We have bad news for you: according to a large-scale GetResponse survey in 2016, 22% of all the marketing and sales letters sent out customers open, click on links, and with 78% of letters nothing happens .
Not very funny numbers, especially if your business is at least partially dependent on email marketing . You can check the subscribers’ interaction with your letters using the most basic email-marketing metric – an indicator of discoveries, theresults of which, in turn, depend on what phrases and wording you use in the headers (topics) of letters.
[ Note: If you want to know the latest data and statistics, read the Global Email Marketing Research Report GetResponse. ]
As the legendary Joe Shugerman wrote in his book about copywriting:
“The sole purpose of the first offer of advertising is to make the second sentence read.”
Fortunately, the choice of the right words lies in the plane of science and psychology. In short, people predictably respond to certain psychological stimulants.
In this article, we will look at 18 of the most powerful and compelling words in email marketing. This list can serve as a kind of cheat sheet when preparing a letter, which the contact must open.
1. [Recipient Name]
Emails with a personalized title (subject) are 22.2% more likely to be open. Although letter personalization is not limited to adding the recipient’s name, it is still a good idea to start with this.
If you have ever experienced confusion after a stranger hailed you in a crowd, then you understand what I mean. The brain reacts instantly. The same thing happens with your subscribers.
2. [Name of the sender]
What do you do after you receive a letter from a faceless contact, such as firstname.lastname@example.org or email@example.com? You carefully send it to the trash … unless your e-mail service has already sent it to the spam folder . Anonymity does not intrigue, inspire or impress anyone.
Subscribers need to know who the letter comes from, so the sender’s field is one of the most important criteria for the discovery rate. Adding the name of a real person makes it more “human” and “real” all that you send, except that your brand itself is so famous that it attracts attention by default (for example, Apple).
According to Buffer’s study “189 powerful converting words: how to write letters that attract the attention of the client”, the list is headed by the word “you”. Why? Because “you” sounds personally, warmly and disarmingly and has much stronger than “he / she / they” or “I / we”.
“You” makes the client feel that the conversation is conducted personally with him, and not with the sample recipient. The letter should have a conversational format, as if it is a living person talking to you, and not a faceless company aggressively sending out orders. If you focus on a lively conversation, you must adapt the letter and center the audience, not yourself .
Good or bad, but an instant reward is a good motivation for all people without exception. No matter if it is “same day delivery” or “four-hour work week,” we tend to purchase products and services that support our love for everything “instantaneous.”
Words that imply urgency (“fast”, “instant access” and “immediately”) accompanying the promise of an award that is just one click away from you, activate the pleasure centers in the subscriber’s brain.
“Avoid” is an insidious word because it is tied to a feeling of fear. When used properly, it causes anxiety, anxiety and agitation. When used improperly, it may sound like clickback.
Clearly state what the subscriber can avoid due to your writing or content inside. And make sure your promise is fulfilled .
Robert Cialdini clearly illustrates the psychological power of “because” in his book, Psychology of Influence. According to one well-known principle of human behavior, when we ask someone to do us a favor, we do better if we present the reasons.
Only 60% agreed to the request: “Sorry, I have five pages. Can I use the copier? ”At the same time, 94% agreed to the request, at the end of which they added“ because I am in a hurry ”.
Even more surprisingly, in the case when a person used the bundle “because”, and then, without adding anything new, he simply reiterated the obvious: “Sorry, I have five pages. Can I use the photocopier because I need to make several copies? ”, 93% of people allowed him to pass the queue. What useful information can we get out of this? By adding the words “because” to the headline / subject of the letter, you get compliant and compliant subscribers.
Together with our love for instant reward, the tendency to sloth coexists. After all, why torture yourself with something time consuming if you can find an easier way?
“Do not complicate, stupid” (Keep it simple, stupid) – the golden rule of communication on the Internet. And when you have only a few words at your disposal (in the subject line of the letter), this rule becomes even more reasonable.
Phrases like “simple solution”, “simple answer” and “simple steps” work wonders in a world where letters are received by those who are constantly busy and do not have free time.
The truth is, we all want to be successful. The main thing is to understand what success means for your subscribers, and adapt the subject of the letter accordingly.
For example, for someone success – to find more customers, and for someone – to attract the first 1000 subscribers. Naturally, everyone likes to win in contests and receive prizes.
Regardless of how your formulation of the subject of the letter will sound, you should add “success” and similar words (“win”, “win”, etc.). If you understand what the subscriber who reads your letter wins, you will benefit from the enthusiasm and natural human desire to be first.
9. “Thank you”
There is nothing more pleasant for your customers and subscribers than to hear from you sincere thanks for buying a product from you or subscribing to your newsletter. Unfortunately, many newsletters sin because they contain standard thank-you letters, and the whole secret is to say “thank you” at the most unexpected moment.
