How to Write a Persuasive Email? - Deliverbility

How to Write a Persuasive Email?

Communication is the lifeblood of marketing and sales. Successfully closing deals, providing value, simplifying complexities; they all depend on your capacity to express yourself persuasively and clearly.

The outreach email is a special kind of writing. You only have a tiny window of opportunity to capture your reader’s attention and persuade them to a step closer to a purchase or intended action. Use these writing methods to ensure your emails pack the most punch.

The following are given some persuasive email examples and techniques.

1. Recognize your audience

Okay, so this is not exactly a writing tip. But it is the foundation upon which your email’s effectiveness is produced. If you do not understand your audience, whether it is someone being hesitant to buy or a happy customer you would like to upsell, you will not be able to write persuasively.

2. Leverage social proof

Why it works: Social proof explains the tendency to make choices based on other people’s choices because we naturally believe in the majority’s taste and believe their choices reflect the right decisions. You are already leveraging the concept of social proof through customer social proof and case studies, why not spread these efforts into your emails?

How to utilize it: Reference high-profile customers or the size of your customer base. If you are trying to move a potential customer towards a purchase, try pointing out how many of their peers and competitors use your product.

Examples:

  • “Billions and billions served” is the slogan for McDonald’s, and it calls out the company’s large customer base.

3. Step in with a small ask

Why it works: Once a user says “yes” to a small ask, the proverbial foot in the door, they are more inclined to agree to future requests as well.

How to utilize it: Ask the recipient a question that they can’t say no to. It’s that simple!

Examples:

  • If selling software that tracks target accounts’ trigger events, an easy way to get a first “yes” is to verify that their sales team wants to improve their prospect outreach.

4. Include a headshot in your email signature

Why it works: Making eye contact with people subconsciously allows us to form a sense of connection with them. In one University study, researchers edited images of the Trix rabbit mascot, then asked adults to pick between several cereal boxes having different versions of the picture. Participators most often chose the box where the rabbit was directly looking at them.

How to use it: Obviously You cannot make eye contact through email, and by no means, you should add in a picture of yourself in the body of an email that will just make the viewers uncomfortable. However, one does not always remember that there is a person at the other end of your emails. Adding a small headshot of yourself in an email, a signature is a subtle way to remind people that you are a human, too.

5. Agitate and solve the problem

Why it works: Even if the person you are emailing is already informed they have a problem in one area or another, it does not mean they are prepared to solve it. But emotion is a powerful thing. Whether it is a subconscious attachment to the old way of doing things causing inertia, or worry of making the wrong decision, your prospect will not always warm to your product instantly.

To satisfy them, you will often have to talk about the problem in emotional terms, then swoop in with a solution to show how you can help.

How to utilize it: While you should never try to exaggerate a business pain or spin one out of thin air, make use of the agitate-and-solve technique when it is clear they have not fully conceptualized the cost of inaction.

Discover out what matters to them. Is it a professional, personal achievement that drives them forward? A passion for growing the business’ bottom line? Then show how inaction will only aggravate their current situation and illustrate why your product would help.

Example:

  • An office supply salesperson can search for its competitors’ clients who had been affected by late shipments. She should probe into the importance of these delays, getting prospects to talk through the immediate and ripple effects. Then, she can describe her own company’s customer support and efficient service.

6. Remind prospects that it is their choice

Why it works: Nobody really likes to be told what to do. And even if you are not aggressive or pushy, many people will still bother at the suggestion that you know what is best for them.

A simple reassurance that you are not attempting to push your preferences or worldview onto them is powerful. Across 42 psychology studies involving 23,000 subjects, it has been revealed that using a sentence like “But the decision is yours” could increase the odds that someone would say yes to a request.

So by now, you have enough an idea of how to write a persuasive email.