Do any of these email subject lines speak to you?

Lamps Plus sends me an email every day - sometimes two.  It doesn't really work for me. 

I understand why they do it, research shows that sending more emails increases impressions even if open rates drop.  (Taurins, 2016)

On the other hand 26% of respondents in a different survey said the reason they unsubscribe is - you guessed it - too many emails. (Nelsen, 2017)

Putting that aside for a moment, since they run such frequent emails, Lamp Plus is using a variety of persuasive techniques in their subject lines.  Here are some of the ones they have sent me in the past couple of weeks...

1. Last Call! Lighting Fixture Sale Ends Soon

2. Relax in Style! Outdoor Furniture Event Begins

3. New Markdown Added Today

4. Don't miss out on the best deals of the week

5. There's more to love! Personalized picks for you.

6. 48 Hours Only! Labor Day Sale on Like-New Returns.

7. New and On Sale! Fall Sneak Peeks!

Which Cialdini techniques are they using for each of these lines?  When they have used a technique more than once, which headline do you find more effective and why? Do any of them make you want to buy something?  What do you think of daily promotional emails?  Would you prefer more or less frequency?  What else would make you more likely to respond?

Taurins, K. (2016, July 27)  How frequently should you send out your email campaigns? mailigen.com.  Retrieved September 4, 2018, from  https://www.mailigen.com/blog/frequently-send-email-campaigns/

Nelsen, J. (2017, February 27) Customer Brand Satisfaction Drives Email Engagement, Study Shows.  mediapost.com.  Retrieved September 4, 2018, from https://www.mediapost.com/publications/article/296022/customer-brand-satisfaction-drives-email engagemen.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=100928&hashid=pWUJIUyQGMyJVccRQy8fKxuJEXY

If you want to persuade people you need to connect with them first.

I was cleaning out my bookshelves the other day and came across my copy of "How to Win Friends and Influence People."  Written by Dale Carnegie in 1936, it is the true definition of a classic.  The ideas it shares are still true today, only now they are backed up by research.

In previous blogs I discussed how the primacy effect coupled with repetition can lead people to believe that fake news is true.  And that one way to combat the misperception is to create fear that the belief is harmful. (Lehrer, 2018)

But before you can do that, you first have to connect.  Because someone can't relate to you emotionally if they don't like you. 

Myers-Briggs tells us that ~60% of people care more about relationships than tasks.  And since even moderate "T's" care about relationships to some extent, it is safe to assume that "liking" is important to most people these days. (MBTI)

So what makes us like someone?  Robert Cialdini says: We like people who are similar to us, who pay us compliments, and who cooperate with us.  (Cialdini, 2012) 

That's where Dale Carnegie's advice kicks in.  It all starts with showing an interest in the other person and asking questions.  Once you do, you can find common ground and begin establishing a rapport.

One tip from me - hard core task people tend not to care about similarities or flattery, but they do care a great deal about cooperation since it will help them to achieve their goals.  So the next time you are trying to persuade, connect first, possibly by cooperating on a task and then see how you do. 

Good luck!

Carnegie, D.  (1936) How to Win Friends and Influence People. Retrieved February 22, 2018, from

https://www.barnesandnoble.com/p/how-to-win-friends-and-influence-people-dale-carnegie/1100370318/2689493151239?st=PLA&sid=BNB_DRS_New+Marketplace+Shopping+Textbooks_00000000&2sid=Google_&sourceId=PLGoP164984&gclid=Cj0KCQiAzrTUBRCnARIsAL0mqcwjVA77Xd7Ox0flsjG46wPVPvUtpKqs56PztC-rHsGKqtOwM7E1aDkaAtgEEALw_wcB

Lehrer, P. (2018) Prof. Lehrer's Blog.  Retrieved February 22, 2018, from

http://pjlehrer.blogspot.com/2018/01/if-you-tell-lie-often-enough-people.html

http://pjlehrer.blogspot.com/2018/01/if-you-want-people-to-believe-you-you.html

http://pjlehrer.blogspot.com/2018/01/how-do-you-change-perception-fear.html

The Myers & Briggs Foundation. (2001) How frequent is my type?  Retrieved February 21, from

http://www.myersbriggs.org/my-mbti-personality-type/my-mbti-results/how-frequent-is-my-type.htm?bhcp=1

Cialdini, R. (2012, November 26) The Science of Persuasion.  youtube.com.  retrieved February 22, 2018, from  https://www.youtube.com/watch?v=cFdCzN7RYbw