Did you know that an average office worker receives about 121 emails per day? With such an overwhelming influx, only the most compelling emails capture attention. Writing better emails has therefore become an essential skill, not just for marketers but for anyone looking to make an impact with their digital communication.
Whether it’s clinching a coveted job, rallying subscribers for reviews, or breaking fundraising records, the art of crafting persuasive emails is indispensable.
Tips to Write Better Emails
Here we will explore nine psychological tactics that can transform your email writing from mundane to magnetic. These strategies are grounded in understanding human psychology, making your messages not only seen but also acted upon.
By incorporating these tactics, you’ll learn how to intrigue, persuade, and convert your email readership at a significantly higher rate. Plus, we’ll explore how AI can be leveraged to supercharge your email campaigns, making them more personalized and effective without a monumental effort on your part.
AI is making a big change for businesses. Do you want to know how?
Contact us Today
1. Loss Aversion: Highlight What They Could Miss Out On
When it comes to crafting emails that get results, tapping into the human psyche can make all the difference. One potent psychological trigger is loss aversion—a principle which suggests that people are more motivated to avoid losses than to achieve equivalent gains.
How can this concept help you write better emails? It’s all about framing your messages in a way that highlights what your readers might miss if they don’t engage.
Consider this: receiving an email that simply says, “Listen to this podcast episode” is straightforward, but it doesn’t stir a sense of urgency. Now, imagine the subject line reads, “Don’t miss out on this groundbreaking podcast episode.”
Suddenly, the stakes feel higher and the fear of missing out (FOMO) kicks in. This subtle tweak can powerfully influence how recipients perceive the value of your email, compelling them to open it to avoid missing something important.
In experiments with newsletters, applying loss aversion proved to be a game changer. By changing a single word in the email subject line from a neutral to a loss-averse frame, the open rate surged by 13.3%, and the click-through rate by an impressive 12.5%.
The cost of this change? Absolutely nothing, yet the impact was significant.
To effectively use loss aversion in your email strategy:
Frame your offers as limited-time opportunities: This could be access to exclusive content, special deals, or early bird discounts. The key is to make the offer seem scarce and time-sensitive.
Highlight what is at stake: Instead of just listing what they will gain, emphasize what is lost if they don’t take action. This could be missing out on valuable knowledge, unbeatable prices, or once-in-a-lifetime opportunities.
By integrating the principle of loss aversion into your emails, you not only increase the likelihood of your messages being opened but also enhance the overall engagement with your content.
So next time you sit down to write an email, remember: it’s not just about what your readers stand to gain, but also what they stand to lose.
2. Social Proof: Leverage the Crowd
In email marketing, leveraging social proof can be a powerful strategy to enhance your ability to write better emails that resonate and convert.
Social proof is the psychological phenomenon where people conform to the actions of others under the assumption that those actions are reflective of the correct behavior. Essentially, when people see that others are doing something, they’re more inclined to do the same.
Imagine you’re trying to decide between two new books to read. One has a handful of reviews, while the other is praised by thousands of readers.
Chances are, you’ll feel more compelled to choose the one that many others have already enjoyed. The same principle applies to writing emails that get opened and acted upon.
For example, in a recent email campaign designed to promote a podcast episode, a team of professionals tested the power of social proof by tweaking the subject line. The control version was straightforward: “New Episode: Why Brands Should Flaunt Their Flaws.”
However, by simply adding a mention of the episode’s popularity—”New Episode: Why Brands Should Flaunt Their Flaws (100,000 Downloads)”—the email’s open rate increased from 22% to 28%, and the click rate on the link nearly doubled.
Here’s how you can apply social proof to write better emails:
Highlight popularity: Mention how many people have already taken advantage of an offer, subscribed to your newsletter, or attended your event. This shows that your proposal or content is already popular and trusted by many.
Showcase testimonials and endorsements: If you have customer testimonials, quotes, or endorsements, include these in your emails. They act as personal recommendations that can persuade others to take the same action.
Use real-life statistics: Share data or statistics that reflect the success or satisfaction of your users. This could be satisfaction scores, user engagement data, or other metrics that indicate positive reception.
