MARKETING
15 Best Bulk Email Services for 2023
You’ve seen that email marketing works wonders for your business. So you doubled down and built a massive email list. However, you’ve now hit a roadblock. You can’t send bulk emails through providers like Gmail or Outlook.
Enter: Bulk email service providers.
These bulk email services are equipped to manage large volumes of email while offering features to track performance. Read on to discover the key features to look out for in a bulk email service and the best bulk email services in the market.
Table of Contents
What is a bulk email service?
A bulk email service is an email provider that allows you to send mass emails to your subscribers. It’s common to use bulk email services for newsletters, sales promotions, and company announcements.
A mass email service helps you reach a large audience and nurture them one email at a time. In addition to getting direct access to your customer base, you can track how your emails perform and test various methods to increase clicks and conversions.
While traditional advertising methods, such as print ads and direct mail, can have a high return on investment (ROI), it can be challenging to understand how consumers interact with your materials. With a bulk email service, you can find out what attracts consumers and what elements lead to more conversions.
Furthermore, many bulk email services offer automation tools — think workflows and sequences. You can more easily move leads down the funnel and retain your current clients.
Using a personal or business email can work in the first few months of starting a business but will quickly become ineffective as you grow. Bulk email services offer a long-term solution.
Reasons to Send Bulk Emails
Not sure if it’s the right time to try a bulk email service? The first question you should ask is, “Is our brand investing in email marketing this quarter/year?”
If the answer is yes, that’s your sign to invest in an email service.
Here are specific examples of when you would send out a mass email to your subscribers:
- Sales promotions. Say you want to promote discounts on specific products or services. Sending a mass email to your subscribers is a great way to generate sales.
- Newsletters. Do you want to send out exclusive content to your subscribers? Then a newsletter is the way to go.
- Product updates. A great way to announce a new product feature or line is via email. You can include previews to build up excitement and include calls-to-action (CTAs) for conversions.
- Announcements. Are you updating your hours, prices, or services? Or perhaps there’s been a change in your policy. Notifying your subscribers in an email blast is an effective way to spread the news.
With every email you send to subscribers, you’ll want to remember your goals, audience, time and day, personalization, and compliance with data protection laws.
Best Bulk Email Services
1. HubSpot’s Email Marketing Tool
With HubSpot, you can create, customize, and optimize your emails without coding or design experience.
You can send up to 2,000 emails monthly, which doesn’t include test emails to check functionality. In addition, the platform offers a user-friendly interface, tools like drag-and-drop to design your email easily, tokens to personalize every email, and an a/b testing feature.
In addition, you can create custom reports based on the data you want to collect and analyze.
Pricing: The best part? It’s free.
2. ConvertKit
As their name suggests, the platform is designed to help you earn more conversions and generate more revenue. ConvertKit is known for its advanced automation tools, including custom email funnels, smart filters, and link triggers.
Furthermore, the platform has a 98% delivery rate, ensuring that your emails will always reach your subscribers. In addition, the average open rate for ConvertKit emails is an astonishing 30%, according to their website.
Pricing: ConvertKit offers a free version of its platform, and custom pricing for enterprise-level businesses with over 365,000 subscribers.
3. Mailchimp
Mailchimp is an excellent email service for those just starting in email marketing. The platform offers a user-friendly interface and over 100 templates to choose from.
With their free plan, you can send up to 10,000 emails monthly to 2,000 contacts — an ideal option for small to midsize businesses.
Then, as your business grows, you can scale to the premium version. Here, you’ll have unlimited audiences, multivariate testing, and advanced segmentation with up to 200,000 contacts.
Pricing: A free plan is available. Paid plans range from $11 to $299 per month.
4. Drip
If you have an ecommerce business, consider Drip for your email marketing. The platform offers pre-built email templates that you can customize and a user-friendly workflow builder for automation.
In addition, you can schedule automation based on actions your subscribers take (like viewing a product, abandoning their cart, and making a purchase).
With Drip, you can easily integrate your online store (like Shopify, Magento, and WooCommerce) to make gathering data easier.
