I Used These 2 Forgotten “Persuasion Concepts” to Grow an E-commerce Email Revenue by 526.23%
The key to selling through email is understanding psychology.
You can have all the automations, tech, and tracking…
But if every time your reader opens an email, they don’t feel anything…
They are simply not going to buy.
Your customer's decision to buy starts with a feeling.
You can write your email copy so that it triggers an emotional reaction that takes people from not knowing your brand…
To pulling out their credit card and giving you their money.
I’m sure you’ve heard of the basic persuasion tactics everyone knows…
Scarcity, urgency, credibility…
But today, I want to share 2 persuasion concepts that marketers forget…
Which helped me increase email revenue by 526.23% for a patented mastectomy forms and bra insert ecommerce brand in just 6 months.
If you’re already selling through email, you might want to check out your emails to see if you can use these 2 tactics in them.
And if you’re not, you’re 100% leaving money on the table (don’t worry, I can solve that for you).
Before we begin…
NOTE 1: These persuasion tactics are pulled from the book Influence by Robert Cialdini. If you’re a business owner, this book will completely change your perspective on marketing and sales. 100% would recommend this book.
NOTE 2: I can’t take all the credit for the results I mentioned. I’m very lucky to work alongside other great marketers and an awesome founder.
Persuasion Tactic #1: Unity
Joe Girard was the record holder for the most cars sold in a single year for over 4 decades.
That was until Ali Reda broke his record in 2017 using the unity persuasion principle mentioned in Robert Cialdini’s book.
What does unity mean?
I just recently came back from my honeymoon in Japan.
And obviously, I spent most of my time with my wife…
But I noticed that whenever we got to see other Mexican and Latino hermanos over there, I got really excited to talk and share our experiences and opinions on Japan.
That’s a great illustration of unity.
What Ali did to break Joe’s record was not too different.
He worked in Dearborn, a city with a large Arab American community.
And being Arab gave customers an immediate feeling of knowing and trust.
His secret to breaking the record was ethnic unity.
But let’s get tactical.
This is how I’m using the unity principle to get more sales with email:
Share a mutual enemy: Much like in sports, having a mutual enemy makes the lead feel like you’re both on the same team. In this brand’s case, we frequently talk about how the industry has ignored these problems for decades.
Have shared perspectives: People prefer to relate to those who have the same interests, beliefs, and opinions. We used this principle to get the readers to like and trust the brand.
Talk in the same language: Using the same words or phrases as them gives them the feeling that you're “part of the tribe”. In this brand’s case, we use phrases like “flimsy pads” and “suffocating breast forms”. Small tweak in words, but it gives a completely different feel.
Persuasion Tactic #2: Liking
It isn’t hard to understand why getting our leads to like your brand will get you more sales.
But how do you get people to like your brand and emails when you’re constantly trying to sell them stuff?
That’s hard. But it’s also 100% worth it.
Here’s an example from personal experience:
There are sooo many copywriting courses and coaches.
And probably, most of them have little to no new information.
So why did I choose Matthew Volkwyn as my copywriting coach?
Liking.
I liked his vibe and the message he shares in his videos and emails.
Simple as that.
The same thing happens with your brand’s emails.
People get tons of emails in their inboxes every day.
And 90% of the decision to open or ignore their emails is based on liking.
If you get people to like your brand, they won’t even read the subject lines you write.
They read your brand’s name and immediately open it.
Here are the 3 strategies I used to get the readers to like our emails:
Make associations: If you know your audience is into something (movies, music, news), you can mention it, and they’ll associate your brand with that thing. This is basic branding.
Use humor: You don’t need to turn your emails into memes or comedy specials. But if you can get a “nose laugh”, that will separate you from all the other serious (and boring) brands. Hostage Tape does this great.
Show personality: Your emails should read like a casual message sent from a friend. For this brand, I send emails from the founder’s voice and from a fictional character called Liz. Both have different personalities, and I’ll sometimes share stories or values that will get the audience to know them better.
These concepts are not short-term tactics.
These are long-term strategies that might take some time to develop.
But they’re also the most powerful.
This is how you stop depending on discounts, make more money from your email list, and increase your LTV.
If you do not have the time or skills to implement this in your business, book a call for a free email marketing audit.
Just fill out the form, and I’ll contact you shortly.