By incorporating social proof into your emails, you’re not just informing your recipients; you’re also persuading them by showing that others have already taken the leap.
This tactic not only builds credibility but also encourages more people to engage with your content, helping you to write better emails that truly perform.
Read also: How To Send Better Email
3. Consistency: Appeal to Past Behaviors
Consistency is a cornerstone of persuasive communication, especially when you’re aiming to write better emails that engage and convert. This psychological principle suggests that once people commit to something, they are more likely to follow through with it to remain consistent with their past actions or decisions.
Essentially, if you can tap into your recipients’ previous behaviors, you can more effectively influence their future actions.
Think about a subscriber who has interactively engaged with your content over the past year—perhaps by consistently opening emails, clicking on links, or participating in surveys.
By acknowledging their ongoing commitment in your emails, you not only flatter them but also subtly remind them to continue their supportive actions. For instance, in an email campaign designed to gather more podcast reviews, the team utilized this tactic by adjusting the message to: “You’ve been a loyal listener of our podcast for over a year; could you share your thoughts with a review?”
This simple recognition of their loyalty and past behavior significantly increased both the open rates and the action rates compared to a generic request for reviews.
Here’s how you can use the principle of consistency to write better emails:
Acknowledge past interactions: Reference previous purchases, interactions, or engagements that the recipient has had with your brand. This personal touch not only makes the email more relevant but also taps into their desire to be seen as consistent.
Set the stage for future interactions: Encourage readers to continue their behavior with calls to action that align with their past actions. For example, if they’ve downloaded a white paper, suggest they register for a webinar that dives deeper into the topic.
Reinforce identity: Remind recipients of the identity or role they’ve taken on by associating with your brand (e.g., as a “valued customer” or “dedicated reader”). This reinforces their connection to your brand and motivates consistent behavior.
Leveraging the consistency principle in your emails not only boosts engagement but also strengthens the relationship between your brand and your audience.
By showing that you recognize and appreciate their previous actions, you pave the way for a deeper and more consistent interaction, making your emails more effective and memorable.
4. Scarcity: Create a Sense of Urgency
Scarcity is a powerful psychological trigger that can significantly enhance the effectiveness of your email campaigns. This principle works on the basic human tendency to place a higher value on resources that are limited.
When something is scarce, we perceive it as more desirable, and this can create a sense of urgency that compels action.
Understanding how to harness this concept can help you write better emails that not only capture attention but also drive recipients to take immediate action.
To implement scarcity in your email marketing, consider the following approaches:
Limited Time Offers: Specify that a particular offer is available for a short period. This could be a discount, access to exclusive content, or a special bundle available only for a few days. The key is to communicate the time sensitivity clearly and prominently in the email. For example, using subject lines like “24-hour flash sale starts now!” can immediately convey urgency.
Exclusive Quantities: Highlight the limited availability of an offer. This could be a limited number of spots for a webinar, a limited stock of a product, or special pricing for the first few customers. For instance, an email campaign might include a line like, “Only 50 spots available for our exclusive webinar—register now to secure your place!”
One-Time Promotions: These are promotions that are not repeated or are available only once for each customer. This could include a special bundle offered only to new subscribers or a special gift on their first purchase. Phrases like “Exclusive one-time offer just for you!” can make the recipient feel a unique opportunity is at hand, which they shouldn’t miss.
In a practical application, the team once tested this principle by offering free access to an online course but restricted it to “today only” with one enrollment per person. The subject line used was “Only Today:
Get free access to the Science of Marketing Course | Only one enrol per person.” This email saw a 15.1% higher open rate compared to a more generic offering. The urgency created by the scarcity of time and exclusivity of the offer drove higher engagement and action from the recipients.
By effectively using the principle of scarcity, you can motivate your audience to act swiftly, fearing they might miss out on a valuable opportunity.
This tactic is particularly useful in converting hesitation into action, making it a crucial strategy for anyone looking to write better emails that not only get read but also produce immediate results.
