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Improve your email click-through rate using these five types of social proof


Social Proof? What's that?

Simply put, "they're doing it, so we're doing it, too!"

Social proof is a psychological phenomenon where people conform to the actions of others simply because they believe that if other people are doing it, it must be the right thing to do.  In a study published in the Wall Street Journal, researchers tested whether social proof was a more powerful driver of human behavior than saving money or saving the environment.


The five types of social proof

These are the top 5 things to include in your social marketing:

1. Customer Testimonials
The best proof you can have, if many people say they are happy with you, you must be doing something right!

2. Customer/Usage Numbers
A common thing is FoMO (Fear of Missing Out). Anyone who has ever felt FoMO, would agree to the fact that it's a powerful driver of human behaviour.

3. Awards
If you win awards for what you do, let people know! Awards are even better than a customer testimonial.

4. Product Reviews
As humans, we are always out for opinions on products. Incorporating product reviews is a great way for customers to boost your products for you.

5. Press Mentions
Publications that hold a lot of credibility can be a huge influence on people to choose your product over others, spread the word!

Some useful tips to consider

Negative social proof
Wording is everything when it comes to social proof, and it's easier than you think to get it wrong!

Personalise your testimonials to increase credibility
While testimonials remain a great way to increase conversions in your email campaigns, it’s unfortunate that some less credible marketers than yourself have used testimonials liberally. As a result, people have become less trusting of them, knowing that it’s pretty easy to simply make them up, or quote friends or colleagues saying great things about your product. To overcome this, make sure you accompany your testimonials with details about the customer, such as their full name, position, company and even a photo.

Show off when you have stuff to show off
While social proof is useful, you don’t want to start using it until you have something to show off. Also keep in mind, not every little positive thing said about your business should be used as social proof


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