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Using Email for Word-of-mouth Marketing

Word-of-mouth marketing via email is so powerful. Nielsen reports that 92% of consumers believe suggestions from friends and family more than advertising.

“But how can I drive word-of-mouth (WOM) for my site?”

The trick is to use your email to reach out to your best customers and use those customers to ignite WOM for you.

Here is a word-of-mouth marketing email idea I had:

DANAT is a gourmet chocolate manufacturer (not a real company). Their fans absolutely love them but only 0.005% of chocolate lovers in the US even know of DANAT. DANAT could spend on spray and pray marketing but they want to use their marketing dollars wisely. DANAT wants to reach friends of DANAT fans.

So they send their super fans an email with an interactive map. The teaser copy reads, “Can you think of 1 close friend who would love DANAT? Where does this friend live?”:

WOM Email Marketing
Email with MAP of US

The reader feels compelled to interact with the map (all humans feel compelled to interact with interactive maps). Picking a state takes them to a landing page. For the sake of argument assume they click Michigan. This is what they’ll see on the landing page:

Landing page message. WOM email.

When they visit this page a cookie is set. That way if the visitor returns to email and clicks on some other state the site recognizes the cookie and prevents the user from making an alternate selection.

A little about us

Thank you for reading this WOM email article. We are Frictionless Commerce and over the last 11 years, we’ve thought about just one thing: how do we get online shoppers to convert? We’re fascinated by buyer psychology. Once we’ve understood how your site visitor thinks we use our 9 point copywriting process to convince and convert them.

Other buyer psychology-based eCommerce conversion ideas

If you liked this article you’ll love our other ideas:

“Is My Marketing Working?” A Unique Product Page Design Idea

Price Insensitivity Priming

Product Reviews & Buyer Psychology

Making Long-Form Content Mobile Friendly

Personalized Product Description

Comments 2


Rishi, My mailbox fills up every day with junk newsletters, advice, and solicitations. Yours is the only one I ALWAYS stop at, put aside whatever I’m doing, and read thoroughly.

Thank you! Mark C. Robinson HandicappedPets.com 105 Rt 101A, Unit 18 Amherst, NH 03031 DIRECT: (888) 337-2515 (603) 577-8854 (888) 253-0777

At HandicappedPets.com, we believe that our aging, disabled, and injured pets are family and deserve to live happy healthy lives


Hi Mark, I really appreciate your comment!



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