How about we con a few tricks of persuasion? We\u2019ll explore what goes into making a truly persuasive email template. And of course, we\u2019ll show you a number of examples. Let\u2019s roll the ball! <\/p>\n\n\n\n
Persuasion in Email Marketing<\/strong> <\/h2>\n\n\n\nPersuasion in email marketing works differently than in other forms of communication. Since the primary goal is to persuade people to buy your product or service, email is concerned with persuading the recipient to click through to your website. <\/p>\n\n\n\n
Let\u2019s put it this way: A truly persuasive email is the result of a series of \u201cmicro-conversions,\u201d<\/strong> as Kath Pay<\/a> has identified. <\/p>\n\n\n\nTo that end, here are a few things to bear in mind: <\/p>\n\n\n\n
- The first micro-conversion starts with the subject line. You must get the subscriber to open your email! The subject line includes both it and the pre-header. Space is limited, but attention, more so. Therefore, you must ace the subject line.
<\/li> - As Pay points out, the body of the email is where your skills as a copywriter \u201cgo into overdrive.\u201d Persuasion is a mix of excellent copy and intelligent design. We\u2019ll get to it in detail in a while.
<\/li> - Now, once you\u2019ve persuaded the subscriber to click through to your website, your landing page will do the converting now. But your email copy and landing page copy should be markedly different. Pay advises marketers to \u201cspend generous amounts of time\u201d on crafting their landing pages. Never copy one to\/from the other. Email and landing pages are as different as poetry and the novel. You\u2019re addressing two different mental states, if not two different audiences. Email recipients are farther from the conversion stage than the landing page visitor. <\/li><\/ul>\n\n\n\n
Now, that\u2019s the series of \u201cmicro-conversions.\u201d It\u2019s all good, in theory. But do brands follow it? Let\u2019s explore a few examples. <\/p>\n\n\n\n
5 Persuasive Email Examples<\/strong><\/h2>\n\n\n\nLet\u2019s look at 5 brands that have mastered the art of persuasion. <\/p>\n\n\n\n
1. dbrand<\/strong><\/h3>\n\n\n\nThe hallmarks of conversion-focused copywriting are imagination, storytelling, humor, and subversion. It bewilders you, shocks you, and grips you. It\u2019s daring and quite often so face-palmingly simple. <\/p>\n\n\n\n
Take a very close look at this cart abandonment email from dbrand<\/strong>; read every line of it. The email\u2019s subject line is: \u201cYou did it again \ud83c\udf89\u201d<\/strong><\/p>\n\n\n\r\n\r\n \r\n \t\t \r\n\t \t\t\t \r\n\t\t \r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t \r\n\t\t\t \t\t\t\t\t \r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t \r\n\t\t\t \r\n\t\t\t <\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t \r\n\t\t\t ![\"dbrand](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/12\/dbrand.png\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \tSource: Inbox<\/span><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\nWhat makes this cart abandonment email so \u201cpersuasive?\u201d Here\u2019s what: <\/p>\n\n\n\n
- Intimacy:<\/strong> The subject line \u201cYou did it again\u201d has that heartfelt, love-filled disappointment on the part of someone who cares. You don\u2019t expect it from a stranger, it\u2019d be offensive. But here\u2019s someone who you\u2019d be disappointed to disappoint. Now that\u2019s the vibe such a subject line creates.
<\/li>- Fear-then-relief: <\/strong>The good news-bad news bit is an example of the well-studied fear-then-relief effect<\/a>. The goal is to scare, then immediately provide relief. (Incidentally, this is how insurance companies persuade you, but it\u2019s most evident at the hustings.)
<\/li>- Bold and brief:<\/strong> The upfrontness of the copy, \u201cjust give us your money,\u201d this spitfiery way of talking, all these add up. It\u2019s riveting, makes the reader sit up and notice, and that\u2019s the point. The effect is one of humor obviously, but how often do you see it?
<\/li>- Storytelling:<\/strong> What\u2019s the point of introducing your second cousin, Troy, your mom, and your grandparents? Nothing! And that\u2019s the point, haha. It\u2019s a kind of \u201cuseful redundancy.\u201d In this way, the brand re-positions itself as your only problem-solver.