5. Curiosity Gap: Pique Interest with Unusual Subject Lines
Unlocking the potential of curiosity can transform your email strategy from predictable to unmissable. This technique, known as the “curiosity gap,” involves crafting email subject lines that pique interest without giving everything away.
It’s about tantalizing your recipients with hints and teasers that compel them to open your emails to satisfy their curiosity. By mastering this approach, you can write better emails that stand out in a crowded inbox and dramatically increase your open rates.
The curiosity gap works because it taps into a basic human drive: the need to resolve uncertainty. When we encounter something that intrigues us but leaves an information gap, our natural response is to seek out the answer.
This makes an unusual or mysterious subject line an incredibly effective tool in email marketing.
Here are some practical ways to create a curiosity gap in your emails:
Pose a Provocative Question: Questions naturally provoke thought, and when posed cleverly, they can create a strong urge to find the answer. For example, a subject line like, “Do you know the three mistakes most newbies make?” can trigger readers’ curiosity about whether they are making these mistakes themselves.
Use Teasers: Give a preview that hints at something interesting or valuable without revealing all the details. A subject line such as, “Here’s what happened when I tried this new strategy…” invites subscribers to find out about the outcome and the strategy discussed.
Incorporate Unexpected Elements: Combine topics or items that don’t usually go together to grab attention and spark curiosity. For instance, “How a simple pen and this everyday item can improve your productivity” might make readers wonder about the connection and be more inclined to open the email.
Leave a Cliffhanger: If you’re sending a series of emails, ending one message with a cliffhanger can make sure your audience is looking forward to the next. This tactic is especially effective in storytelling within your email content.
To illustrate, Barack Obama’s campaign famously used the curiosity gap in their fundraising emails during the 2012 election, with a subject line that simply read, “Hey.” This uncharacteristically casual and cryptic approach resulted in a surge of opens, as recipients were drawn in to find out why the President would use such a casual greeting.
It’s reported that this email alone raised significantly more donations than any others, proving the power of sparking curiosity.
By leveraging the curiosity gap, you can significantly enhance the impact of your emails. This strategy not only increases the likelihood that your emails will be opened but also engages and retains the reader’s interest throughout your campaign.
As you experiment with these tips, remember that the goal is to intrigue and captivate your audience, turning each email you send into a journey worth exploring.
Read also: AI Emails Vs Traditional Emails: A Deep Dive
6. Reciprocity: Give Something to Get Something
Harnessing the power of reciprocity can significantly elevate your email marketing strategy. This psychological principle suggests that people feel obliged to return favors or respond in kind when they receive a gift or benefit.
By integrating the rule of reciprocity into your email campaigns, you can write better emails that not only engage but also compel your audience to take action.
The concept of reciprocity is simple: provide value to your recipients upfront, and they are more likely to reciprocate with the behavior you desire, whether it’s making a purchase, signing up for a webinar, or leaving a review. This tactic creates a psychological debt of sorts, making the recipient feel they owe you something in return for the value you’ve provided.
Here’s how you can effectively apply reciprocity in your email communications:
Offer Valuable Content for Free: Share insights, tips, or resources that are genuinely useful to your audience. This could be in the form of downloadable guides, educational videos, or exclusive articles. For instance, an email that offers a free e-book on “Top 10 Marketing Strategies for 2024” provides real value that recipients might feel compelled to reciprocate.
Provide Exclusive Access: Give your email subscribers first dibs on your new products, services, or events before they are available to the general public. This sense of exclusivity enhances the perceived value of being on your mailing list and can motivate subscribers to engage more deeply with your brand.
Send Personalized Offers: Tailor special deals or bonuses to individual recipients based on their previous purchases or interactions with your brand. A personalized discount for a product that a customer has previously shown interest in can be a powerful motivator and is seen as a thoughtful gesture.
Acknowledge and Reward Loyalty: Recognize and reward your long-term subscribers with special perks such as loyalty discounts or member-only benefits. This not only reinforces the reciprocal relationship but also encourages continued loyalty.
An example of reciprocity in action is a campaign the team ran where subscribers who completed a survey received a 15% coupon for their next purchase. This simple exchange—feedback for a discount—significantly increased participation rates and subsequent sales. The reciprocity principle ensured that the subscribers felt appreciated and valued, which in turn fueled their willingness to engage with the brand.