In moments when your company celebrates a great achievement, contact the audience and thank them for contributing. Do the same when your client, community member, or subscriber celebrates the victory. In other words, make gratitude a central aspect of your email marketing strategy, focusing on the success stories of both your company and your subscribers.
Curiosity is a potential tool to attract attention. The question asked is what psychologists call the “information space” – the difference between what you know and what you want to know. As soon as the information gap appears, there is an overwhelming desire to fill it. So how is “how” different from other question words, for example, “why” or “who”?
Building the theme of the letter around the construction of “how [to do something]” or “how I [do something]” not only ignites curiosity, but also makes a kind of promise:
You do not know.
Do not worry…
I’ll show you.
“How” starts a repeatable process: “If you do as I do, you will receive what I have.”
People are by nature restless wanderers. We are in the blood to be travelers, adventurers and discoverers. We love to indulge in interesting searches and discover something new and mysterious. We even like stories that tell about it.
Words that imply “discovery” (“find,” “discover,” “explore,” or even “recognize”) play on this deepest feeling. You can make the anticipation of discovery even more alluring if you associate it with a sense of mystery.
All of us, by default, are addicted to something fresh, hot and new. It could be anything: new gadgets and the latest news, an upgraded website, a beta launch or a beta product. The feeling of newness makes our hearts tremble with excitement.
If for the first time we report something in the title / subject of the letter, we rely on this axiom and encourage subscribers to find out what the letter says and how it can be turned to advantage.
As noted by Tony Schwarz, Executive Director of The Energy Project: “… if you start something with an exclamation of” yes! “, It charges with energy, creates a sense of reliability and charges with creativity.”
The word “yes” and other positive statements in the subject line of the letter motivate subscribers to click on the call to action button and follow your recommendations.
If you have ever seen the word “enough” in the title of a letter, you most likely obeyed this call. Why?
Because, again, people instinctively react to words that warn or herald the danger: “stop,” “enough,” “attention,” “beware” and “not.”
Psychologists call them “interruption of the pattern”: they stop our actions and force us to pay attention. If you want to stand out from the background of other letters in the box, the use of such words, quite possibly, will help you with this.
The “what if” questions provide space for creativity and reflection.
Sometimes it is interesting to imagine what will happen in the future or what the consequences of an action will be. Despite this, the world of email marketing ignores the power of the word “if.”
Capture the imagination of subscribers. Intrigue them with unusual features. Push them to think about what will happen, “if” they … quit their jobs, lose weight, find love … and many other options.
If you succeed, the average discovery rate will increase.
No matter how ridiculous it may sound, we all want to be privy to some secret, be included in the group of the “chosen ones” or be part of something that is not yet available to others. Exclusivity is closely associated with a sense of secrecy, but it goes further and gives a feeling of uniqueness.
Unfortunately, many email marketers nullify the power of “exclusivity” by over-using this concept. Leave the word “exclusive” and its synonyms “only”, “not for all” and “limited” for situations where they are really relevant.
On the other hand, as opposed to “exclusivity,” people want to be part of something. At this point, the word “all” comes in handy. Perhaps the most powerful tool of persuasion is the so-called “social proof.” “Social proof is a phenomenon, manifested in the fact that people will stick to some kind of behavior pattern of others, provided that this model reflects the correct behavior in their eyes,” explains Ed Hallen. Social proof explains why such non-informative metrics , such as the number of “share” marks, likes and subscribers, are given such great importance in the online world.
Therefore, if you use the word “all”, be prepared to back up this statement with real numbers.
18. “Need” and “Want”
In the last paragraph, two words are combined.
The whole essence of marketing is to first understand and then satisfy the needs (“need”) and desires (“want”) of customers.
The difference between these two concepts is scanty, but I like to draw an analogy with painkillers and sweets. Needs condition our survival: food, shelter, and companionship. When you go to the dentist, you need a painkiller. Desires, on the contrary, are not serious.
But do not be fooled. Both of these concepts play their role in email marketing.
The word “should” should be added to the title / subject of the letter only in reasonable situations.
The word “want” should be used in cases where the call to action is tied to the desire to amuse self-esteem. For example, people in financial difficulties ” need to sell a house quickly,” and at the same time they ” want to know how much a house costs.” Carefully approach these two concepts, do not cross the line between them when drawing up the title.
Let’s apply in practice the above:
Getting the audience to open your letters is difficult … very difficult. Why? Becausein all the mailboxes are filled with other letters.
You want your email marketing strategy to be successful . Moreover, your business needs a successful email marketing strategy to survive. Therefore, properly selected words that can make contact with everyone mean so much.
What if, instead of ignoring you, your audience will look forward to your next letter? What if you manage to find the key to the heart of subscribers and make full use of the potential of 78% of unopened emails?
Stop writing gray inconspicuous headers. Do not press the keys in vain. Stopinactive. How? Make your letters convincing by using the 18 words listed above.
It is very simple and you can start right now . What are your favorite words? Share with us in the comments.