How to Leverage the 6 Principles of Persuasion in Your Email Marketing

Do you know how to persuade? It’s a critical skill for an email marketer. Perhaps the most critical.

“You’ve created your campaign and attended to all the details of identifying your audience, created your offer, and toiled for hours and hours, honing copywriting and design,” writes Gary Hennerberg at Target Marketing. “But in the end, the tipping point for your success likely stems from the degree to which you emotionally persuade an individual to take action.”

In his groundbreaking 1984 book, “Influence: The Psychology of Persuasion,” Dr. Robert Cialdini identified what he termed “The Six Principles of Persuasion”: reciprocity, commitment/consistency, social proof, authority, liking and scarcity. He was onto something important: his book has sold more than three million copies and been translated into 30 languages.

If you haven’t been putting Cialdini’s principles to work in your email marketing, now is a good time to start. Read on to learn how you can leverage them in your campaigns.

Reciprocity

“Reciprocity is the obligation to give once you receive,” writes Mark Brown at Emailaudience,

Brown illustrates the power of reciprocity by citing a study linking mints that accompanied diners’ checks with higher tips. “The waiters in the experiments enjoyed double the tip amount for one mint (3%), quadruple the amount for two mints (14%) and went as high as 23% when the waiter provided extra gifts unexpectedly,” he writes.

The bottom line: “In every email that asks users to take an action – whether it be clicking on a link, buying a product or sharing information – you should offer a small gift or offering. These gifts can be downloads, discounts or even entertaining videos, however, they should be seen as having some kind of inherent value in order to be effective.”

Commitment/Consistency

This principle posits that once people make a commitment, they behave in a manner consistent with that commitment.

Asking recipients to sign-up to receive free content is an example of gaining commitment. Once they do that, they are very likely to take the subsequent steps needed to obtain your offer.

“You’re persuading people to commit to your content, so that they start behaving in alignment with their choice of committing to you,” writes Neil Patel. “The returns garnered by the commitment and consistency principle could be something as subtle as liking and sharing your content on social media or something as large as following your CTAs.”

Social proof

Social proof drives conformity by compelling people to behave in alignment with the actions of others. Social proof gets results. It’s why email marketers use testimonials, endorsements, awards, product reviews, press coverage, and other forms of validation in their messages.

“Put simply, people trust people, not ads or self-promotion,” writes Daniel Kohn on the Kissmetrics blog. “We want to see or hear or read about others using, enjoying, and succeeding with a product or service before committing to it ourselves.”

Authority

“The principle of authority says most of us realize we can’t be experts at everything,” write Jacob McMillen at The Daily Egg. “Our best bet is to rely on the testimony of experts. Accordingly, we allow experts and those considered the ‘authority’ on any given topic to influence us.

“You can put the principle of authority to work in email marketing by citing professionals to back up any claims you make, by pointing to research conducted on your product or service by prestigious organizations and by showcasing awards and other recognition your company has earned.

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Liking

“It’s hard to say ‘no’ to someone we like or consider a friend, because we want to make a good impression and preserve the friendship,” writes Alexis Rodrigo at Vero. When it comes to leveraging this principle in email marketing, “The key is to get your subscribers to like you in the first place,” Rodrigo advises.

“To start, your emails should sound human. Write conversationally – think business conversation, not street talk – avoiding jargon and legalese.”More tips: “Show the human side to your company or organization. Let subscribers know who’s writing to them, and show an agreeable photo of the author. Get the people who make up your business to share who they are through personal anecdotes or stories that relate to the rest of your email.”

Scarcity

“The feeling of being in competition for scarce resources has powerfully motivating properties,” Cialdini wrote.“Scarcity triggers an emotion response because we find it hard to resist wanting things that are scarce,” writes Sarah Jamieson at Persuasionworks. “Scarcity also increases desire.If we know we can’t have something, we want it even more.”

Jamieson suggests email marketers leverage the persuasive power of scarcity by stressing that quantities are limited, that the product is only available to members of an “exclusive” group, or that a deadline is looming.



Source: https://www.business2community.com/



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5 Strategies to Boost Donor Retention Using Email Marketing

Without the regular contributions of passionate supporters, nonprofits wouldn’t be able to achieve their goals. However, receiving regular donations means cultivating relationships with existing donors and creating a strong donor retention strategy.

