There are a number of studies that provide an understanding of what is effective in email newsletters and what is not. And in the first place in this sense are well-written letter headlines. If the subject of the message contains some kind of emotional trigger, the percentage of opening the letter will be significantly higher. It is important to touch some string in the soul of a person, thereby motivating him to read the message.
What exactly is capable of having such an impact on the consumer?
Text . It conveys the correct idea to the audience.
Images . Visual information is often perceived best. If a picture shows a person in a certain emotional state, people read it very quickly and begin to empathize. Images of children and animals have a great impact.
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Video . Dynamics in video india email list clips make it easy to convey emotions to the viewer.
However, there is no guarantee that a letter that the author has provided with pictures and videos will reach the addressee in exactly this form: some email clients do not allow this. Therefore, it is necessary to focus on the text component. With its help, you can evoke the following emotions:
a sense of belonging to a community;
hope (expectation and anticipation of some event or result);
guilt (a person understands that he has the opportunity to do something right);
vanity (formed through flattery or praise for a decision made, some action, etc.);
fear (the reader is frightened by his own inaction and understands that performing this action will rid him of fear);
lust (demonstration of an object increases desire):
greed (appears in the background of messages that put wealth and power on a pedestal).
After reading the text of the letter, a person should experience the emotion that the marketer put into it. If this happened, it means that the specialist worked competently and effectively. If not, it means that something went wrong.
Emotional Triggers in Email Marketing
It is important not only to provoke a specific emotion, but also to give the person a solution to the problem using the company's product. This should be done at the end of the letter. Then comes the call to action, and it is necessary to provide an understanding of how exactly and in what order to act. If the letter contains several CTAs at once, the likelihood of clicking on the link will increase.