Yes, marketing can be done by using emotional triggers. Many marketers use emotional strategies in email marketing campaigns to attract a variety of an audience to improve conversion levels. Here are the 5 emotional triggers we found to improve email conversion.
Emotional triggers are the best way to drive a reader’s attention towards your email content. In consumer behavior, the primary motivating factors are emotions. You need to make your emails look irresistible in order to increase your conversion rates. Some of the basic emotional triggers that you can use include; belonging, greed, vanity, hope, fear, and guilt.
These emotions can be used to trigger email conversions. You can address your viewers’ issues by using the emotions listed above.
Emotional triggers that you can use:
Your email content must be engaging enough to provoke emotions in the readers. It should have the perfect amount of emotion in it so that it draws
the user in and keeps them engaged enough to promote your product.
Considering that your customers are actually humans and can easily be manipulated regarding the content you provide them with through your emails, you have the upper hand here. Therefore, you cannot increase your conversion rates without the help of emotional triggers.
Here are some tips that will help you engage the readers emotionally in your emails!
- Pain and Pleasure (A prime factor):
The most powerful driving forces of human behavior are pain and pleasure. For great conversions and selling performance, you need to know what forces are already influencing your customers. For example, if your product is related to technology as a home appliance, you can tell the reader how it will save their time and reduce their effort. Emphasize the experience by using words like comfort, easy, time-saving, and economic, etc. to deliver the right feeling.
According to Markettailor, unlocking success involves mastering the art of harnessing pain and pleasure rather than being controlled by them. What difficulties are your target audience facing? What are their primary hurdles? Once you’ve identified the sources of their discomfort, you can begin to tackle these issues in your marketing emails. Clearly communicate how your product or service can assist them in resolving their challenges and attaining their objectives. Utilize emotionally resonant language, incorporating terms like “relief,” “simplicity,” and “liberation.”
You can emphasize both pain and pleasure stimuli through your language. Try using words such as positive, joy, struggles, overwhelm and love, etc. Many of these keywords are important emotional triggers. Test the various combinations until you get it right. Educate your customers and try to help them as much as possible, free of any cost. In the end, the main goal is that your reader should feel happy after reading your email.
- Belonging:
Words like family, cooperation, and together provokes a sense of belonging in the readers. This emotion is widely used in the very first welcome email when you get a new subscriber, and for a good reason. When people are new, you have yet to build trust.
Giving them a sense of belonging is an important thing. You do not have to use fancy words; just a simple sentence like “Welcome to the community” could do the trick. This emotion can also be triggered by exceptional customer service, so they feel important to you.
Thus they feel safe and invest in your ultimate solutions. By triggering this emotion, you will eventually get positive feedback from your customers, and conversions will increase. Last but not least, other than just using words, give your readers something that makes them truly feel like they belong there. This thing could be a digital gift or relevant content.
- Novelty:
Novelty is a type of emotional trigger that will release the hormone dopamine in your brain. That usually happens when you experience something new.
According to Stryve Digital Marketing, the Novelty approach to content marketing strives to distinguish a brand from its competitors by embracing distinctive visuals, innovative copywriting, unique formats, and overall original content development. Studies indicate that novelties stimulate our brain’s reward system—exploring, learning, or encountering something new can be just as enticing as receiving cash or other rewards in influencing our decision-making!
Therefore, you can grab the attention of people by bringing something new. You can do that by following these simple steps:
- Deliver new content in new formats
Do not stick to simple text. People like learning in various formats; therefore, make sure that your content is available in audio, text, image, and video formats.
- Unveil new products consistently.
When it comes to email marketing, consistency is very important. Even if you have many new products to share with the readers, maintaining a good schedule is useful, and your readers also know when to expect an email from you.
- Modify your content in multiple forms.
When you have multiple content formats, it is crucial that your email also appears nicely in each one. For example, your readers should be able to view the email and its images, etc. on both PC and mobile devices.
- Develop Curiosity:
There is a psychological principle that is known as “The Principle of Curiosity.” It is human nature that people are most curious. So, when you hit on a spot that they relate to somehow, you get their full attention.
The ideal place for triggering this emotion is your email’s subject line. For this purpose, you need to think of an eye-catching email headline. This will keep your email open rates high. That small line is what decides whether your email will be opened or not. Depending on your choice of words, you can improve your opening rates. Therefore, you want to make sure that out of all emails people receive, yours stands out.
Catchy offers and intriguing questions are often ideal for such purposes. However, here conciseness is the key. Ideally, very few words should be used to grab your reader’s attention. Therefore, you need to get to the point with the very first word.
According to WordStream, curiosity plays a vital role in marketing. Brands can craft memorable campaigns, narrate captivating stories, and cultivate a sense of urgency around their messages by tapping into people’s inherent curiosity. When harnessed adeptly, curiosity can fuel engagement, boost brand recognition, and ultimately result in heightened sales and enhanced customer loyalty.
- Greed/Emphasize on benefits:
Statistics work wonders when greed is triggered. Tell your readers that they can get richer and have more influence by opting for your solution/product. Greed and selfishness are in human nature. However, when manipulated the right way, you can increase sales and conversion rates.
That said, you need to subtle about it and let your reader decide for himself. Therefore, if you explain your product’s features in the email, the readers would most probably overlook them. Whereas, if you are listing the benefits of the product, then they will surely take an interest. This means that you go for the “You” approach and then address a problem relevant to the one your reader might have. In the next step, you work for a solution and show how the reader will benefit.
A comparison of the pros and cons can also be great. Sometimes, people relate to customer reviews better. If that is so, include a customer review on how other people benefitted from the offer.