Retaining donors is a serious concern for many nonprofits, and according to a recent study, only 46% of donors have given to the same organization two years in a row. That means there’s likely room to amp up your retention strategy, leading to a lot more donations down the line.

From fundraising events to social media outreach, there are several ways organizations go about improving their donor retention. One of the best ways to boost retention is with email marketing. Using the right strategies, your organization can level up your outreach to keep donors interested in supporting your cause.

In this post, we’ll show you five ways you can improve donor retention using email marketing.

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1. Use CRM software to personalize your outreach.

One of the cardinal rules of email marketing is to make your messages personal and targeted. What’s more, personalizing your emails can help boost donor retention.

When donors feel like your organization knows them personally, they’re much more likely to feel that your organization appreciates their support.

Using email marketing software is a great first step in ensuring that your emails are personalized. Organizations can take their personalization one step further by utilizing their nonprofit CRM or donor database software.

Let’s face it: your CRM holds a lot of information about your donors. Everything from their name and preferred contact information to their giving history and interests is conveniently stored in your donor profiles.

Put this information to use by segmenting your email outreach so that donors only receive emails that are relevant to them.

For example, if you have a group of donors who like outdoor activities and staying fit, they should be the first people you invite to participate in your walkathons and marathons.

Alternatively, first-time donors should receive more information about the history, mission, and past achievements of your organization whereas recurring donors are likely already familiar with that information.

Moreover, using both your email marketing and CRM software can help you evaluate what types of messages are most effective.

Organizations can gain a better understanding of what emails lead to more donations and event registrations by tracking metrics like:

• Click-through rate
• Total donations raised per email
• Behavioral tracking using heat maps and recordings

Takeaway: Segmenting your donors based on giving history, interests, and location ensures that they receive emails that have information valuable to them. As a result, donors are more likely to read your emails and stay involved in supporting your nonprofit.

2. Write emails that are donor-centric.

A common mistake that many organizations make when writing emails is focusing on the achievements your organization has made rather than focusing on how their donors’ contributions made those achievements possible.

In other words, whether you’re writing an end-of-year appeal or sending a newsletter, no matter what type of email you’re sending it’s important to show your donors you wouldn’t be able to accomplish anything without their support.

The key to keeping your emails donor-centric is to:

• Personalize your letter. Like we mentioned in the previous section personalization can have a huge effect on a donor’s motivation to contribute. Make sure that all your emails address the recipient by name.
• Use the word “you” more often in your message. Using a recent email, tally up the number of times you use the words “you” and “we.” The language in your email should be focused on your donors because it shows that you appreciate their support.
• Appeal to the donor in your opening paragraph. A vital step in encouraging donors to contribute is by creating a connection that appeals to the donor’s passions. If your school is trying to raise money, reach out to alumni and let them know that contributing will help provide new students with the same enjoyable experience they had.

In addition to the tips mentioned above, your organization should make a point to mention the support and contributions donors have already made. This shows that you’re aware of all the help your donors have given.

Takeaway: Focusing on your donors shows them that you value their support and not just their money. And when donors feel truly appreciated, they’re more likely to stick around.

3. Update donors about fundraising opportunities.

One of the challenges of retaining donors is that your supporters aren’t always aware of all the fundraising events and campaigns your organization is hosting.

By sending donors emails that keep them up-to-date on all the fundraising and volunteer opportunities your organization has, the more opportunities your donors have to get involved.

Plus, boosting donor engagement is a proven way to improve your donor retention. The more involved your donors are, the more connections they’ll build with people working at your organization.

As such, donors will become more passionate about your cause, especially if they’re volunteering, attending events, and seeing your organization in action.

Cultivating a community of donors with a passion for your cause and strong connections to your organization’s team is the winning formula for retaining your supporters

Keep donors updated on fundraising opportunities in your email outreach by:

• Letting them know about upcoming events.
• Reminding them about ongoing crowdfunding or peer-to-peer fundraising campaigns.
• Encouraging them to volunteer at events.

If you’re not sure how to frame your email messages, Fundraising Letters has a comprehensive list of templates for every occasion.

Takeaway: Having donors participate in events and volunteer for your cause is the cornerstone of any successful stewardship plan. Use email to spread the word about your engagement opportunities.

