being opened.

The Von Restorff effect and the power of standing out

The Von Restorff effect states that people notice and remember things that stand out. In a crowded inbox, it’s important to make your email stand out. By incorporating holidays and special occasions into your email marketing strategy, you can make your message more memorable and increase open rates.

Leveraging curiosity and information gaps

Curiosity is a powerful motivator. By creating information gaps in your subject lines or email content, you can make readers curious and eager to find out more. Use phrases like “find out why” or “discover the secret” to generate curiosity and encourage engagement.

Examples of using the five W’s and the 1 H

Here are a few examples of subject lines that incorporate the five W’s and the 1 H:

  • “Who will be the next winner of our giveaway?”
  • “What you need to know about our new product launch”
  • “Where to find the best deals this holiday season”
  • “When is the best time to book your summer vacation?”
  • “Why our customers can’t get enough of our latest offer”
  • “How to improve your email open rates with one simple trick”

Using numbers and lists to enhance readability

Numbers and lists are great tools to enhance readability and make your content more appealing. People are drawn to numbers because they offer concrete information and a sense of order. Use numbered lists or include specific numbers in your subject lines or email content to make it more engaging.

By incorporating these journalism techniques into your email marketing strategy, you can boost readership, increase engagement, and stand out from the competition. Remember to leverage curiosity, provide valuable information, and make your emails visually appealing.

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Which Days Are Best for Success

When it comes to maximizing success in your email marketing, it’s important to consider the days that will yield the best results. By strategically utilizing holidays and special occasions, you can increase engagement and response rates.

Utilising holidays and special occasions

Holidays and special occasions are ideal times to reach out to your audience. People are more likely to be in a positive and receptive mindset during these times, making them more open to your marketing messages. By tying your email content to a relevant holiday or occasion, you can capture their attention and stand out from competitors.

Explaining the Von Restorff effect

The Von Restorff effect states that people are more likely to notice and remember things that stand out. By leveraging holidays and special occasions in your email marketing, you can create a memorable and unique experience for your audience. This will increase the likelihood that they will engage with your content and take the desired action.

Creating themed offers and promotions

One way to take advantage of holidays and special occasions is by creating themed offers and promotions. For example, you can offer a special discount or limited-time deal that is tied to a specific holiday or occasion. This creates a sense of urgency and exclusivity, motivating your audience to take action and make a purchase.

Taking advantage of existing holidays

Existing holidays, such as Christmas, Valentine’s Day, or Halloween, provide built-in opportunities to engage with your audience. By aligning your email content with these holidays, you can tap into the excitement and anticipation that people already have. This increases the chances that they will open, read, and respond to your email.

Creating your own special occasions

If there are no relevant holidays or special occasions for your business, consider creating your own. This can be as simple as declaring a “Customer Appreciation Day” or “Product Launch Party.” By creating your own special occasions, you can generate excitement and interest among your audience, leading to increased engagement and response rates.

In conclusion, incorporating holidays and special occasions into your email marketing strategy is a powerful way to increase success. By utilising the Von Restorff effect, creating themed offers, taking advantage of existing holidays, and creating your own special occasions, you can capture your audience’s attention and drive them to take action. Remember to plan ahead and align your email content with the relevant holiday or occasion to maximise your results.


There you have it

10 human behaviour hacks for email marketing. It’s been a long one, but hopefully, you found the content useful. Why not try out some of the pointers and see how they perform in your email campaigns? If you did find this content useful, be sure to sign up to our mailer to receive content like this on a monthly basis. You can do this by providing your name and email below.

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