Depending on the context, you can apply one or more types that will give weight to everything you write about. The best way to go about is to combine different types of content to form a story.
Here are some ways to complement your perfectly worded sales emails with social proof.
Showcase the numbers
We know that it never gets boring to say nice things about your brand, but when it comes to sales emails you still need to frame the story with some stone-cold results.
Of course, this doesn’t mean you should bore the prospects with countless reports and stats but specific, meaningful numbers can make a difference between a closed deal and getting left on read. No matter how you approach it, you should showcase your clients’ results and how you fit into that success.
Testimonials and case studies are the main tools in this case. A good way to combine them is opening with a shorter video testimonial that gives a brief overview of how you solve the problems for your users with some relatable examples of a satisfied customer, which is followed by a link to a case study that goes more in-depth of how you actually achieved the feat.
The video testimonials can even be made remotely, so you can create a relatable video fairly quickly and embed it in your email marketing newsletter.
This way you combine a personal perspective with a specific methodology backup that can show both perspectives of a successful project.
Other numbers that can also be useful to place in your emails are related to your users and not their results. By simply stating the number of your returning users or newsletter subscribers can give some weight to your claims.
Related post: How to Improve Your Cold Calling Scripts
Share other customers’ experience
Doubling down on the idea of directly showing your user base and the audience’s satisfaction, you can make a selection of various ways that users show their experience and make it work for you.
While testimonials are also a valid way to do this, you can also take the less formal route and curate a selection of user-generated content that shows genuine appreciation of your brand.
Some interactions or quotes from social media that stand out, as well as product reviews of your best-selling items can do the trick. The idea is to show how your target audience (that’s hopefully the same demographic as your prospect) engages with your brand on a daily level.
Another way to leverage social proof is by boasting your more formal praises.
As an addition to positive experiences shared by real people using your product, recognition from other sources shows that not only your everyday audience has a positive opinion, but that the public trusts you as well.
Influencer marketing can be a bridge between those two, as they have a wider appeal while also being consumers themselves, especially for startups that lack customer reviews. Depending on your relationship with popular bloggers and niche influencers, they can fit in a couple of types of social proof, but most notably their social media presence can make a difference for you, especially with a niche audience.
Even though PR presence is not exactly social proof, being mentioned in media independent from your promotional activities or industry experts can help you solidify your presence and complement other forms of proof you already provided.
Recognition from institutions and organizations also falls under this category, as badges and certificates are a clear indicator that what you’re doing is sound. People can be skeptical of providing their credit card data regardless of the store, so having a formal confirmation from the leading payment processors can prove to be very useful in your sales efforts, especially when you’re targeting a broader consumer range.
These can be included as an addition to other forms used in your email, or even as a part of your signature.