4. Let donors know how their funds were used.

Generally, after donors give to your nonprofit, they’ll receive a thank-you letter (sometimes in an email or via direct mail) and the engagement usually ends until your organization will make another appeal.

When organizations make that second appeal, they may find donors don’t want to give again. Even if donors are passionate about your cause, they may not contribute because they don’t know how their funds were used the first time.

After a donor gives to your organization, the engagement shouldn’t stop at the thank-you letter. It’s crucial that you let your donors know how their money was used.

For example, if you launched a crowdfunding campaign to update the facilities at your animal shelter, you should send the donors that contributed emails updating them on the progress of your project.

These emails can include:

• Photos and videos of your nonprofit in action. In our animal shelter example, the organization could send photos of the updated facilities and explain how the changes improved the living conditions of the animals.
• A breakdown of how the money was used. Include a pie chart that shows how each portion of your fundraising goal was used. For instance, the animal shelter may show that 50% of the funds raised went to building materials and equipment and 30% went to labor costs.

Of course, if you’re sending out updates, your organization will need to keep a record of which donors contributed to what campaigns so that no is left out of the loop.

Using comprehensive fundraising software and your email marketing tool, you can keep donations organized and use segmented lists to send emails to the right donors.

Takeaway: Don’t let your engagement end after the thank-you letter. Make sure to keep donors up-to-date on the progression of your nonprofit’s project.

5. Include a clear call-to-action.

When your organization creates an email, you likely have a goal or multiple objectives you’d like your reader to complete. Creating these goals is not only useful for assessing the effectiveness of your emails but also creating the copy and designing the message itself.

In order to help donors complete your main objective, your organization needs to have a clear call-to-action that leads donors to their next steps.

Depending on the email you’re sending, your call-to-action could:

• Direct donors to your online donation form.
• Encourage donors to RSVP for your event.
• Motivate donors to share your fundraising campaign with their peers.
• Ask donors to volunteer for an upcoming fundraising event.

Once, you’ve determined what your call-to-action is going to be, you need to make it clear to your donors what you want them to do.

Towards the beginning of your email, make a direct ask so that donors know exactly what your organization needs to be successful.

Additionally, place your call-to-action in a prominent location and make it stand out. For instance, if you want people to make a contribution, don’t just include a link to your donation form. Instead, create a “Donate Now” button that’s placed at the top of your email.

For more tips on how to improve your calls-to-action, check out this article.

Takeaway: Just like any fundraising campaign, your emails need a clear call-to-action that lets donors know exactly what you need to reach your goals.

Wrap up

Improving your donor retention doesn’t have to be a struggle. With these five tips, you can amp up your email marketing and encourage donors to keep giving.

Recommended for you:
Monthly Email Marketing Workshop Series for Beginners

Source: https://www.business2community.com

ABOUT WNFP
Westchester Networking for Professionals (WNFP) is a business organization focused on providing our members and guests with an extraordinary networking experience, bringing business professionals together for the sole purpose of generating new relationships and developing new business opportunities. Not a member, learn how you can become a member and join this awesome group of professionals to connect and grow your business.

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What Your Brand Needs To Know About Email Marketing to Generation Z, Plus 9 Brands Doing It Right

By 2020, Gen Z will make up 40 percent of consumers. Also known as the iGeneration, these teens and tweens grew up with smartphones in their hands.

Born between 1996 and 2010, these digital natives are the group after the millennials, and they have different needs, wants, and expectations. As such, brands need to adjust their marketing strategies accordingly.

Below we’ll cover email marketing to Generation Z and how it does particularly well with this demographic, as long as you do it right.

What Email Marketers Need To Know About Gen Z

Unlike their narcissistic predecessors, Gen Zers have been described as independent, realistic, and private. They grew up with pragmatic Generation X parents (instead of baby boomers constantly telling them how special they are) and, thanks to millennials, they’ve seen the dangers of oversharing. As a result, they’re fans of the disappearing, anonymous nature of Snapchat, Secret, and Whisper, versus the very public world of Facebook.

Speaking of Snapchat, Generation Z never knew a time before social media. They’ve always digested information instantly. If your brand wants to catch their attention, you need to do it as quickly as possible (this is where emojis can really come in handy).

