Want to know the biggest influencer in what makes a person do something? It’s not their logical reasoning, based on a careful weighing up of the pros and cons of the decisions.
Nope – it’s how they feel.
We can try to fight it off as much as possible, and we can lie to ourselves and pretend that’s not true, but years and years of marketing development have gone into this single unassailable fact. It is emotion that pushes action, typically followed by logical justifications.
How do we use that to boost our email marketing? Let me tell you!
Aim for the Heart - And Then the Head
It’s important to understand that emotion alone isn’t enough. You do still need to make a reasonably compelling argument to close the deal once you’ve opened the door – but an emotional engagement can start the knocking.
Consider this concept: be the first to get our new product.
Look at what it’s doing:
Building Excitement
The idea that you’re the first to do anything is exciting. On a logical scale, it’s meaningless; after all, what difference is it really if you get something first or second, assuming it’s the same product each time? But emotionally, it’s huge.
Making You Feel Special
Get in early and you’re part of a select group; you might even be the very first person and that makes you unique and special. Everyone wants to feel special.
Leveraging FOMO
FOMO, the Fear Of Missing Out is a significant driver. Though it’s never explicitly said in the text, the implied idea is that if you’re not one of the first to get the new product, you might not get it at all.
Once the emotional trigger has formed the idea – that you need this particular product – the logical stuff can take over. A breakdown of the product’s value, its USPs, and how it is the best in the market for what it does… all this lifts the initial emotional response and turns it into a justified, reasonable, and right decision. Clicking the ‘buy now’ button isn’t far away.
Know, Like and Trust
The know, like and trust (KLT) concept is another emotion-driven idea that email marketing thrives on. KLT works on the understanding that people are more likely to buy products and services from those companies they know, like, and trust.
The connection built up through email marketing, with personalised newsletters, value-driven content, and a warm human touch, is a key part of KLT.
- Regular emails help develop the know part of the equation.
- A friendly voice and approach builds the like segment.
- Providing content with value consolidates the trust idea.
Once a prospective customer knows, likes, and trusts you, they’re going to be much happier buying from you. Yet again, it is an emotional trigger that drives action. Follow it up with a decent product or service that does what they need, and you’re onto a win.
The Best Emotional Triggers to Drive Action
What are some of the best things to focus on in your email marketing? Here are some key techniques that are going to propel your marketing strategy to the next level:
Fear of Missing Out (FOMO)
I mentioned this in the example above, but FOMO is a huge influencer for most people; so much so that it even has its own well-known term! FOMO in email and social marketing is at the core of viral marketing – that worry that if they don’t act right away they’re going to miss out can flip anyone from ‘maybe I want this’ to ‘I need to have this now!’.
Consider such things as:
- Sale offers that end soon
- Limited availability
- Acting fast to get in before others
Aspiration
Offering a better product is not an emotional driver, it’s a logical one. Offering a better person, though? That’s emotional.
Aspirational selling is all about letting people know how your product or service is going to make them, or their lives, better. When you do that, they don’t just want your offering because it’s worth its cost, they know it’s going to improve their very existence!
Think about:
- Inspirational content for a happier life
- Products that free up their spare time so they can enjoy themselves more
- Positioning your offer to show that it will improve their health and wellbeing
Belonging
People crave a connection with others. When you build a community around your brand, they get to feel they’re part of something – they belong.
Fandom is a great example of belonging. Through stories and social places for conversation, a community is developed. When a new product comes along that promotes that fandom, the audience rush to buy it: T-shirts with slogans on, tiny toy figures of beloved characters, or even sweets with the right packaging.
With email marketing, you can build that brand community, integrating with other forms of social media to keep a conversation alive. Promote club memberships and loyalty schemes, and keep in contact with your members through regular newsletters and special offers.
Status
Feeling important is a strong emotional driver to promote sales. Everyone wants to be special. When you tap into someone’s identity and boost their self-worth, you’re building a loyalty and connection that quickly translates into custom.
Status can combine with other emotional triggers to build into a powerful sales technique. Consider how it mixes with belonging – a members-only club with different tiers, such that you can become a ‘premium member’ or ‘platinum level’ customer.
When your email marketing is targeted through status, you draw your audience in and give them a reason to consider your product or service above other competitors. Why would they go somewhere else where they’re just a normal everyday customer, when they can buy from you and be recognised?
Using Emotional Triggers with Nathan Littleton
Looking to leverage your email list better? Contact me, Nathan Littleton, for a personal one-on-one consultation – book a slot today before they’re gone, and let’s work together to save you time and make your marketing efforts more effective.
I look forward to hearing from you soon.