<\/li>- Subversion:<\/strong> Finally, dbrand subverts the way the unsubscribe option is provided. The dig is not lost on the reader. \ud83d\ude0a<\/li><\/ul>\n\n\n\n
In terms of design, the dark-color theme, paired with a prominently yellow primary CTA, and good use of white space make this a truly persuasive email template. <\/p>\n\n\n\n
2. Doughp<\/strong><\/h3>\n\n\n\nOne of the greatest benefits of being creative is that you can depend on everything and nothing to get the job done. It\u2019s not formulaic as such, though it has its rules and established strategies. Take a look at this persuasive email example from Doughp. It\u2019s an apology email, and the subject line reads: \u201cYikes! We messed up\u2026\u201d<\/strong><\/p>\n\n\n\n![\"persuasive](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2025\/01\/Doughp-1024x334.png\")
Source: Inbox<\/figcaption><\/figure><\/div>\n\n\n\nWe almost feel that it\u2019s so well-written it seems like a marketing ploy! But that\u2019s the power of the (well-)written word. <\/p>\n\n\n\n
This is such a good apology that you\u2019d buy in order to forgive than to enjoy a bucket of Doughp. Here\u2019s what stood out to us: <\/p>\n\n\n\n
- The way it ends: <\/strong>What a beautiful way to end the message! The P.S. is so clever. It deliberately places the company in a good light. Because that\u2019s what matters to the customer: The brand, not the occasional goof-ups of its employees. A masterstroke!
<\/li>- The unmissable subject line<\/strong>: Any email that is prefaced by Yikes <\/em>is hard to miss. It stands out immediately. Your \u201cbad-boy genes\u201d fire, and you want to know how the other<\/em> party messed up.
<\/li>- The facepalm emoji<\/strong>: Just spot-on, case closed.
<\/li>- The vulnerability component<\/strong>: The human element in the email is what makes it all the more appealing. It shows that Doughp is not out there just to turn a profit. They value what they make. They\u2019re passionate about it, and ergo, vulnerable with respect to it. They really don\u2019t want you to miss out on the experience they are offering. <\/li><\/ul>\n\n\n\n
When the fast-food joint KFC ran out of chicken<\/a>, they didn\u2019t chicken out. Instead, they just rearranged their letters. (See below) You might argue that it\u2019s a piece of creative stunt; in fact, one feels persuasion itself is only too glad to put on the stuntman\u2019s rags, but that\u2019s a brawl for another day. <\/p>\n\n\n\n![](\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdAPpu8_86xWTBefYoHGWHDK7RpZNe4y7nutaiFnXgcRJ7_KqK7ZR4PffLd3H-0k8w9fpQjsdzLUPf3hn42pyRkgazscCHQJBy-t_mamLF7pfG8cJ20JiuZU5pRP8FdOSLqH4m3?key=rUgoXaOfdnxEtBZH_PFGWpPL\")
<\/p>\n\n\n\n
3. Graza <\/strong><\/h3>\n\n\n\nIn a study on the application of language in advertising, the use of techniques similar to those employed in poetry was highlighted. <\/p>\n\n\n\n
\u201cThe utilization of mnemonic devices, including rhyme, rhythm, alliteration and assonance provides a significant advantage due to their mnemotechnical effect. This effect ensures that the recipient of the advertisement retains the information more effectively and can retrieve it at the appropriate time,\u201d state<\/a> Annye Braca and Pierpaolo Dondio in their paper, Developing persuasive systems for marketing: the interplay of persuasion techniques, customer traits and persuasive message design.<\/strong> <\/p>\n\n\n\nTake a look at Graza\u2019s persuasive email template. The subject line employs alliteration: \u201cTENNIS, TUNES, TALENTI, TASTY\u201d<\/strong><\/p>\n\n\n\r\n\r\n \r\n \t\t \r\n\t \t\t\t \r\n\t\t \r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t \r\n\t\t\t \t\t\t\t\t \r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t \r\n\t\t\t \r\n\t\t\t <\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t \r\n\t\t\t ![\"Graza\u2019s](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/12\/Graza.png\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \tSource: Inbox<\/span><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\nIt\u2019s Graza\u2019s monthly newsletter. Check out what stood out to us:<\/p>\n\n\n\n
- The grammar police copped<\/strong>: In another paper, titled Linguistic patterns in advertising messages<\/em><\/strong>, author A Teodorescu points out<\/a> how advertising copy breaks the rules of English grammar with a view to capture attention. Graza\u2019s email also does that. The use of SOOO<\/em><\/strong> <\/em>and <\/em>Anyways x 2<\/em><\/strong> <\/em>are two examples here.
<\/li>- Variety of CTAs<\/strong>: Variation is also a much-studied phenomenon in language. Just go back to Graza\u2019s diversely-written CTAs. From Woof Woof<\/strong> to Get Dippin\u2019<\/strong> to Cheers Mate<\/strong>, these fire up the hippie in us all, don\u2019t they? Much has been said about using action verbs in CTAs. That\u2019s useful, too. And practical.