Overall, Gen Z holds brands to higher standards. To a group who grew up with smartphones, any experience that’s less than perfect indicates a brand who doesn’t know what it’s doing. They’re also incredible multitaskers, so brands need to bend over backwards for them. Otherwise, they’ll simply leave.

Finally, it’s important to remember that Gen Zers grew up in a world with 9/11, and saw firsthand how the recession impacted their families. They want to make a difference in the world more than any previous generation, and they’re willing to work for it. Make sure they know about your brand’s humanitarian impact, and how they can contribute.

3 Rules for Marketing to Generation Z

Over half of Gen Zers prefer to shop online, and one of the best ways to invite them to shop with you is through email marketing. 

Here are three rules of thumb to follow.

#1. Be instant

Gen Zers grew up traversing the web and multitasking like there’s no tomorrow. Millennials use three screens at a time, while Gen Zers use five. This means they can tune out your ad on one screen while they look at another. How’s that for multitasking?

At 8 seconds, their attention span is a full 4 seconds shorter than the typical millennial. According to Fast Company, this is more of a filter than an attention span: you have 8 seconds to convince them not to move on from your brand.

Marketers need to prioritize immediacy in their marketing strategy for Gen Z. Don’t worry about complete sentences – it’s better to make information easily scannable. Lean into their at-a-glance digestion abilities by using emoji, abbreviations, images, and videos. Splitting up one piece of content into smaller chunks will perform better than long-form stories. Marketing workflows should react to their actions – special offers, cart abandonment, and welcome emails should all be timed accordingly.

#2. Be personal

Yes, email marketing may be way older than Snapchat, but its personalization capabilities make it a perfect fit for Generation Z. With segmentation and marketing workflows, you can cater precisely to them.

Unlike me-me-millennials, Generation Z isn’t necessarily focused on becoming rich and famous. These individualistic teens are concerned about crafting their unique personal brand, whatever that may be. They’re more discerning and less prone to flattery than their millennial counterparts. Rather than just catering to their ego, be a helpful partner to their brand creation process to gain their loyalty.

Let Gen Zer’s shopping habits inform what you send them, and also let them dictate how often you fill their inboxes. Don’t bombard them, and don’t resend the same information, just repackaged. Remember that you don’t have as much leeway with this generation: unlike older users who may have been more understanding of irrelevant or repeated information, Gen Z will view it as a fault in your system and lose trust in your brand.

Use email as a jumping off point for other social media channels, especially YouTube: this generation watches up to 2 hours of YouTube video per day.

#3. Be authentic

Many Gen Zers never had to sit through ads – they started watching TV on Netflix straight from their iPads. As a result, they know an ad when they see one, way more so than any other generation. In the same vein, they also know when you’re BSing them. The days of getting by just talking the talk are officially gone.

To connect with Gen Z, you have to genuinely talk with – instead of at – them. A great way to do this is through finding influencers their age that inherently “get” them in a way your brand may not. Gen Zers prefer real people (or YouTube and Snapchat stars) over celebrities as brand ambassadors. They like behind-the scenes content that feels real, not marketing jargon.

And your actions need to back up your words. You need to actively involved in the causes your Gen Z customers care about if you want them to take you seriously. Go global and speak to the world. Gen Z grew up in a multicultural society with a black president and believe the world can coexist peacefully.

9 Brands Doing Gen Z Email Marketing Right

Now that you know what to do, let’s take a look at some brands for inspiration.

#1. Do Well by Madewell

In their “Do Well” email series, women’s clothing brand Madewell keeps it short and sweet, just how Gen Z likes it. They use their lingo (“this new collab gives back”) with a big image that instantly creates a story. They offer choice, too: shoppers can click through to browse featured products or learn more about Madewell’s various philanthropic “do Well” efforts, such as their work with the Surfrider Foundation and their jean recycling program.

#2. Go Behind The Scenes With Sephora

With a subject line that says, “Go behind the scenes with RIHANNA  ,” beauty retailer Sephora starts things off right. Both the subject line and the pre-header use fun emojis (the company has even created their own Sephoji app to cater to younger demos) and speak to Gen Z’s desire to go behind the scenes with people they admire.