By offering something of value without an immediate expectation of return, you activate a natural human instinct to respond in kind. This approach not only boosts the effectiveness of your emails but also builds a stronger, more positive relationship with your audience.
Remember, the key to successfully implementing reciprocity is to ensure that the value you provide is perceived as thoughtful and genuine, paving the way for a mutual exchange that benefits both parties.
7. Authority: Establish Credibility
In the world of email marketing, establishing authority is crucial to building trust and credibility with your audience. By showcasing your expertise and reliability, you can write better emails that not only inform and engage but also persuade your readers to take the desired actions.
Authority is rooted in psychological principles that compel people to trust and follow the guidance of experts. By positioning yourself or your brand as a leader in your field, you can leverage this trust to enhance your email campaign effectiveness.
Here are practical ways to establish authority in your emails:
Highlight Expertise and Credentials: Begin by sharing your qualifications, experiences, or unique insights that set you apart from others in your industry. This could be through mentioning awards, recognitions, or simply the years of experience and the specialized knowledge you possess. For example, an email from a financial advisor might start with a brief overview of their decades of experience in personal wealth management and notable accomplishments in the field.
Use Expert Testimonials and Endorsements: Incorporate quotes or endorsements from respected figures within your industry. This can significantly elevate your credibility. For instance, if a well-known industry leader endorses your product, including this in your email can persuade more of your subscribers to engage with your content or explore your offerings.
Provide Evidence and Case Studies: Support your claims with data, research findings, or case studies that demonstrate the effectiveness of your approach or products. This not only solidifies your position as an authority but also reassures your audience that your recommendations are backed by solid evidence. An email promoting a diet plan could be much more convincing if it includes success stories and testimonials from real users who have achieved tangible results.
Educate Your Audience: Offer valuable information that enriches your readers’ knowledge and skills. This could be through detailed guides, how-to articles, or insider tips that are not commonly known. By consistently providing valuable content, you position yourself as a go-to resource in your field. An email from a photography gear brand could include expert tips on capturing perfect golden hour photos, enhancing both the perceived value of the content and the authority of the brand.
Professional Presentation: The design and language of your emails also reflect on your authority. Ensure that your emails are well-designed, use a professional tone, and are free from errors, as these elements contribute significantly to how your expertise is perceived.
An effective example of utilizing authority in email marketing could involve a cybersecurity firm sending out a monthly newsletter that includes the latest security threats and tips on protection strategies, authored by certified cybersecurity experts.
This not only keeps subscribers informed but also continuously reinforces the firm’s authority in the cybersecurity space.
By effectively leveraging your authority within your email campaigns, you create a powerful persuasive force that can enhance trust, foster loyalty, and ultimately, drive conversions.
Remember, when people regard you as an authority, they are more likely to follow your advice and respond positively to your calls to action. Establishing credibility isn’t just about flaunting expertise—it’s about building a foundation of trust that elevates every communication you send.
Read also: Email Marketing With AI Email Writers
8. Personalization: Speak Directly to Individual Needs
In today’s digital landscape, personalization is more than a buzzword—it’s a crucial element of effective email marketing. Tailoring your messages to meet the specific interests and needs of each recipient can significantly enhance the engagement rates of your emails.
Personalization makes your audience feel valued and understood, which in turn, encourages more meaningful interactions with your brand. By focusing on individual preferences and behaviors, you can write better emails that resonate more deeply with each subscriber.
Here are key strategies to effectively personalize your emails:
Segment Your Audience: Divide your email list into segments based on demographics, purchase history, browsing behavior, or engagement levels. This allows you to craft messages that are specifically tailored to different groups. For example, you might send one version of an email to new subscribers who are just getting to know your brand and a different version to long-time customers who are familiar with your products.
Use Dynamic Content: Incorporate elements in your emails that automatically adjust based on the data you have about each recipient. This could include personalized greetings, product recommendations based on past purchases, or content that changes based on the user’s location. For instance, an email that starts with “Hi [Name], we noticed you’re interested in [Product Category],” immediately makes the communication feel more personal and relevant.