<\/li>- Positive associations:<\/strong> The Elaboration Likelihood Model (ELM)<\/strong>, as conceptualized by Petty and Cacioppo<\/a> in 1986, attempts to understand how an individual responds to a persuasive message. If the individual is motivated enough to evaluate a message critically, they\u2019re more likely to take the central route<\/em><\/strong>. If not, then they take the peripheral route<\/em><\/strong>. Graza\u2019s products are meant to evoke automatic responses, so the copy contains a number of positive associations, such as beaches, summer tracks, and the Wimbledon. By associating their products with glamor, pleasure, and just good vibes, Graza is encouraging the reader to take the peripheral route.
<\/li>- Excellent design<\/strong>: Not just how to write a persuasive email, but Graza knows how to design one, as well. From custom typeface to toon figures to checkered dividers to rounded buttons to line sketches, here\u2019s an email that surely burned a lot of calories. <\/li><\/ul>\n\n\n\n
Next, let\u2019s consider the place of humor in email marketing. Humor is a potent persuasion tool. However, it is important to bear in mind that humor as an emotion is something which may only be leveraged against the backdrop of your peculiar brand identity. It presupposes a certain type of brand attitude. You can\u2019t be funny anytime you feel like. Accordingly, let\u2019s consider a brand like Shinesty. Keep reading! <\/p>\n\n\n\n
<\/h2>\n\n\n![\"Responsive](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/Banner-02-100.jpg\")
<\/a><\/div><\/div>\n\n\n\n<\/h2>\n\n\n\n4. Shinesty<\/strong><\/h3>\n\n\n\nShinesty has to be one of the funniest brands out there. And they\u2019re proud to flaunt it in their emails. Consider the following example. How can you not be led to buy by such a persuasive email template?<\/p>\n\n\n\r\n\r\n \r\n \t\t \r\n\t \t\t\t \r\n\t\t \r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t \r\n\t\t\t \t\t\t\t\t \r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t \r\n\t\t\t \r\n\t\t\t <\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t \r\n\t\t\t ![\"Shinesty](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/12\/Shinesty.png\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \tSource: Inbox <\/span><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\nBefore diving into the \u201cexcellencies\u201d of this email, appreciate the fact that it\u2019s not meant for everyone. Shinesty\u2019s audience is of a certain kind. Not everyone responds to such emails. We underscore this since we don\u2019t want you to<\/strong> take what works for this email as a template. <\/p>\n\n\n\nNow, obviously, many things stood out to us. Here\u2019s some of them:<\/p>\n\n\n\n
- Problem-focused subject line<\/strong>: The subject line, which reads \u201cis it a perma-wedgie?<\/strong>\u201d is not just funny but problem-focused. But wedgies can be serious<\/a>, notwithstanding their association with humor. So, the subject line gets into the heart of the matter. In addition, Shinesty isn\u2019t serious about their email address either. This email\u2019s address reads: cracking.up@shinesty.com<\/strong>. \ud83e\udd23
<\/li>- Customized CTA buttons:<\/strong> CTA copy is widely overlooked by most brands, but Shinesty doesn\u2019t leave anything to chance. We love all the CTAs, not least because they use a first-person POV. And of course, they\u2019re hilarious.
<\/li>- Two-sided messaging:<\/strong> A two-sided message in advertising is one that highlights the negative aspects as well as the positive aspects of a product. In this email, \u201cAm I naked?<\/strong>\u201d illustrates this. The point is, Shinesty\u2019s panties are so comfy that they don\u2019t even seem to touch your skin, so you\u2019d feel like you\u2019re naked. So, being naked and being comfortable are the negative and the positive aspects, respectively. It\u2019s a very well-known technique<\/a>.
<\/li>- The hilarious footer:<\/strong> Shinesty\u2019s footer is a hoot! It deserves to be quoted in full: \u201cThis extremely tasteful, hand crafted, organic, non-gmo, vegan, gluten free email was designed by Car and written by Paige<\/strong>.\u201d Does it get any funnier than this? This is one of the less crass instances of Shinesty\u2019s use of humor. <\/li><\/ul>\n\n\n\n
We\u2019ll study one last persuasive email example, before moving on to a few expert tips on how to write a persuasive email.<\/p>\n\n\n\n
5. L\u2019Oreal Paris<\/strong><\/h3>\n\n\n\nIt\u2019s one thing to write persuasively, another to design persuasively. In our last example, we explore what goes into designing a persuasive email template. For that, check out this email from L\u2019Oreal Paris first.<\/p>\n\n\n\r\n\r\n \r\n \t\t \r\n\t \t\t\t \r\n\t\t \r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t \r\n\t\t\t \t\t\t\t\t \r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t \r\n\t\t\t \r\n\t\t\t <\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t \r\n\t\t\t ![\"email](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/12\/LOreal-Paris.png\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \tSource: <\/span>Milled<\/span><\/a><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\nL\u2019Oreal Paris exudes power, empowerment, and confidence. That\u2019s their brand attitude. Their tagline \u201cBecause you\u2019re worth it\u201d was the first tagline to highlight self-confidence in the history of advertising. Does their email design also show this? Let\u2019s find out. <\/p>\n\n\n\n
- One-action-at-a-time strategy:<\/strong> You can only persuade if you let the viewer focus on one thing at a time. An unbusy design keeps the viewer busy<\/strong>. L\u2019Oreal confines their content blocks to one viewport at a time. It almost has an immersive quality to it. Each viewport has just one type of content and just one CTA.
<\/li>- Brand-identified images:<\/strong> Iconic images, A-listers, and a TikTok sensation, these persuade the recipient that they\u2019re worth it. If you\u2019re the right audience, you\u2019d want L\u2019Oreal to feature Kendall Jenner right at the top. The photos are also brilliantly shot; as professional models, the featured icons easily exude confidence and power. In this respect, it\u2019s interesting to point out how persuasion leverages illusory superiority<\/strong>. The term explains itself. You praise to persuade. Advertisers use \u201cauthority-based endorsements,\u201d a phenomenon known as the Captainitis effect<\/strong>.
<\/li>- Visual appeal:<\/strong> L\u2019Oreal rules the visual department. From those vignetted dividers to bold typography to Dark themes, the email is an eye candy. The black-and-silver combination is classy.
<\/li>- The TikTok effect<\/strong>: No other social media channel has proven to be so persuasive as TikTok<\/a>. (Sorry, Zuck!) You just have to drop those two alliterating syllables to get tongues wagging. By leveraging TikTok in their email, L\u2019Oreal has won the battle of persuasion criminally easily. In featuring Kensington Tillo\u2019s, not <\/em>Kendall\u2019s, favorites, L\u2019Oreal is being real with a vengeance. <\/li><\/ul>\n\n\n\n
That wraps up the examples part. We\u2019ll leave you with a few expert tips on how to write a persuasive email. <\/p>\n\n\n\n
10 Tips on Creating A Persuasive Email Template<\/strong><\/h2>\n\n\n\n- Know your tribe:<\/strong> You want to persuade, but persuade who? Do you know your audience well enough to dare to persuade them? The fuel of persuasion is stored in the other <\/em>party\u2019s tank. So make sure you know your audience like the back of your brand.
<\/li>- Attract from the get-go<\/strong>: If you want to capture attention, do it quickly. Master the headline. It ought to grip the reader. Don\u2019t rely on words only; leverage emojis, exclamation points, even numbers, why not? Bespoke Post did it<\/a> with their subject line.
<\/li>- Embrace colloquialism<\/strong>: In other words, write informally. Write as you speak. Doesn\u2019t matter whether you\u2019re a hip brand or not. Keep it cool. Save the formal style for the legal bit at the end.
<\/li>- Be as concise as possible<\/strong>: That\u2019s David Ogilvy\u2019s advice, no one less. You can get there by trying this 15-minute exercise<\/a> created by Eddie Shleyner, founder of Very Good Copy.
<\/li>- Embrace persuasive design<\/strong>: Keep it simple, make it appealing, don\u2019t forget visual hierarchy, and leverage white space. For more on persuasive design, read up on the process of persuasion<\/a>.
<\/li>- Break up with ChatGPT<\/strong>: We mean it! Do NOT use AI. AI can\u2019t persuade. The best copy is created<\/strong>, not generated<\/strong>.
<\/li>- Get acquainted with cognitive biases:<\/strong> The human mind is biased as hell. Read up on the different types of biases. Use them. Some of the well-known biases include the cognitive ease bias, the anchoring effect, the Von Restorff effect, the peak-end rule, etc.
<\/li>- Exploit the Rule of Three:<\/strong> Here\u2019s Pay: \u201cThings in threes have a natural cadence and rhythm. They\u2019re memorable, they flow easily in our minds, and they’re sticky. (See what I did there?)\u201d
<\/li>- Highlight the benefits:<\/strong> How will the would-be customer benefit from your product\/service? Let them know. Apply social proof.
<\/li>- Be aware where the customer is<\/strong>: Before hurrying to write an email, consider at what stage the customer is. Are they exploring? Are they ready to buy? Expecting a post-purchase email? Be certain about the funnel, and craft copy accordingly. <\/li><\/ol>\n\n\n\n
Copy that? Then Let\u2019s Start Persuading Together!<\/strong><\/h2>\n\n\n\n
To that end, here are a few things to bear in mind: <\/p>\n\n\n\n
- The first micro-conversion starts with the subject line. You must get the subscriber to open your email! The subject line includes both it and the pre-header. Space is limited, but attention, more so. Therefore, you must ace the subject line.
<\/li> - As Pay points out, the body of the email is where your skills as a copywriter \u201cgo into overdrive.\u201d Persuasion is a mix of excellent copy and intelligent design. We\u2019ll get to it in detail in a while.
<\/li> - Now, once you\u2019ve persuaded the subscriber to click through to your website, your landing page will do the converting now. But your email copy and landing page copy should be markedly different. Pay advises marketers to \u201cspend generous amounts of time\u201d on crafting their landing pages. Never copy one to\/from the other. Email and landing pages are as different as poetry and the novel. You\u2019re addressing two different mental states, if not two different audiences. Email recipients are farther from the conversion stage than the landing page visitor. <\/li><\/ul>\n\n\n\n
Now, that\u2019s the series of \u201cmicro-conversions.\u201d It\u2019s all good, in theory. But do brands follow it? Let\u2019s explore a few examples. <\/p>\n\n\n\n
5 Persuasive Email Examples<\/strong><\/h2>\n\n\n\n
Let\u2019s look at 5 brands that have mastered the art of persuasion. <\/p>\n\n\n\n
1. dbrand<\/strong><\/h3>\n\n\n\n
The hallmarks of conversion-focused copywriting are imagination, storytelling, humor, and subversion. It bewilders you, shocks you, and grips you. It\u2019s daring and quite often so face-palmingly simple. <\/p>\n\n\n\n
Take a very close look at this cart abandonment email from dbrand<\/strong>; read every line of it. The email\u2019s subject line is: \u201cYou did it again \ud83c\udf89\u201d<\/strong><\/p>\n\n\n\r\n
\r\n \r\n \t\t\r\n\t \t\t\t\r\n\t\t\r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t\r\n\t\t\t \t\t\t\t\t\r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t<\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \tSource: Inbox<\/span><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n
What makes this cart abandonment email so \u201cpersuasive?\u201d Here\u2019s what: <\/p>\n\n\n\n
- Intimacy:<\/strong> The subject line \u201cYou did it again\u201d has that heartfelt, love-filled disappointment on the part of someone who cares. You don\u2019t expect it from a stranger, it\u2019d be offensive. But here\u2019s someone who you\u2019d be disappointed to disappoint. Now that\u2019s the vibe such a subject line creates.
<\/li>- Fear-then-relief: <\/strong>The good news-bad news bit is an example of the well-studied fear-then-relief effect<\/a>. The goal is to scare, then immediately provide relief. (Incidentally, this is how insurance companies persuade you, but it\u2019s most evident at the hustings.)
<\/li>- Bold and brief:<\/strong> The upfrontness of the copy, \u201cjust give us your money,\u201d this spitfiery way of talking, all these add up. It\u2019s riveting, makes the reader sit up and notice, and that\u2019s the point. The effect is one of humor obviously, but how often do you see it?
<\/li>- Storytelling:<\/strong> What\u2019s the point of introducing your second cousin, Troy, your mom, and your grandparents? Nothing! And that\u2019s the point, haha. It\u2019s a kind of \u201cuseful redundancy.\u201d In this way, the brand re-positions itself as your only problem-solver.
<\/li>- Subversion:<\/strong> Finally, dbrand subverts the way the unsubscribe option is provided. The dig is not lost on the reader. \ud83d\ude0a<\/li><\/ul>\n\n\n\n
In terms of design, the dark-color theme, paired with a prominently yellow primary CTA, and good use of white space make this a truly persuasive email template. <\/p>\n\n\n\n
2. Doughp<\/strong><\/h3>\n\n\n\n
One of the greatest benefits of being creative is that you can depend on everything and nothing to get the job done. It\u2019s not formulaic as such, though it has its rules and established strategies. Take a look at this persuasive email example from Doughp. It\u2019s an apology email, and the subject line reads: \u201cYikes! We messed up\u2026\u201d<\/strong><\/p>\n\n\n\n
Source: Inbox<\/figcaption><\/figure><\/div>\n\n\n\n We almost feel that it\u2019s so well-written it seems like a marketing ploy! But that\u2019s the power of the (well-)written word. <\/p>\n\n\n\n
This is such a good apology that you\u2019d buy in order to forgive than to enjoy a bucket of Doughp. Here\u2019s what stood out to us: <\/p>\n\n\n\n
- The way it ends: <\/strong>What a beautiful way to end the message! The P.S. is so clever. It deliberately places the company in a good light. Because that\u2019s what matters to the customer: The brand, not the occasional goof-ups of its employees. A masterstroke!
<\/li>- The unmissable subject line<\/strong>: Any email that is prefaced by Yikes <\/em>is hard to miss. It stands out immediately. Your \u201cbad-boy genes\u201d fire, and you want to know how the other<\/em> party messed up.
<\/li>- The facepalm emoji<\/strong>: Just spot-on, case closed.
<\/li>- The vulnerability component<\/strong>: The human element in the email is what makes it all the more appealing. It shows that Doughp is not out there just to turn a profit. They value what they make. They\u2019re passionate about it, and ergo, vulnerable with respect to it. They really don\u2019t want you to miss out on the experience they are offering. <\/li><\/ul>\n\n\n\n
When the fast-food joint KFC ran out of chicken<\/a>, they didn\u2019t chicken out. Instead, they just rearranged their letters. (See below) You might argue that it\u2019s a piece of creative stunt; in fact, one feels persuasion itself is only too glad to put on the stuntman\u2019s rags, but that\u2019s a brawl for another day. <\/p>\n\n\n\n
3. Graza <\/strong><\/h3>\n\n\n\n
In a study on the application of language in advertising, the use of techniques similar to those employed in poetry was highlighted. <\/p>\n\n\n\n
\u201cThe utilization of mnemonic devices, including rhyme, rhythm, alliteration and assonance provides a significant advantage due to their mnemotechnical effect. This effect ensures that the recipient of the advertisement retains the information more effectively and can retrieve it at the appropriate time,\u201d state<\/a> Annye Braca and Pierpaolo Dondio in their paper, Developing persuasive systems for marketing: the interplay of persuasion techniques, customer traits and persuasive message design.<\/strong> <\/p>\n\n\n\n
Take a look at Graza\u2019s persuasive email template. The subject line employs alliteration: \u201cTENNIS, TUNES, TALENTI, TASTY\u201d<\/strong><\/p>\n\n\n\r\n
\r\n \r\n \t\t\r\n\t \t\t\t\r\n\t\t\r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t\r\n\t\t\t \t\t\t\t\t\r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t<\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \tSource: Inbox<\/span><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n
It\u2019s Graza\u2019s monthly newsletter. Check out what stood out to us:<\/p>\n\n\n\n
- The grammar police copped<\/strong>: In another paper, titled Linguistic patterns in advertising messages<\/em><\/strong>, author A Teodorescu points out<\/a> how advertising copy breaks the rules of English grammar with a view to capture attention. Graza\u2019s email also does that. The use of SOOO<\/em><\/strong> <\/em>and <\/em>Anyways x 2<\/em><\/strong> <\/em>are two examples here.
<\/li>- Variety of CTAs<\/strong>: Variation is also a much-studied phenomenon in language. Just go back to Graza\u2019s diversely-written CTAs. From Woof Woof<\/strong> to Get Dippin\u2019<\/strong> to Cheers Mate<\/strong>, these fire up the hippie in us all, don\u2019t they? Much has been said about using action verbs in CTAs. That\u2019s useful, too. And practical.
<\/li>- Positive associations:<\/strong> The Elaboration Likelihood Model (ELM)<\/strong>, as conceptualized by Petty and Cacioppo<\/a> in 1986, attempts to understand how an individual responds to a persuasive message. If the individual is motivated enough to evaluate a message critically, they\u2019re more likely to take the central route<\/em><\/strong>. If not, then they take the peripheral route<\/em><\/strong>. Graza\u2019s products are meant to evoke automatic responses, so the copy contains a number of positive associations, such as beaches, summer tracks, and the Wimbledon. By associating their products with glamor, pleasure, and just good vibes, Graza is encouraging the reader to take the peripheral route.
<\/li>- Excellent design<\/strong>: Not just how to write a persuasive email, but Graza knows how to design one, as well. From custom typeface to toon figures to checkered dividers to rounded buttons to line sketches, here\u2019s an email that surely burned a lot of calories. <\/li><\/ul>\n\n\n\n
Next, let\u2019s consider the place of humor in email marketing. Humor is a potent persuasion tool. However, it is important to bear in mind that humor as an emotion is something which may only be leveraged against the backdrop of your peculiar brand identity. It presupposes a certain type of brand attitude. You can\u2019t be funny anytime you feel like. Accordingly, let\u2019s consider a brand like Shinesty. Keep reading! <\/p>\n\n\n\n
<\/h2>\n\n\n
<\/a><\/div><\/div>\n\n\n\n<\/h2>\n\n\n\n
4. Shinesty<\/strong><\/h3>\n\n\n\n
Shinesty has to be one of the funniest brands out there. And they\u2019re proud to flaunt it in their emails. Consider the following example. How can you not be led to buy by such a persuasive email template?<\/p>\n\n\n\r\n
\r\n \r\n \t\t\r\n\t \t\t\t\r\n\t\t\r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t\r\n\t\t\t \t\t\t\t\t\r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t<\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \tSource: Inbox <\/span><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n
Before diving into the \u201cexcellencies\u201d of this email, appreciate the fact that it\u2019s not meant for everyone. Shinesty\u2019s audience is of a certain kind. Not everyone responds to such emails. We underscore this since we don\u2019t want you to<\/strong> take what works for this email as a template. <\/p>\n\n\n\n
Now, obviously, many things stood out to us. Here\u2019s some of them:<\/p>\n\n\n\n
- Problem-focused subject line<\/strong>: The subject line, which reads \u201cis it a perma-wedgie?<\/strong>\u201d is not just funny but problem-focused. But wedgies can be serious<\/a>, notwithstanding their association with humor. So, the subject line gets into the heart of the matter. In addition, Shinesty isn\u2019t serious about their email address either. This email\u2019s address reads: cracking.up@shinesty.com<\/strong>. \ud83e\udd23
<\/li>- Customized CTA buttons:<\/strong> CTA copy is widely overlooked by most brands, but Shinesty doesn\u2019t leave anything to chance. We love all the CTAs, not least because they use a first-person POV. And of course, they\u2019re hilarious.
<\/li>- Two-sided messaging:<\/strong> A two-sided message in advertising is one that highlights the negative aspects as well as the positive aspects of a product. In this email, \u201cAm I naked?<\/strong>\u201d illustrates this. The point is, Shinesty\u2019s panties are so comfy that they don\u2019t even seem to touch your skin, so you\u2019d feel like you\u2019re naked. So, being naked and being comfortable are the negative and the positive aspects, respectively. It\u2019s a very well-known technique<\/a>.
<\/li>- The hilarious footer:<\/strong> Shinesty\u2019s footer is a hoot! It deserves to be quoted in full: \u201cThis extremely tasteful, hand crafted, organic, non-gmo, vegan, gluten free email was designed by Car and written by Paige<\/strong>.\u201d Does it get any funnier than this? This is one of the less crass instances of Shinesty\u2019s use of humor. <\/li><\/ul>\n\n\n\n
We\u2019ll study one last persuasive email example, before moving on to a few expert tips on how to write a persuasive email.<\/p>\n\n\n\n
5. L\u2019Oreal Paris<\/strong><\/h3>\n\n\n\n
It\u2019s one thing to write persuasively, another to design persuasively. In our last example, we explore what goes into designing a persuasive email template. For that, check out this email from L\u2019Oreal Paris first.<\/p>\n\n\n\r\n
\r\n \r\n \t\t\r\n\t \t\t\t\r\n\t\t\r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t\r\n\t\t\t \t\t\t\t\t\r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t<\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \tSource: <\/span>Milled<\/span><\/a><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n
L\u2019Oreal Paris exudes power, empowerment, and confidence. That\u2019s their brand attitude. Their tagline \u201cBecause you\u2019re worth it\u201d was the first tagline to highlight self-confidence in the history of advertising. Does their email design also show this? Let\u2019s find out. <\/p>\n\n\n\n
- One-action-at-a-time strategy:<\/strong> You can only persuade if you let the viewer focus on one thing at a time. An unbusy design keeps the viewer busy<\/strong>. L\u2019Oreal confines their content blocks to one viewport at a time. It almost has an immersive quality to it. Each viewport has just one type of content and just one CTA.
<\/li>- Brand-identified images:<\/strong> Iconic images, A-listers, and a TikTok sensation, these persuade the recipient that they\u2019re worth it. If you\u2019re the right audience, you\u2019d want L\u2019Oreal to feature Kendall Jenner right at the top. The photos are also brilliantly shot; as professional models, the featured icons easily exude confidence and power. In this respect, it\u2019s interesting to point out how persuasion leverages illusory superiority<\/strong>. The term explains itself. You praise to persuade. Advertisers use \u201cauthority-based endorsements,\u201d a phenomenon known as the Captainitis effect<\/strong>.
<\/li>- Visual appeal:<\/strong> L\u2019Oreal rules the visual department. From those vignetted dividers to bold typography to Dark themes, the email is an eye candy. The black-and-silver combination is classy.
<\/li>- The TikTok effect<\/strong>: No other social media channel has proven to be so persuasive as TikTok<\/a>. (Sorry, Zuck!) You just have to drop those two alliterating syllables to get tongues wagging. By leveraging TikTok in their email, L\u2019Oreal has won the battle of persuasion criminally easily. In featuring Kensington Tillo\u2019s, not <\/em>Kendall\u2019s, favorites, L\u2019Oreal is being real with a vengeance. <\/li><\/ul>\n\n\n\n
That wraps up the examples part. We\u2019ll leave you with a few expert tips on how to write a persuasive email. <\/p>\n\n\n\n
10 Tips on Creating A Persuasive Email Template<\/strong><\/h2>\n\n\n\n
- Know your tribe:<\/strong> You want to persuade, but persuade who? Do you know your audience well enough to dare to persuade them? The fuel of persuasion is stored in the other <\/em>party\u2019s tank. So make sure you know your audience like the back of your brand.
<\/li>- Attract from the get-go<\/strong>: If you want to capture attention, do it quickly. Master the headline. It ought to grip the reader. Don\u2019t rely on words only; leverage emojis, exclamation points, even numbers, why not? Bespoke Post did it<\/a> with their subject line.
<\/li>- Embrace colloquialism<\/strong>: In other words, write informally. Write as you speak. Doesn\u2019t matter whether you\u2019re a hip brand or not. Keep it cool. Save the formal style for the legal bit at the end.
<\/li>- Be as concise as possible<\/strong>: That\u2019s David Ogilvy\u2019s advice, no one less. You can get there by trying this 15-minute exercise<\/a> created by Eddie Shleyner, founder of Very Good Copy.
<\/li>- Embrace persuasive design<\/strong>: Keep it simple, make it appealing, don\u2019t forget visual hierarchy, and leverage white space. For more on persuasive design, read up on the process of persuasion<\/a>.
<\/li>- Break up with ChatGPT<\/strong>: We mean it! Do NOT use AI. AI can\u2019t persuade. The best copy is created<\/strong>, not generated<\/strong>.
<\/li>- Get acquainted with cognitive biases:<\/strong> The human mind is biased as hell. Read up on the different types of biases. Use them. Some of the well-known biases include the cognitive ease bias, the anchoring effect, the Von Restorff effect, the peak-end rule, etc.
<\/li>- Exploit the Rule of Three:<\/strong> Here\u2019s Pay: \u201cThings in threes have a natural cadence and rhythm. They\u2019re memorable, they flow easily in our minds, and they’re sticky. (See what I did there?)\u201d
<\/li>- Highlight the benefits:<\/strong> How will the would-be customer benefit from your product\/service? Let them know. Apply social proof.
<\/li>- Be aware where the customer is<\/strong>: Before hurrying to write an email, consider at what stage the customer is. Are they exploring? Are they ready to buy? Expecting a post-purchase email? Be certain about the funnel, and craft copy accordingly. <\/li><\/ol>\n\n\n\n
Copy that? Then Let\u2019s Start Persuading Together!<\/strong><\/h2>\n\n\n\n
- Attract from the get-go<\/strong>: If you want to capture attention, do it quickly. Master the headline. It ought to grip the reader. Don\u2019t rely on words only; leverage emojis, exclamation points, even numbers, why not? Bespoke Post did it<\/a> with their subject line.
- Brand-identified images:<\/strong> Iconic images, A-listers, and a TikTok sensation, these persuade the recipient that they\u2019re worth it. If you\u2019re the right audience, you\u2019d want L\u2019Oreal to feature Kendall Jenner right at the top. The photos are also brilliantly shot; as professional models, the featured icons easily exude confidence and power. In this respect, it\u2019s interesting to point out how persuasion leverages illusory superiority<\/strong>. The term explains itself. You praise to persuade. Advertisers use \u201cauthority-based endorsements,\u201d a phenomenon known as the Captainitis effect<\/strong>.
- Customized CTA buttons:<\/strong> CTA copy is widely overlooked by most brands, but Shinesty doesn\u2019t leave anything to chance. We love all the CTAs, not least because they use a first-person POV. And of course, they\u2019re hilarious.
- Variety of CTAs<\/strong>: Variation is also a much-studied phenomenon in language. Just go back to Graza\u2019s diversely-written CTAs. From Woof Woof<\/strong> to Get Dippin\u2019<\/strong> to Cheers Mate<\/strong>, these fire up the hippie in us all, don\u2019t they? Much has been said about using action verbs in CTAs. That\u2019s useful, too. And practical.
- The unmissable subject line<\/strong>: Any email that is prefaced by Yikes <\/em>is hard to miss. It stands out immediately. Your \u201cbad-boy genes\u201d fire, and you want to know how the other<\/em> party messed up.
- Fear-then-relief: <\/strong>The good news-bad news bit is an example of the well-studied fear-then-relief effect<\/a>. The goal is to scare, then immediately provide relief. (Incidentally, this is how insurance companies persuade you, but it\u2019s most evident at the hustings.)
- Intimacy:<\/strong> The subject line \u201cYou did it again\u201d has that heartfelt, love-filled disappointment on the part of someone who cares. You don\u2019t expect it from a stranger, it\u2019d be offensive. But here\u2019s someone who you\u2019d be disappointed to disappoint. Now that\u2019s the vibe such a subject line creates.