These triggers are guaranteed to increase your email click through rate. You’ll see four emails we sent to over 350,000 people that had high click-through rates.
Each email contains one or more of these principles of persuasion.
Humans are hard wired to respond when you push these four emotional buttons:
These principles of persuasion can be applied anywhere you want people to take action and they’re sure to get more clicks from email.
Let’s break each of these emotional triggers down one by one…
What will I gain if I click on this link?
That’s what your reader is wondering and you need to answer it. Your email copy should make a promise that clicking on the links in the email will deliver a specific gain.
That promise might be obvious or subtle.
The following email was part of our Facebook Ad Power launch. Read the copy carefully and notice the use of both the explicit and implicit promise to gain “clicks for pennies.”
Four of the five links in this email promise a gain by clicking on the link. The first three are more subtle while the fourth is a specifically stated promise that reads,
“See EXACTLY how we get it: http://digitalmarketer.com/one-cent-clicks”
It’s true. People buy for emotional reasons — but they justify the purchase with logic.
If you’ve appealed successfully to a buyer’s emotional side, it’s time to give them something practical to justify the purchase.
Use statistics, odds, comparisons, expert opinion and other practical facts to encourage email clicks.
A recent email from Ryan appeals to our logical side by mentioning the legendary Joe Polish.
Ryan pins the statement that “sales copy is the #1 way to multiply your business…” to a highly respected expert, Joe Polish, and states that you should know what Joe Polish knows.
Pretty logical, right? Joe Polish is successful. If I know what he knows, I’ll be successful too.
Be careful with this one but understand that fear is often more motivating than gain or logic. With the right audience and the right promise, you can get outstanding click through rates when you instill fear into your reader.
Survival Life sells to a market that is concerned about natural disasters and other scenarios that will put themselves and their families in danger. The products we sell to this market are among the best in the industry at helping people prepare for these scenarios.
Just as in the life insurance or retirement planning space, we are selling the peace-of-mind that one feels when they are adequately prepared to deal with something frightening.
Read the copy in this email from Survival Life and notice the use of fear as a mechanism for inspiring action,
If you’re on the fence about taking the time, energy and money needed to protect you and your family from a disaster, this email might frighten you into action.
If you want to encourage action, your reader must understand what they will gain or what you will protect them from if they do take that action.
But it’s a funny thing. If the reader feels that there is no urgency to take action NOW, often they won’t do it.
If you want to increase click-throughs on your emails, you need to communicate that what you have for them is limited in some way.
In this email for Facebook AdPower, Ryan lets you know that the program is closing. If you don’t take action now, the gain you could have had will be gone.
Mixing and matching emotional triggers
TEST, TEST, TEST.
Experiment with the order in which you push these buttons. Try GAIN > FEAR > LOGIC > SCARCITY. Then, switch it up and test FEAR > LOGIC > GAIN > SCARCITY.
Also, experiment with emails that focus on a single emotional trigger and others that combine more than one.
For example, a single sentence in your email might touch on gain, logic and scarcity. It might read like this,
Until midnight tonight [SCARCITY] and for less than it costs to fill up your gas tank [LOGIC] you can learn how to negotiate thousands of dollars off of your next car purchase. [GAIN]
The same sentence could be tested using fear instead of gain,
Until midnight tonight [SCARCITY] and for less than it costs to fill up your gas tank [LOGIC] you can learn to stop a used car salesman from ripping you off. [FEAR]
What questions do you have about increasing the click-through rate on your emails? What advice do you have for the rest of us? Let us know in the comments section below.