Most often, the way we feel influences our decisions and actions. Can you still remember the last time you bought an item because you got excited about it and it created an emotion for you? That's you being human.
As a marketer, you can rely on the fact that emotion is a strong force that prompts action to customers. In email marketing automation, you call this “emotional trigger.” It's a strategy where you touch the feelings of your recipients to motivate them to act according to your liking, such as clicking on your "Buy Now" button. However, your emotional triggers must have objectives, so you have a clear way to know if you are achieving your goals. You can set different objectives including driving conversions, growing your email list, nurturing leads, or simply driving website traffic.
While creating email triggers based on these 7 emotions would require art and talent, it's easy to nail it if you understand well how these emotions work and what may trigger the consumer.
In his Theory of Human Motivation, Maslow put belongingness at the third level of the hierarchy of needs as people display the need to feel a sense of acceptance and belonging.
You can use this in your email by using words that suggest a sense of belonging such as "we," "together," and "join us" which are also effective in building loyalty and relationships with customers.
Example: “You are not alone! Join 300 other climate change advocates now.”
Customers find value in your business if you offer appropriate solutions to their problems. If you understand the challenges of your customers or what they want to achieve, you can create a sense of hope and tell them that you are capable of providing the answers to what they want to overcome or achieve – whether through a product or a service.
Example: “Don’t know how to drive qualified traffic to your website? We got you covered!”
This feeling is so strong that it can cause panic and drive people to act immediately. When a person is afraid, he or she feels the need to do something in order to overcome the fear, as well as be safe and secure. You can trigger the feeling of fear when you back up your messages with facts and statistics. Be sure to use this one sparingly though.
Example: “14 million Americans have a self-reported visual impairment. You could be one of them. Get your eyes checked now!”
Lust refers to extreme cravings. It can be towards food, clothes, other material things, and even experiences. As a marketer, you can feed these desires by showing your customers a series of attractive offers or exclusive discounts that would be hard to resist.
Example: “50% off on your dream smartphone!"
Greed is the intense desire for something more, be it money, wealth or power. It’s common for customers to want more than what they currently have. If you are creative, you can play with this emotion by making customers feel that they are getting more value for the cost.
Example: “Get 3 summer tank tops for a price of 1!”
People enjoy the feeling of being praised and flattered. So, capture the hearts of your customers with flattery. Tell them the things that they want to hear. To focus on the vanity emotion, you can start by giving them compliments.
Example: “You’re too good to settle for something less than you deserve."
Guilt is an awful feeling that makes people feel the need to do something to make a wrong thing right. When a person experiences guilt, he or she will want to get rid of it immediately. To motivate customers to act using guilt, you must make them feel responsible for something. You can mention the consequences if they do not act right away to create a sense of urgency.
Example: “You could be losing more customers if you don’t automate your marketing now."
Emotions can be tricky, but for marketers, it can be helpful when you understand how it works so that you can use it to your advantage. We know you lust for higher conversions and metrics. Don’t be afraid to experiment with emotions. Enhance your email marketing automation campaign with these guilt-free emotional triggers.
Need help getting started? We invite you to schedule a complimentary inbound marketing consultation where we can discuss your current inbound initiatives, strategy and even the content marketing and lead generation process you have outlined to make sure it's a success.
Guest Blog Contributor: Kimberly Maceda is a Content Writer for ActiveTrail. She comes up with content about email marketing and marketing automation to keep customers updated with the trends.