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Blog post By Paula Chiocchi on 2017-02-15
B2B email marketers know that turning prospects into leads, and ultimately, into paying customers, requires audience engagement – opens, reads and click-throughs. And while I’ve dedicated my blog to providing tips on how to do this successfully, one area we haven’t covered yet is the power of persuasion and its impact on email marketing.
Recent studies have isolated the top emotional triggers that help generate the most email responses: gain, fear, scarcity and logic. How can you push these emotional buttons to generate greater ROI with prospects in your upcoming email campaigns? Here are four quick tips:
These four emotional triggers can also be used in combination with each other – i.e. start with the fear message, justify with practical odds, and increase your CTA urgency through scarcity. However, you’ll want to mix and match your persuasion tactic to the product and service you are offering and make sure it aligns with your customer personas, your brand and the culture of your company. And of course, you’ll want to test your campaigns regularly in order to narrow down the emotional tactic that generates the best results.
Once the power of persuasion is successfully employed, B2B marketers can then enjoy the emotion of satisfaction for a job well done.
Outward Media’s accurate, targeted email data can help you achieve better email marketing ROI, and convert more prospects into customers. Ask us how. Also, take a look at our complimentary new e-book on building a successful B2B email marketing database.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.
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