As described in Wikipedia, Neuromarketing is a field that claims to apply the principles of neuroscience to marketing research, study consumers’, sensomonitor, cognitive and affective response to marketing stimuli. It is amazing that we can actually apply a scientific approach even to seemingly ordinary marketing tasks such as emailing. Dr. Patrick Renvoisé even wrote a book about it in 2002 and it has undergone a few revisions over the years. It states that after reading Neuromarketing, Marketers will never again claim to be “one of the leading providers” of anything, use time-worn buzzwords, or focus on anything except how you solve the pain of the prospects in front of you because that’s all they care about really.
And since we are busy people and cannot read the book, here are a few Neuromarketing techniques that can help you get results from all the leads that you have gathered.
Boost Email Results by Knowing the Right Closing Remarks to Use
A new study from Boomerang suggests that the way you actually end your emails is a lot more significant than you think. They looked at the closings for over 350,000 email threads and compared the response rates. The emails were asking for advice or help, and thus were expecting a reply.
The analysis showed that emails ending with some variation of thanks (“thanks, thank you, or thanks in advance”) had the highest percentage of response rates, with a final total of 62%. In comparison, emails that closed without some variation of thank you (“regards,” “best,” etc.) had a response rate of just 46%.
For Email, Best Might Be Worst
The study also compiled a list of the eight most popular sign-offs. Of these eight popular sign-offs, it was the classic “best,” followed by “best regards,” which had the lowest response rates.
So, which response got the most replies?
While any expression of gratitude is a good start, “thanks in advance” produced the highest response rate at 65.7%.
Another Thank You Benefit for Email
There’s more data to support the conclusion of the Boomerang study. Researchers in Australia found that a warm “thank you” increased the rate of replies to an email.
In addition, they found that with the “thank you” the recipients had a more positive impression of the senders, finding them to have a warmer personality.
Why use reciprocity as a marketer when you could simply establish a quid-pro-quo transaction? Or what you would call a favor or advantage granted or expected in return for something.
The reason is simple. In a defined transaction, a perceived fairness and rough equivalence of outcomes are expected. All commerce where goods are exchanged for money is based on both parties seeing the transaction as fair and equal. It makes sense to do this for most but research suggests that there are better ways, such as using the power of reciprocity. Here are a few samples of it.
Product Launch Formula
Many of the product launches today are modeled on Product Launch Formula developed by Jeff Walker. While approaches may vary, a key characteristic of these launches is to use a series of free videos. The first video is always valuable content that will help the viewer in some way. There’s no sales pitch in the first video. Additional free content like a checklist or workbook may be offered, too.
That first video establishes the reciprocity effect – not only is the seller demonstrating knowledge of the space, he or she is giving the viewer something of value with nothing requested in return.
Double Reward Approach
Another way to boost subscriptions might be a double-reward system. This method would let visitors download something without paying anything. When they get their free item (and reciprocity is invoked), they would see a call to action to subscribe with another related free item.
This may seem a bit like trickery to some people but remember that one way or the other, your clients get something out of it and it has been a proven way by science!
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