Social proof may be a popular marketing buzzword nowadays, but the concept extends way back in our evolutionary past. The ancestors of all primates existing today learned important survival skills by emulating and imitating each other, using mirror neurones. Our brains are still running on the same ‘monkey see, monkey do’ software as early humans. Whether it’s preventing us from going into an empty restaurant, compelling us to read product reviews before purchasing, or encouraging us to dump a bucket of ice water over ourselves – social proof exerts a powerful influence on us.
Social proof can even be more motivating than a financial incentive. Consumers, like email marketers, are looking for a high ROI from their purchase. You can leverage social proof to win their trust and sell the added value of your product. But how should this be applied in an email campaign? Here are a few tips to steer you in the right direction.
Dispatches From The Front 