Leverage Behavioral Triggers: Send emails triggered by specific actions taken by your subscribers. This could be a welcome email when someone signs up, a congratulatory message when a user achieves something with your product, or a reminder email when someone leaves items in their shopping cart. These timely, relevant messages show that you are attentive to your customers’ actions and needs.
Ask for Preferences: Sometimes, the best way to personalize is to ask your subscribers directly about their preferences. This could be through a preference center where they select the topics they are interested in or the frequency with which they wish to receive emails. By allowing them to choose what they want to hear about, you ensure that the content you send is always relevant.
Analyze and Adapt: Use analytics to track how individuals respond to different types of emails and continuously refine your approach based on what works best. This could mean adjusting the tone, timing, or content based on the preferences and behaviors your data reveals.
An excellent example of personalization at work could involve a travel agency sending tailored travel recommendations to its subscribers.
Based on each subscriber’s past travel history and stated preferences, the agency can suggest destinations, travel tips, and special offers that align with individual tastes and budgets.
By integrating these personalization techniques, you can transform your email campaigns into powerful tools for engagement. Personalized emails not only perform better in terms of open and click-through rates but also strengthen the relationship between your brand and your customers.
When your audience sees that you understand and cater to their specific needs, they’re more likely to respond positively and remain loyal to your brand. Remember, in the world of email marketing, one size does not fit all—personalization is the key to writing better emails that truly connect and convert.
9. Contrast Principle: Highlight Differences
The contrast principle is a powerful psychological tool in email marketing, influencing how your offers are perceived by drawing stark comparisons between your products and others, or between your current promotions and past pricing.
This technique is especially effective because it clarifies the benefits and value of what you’re offering by placing it alongside less appealing options. When you write better emails using the contrast principle, you make it easier for your recipients to make decisions quickly and confidently.
Here are practical ways to apply the contrast principle in your email campaigns:
Before and After Scenarios: Show the improvements or benefits your product or service can bring into your customers’ lives by presenting a clear before-and-after scenario. For example, an email from a skincare brand could highlight customer testimonials with photos showing skin improvements after using their products, compared to before.
Old vs. New Pricing: If you’re offering a discount, make the savings clear by contrasting the original price with the promotional price. This not only emphasizes the deal’s value but also creates a sense of urgency to capitalize on the lower price before it expires. An email could feature a side-by-side comparison showing “Was $99, Now Only $49” to immediately draw attention to the savings.
Compare Features with Competitors: Lay out a comparison between your products and competitors’ offerings to underline your advantages. This can be done through a simple comparison chart that highlights features your product has that others lack, which can help sway customers who are comparing multiple options.
Highlight Exclusivity: Contrast what your subscribers will gain from acting on your offer with what they miss out on by ignoring it. For instance, an email about a membership program might detail the benefits of joining, such as exclusive deals and content, compared to non-members who do not have access to these perks.
Time-Limited Offers: Use timing to create a contrast between acquiring something now versus later. For example, “Sign up today and save 20%,” versus “After Friday, regular rates apply.” This not only uses the scarcity principle but also contrasts the benefit of immediate action against the cost of delay.
An example of the contrast principle effectively in action could involve an email campaign for an online course platform. The email could compare the cost of investing in their courses with the higher cost of traditional education methods.
It might include data on average outcomes for course completers versus non-completers, emphasizing both the financial and educational benefits of choosing their more accessible and affordable courses.
By effectively using the contrast principle, you can enhance how your offers are perceived, making them appear even more attractive. This strategy not only improves the clarity and appeal of your emails but also helps guide recipients toward making favorable decisions.
In email marketing, presenting choices in a way that highlights the superiority of your proposition can significantly boost your conversion rates. Remember, it’s not just about showing what you offer; it’s about making your offer the obvious choice.
Read also: 51 Best AI Marketing Tools You Should Be Using In 2024
The post 9 Tips to Write Better Emails and How Train Your AI appeared first on Bigly Sales.
Leave a Reply