The email emphasizes the “real-life” authenticity of Rihanna’s look, and how it’s helping expand global definitions of beauty in its design “for women of all skin tones” (which are still woefully underrepresented by many of the major beauty brands). Finally, the email creates multiple jumping off points to the various screens Gen Zers use: they can watch a quick 3-step YouTube video featuring Miss RiRi herself, or virtually try on makeup using the Sephora app.

#3. Welcome to Adidas

Adidas remains a popular brand with Gen Z, and their emails explain why. They reward users for subscribing with a 15% off coupon, and their imagery focuses on young people having fun. They show everyday, smiling people enjoying their lives while wearing Adidas clothing. It’s about the customer living their best life, not Adidas making the most money.

#4. H&M: Look Good, Do Good

H&M wants Gen Z to know they believe they can make the world a better place, but still look good doing it. They even found a clever way to bring people into their stores with a clothing recycling day on Earth Day.

H&M also does a good job getting the point across with a heavy focus on imagery and minimal text. With a clever play on words (“Go Green, Wear Blue”) and callout that H&M jeans are “conscious denim,” Gen Zers can feel good about shopping at H&M.

#5. Victoria’s Secret PINK Nation

It’s easy to see from their email that Victoria’s Secret’s PINK collection targets young shoppers. Victoria’s Secret customizes the brand for Gen Z, using youthful color choices and fonts, inviting recipients to “shop your school” through their collegiate collection, and leaning into the temporary nature of their preferred social networks like Snapchat through a “pop-up blog.”

Showing that they walk the talk, the PINK experience continues once users click through to the website. They’re taken straight to the home page for the PINK sub-brand, which utilizes a different header, font, and even account logo than the standard Victoria’s Secret page (it’s a dog instead of a heart). The PINK Nation home page highlights their “campus life” content and their Instagram, which includes personalized local city accounts. All this adds up to a true lifestyle hub, a social media destination worthy of Gen Z’s time online, instead of just a place to buy new bras and underwear.

#6. Urban Outfitters Keeps Things Fresh

Urban Outfitters constantly keeps things fresh with entirely redesigned and radically different, but all equally fun, email newsletters. These funky emails stand out in Generation Z inboxes, and despite an occasionally cluttered design, the essential information is always clear. From sales to co-branded events, UO keeps their brand top of mind with Gen Z shoppers.

#7. The Chubbies Lifestyle

Chubbies became famous for their no-holds-barred content marketing and unabashedly short shorts for men. They don’t just sell shorts; they offer shoppers a carefree beer-and-shorts lifestyle. Sales emails like this one barely even mention the shorts – they let the image do the talking:

The brand’s abandoned cart emails have made the internet rounds for their hilarity. With a distinct voice that pervades all their content, they’re funny, to the point, and effective.

#8. Asos Caters to Curves

While brands are starting to offer plus-size lines, they’re often tucked away in the stores and altogether ignored in their marketing. Asos takes a decidedly different approach: their Curve Crew makes plus-size women not only feel welcomed, but part of an exclusive group. They do more than just offer a few token plus-size items. Instead, Asos offers dedicated emails, special promos for plus-size brands, and even plus-size stylists to cater to all aspects of the buying experience.

Asos maintains a clean look across all their emails, using pops of color to highlight important text callouts and relying on big images to sell the product. They do a wonderful job making sure their emails are responsive and look good, regardless of which device they’re being viewed on.

#9. Content that Sells: Warby Parker

Warby Parker has since expanded into retail stores, but the e-commerce brand has always known how to be successful online. They consistently use the same blue font for CTAs across all their marketing, training customers to know where they’re supposed to click.

Their content often uses hand drawn sketches, expressing their modern brand look and mimicking the frame of glasses at the same time. They also provide Gen Z with fun content that helps them live a better life. Instead of an email saying, “Hey, check out our latest sunglasses!” Warby Parker presents a whimsical look at how to wear sunglasses indoors, amusing customers while at the same time persuading them to buy.
Conclusion

Email marketing for Generation Z can be extremely effective, when done right. Take a cue from the brands above. Be instant. Be personal. Be authentic.

Source: http://tweakyourbiz.com/




ABOUT WNFP
Westchester Networking for Professionals (WNFP) is a business organization focused on providing our members and guests with an extraordinary networking experience, bringing business professionals together for the sole purpose of generating new relationships and developing new business opportunities. Not a member, learn how you can become a member and join this awesome group of professionals to connect and grow your business.

