The last principle we’re covering within our series on user experience and email design is scarcity. When implemented correctly, scarcity can be extremely persuasive in influencing users to be drawn to limited items or items out of reach. Specifically, when applied to email design, this principle can help you form the foundation of an influential and effective campaign. If you haven’t read the previous articles within this series and want more context to the principles of persuasion, we recommend beginning at article one.

 
The next social psychology principle we’ll focus on is the principle of authority. The principle of authority is incredibly powerful, as it sways users to comply to those in power. If you’re new to this series, we recommend starting at the beginning of our user experience and email marketing series, at principle one. Starting at the beginning will give you more context as to where authority, the fifth principle of persuasion, came from.

 
Next in line within our series of articles on email marketing is the principle of liking. Liking, a social psychological tool, says that users are persuaded and influenced by those they know or like. For example, it’s found that a user is much more likely to be interested in a company, product, or service if the salesperson, or spokesperson, is someone the user is close to, fond of, or drawn to. When applied to email, this principle can form the foundation of an extremely persuasive campaign. If you haven’t read the previous articles within this series and want more context on where liking came from, we suggest starting back at article one.

 
The next principle we’ll focus on within our series on email design is the principle of social proof. Social proof, a powerful social psychological tool, persuades users to act and comply to the actions of those around them. When applied to email marketing, this principle can help build the foundation of a successful and influential campaign. Taking a step back, the principle of social proof is just one of the many principles of persuasion developed by Dr. Robert Cialdini. For more context on the origin of these principles, we recommend beginning your reading at article one, if you haven’t done so already.

 
Up next to bat is the powerful duo, commitment and consistency, which happens to be the second principle within Dr. Cialdini’s 6 Principles of Persuasion. When executed successfully, this combination will help you move one step closer to achieving a persuasive email marketing campaigns—something that can only be accomplished by implementing these principles. If you haven’t read the previous article within this series and want more context on the six persuasion principles, we recommend beginning at article one.

 
User Experience, or UX, is defined as “the experience a person has when interacting with any touchpoint of a brand.” In the digital media world, the term user experience and its corresponding principles are generally applied to the development and design of websites. But at Zion & Zion, we integrate the various principles of user experience throughout all projects at our full-service agency—including email. So when taking a look at email marketing specifically, what UX principles are applicable? How can these principles be used? And exactly how does UX meet email design? In this series, we’re covering all of this and the kitchen sink.

 
Cost per click (CPC), pay per click (PPC), and search engine marketing (SEM) are some of the names that refer to paid search engine advertising. Paid search is the act of placing sponsored ads at the top of, and on the side of the search engine results page (SERP) for your products or services. And on mobile devices, you’ll also see these ads at the bottom of the page.

 
Taking place within the friendly confines of Las Vegas’ historic Convention Center, Pubcon is considered one of the most essential gatherings of marketing professionals in the country. Businesses, start-ups, exhibitors and speakers all converge in the entertainment capital of America for a week-long study on the forces shaping their industry. Pubcon is a veritable who’s who of the industry, a place for search marketers to truly geek out. I’m not ashamed to admit I was certifiably star struck seeing Annie Cushing in person — having adopted her SEO audit years ago, it was a little surreal to see her speak live.

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