Pricing: Prices start at $19 and go up based on your number of subscribers.
5. Insycle
Insycle doesn’t fall under the email provider list. However, this software does work in tandem with providers like HubSpot and Mailchimp to keep your contact list clean.
One of the downsides of having a subscriber list is the potential for duplicate contacts. This can impact your metrics and make it difficult to tailor your emails. Insycle allows you to clean your contacts in bulk, merge duplicate ones, and avoid overwriting data.
Pricing: Pricing starts at $5 per month and scales up to custom pricing based on the services you want.
6. Sendinblue
Sendinblue is one of the best bulk email services for small and large businesses. A drag-and-drop editor is one of the must-have features for a good email service, and Sendinblue features one of the most powerful editors on the market.
Aside from that, the service has segmentation features that let you send emails to a targeted audience. This feature helps to improve overall engagement with customers.
Pricing: Sendinblue has free and premium plans. The free plan lets you send up to 300 emails daily, albeit with the Sendinblue watermark. The premium plan begins at $35 monthly.
7. Constant Contact
Constant Contact is a bulk email service that’s great for small businesses and individuals. We love its simplicity and ease of use, features that make it great for beginners.
The service features inbuilt social media sharing tools, easy tracking and reporting, and integrations with ecommerce centers like Facebook and Shopify.
Its advanced features, like coupons, surveys, and event marketing automation, make it one of the best bulk email services.
Pricing: This bulk email service offers a 30-day free trial, which you can upgrade to a premium plan. Paid plans start at $10 monthly and can be further upgraded to the Email Plus plan for $45 monthly.
8. Mailmodo
Mailmodo offers a free plan that allows you to send up to 10,000 emails monthly, making it an ideal choice for individuals and small businesses. However, if you want more, you can choose from four premium plans which let you send more emails monthly.
Mailmodo’s no-code, drag-and-drop editor, makes crafting emails a breeze. Additionally, this bulk email service offers users several customizable templates.
If you ever run into problems while using the service, Mailmodo offers 24/7 customer support.
Pricing: A free plan is available. Premium plans start at $99 monthly.
9. AWebe
AWeber is a flexible service that only charges users based on their number of subscribers. This flexibility is one of the reasons some users prefer this service.
AWeber also has one of the most extensive libraries of customizable, mobile-responsive email templates. These templates allow you to create and send emails very quickly and easily.
The platform offers sales tracking and lets you check out the performance of your emails and subscriber information.
Pricing: The free plan allows you to automatically create emails from blog posts and send them to hundreds of subscribers at a go. AWeber then charges users based on their number of subscribers.
10. Mailgun
Mailgun’s email solutions for email marketing, tracking, parsing, and more make it one of the best bulk email services. In addition, Mailgun’s email API allows developers to easily integrate it into their apps.
Furthermore, Mailgun’s email analytics feature ensures email delivery. There’s also an email validation feature to ensure your emails are sent without typos.
Pricing: Mailgun offers a free plan that allows sending up to 10,000 monthly emails. You can opt for its premium plans which start at $35 monthly if you want even more features.
11. SendPulse
SendPulse allows you to send emails, web push notifications, Facebook messages, and more.
When it comes to emails, this service allows you to create responsive emails without writing a line of code. And if you prefer, you can use any of the 130+ templates available on the platform.
Additionally, SendPulse has a drag-and-drop editor that lets you design subscription forms that can then be integrated into a website. Aside from regular websites, SendPulse also supports integration with PipeDrive, WordPress, Zapier, and other tools.
Pricing: SendPulse has a free version available, while paid plans start at $8 per month.
12. Stripo
Looking for an all-in-one email design platform? Then you should consider using Stripo.
This service offers hundreds of easy-to-use email templates that make your emails look better and help improve conversion rates.
Stripo gives users the tools they need to create all types of emails. After creating the email, Stripo lets you test how it’ll look on different platforms. You can also have colleagues or clients view potential emails before sending them off to subscribers.
Pricing: Stripo has four plans, from free to $95 per month, priced according to the number of recipients and features.
