Cold emails — the bane of marketing. Low open rates, even less click-throughs, and agonisingly poor conversions. But, this doesn’t have to be the case. Susan Su reveals the psychology of cold emailing, showing us what subject lines work and get those responses.
A rapid summary of 8 key points from the video
Compelling, clear offers in subject line. Giving a useful piece of content can provide reciprocity, being shared on social network, word of mouth, via other channels.
2. Commitment and consistency
Does making a commitment really work?
Commitment and consistency have to do with identity as much as it has to do with specific individual actions.
Do publicly visible actions to stay committed, consistency and commitment can be overt, or it can be subtle.
3. Social proof
Even with independence, we look to others on how to act and think.
“Subject: People get mad when you don’t fit in their ‘box’”
Name dropping, exclusivity. These things entice, they are familiar.
People we like are more believable, persuasive, and we are inclined to do things for them. ‘Like Factor’ in email marketing: praise, association, familiarity, and similarity.
“Subject: Go fucking bold in 2015 and work with me.”
“Subject: How regular looking guys attract good-looking women.”
Recognised celebrities, personal authority figures, societal authority, wealth/ high-status authority. Titles, clothes, and trappings.
Most widely used of techniques: deadlines technique.
Fear is powerful, but how do you transfer this to business? People fear wasting Time and wasting money.
“Subject: 7 Biggest Time wasters for social media marketers — is that you?”
“Subject: 7 Ways to save more time and be a superstar social media marketer”
Fear and Aspiration go hand in hand:
“Subject: Competition from other men — how to handle it”
Fear and Aspiration work together, however, opens and click-throughs are higher with fear.
- Subject Line, psychological trigger
- Preview text, acts as another subject line
- Mobile first, optimise for mobile viewing as most emails are opened through mobiles
- CTA (one email, one CTA)
- Test all aspects