Communication is the backbone of sales and marketing, especially when it comes to selling your product and/or service to a prospective customer. To successfully close deals, provide value and explain your products, you must rely on your ability to express yourself clearly and persuasively. Especially when it comes to email marketing, as you have a small window of opportunity to catch your audience’s attention and get them to take action. In order for your emails to pack the most punch, try using some of these techniques:  

1. Know your audience: This needs to be the foundation of any email marketing campaign. If you want your emails to be effective then you have to know who you’re sending them to. Is this someone who is hesitant to buy? Is this a customer who is looking for an upgrade? Have they done business with you before? Understanding your audience and their needs ensure you will be able to write persuasively to them.

2. Leverage social proof: Social proof describes the likelihood to make choices based on other people’s decisions. Try referencing high-profile customers or the size of your customer base in your emails. This helps give your business more credibility and further establishes yourself as an industry leader.

Another technique that works: using their competition. If you’re trying to move a potential customer into making a purchase, reference one of their competitors that uses your product and the successes they have had with it. If they see one of their competitors doing well with the help of your business, it will persuade them to jump on the bandwagon.

Here are some examples of key brands that have used social proof to help get their message across, and how you can implement the same thing:

The McDonald’s slogan is “Billions and billions served”. This calls out the company’s huge customer base, giving them credibility. As a dealership, you could let your customers know that you have been serving the local area you’re in for over 65 years, showing that you have a dedicated interest in your community’s success, along with a long-standing reputation.

Yelp’s success is due to the fact that they have millions of user generated content. All of these customer reviews will persuade others to visit a restaurant or point of interest. Try using current customer testimonials in your emails to show how other customers have excelled with your help.

3. Include a headshot in your email signature: Once a person can put a face with a name, it makes the email more personal. With the vast number of emails we all receive in a day, it can be easy to forget that there’s a real person at the other end of them and not just a computer. Including a small headshot of yourself in your email signature is a subtle way to remind people that you’re not a robot. Make sure your image is professional, though. A selfie taken on a Saturday night out could send the wrong message to your customer base.

4. Include a reason: When you give people a reason on why they need something, it gives you a better chance of them doing what you ask. It can be as simple as saying “I’d like to set up a meeting with you so I can help you with X and Y.” By giving them a reason why they can better see the end result of what it is that you are trying to sell them. For example, as an equipment dealer, you could say,  “I’d like to offer you this piece of equipment, which will make your next project operate much quicker and smoother.”

5. Remind them it’s their choice: Nobody likes to be told what to do. Even if your emails aren’t pushy or aggressive, many people will feel hesitant when it comes to being told what is best for them. Over 42 studies were conducted on 22,000 people that all said when a phrase such as “But the decision is yours” are used, it could double the chances that someone will actually say yes to your request. However, don’t overuse this phrase. Reminding your prospect that they don’t have to listen to you on a constant basis may not be the best idea. Instead, leverage this phrase when you’re trying to get a larger commitment or dealing with a hesitant client, as this may be a powerful technique to get them to convert.

Go ahead and test out some of these different recommendations and see what works for you. Doing them all at once could be overwhelming, try one at a time. Share your comments below and let us know how these tips work for you.