13. SendGrid
SendGrid is the go-to choice for users looking to create and send transactional emails. It allows you to add contacts via CSV upload, signup forms, or APIs.
In keeping with its focus on transactional emails, SendGrid has features like anti-spam regulations to protect you and your subscribers.
Pricing: SendGrid has a free plan that lets you send up to 40,000 emails in the first month and 100 emails daily. For more features, you’ll need to upgrade to either the $19.95 or $89.95 monthly plans.
14. Mailjet
Our penultimate choice is a user-friendly bulk email service best for marketers and development teams. Mailjet has a drag-and-drop email builder that lets you quickly create emails and templates.
Mailjet also features an interactive design so you can give team members access and let them work on it individually.
Email tracking lets you monitor how your sent emails are doing. You can check metrics such as email delivery, bounce rate, and open rate.
Pricing: If you decide to use Mailjet, you can choose between a free plan that lets you send up to 6,000 emails or any of the four premium plans starting at $15 monthly.
15. Omnisend
The last but not the least bulk email service on our list is Omnisend.
Omnisend combines emails, SMS, and other channels. You can also create customizable forms for collecting information from website visitors.
Omnisend makes it easy to divide subscribers into segments, improving the ability to send the right emails to them. With its all-in-one features, automation, and numerous template options, Omnisend is one of the best bulk email services of the year.
Pricing: New users can use this service for free. However, to fully enjoy the tool, you’ll need to subscribe to a premium plan which is priced based on the number of email recipients.
Top Features in Paid or Free Bulk Email Service
- User Behavior Tracking
- Drag-and-Drop Tool
- Email Segmentation and Personalization
- Split Testing
- Automation
- Design Templates
- High Email Delivery Rates
So you’re ready to invest in an email marketing service. These are the key features you should look for in a bulk email service. Some of these features will only be available in a premium package. Others will be included in the standard or free versions.
Here’s your complete guide with factors to consider.
1. User Behavior Tracking
Reporting capabilities will be the number one tool you’ll need in any bulk email service you select. Because what’s the point of investing your time in designing and sending emails if you can’t see how they perform?
You should be able to track key email metrics, such as:
- Open rate.
- Unique clicks.
- Click-to-open rate (CTOR).
- Clickthrough rate (CTR).
- Unsubscribe rate.
- List growth rate.
- Bounce rate.
Email providers with advanced reporting features also allow you to track revenue per subscriber and revenue per email.
2. Drag-and-Drop
A drag-and-drop tool makes designing your email easy. This intuitive feature allows you to select an element from the sidebar, like an image, quote, or button, and drag it to a section of your email.
This will save you time as you determine the best flow for your email and move things around.
3. Email Segmentation and Personalization
Segmentation ensures that your emails are reaching the right people at the right time.
You should look for a bulk email service that allows you to segment your subscriber list based on the following:
- Location
- Actions taken in the email
- Purchase history
- Type of subscriber (e.g., prospect versus current customer)
You can get higher engagement rates when you segment your list, as the content will be more relevant to your recipients.
Furthermore, personalization is one of the key factors to improving email engagement and advancing customer relationships.
4. Split Testing
Split testing, also known as A/B testing, is a great way to understand what resonates with your audience.
AThis feature is beneficial if you need help generating high open rates and converting subscribers.
By testing out different subject lines and elements within the body of your email, you can determine what works best.
5. Automation
When you’re scaling your email list, the name of the game is automation.
Say you have a content offer and want to send an email sequence to leads after they download the offer. With an automation tool, you can pre-select which emails will go out, in what order, and after how much time for each email.
Once you complete the setup, the automation does all the work for you — nurturing your subscribers and moving them through the buyer’s journey.
This hands-off approach allows you to focus on strategy instead of the tedious work of sending out emails. With automation, you can take the guesswork out of the process.
6. Design Templates
If you’re like me, designing isn’t your forte. So, when designing an email, you’ll take all the help you can get.
A design template based on the type of email you want to send can save you time and ensure you’re following email best practices. This is particularly helpful if you have limited experience designing emails and are just starting out.
