Factor 2: Emotions, They’re for everyone
Part 2 of our 3 part series where we explore how to get your email opened. In this series we explore the 5 factors that will capture the attention of your audience, and make the most out of your targeted email lists.
It’s all about “The way you make me feel” – cue the Video
Human beings are driven to action by emotion, and if you want to get the highest open rate from your targeted email marketing lists, you need to make your audience feel something. If you want them to take action, you need to compel them, and the easiest way to compel is through emotional manipulation.
Now, we’ve been a target of emotional manipulation ever since our mothers used stories of starving children in Indonesia to guilt us into finishing our brussel sprouts . Yet another example would be chain emails threatening 300 years of bad luck if you don’t forward it to every single person in your address book. We don’t like it, but there is a reason it works. We are made to feel guilty, or insecur and then are offered a solution to rid us of these uncomfortable feelings.
I, personally, prefer to associate positive feelings with my brand wherever possible, so let’s take a look at an example of an email that made me so happy I clapped my hands together and squealed like a 3 year old upon reading it. What makes me feel that good? Shoes. Yep shoes, and there is no other brand of shoe that makes me feel as good about myself as Fluevog. Below is just one of many excellent emails they’ve sent to me eager little inbox.
This email makes me feel good because John Fluevog creates “unique soles for unique souls” and he thinks that I’m awesome (he’s totally right by the way.) Most importantly the email reinforces that I am a part of a select group valuing individuality over conformity, and has created the sense of belonging. The desire to belong and be acceptance is one of the most powerful drivers human beings have, and they are very effective emotions to tap into.
Next in our series is Part 3, The Personal Factor.