How to use Social Proof in Email Marketing?

29 Mar 2021 11:13
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The opinions of experts and influential bloggers are used to warm up the “cold” audience. This category of potential customers knows practically nothing about the company and the product, does not realize the values ​​and benefits of the offer. Famous personalities in advertising create a need and draw attention to the product, talking about how it can solve the problem.

Users who are already familiar with the company and clearly understand their needs are influenced by the masses. They are convinced to become a part of the audience by the numbers, the logos of the well-known partners with whom the company cooperates.

At the last stage of the funnel, it is important to prove your professionalism with case studies, certificates, consumer ratings .

All these tools are used not only in email, but also on the site itself, on the landing page, in social networks. Next, we will consider the main methods and principles of embedding in the mailing list.

Methods of social influence in the mailing list
Social proof in email marketing can achieve several key goals:

Encourage a subscription, "sell" it to a new visitor to the site.
Increase the target audience's contact base.
Encourage conversion actions.
But for the tool to work, you need to implement it correctly. Let's consider several effective options.

We include numbers in the form of subscription and letters
The numbers in the subscription forms attract more new readers or users which is the purpose of marketing, even those who are not particularly willing to share their email on the Internet. In the mailing list itself, numeric arguments increase the level of user confidence and facilitate their conversion into customers. Therefore, many online stores use this technique .

There are different ways to implement it:

combine a subscription form with a block of social media icons. It is advisable to put a counter with the number of subscribers on the company's pages under each icon. This indicates to the new visitor that the online store has a lot of customers and fans or marketing agencies , removes the initial fear, distrust;
add popup to form. Show in it the number of readers who have recently subscribed to the newsletter. Examples of texts for a similar window - “Join us. 9487 people have already subscribed "," Our newsletter is read by 5347 buyers ";
indicate the number of customers who have used the goods or services of the company. This gives confidence that the product will help the consumer in solving his problem.

We add value in the format of reviews and cases
Reviews and cases are the most common type of social influence used in promotional emails.

In what form can we implement this:

place blocks with customer reviews in the letter next to copies of the cards of the corresponding products. There must be a clickable button in the visibility zone to go to the site so that the client can see the details of the position he likes;
make selections with several products or marketing strategies that have received the best ratings from customers. You need to come up with suitable names for them. For example, "TOP-10 of the best products according to our customers";
add video reviews of users to the selling series of letters. You can get them in exchange for bonuses: a discount on the next purchase, a small gift, service privileges;
use reviews in abandoned cart notifications . An example of a text for such a mailing: “Don't you dare to buy? We have prepared answers to the most frequently asked questions. To help you decide, we attach the reviews of our customers. " This pushes for the final decision and the transition to payment;
insert quotes from customers in letters about the positive experience of marketing & cooperation with the company, the choice and use of goods.
Reviews for newsletters need real ones. It is best when they feature real names and photographs. Honesty and sincerity towards customers is the primary condition for building long-term communication. "Licked" praise responses are always read and put off by the target audience.

Cases are a reason for separate messages. They are shown in the format of reviews, comparisons, storytelling . The main thing is to reflect the merits of the company, show how the product is used, and supplement the material with high-quality images.

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