You can follow every best practice for creating email and still not get the response you want. That’s because today there’s more to success than a targeted list, compelling offer, and perfectly executed creative. Today you need to know the decision-making shortcuts people use when they encounter your email – those automatic behaviors that determine whether they open, read and respond to it. Science has proven that people often don’t operate in a rational, considered way. Much of what we do is done on autopilot, with certain prompts sending us in one direction or another. Discover the 10 hacks that will get your target to open, read and respond to your email without even thinking about it. See numerous examples from various verticals. And leave armed ready to create emails that get automatic action.

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Nancy Harhut, CCO
Wilde Agency
10 Human Behavior Hacks
That Will Change The Way
You Create Email
Go to MindCamp.Wilde.com for a chance to win $500.00

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1. Words that work like magic in subject lines
2. Two ways to position your message for fast response
3. The ripple effect of the Consistency Principle
4. Why you’ll sell more using Social Proof
5. When “negative” can deliver positive results
AGENDA

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6. How Availability Bias turns doubters into buyers
7. What instantly makes you look better than the competition
8. The one thing to say to increase response
9. The journalist’s secret that boosts email readership
10. Which days are best for success
AGENDA

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The one thing to know?
Everyone relies on decision —
making shortcuts

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#1: Words that work like magic
in subject lines

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Enter Subject line here.

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Enter Subject line here.

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Drive opening rates
About 35 characters

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“Eye Magnet” words
attract the human eye

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Top 5 Persuasive Words
— Copyblogger
New warming trends.

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10% Sidekick
Free Delivery on Top
Picks!

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29.3% Experian

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We Picked This For You:
• Elizabeth Arden
• We’re Not Kidding!
Elizabeth Arden Prevage
Anti-Aging Serum

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11% Worldata
Secrets For Closing
the Sale

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33.1% Adestra
Alert for your clients who
import or export

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Front load your
“Eye Magnet” words
ACTION:

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#2: Two ways to position your
message for fast response

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 Urgency
 Exclusivity
The Principle of Scarcity
22% Email Institute

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17% CTR

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T-Swift Daily Deal: New
Squirrel Pajamas Sale!

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I’m holding one of the last 15 seats for
you! Please RSVP Today

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Last chance to join
Expedia Rewards before
the public launch

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Be a founding donor of
the Stop Trump Fund

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New credential just for
CIPP-certified pros

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You Have Been Selected for
Your Expertise

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Make people feel special.
Or time-pressed.
ACTION:

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#3: The ripple effect of
The Consistency Principle

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Once people commit,
they remain consistent
First small yes leads to
subsequent larger ones
— Robert Cialdini

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Thanks for your ongoing support.
Want to help out again?

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Fill out this one-question survey,
and let’s get to work:

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What do you want to work on

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Escalate your asks.
Remind people of their earlier yes.
ACTION:

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#4: Why you’ll sell more using
Social Proof

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We do what other people do
…especially if they’re like us
— Journal of Applied Psychology

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I’ve already heard from
several folks in your
community…
Don’t be the only
Trump supporter in your
neighborhood without a sign…

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Your marketing peers’ top
downloads from the first half
of 2016

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Show your target others
have already done what you
want them to
ACTION:

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#5: When “negative” can deliver
positive results

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Loss Aversion
2x more motivated to avoid pain
than achieve gain
— Amos Tversky, Daniel Kahneman

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7 emails you should
never send

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Don’t pay an extra $300+
for INBOUND

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Why your Conversions
Suck (And How to Fix It)

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Help people avoid mistakes
ACTION:

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#6: How Availability Bias turns
doubters into buyers

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Personal relevance
If it can be recalled / imagined,
it’s “more likely to happen”
— Amos Tversky, Daniel Kahneman

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Nancy Barack Whoever you bring

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Win a Vegas Bachelorette Bash for
Four! Who Will You Take?

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Stir people’s memories or
imaginations before you ask
them to respond
ACTION:

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#7: What instantly makes you look
better than the competition

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The Authority Principle
People recognize and respect authority
Assume they’ve done the work for us
— Robert Cialdini

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$399 -- Connecticut ‘World’s Best’
Country Inn, Reg. $1025
AAA 5-Star

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Airport Employees Spill Travel
Secrets You (Probably) Don’t
Know

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Invoke perceived experts
ACTION:

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#8: The one thing to say to
increase response

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Give the reason why
Because = compliance trigger
— Ellen Langer, Harvard University

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Because April is taxing enough

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We know your days are hectic
… So we enhanced
Citicards.com

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Legitimize your request
with a reason
ACTION:

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#9: The journalist’s secret that
boosts email readership

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5 Ws + 1 H
Use numbers and lists
— George Loewenstein

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Who doesn’t want to make
their marketing easier?

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What do 90% of your audience
have in common?

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Where to get good headlines

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When it’s OK for your brand to
be risqu??

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Why an online marketing suite
is a game changer

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How to Guarantee a Decision Maker Meeting When Selling
to the Government – OnDemand Webinar

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3 Reasons NOT to use Lead Scoring
to Generate More Sales

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Offer to fill an information gap
ACTION:

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#10: Which days are the best
for success

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Holidays
Special celebrations
— Hedwig Von Restorff

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Easter Egg Hunt: 2 Days Only!
Reveal Your Savings!

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Don’t miss your slice of the pie.
31.4% off ends soon!

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Celebrate National
Chardonnay Day with
us tonight

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Happy Anniversary
from the Cash Cow

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It’s our 16th birthday, how
about a pair of prescription
glasses for $16?

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Introducing Orange Tuesday
at PTI! — Only 24 hours to
save big!

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Happy National NANCY Day!

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Piggyback on a holiday.
Or create your own.
ACTION:

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THANK YOU!
Nancy Harhut
Chief Creative Officer
Wilde Agency
Nancy.Harhut@WildeAgency.com