Table 1. Examples of email type for each... | Emerald Publishing

Table 1.

Examples of email type for each persuasion principle

Persuasion principle	Email sender and description	Email topic	Sample text
Authority	Australian Federal Police Australia’s national policing agency	Issue of an infringement notice	“You have received this email because you have been issued with an Infringement Notice”
Scarcity	Spotify Digital music, podcast and video streaming service	Spotify subscription payment failure	“You’ll lose Premium if we don’t have a working payment method for your account within the next 7 days, so update your payment details now!”
Reciprocity	Twitter Free social networking site	Reminder of unread Twitter notifications	“Stay connected, respond to the people who tried to reach out to you”
Social proof	SBS On Demand Free video streaming service available in Australia	Recommendations of popular programs to view	“Join the millions of Australians streaming the latest TV and movies”
No principle	Specsavers Optometrists Australian chain that offers optometry and optician services	Confirmation of an eye appointment	“Your appointment for your eye test at Specsavers Sefton Park is confirmed”

Persuasion principle	Email sender and description	Email topic	Sample text
Authority	Australian Federal Police Australia’s national policing agency	Issue of an infringement notice	“You have received this email because you have been issued with an Infringement Notice”
Scarcity	Spotify Digital music, podcast and video streaming service	Spotify subscription payment failure	“You’ll lose Premium if we don’t have a working payment method for your account within the next 7 days, so update your payment details now!”
Reciprocity	Twitter Free social networking site	Reminder of unread Twitter notifications	“Stay connected, respond to the people who tried to reach out to you”
Social proof	SBS On Demand Free video streaming service available in Australia	Recommendations of popular programs to view	“Join the millions of Australians streaming the latest TV and movies”
No principle	Specsavers Optometrists Australian chain that offers optometry and optician services	Confirmation of an eye appointment	“Your appointment for your eye test at Specsavers Sefton Park is confirmed”

Source(s): Authors’ own work