Friday Mar 21, 2014 by Bernie Reeder - Marketing Strategist, Yesware
Effective email writing boils down to one thing: Mind reading.
Sure, we’re all different, but in many instances our brains are prone to react to psychological triggers in a similar manner. Understanding these subtleties can help you hone in on creative ways to persuade others to take a desired course of action, like reply to more of your meticulously written emails.
Here are seven powerful psychological principles that can help you get busy people to respond to your emails, backed by template reply-rate data and examples from Yesware’s own sales team.
You’ve been going back and forth with someone for weeks now, and then suddenly, they’re MIA. No reply. Won’t return your phone calls. Nothing. What’s your next move?
You throw in the frog.
In an experiment by O’Quinn and Aronoff, participants were assigned to “buyer” and “seller” roles and asked to negotiate the price of a painting. Half of the sellers received instructions to use the line “my final offer is $_, …and I’ll throw in a pet frog.” This led to relaxation, smiles, and increased compliance, with buyers agreeing to pay significantly more money than when the frog joke was not used.
What it means: When you make someone smile, they relax. Humor can help break down objections and win over an otherwise unreceptive audience. Here’s an example of how breaking the ice can earn you replies:
Let’s look at three quick tips that can increase your chances of getting your email opened and keeping their attention long enough to get a reply, all backed by science.
Brevity is the soul of wit. So it should come as no surprise that it’s the soul of effective emails, too. Drawing from data culled from five years of emails in an executive recruiting firm, researchers found that shorter emails result in quicker response time, leading to higher overall productivity.
What it means: Don’t waste their time. Be considerate of your audience and use spacing, numbers, bulleted lists etc., to visually break up your message so that it’s easy to digest and take action on. MIT’s Marshall Van Alstyne argues that Twitter length - roughly 140 characters – is ideal. Here’s what that looks like:
Remember that a person’s name is, to that person, the sweetest and most important sound in any language. -Dale Carnegie
Dale wasn’t kidding. “Few things light us up quite like seeing our own names in print or on the screen,” explain the folks at Copyblogger, citing recent research on brain activation. “Our names are intrinsically tied to our self-perception and make up a massive part of our identity. No surprise then, that we become more engaged and even more trusting of a message in which our name appears.”
What it means: Personalization is key. Try catching their eye by placing their name in the subject line — i.e. “Hi Jim, it’s Bernie from Yesware.” Asking for a reply that requires more than a simple yes/no? Throw in a simple “Thanks for your time, Jim” to close out your email.
Being vague isn’t going to help you clinch that important meeting. According to research by psychologist Robert Sutton, people are more responsive and willing to help if they’ve been given clear directions on how to contribute. Research coming out of Carnegie Mellon also found that people are more likely to respond to email requests that are easy to answer, as opposed to complex messages that require more time and mental energy to address.
What it means: Ending your emails with open ended statements — i.e. “Let me know what works best for you” or “how is your schedule this week?” — does more harm than good. Rather than take the time and energy to make the decision for both of you, they instead opt for “no decision” and you get no reply to your email.
You should end every email with a pointed call to action. Buy or not buy? Meet or not meet? Interested or hold off? Here’s an example that’s worked particularly well for our team: