As all marketers know, social proof helps to increase conversion rates. That’s why big brands like Amazon, Netflix, and almost every other company use social proof on their websites. In this article, you will read what social proof is and how to use it to make your promotional emails even more effective.
Product-Review_Social-Proof-in-Email-Marketing_StripoWhat is social proof?
These are the opinions and assessments of people that customers tend to rely on when deciding whether to purchase our products.
This behavioral feature has long been used by marketers and anyone who makes money from trade. Advertisements say: “We are trusted by over 10,000 customers.” Street musicians put several large bills in their hats to encourage passersby to give them money. Even the laughter behind the scenes in comedy shows is also a way to influence viewers using social proof. People are made to understand: “Others are under the table, so I should be laughing too.”
Reviews-in-Email-Marketing_Social-Proof_StripoIn online stores
there is no opportunity to personally communicate with the seller or touch the product. Therefore, people read reviews on websites and in emails, ask friends to recommend the best option, look at the number of subscribers and evaluate the activity of a particular company on social networks.
According to a four-year study conducted by Qubit , social proof is one of the most effective sales promotion methods in eCommerce, increasing profits by 2.3%.
Table-by-Qubit_Social-Media-Marketing
(Increase in revenue per visitor, average values by change category):
Customers – This refers to the reactions of your customers or users, particularly their feedback in emails, interviews and case studies;
experts – they set an example of the bermuda virtual phone numbers behavior you expect from site visitors;
Celebrities – reviews from famous people and other opinion leaders who use your products or attend your events;
impressive numbers that are social proof. For example, “300,000 companies use Stripo’s template editor to create elegant newsletters to communicate with subscribers”;
friends from social networks who visit the site or use the product. For example, “70 of your friends love Stripo”;
Social-Proof-in-Email-Marketing-Campaigns_Three-Friends
Certification programs: A reputable third party verifies that you are a competent, qualified, and trustworthy source.
How to Use Social Proof in Campaigns
Ignoring social influences is not a good idea. It usually results in higher customer acquisition costs (CAC), as well as lower profitability and demand for products than you expected.
1. Annual results in figures
There is a common tradition of summing up the results at the end of the year. That is why many companies, instead of sending congratulatory letters, send out information about the achievements of the past year, supported by social proof.
Numbers-as-Social-Proof-in-MarketingFor example, Alaska Airlines shows the number of flights per year – and a funny counter of films shown on board the planes.
2. Reviews
Of course, reviews are still one of the most effective types of social proof. But even their use needs to be carefully considered.
You can show the activity of subscribers, the number of reposts on social networks, retweets and likes.
Reviews-in-Emails_Social-ProofBut never write reviews about yourself! It’s dishonest, and such deception often comes to the surface, which will only make things worse for you. The same goes for user reviews: laudatory fakes are easy to spot. So share only honest reviews. They may not be as pleasant as you would like, but this will only increase customer trust and attract their attention to your brand.
Social-Proof-in-Abandoned-Cart-Emails-by-Adidas
(source: Really Good Emails)
You can also add reviews to abandoned cart emails, like Adidas does.
In our dedicated blog post on abandoned carts , you can read how to make abandoned cart emails even more effective.
And one more thing about reviews… Many well-known companies collect social proof through email newsletters what is facade? (professional developers’ secret to clean coding) and then use it to convince potential audiences of their expertise. You can follow their example and add a request to your newsletter for a review in exchange for some goodies and cookies.
Asking-for-FeedbackThis method also brings additional benefits to the brand by demonstrating interest in each customer’s opinion and a desire to do something nice.
3. Awards
If a brand has receive some high agb directory award, it can be bragge about in a separate letter. But more often than not, awards and certificates are added to regular mailing templates. For example, the Hilton and Universal hotel chains shamelessly and without false modesty mention all their achievements, using this social proof in their marketing campaigns.
