Increase conversion rates of cold sales emails through social proofing!
Social proofing is a psychological phenomenon which influences someone to think that you are great after knowing that other people think you are great. It is informational social influence where people assume or conform to other's actions in an attempt to reflect the correct behavior for a given situation.
This is useful especially when you are communicating to your potential customers for the first time, as when you are cold emailing them.
Social proof is also notable on social networking sites such as Facebook, Twitter, and Instagram. The more followers you have, the more trustworthy and reputable you appear to be.
Product reviews and ratings are relevant for American consumers. Statistics says that more than 70% of them look at product's site and its reviews and ratings before deciding to purchase a product.
Several techniques of social proofing can be utilized, including mentioning in your email the patrons of your product, perhaps a famous company which is also your client, a famous investor, or the person you know in common in the mail.
It shows your potential customer that others have also taken the action that your company wanted them to take, whether purchasing or subscribing. Research shows that when a famous customer is mentioned at the bottom of the email, replies in the cold email doubled.
In a study of 10,000 accounts at a German bank, it was shown that customers who came from customer referrals had 16% higher lifetime value than those who came from other acquisition sources. Social media has sparked dozens of different ways to provide this kind of social proof.
Facebook widgets that show other Facebook friends that “like” a brand, Twitter’s display of people you follow that also follow another person, and the various ways that company offer rewards for referring others to the brand are all examples of this. Perhaps you might also want to mention present customers with established positive reputations.
These influencers are seen more positively with association. A shared LinkeIn Connection may also be mentioned. It was found that when you point out a shared connection with someone in common, 25.5% of the people who received the email opted in to have a further conversation about the product compared to the 4 % who received the basic mail.
Testimonials, accompanied with corresponding faces, are one of the most persuasive forms of social proof out there. Compared to statistics, stories and real-life experiences by other people are more trustworthy and persuasive because these examples touch our hearts and mind.