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12 Reasons Why Your Emails Aren't Driving Business

Email marketing is one of the most effective methods of content marketing . . . if you know how to do it right.

While we can all admit that we need to engage more in a strategy to maximize our email responses, it can be tough to know where to start. After all, we send and receive emails every day yet never really study the science of what makes a campaign successful. Not to worry, though, as I've compiled a few helpful tips for you:

 

You're not sending confirmation emails.

Confirmations are one of the surefire ways to up your subscriptions, yet only 26 percent of well-known companies send them. Furthermore, confirmation emails add a layer of trust for new customers, assuring them that their submissions have been recognized. Take the time to set this up; you'll see more results right off the bat.  

You don't have a call to action.

According to Word stream, emails with a call to action increase clicks by 371 percent, and sales 1,617 percent, which means this strategy could boost your business tremendously. Start giving actionable responses in your copy or headlines (e.g., Shop now) to engage more subscribers.
 
Your content isn't relevant.
 
While it's important to have content that drives sales, that content has to be relevant to your audience. Remember, you're partly a source of education/entertainment for your subscribers, so keep that in mind when creating a post.
 
You're sending emails at the wrong times. 

Believe it or not, there's a science as to what time to send an email. According to Hub spot, the most optimal time for click-through is 11 a.m., which, depending on your industry, might be a good piece of advice to test out.

 

You're not optimizing your subject lines.

This is similar to your call to action, only it entails gauging what words to use in subject lines, to gain the highest response. As noted in another study by Hub spot, nearly half (47 percent) of marketers surveyed said that they test the optimization of their subject lines. This might work well for you too, if your open rate is low.

 

Your emails aren't personalized.

Personalized emails are a small gesture, but one that's been proven to help increase your open rate. In the study by Hub spot, it was found that personalized emails had an open rate of 17.6 percent, versus 11.4 percent for non-personalized messages. Plus, there are plenty of services that can automate this process for you, such as Mail Chimp.

You're not using email as a primary channel.

Even given how much we love to consider social media as the reigning king, email is still the bread and butter of content marketing. In a study by Mailigen, 89 percent of marketers stated that email is their primary channel for lead generation. So, yes, email still has a lot of value for your outreach, which could help bolster your business.

 

Your emails aren't designed for mobile.

Mobile accounts for 54 percent of opened emails; therefore, if you're not optimizing your content to gain a response from it, you could be losing out on over half of your customer base. A quick fix for this is to use templates or customized design kits that will be responsive.

 

Your emails have too many images.

Images are a great tool to use for email, but as noted in the Hub spot study above, the more images you have, the more likely it is that your click-through rate will decrease. Don't let your pictures and graphics be distractions, but rather tools that help increase engagement.

 

You lack branding.

If your email doesn't look like it's coming from you, then what's the point in even sending it? Customers are going to feel much more secure with emails that follow your branding guidelines. Reason: They'll evoke trust, as well as a sense of care. Take the time to invest in your branding, and it will pay off tremendously in the long run.

 

You're not hitting the right metrics for your industry. 

 

As noted by Smart Insights, the average click-through rate for an industry can range from 15 percent to 28 percent, so it's important that you compare yourself only to the other folks within your field. Trying to aim outside of this group might be great down the road, but for now it's imperative that you gauge where your competition lies and how you can fall within a reasonable metric.

 

Your content is too long.

No one likes to read long emails, so don't plague your customers with them. This is one of the quickest ways to lose subscribers, and in turn, recommended/new leads. Focus on the most important points of your message, include a call to action, and be informative and entertaining.
 
If these goals don't seem like something you can accomplish consistently, it might be a good idea to bring on someone to do your email copy for you. Doing that could pay off tremendously much sooner than you'd expect.

Don't have a Constant Contact email marketing account? Try it for FREE!



Source: https://www.entrepreneur.com
Image Credit: ShutterStock


ABOUT WNFP
Westchester Networking for Professionals (WNFP) is a business organization focused on providing our members and guests with an extraordinary networking experience, bringing business professionals together for the sole purpose of generating new relationships and developing new business opportunities. Not a member, learn how you can become a member and join this awesome group of professionals to connect and grow your business.

Stay Connected with WNFP!