4 emotional triggers that increase email click-through rate

4 EMOTIONAL TRIGGERS �THAT INCREASE EMAIL �CLICK-THROUGH RATE �

STOP GUESSING. �

THESE TRIGGERS ARE GUARANTEED TO INCREASE

YOUR EMAIL CLICK THROUGH RATE.�

YOU’LL SEE FOUR EMAILS WE SENT TO OVER 350,000 PEOPLE �

THAT HAD HIGH CLICK-THROUGH RATES.�

EACH EMAIL CONTAINS ONE OR MORE OF�THESE PRINCIPLES�OF PERSUASION… �

4 EMOTIONAL BUTTONS�

Humans are hard wired to respond when you push these

Gain, Logic, Fear, and Scarcity

These principles of persuasion can be applied anywhere you want people to take action and they’re

sure to get more clicks from email. Russ Henneberry Editorial Director, DigitalMarketer

LET’S BREAK EACH OF THESE EMOTIONAL TRIGGERS DOWN

ONE BY ONE. �

Access your ‘Simple 7-Step Autoresponder Sales Sequence’ Execution Plan in Digital Marketer Lab. [Click here to access your Execution Plan] Not a Lab member? Click here to learn more about DM Lab!

GAIN �

“WHAT WILL I GAIN IF I CLICK ON THIS�

LINK?” �

That’s what your reader is wondering and you need to answer it. Your email copy should make a promise that clicking on the links in the email will deliver a specific gain.

The following email was a part of our Facebook Ad Power launch:

Notice the use of both explicit and implicit promise to gain “clicks for pennies”.

Four of the five links in this email promise a gain by clicking on the link. The first three are more subtle while the fourth is a specifically stated promise that reads, “See EXACTLY how we get it: http://digitalmarketer.com/one-cent-clicks”

LOGIC �

IT’S TRUE. PEOPLE BUY FOR EMOTIONAL

REASONS—BUT THEY JUSTIFY THE

PURCHASE WITH �LOGIC. �

If you’ve appealed successfully to a buyer’s emotional side, it’s time to give them something practical to justify the purchase.

Use statistics, odds, comparisons, expert opinion, and other practical facts to encourage email clicks.

A recent email from Ryan appeals to our logical side by mentioning the legendary Joe Polish.

Ryan pins the statement that “sales copy is the #1 way to multiply your business…” to a highly respected expert, Joe Polish, and states that you should know what Joe Polish knows.

PRETTY LOGICAL… � …RIGHT? �

FEAR �

Be careful with this one, but understand that fear is often more motivating than gain or logic.

Survival Life sells to a market that is concerned about natural disasters and other scenarios that will put themselves and their families in danger. These products we sell to this market are among the best in the industry at helping people prepare for these scenarios.

Read this copy from Survival Life and notice the use of fear as a mechanism for inspiring action:

SCARCITY �

If you want to encourage action, your reader must understand what they will gain or what you will protect them from if they do take that action.

BUT IT’S A FUNNY THING… IF THE READER FEELS THAT

THERE IS NO URGENCY TO TAKE ACTION NOW– OFTEN

THEY WON’T DO IT.�

In this email for Facebook AdPower, Ryan lets you know that the program is closing. If you don’t take action now, the gain you could have had will be gone.

MIXING & MATCHING EMOTIONAL TRIGGERS�

TEST, TEST, TEST. �

EXPERIMENT WITH ORDER �Try: GAIN > FEAR > LOGIC > SCARCITY Try: FEAR > LOGIC > GAIN > SCARCITY

Also, experiment with emails that focus on a single emotional trigger and others that combine more than one.

A single sentence in your email might touch on gain, logic, and scarcity:

Until midnight tonight [SCARCITY] and for less than it costs to fill up your gas tank [LOGIC] you can learn how to negotiate thousands of dollars off of your next car

purchase. [GAIN]

The same sentence could be tested using fear instead of gain:

Until midnight tonight [SCARCITY] and for less than it costs to fill up your gas tank [LOGIC] you can learn to stop a used car

salesman from ripping you off. [FEAR]

Access your ‘Simple 7-Step Autoresponder Sales Sequence’ Execution Plan in Digital Marketer Lab. [Click here to access your Execution Plan] Not a Lab member? Click here to learn more about DM Lab!