What’s great about having a template is that it’s a foundation. You can customize it to fit your needs, but it provides a blueprint from which to work.
7. High Email Delivery Rates
Imagine you work so hard on an email campaign, and it never reaches your subscribers’ inboxes. Frustrating, right?
That’s why verifying your provider’s email delivery rates is essential. You’ll want to select a service with high email delivery rates. You want something as close to 100% as possible.
Grow Your Business
Knowing what to look for in an email service is half the battle.
Now that you have a list of key features and a few tools to choose from, you can find a platform to grow your email list and generate revenue.
MARKETING
Streamlining Processes for Increased Efficiency and Results
How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.
So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.
Benefits of automation marketing automation to boost your efforts
First, let’s explore the benefits of marketing automation to supercharge your efforts:
Marketing automation simplifies repetitive tasks, saving time and effort.
With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.
Automation allows for precise targeting, reaching the right audience with personalized messages.
With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp
within seconds once a potential customer expresses interest in your business.
Increases ROI
By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.
Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.
Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business
How marketing automation can simplify operations and increase efficiency
Understanding the Change
Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.
One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.
The Emergence of AI-Powered Automation
In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.
Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.
Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.
Personalization on a Large Scale
Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.
This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.
Integration Across Channels
Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.
Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.
The Human Element
While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.
Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.
Conclusion
The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.
As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.
By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.
MARKETING
Will Google Buy HubSpot? | Content Marketing Institute
Google + HubSpot. Is it a thing?
This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.
The prospect dismayed some. It delighted others.
But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?
Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:
Why Alphabet may want HubSpot
Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.
The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.
If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.
At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?
At a second glance, it makes a ton of sense.
I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.
All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.
Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.
Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.
When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.
What acquisition could mean for HubSpot customers
I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).
Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.
The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.
But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.
Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.
What marketers should realize
So, what’s my takeaway?
It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.
The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.
It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.
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Cover image by Joseph Kalinowski/Content Marketing Institute
MARKETING
5 Psychological Tactics to Write Better Emails
Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better.
I’ve tested 100s of psychological tactics on my email subscribers. In this blog, I reveal the five tactics that actually work.
You’ll learn about the email tactic that got one marketer a job at the White House.
You’ll learn how I doubled my 5 star reviews with one email, and why one strange email from Barack Obama broke all records for donations.
5 Psychological Tactics to Write Better Emails
Imagine writing an email that’s so effective it lands you a job at the White House.
Well, that’s what happened to Maya Shankar, a PhD cognitive neuroscientist. In 2014, the Department of Veterans Affairs asked her to help increase signups in their veteran benefit scheme.
Maya had a plan. She was well aware of a cognitive bias that affects us all—the endowment effect. This bias suggests that people value items higher if they own them. So, she changed the subject line in the Veterans’ enrollment email.
Previously it read:
- Veterans, you’re eligible for the benefit program. Sign up today.
She tweaked one word, changing it to:
- Veterans, you’ve earned the benefits program. Sign up today.
This tiny tweak had a big impact. The amount of veterans enrolling in the program went up by 9%. And Maya landed a job working at the White House
Inspired by these psychological tweaks to emails, I started to run my own tests.
Alongside my podcast Nudge, I’ve run 100s of email tests on my 1,000s of newsletter subscribers.
Here are the five best tactics I’ve uncovered.
1. Show readers what they’re missing.
Nobel prize winning behavioral scientists Daniel Kahneman and Amos Tversky uncovered a principle called loss aversion.
Loss aversion means that losses feel more painful than equivalent gains. In real-world terms, losing $10 feels worse than how gaining $10 feels good. And I wondered if this simple nudge could help increase the number of my podcast listeners.
For my test, I tweaked the subject line of the email announcing an episode. The control read:
“Listen to this one”
In the loss aversion variant it read:
“Don’t miss this one”
It is very subtle loss aversion. Rather than asking someone to listen, I’m saying they shouldn’t miss out. And it worked. It increased the open rate by 13.3% and the click rate by 12.5%. Plus, it was a small change that cost me nothing at all.
