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4 Emotional triggers that increase email click-through rate

These four principals of persuasion were identified by the editorial director for DigitalMarketer:

  • Gain
  • Logic
  • Fear
  • Scarcity

Gain – That’s what your reader is wondering and you need to answer.

If you’ve appealed to a buyers emotional side it’s time to give them something to justify their decision such as a statistics, odds or a comparison.

Fear is one of our most fundamental survival emotions, but not something to choose lightly.

combing them together:

Until midnight tonight (Scarcity) and for less than the price of a pint (Logic) you can learn how to save £100’s off your new car (Gain)

or

Until midnight tonight (Scarcity) and for less than the price of a pint (Logic) you can avoid being ripped of when buying a new car (Fear)