- Curiosity: People are naturally curious. By leveraging this quality, brands can create headlines that make consumers wonder what the email is about. This can lead to higher click-through rates because consumers want to know what they don’t already know. This is why question headlines work so well.
- Social Proof: Let’s go back to the wool sweater example. The company may be offering a best price every day, which means there’s no discount to entice the first purchase. So they have to find another way to engage the customer. They add short, clear testimonials to the product. For example, you could now write a headline: “The warmest sweater this winter.” Or use the customer’s location if there’s social proof related to their region: “Every Minnesotan needs this sweater” – customer testimonial. Social proof helps customers find each other and see how your products are being used.
- Emotions: The main difference between humans and the rest of the animal kingdom is our ability to feel and empathize. Using emotions in emails can motivate consumers to take action. We don’t want to miss out on anything, so emotions related to excitement, intrigue, and anticipation work well in email marketing. Stories are another powerful tool for reaching customers through emotions. Humor also affects emotions by creating entertainment and lightness.
- Connect: Consumers want to feel that a brand’s goals align with their own life goals. For example, companies that focus on sustainability resonate with consumers because their priorities align. You can highlight these aspects of your company to consumers who are interested in such social involvement.