2. People follow the crowd.
In general, humans like to follow the masses. When picking a dish, we’ll often opt for the most popular. When choosing a movie to watch, we tend to pick the box office hit. It’s a well-known psychological bias called social proof.
I’ve always wondered if it works for emails. So, I set up an A/B experiment with two subject lines. Both promoted my show, but one contained social proof.
The control read: New Nudge: Why Brands Should Flaunt Their Flaws
The social proof variant read: New Nudge: Why Brands Should Flaunt Their Flaws (100,000 Downloads)
I hoped that by highlighting the episode’s high number of downloads, I’d encourage more people to listen. Fortunately, it worked.
The open rate went from 22% to 28% for the social proof version, and the click rate, (the number of people actually listening to the episode), doubled.
3. Praise loyal subscribers.
The consistency principle suggests that people are likely to stick to behaviours they’ve previously taken. A retired taxi driver won’t swap his car for a bike. A hairdresser won’t change to a cheap shampoo. We like to stay consistent with our past behaviors.
I decided to test this in an email.
For my test, I attempted to encourage my subscribers to leave a review for my podcast. I sent emails to 400 subscribers who had been following the show for a year.
The control read: “Could you leave a review for Nudge?”
The consistency variant read: “You’ve been following Nudge for 12 months, could you leave a review?”
My hypothesis was simple. If I remind people that they’ve consistently supported the show they’ll be more likely to leave a review.
It worked.
The open rate on the consistency version of the email was 7% higher.
But more importantly, the click rate, (the number of people who actually left a review), was almost 2x higher for the consistency version. Merely telling people they’d been a fan for a while doubled my reviews.
4. Showcase scarcity.
We prefer scarce resources. Taylor Swift gigs sell out in seconds not just because she’s popular, but because her tickets are hard to come by.
Swifties aren’t the first to experience this. Back in 1975, three researchers proved how powerful scarcity is. For the study, the researchers occupied a cafe. On alternating weeks they’d make one small change in the cafe.
On some weeks they’d ensure the cookie jar was full.
On other weeks they’d ensure the cookie jar only contained two cookies (never more or less).
In other words, sometimes the cookies looked abundantly available. Sometimes they looked like they were almost out.
This changed behaviour. Customers who saw the two cookie jar bought 43% more cookies than those who saw the full jar.
It sounds too good to be true, so I tested it for myself.
I sent an email to 260 subscribers offering free access to my Science of Marketing course for one day only.
In the control, the subject line read: “Free access to the Science of Marketing course”
For the scarcity variant it read: “Only Today: Get free access to the Science of Marketing Course | Only one enrol per person.”
130 people received the first email, 130 received the second. And the result was almost as good as the cookie finding. The scarcity version had a 15.1% higher open rate.
5. Spark curiosity.
All of the email tips I’ve shared have only been tested on my relatively small audience. So, I thought I’d end with a tip that was tested on the masses.
Back in 2012, Barack Obama and his campaign team sent hundreds of emails to raise funds for his campaign.
Of the $690 million he raised, most came from direct email appeals. But there was one email, according to ABC news, that was far more effective than the rest. And it was an odd one.
The email that drew in the most cash, had a strange subject line. It simply said “Hey.”
The actual email asked the reader to donate, sharing all the expected reasons, but the subject line was different.
It sparked curiosity, it got people wondering, is Obama saying Hey just to me?
Readers were curious and couldn’t help but open the email. According to ABC it was “the most effective pitch of all.”
Because more people opened, it raised more money than any other email. The bias Obama used here is the curiosity gap. We’re more likely to act on something when our curiosity is piqued.
Loss aversion, social proof, consistency, scarcity and curiosity—all these nudges have helped me improve my emails. And I reckon they’ll work for you.
It’s not guaranteed of course. Many might fail. But running some simple a/b tests for your emails is cost free, so why not try it out?
This blog is part of Phill Agnew’s Marketing Cheat Sheet series where he reveals the scientifically proven tips to help you improve your marketing. To learn more, listen to his podcast Nudge, a proud member of the Hubspot Podcast Network.
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