The Missing Ingredient in Your Emails

Have you ever read an email or a newsletter that really captured your attention? One that made you want to keep reading and even take action? Chances are you experienced an emotional trigger.  If you add this missing ingredient to your emails, newsletters and campaigns, you too could capture your customer’s attention in the same way.

Emotional Triggers

The right trigger to use depends on the goal – driving website traffic, promoting a sale, brand awareness, etc. Try to pick the trigger most appropriate for the situation.  For example, guilt could be triggered in an email campaign designed to entice a reader to finally get that nagging repair fixed.

  1. Belonging: Make the reader feel like a part of something bigger than themselves.
  2. Hope: Create a sense of expectation.
  3. Guilt: Help the reader understand that they have the opportunity to make something right.
  4. Vanity: Flatter the reader with praise over their intelligence or smart decision making.
  5. Fear: Inform the reader of what they are in danger of if they don’t take action.
  6. Lust: Tug the heartstrings of the reader by waving a carrot of desire in front of them.
  7. Greed: Appeal to the reader’s want for wealth or power.

Structuring Your Message

For the emotional trigger to be effective, your message should be structured in a way that it includes these other elements:

Personalized details: Help make the communication more conversational and use their name if you can.

Real world problem: Present a solvable problem.

Emotional trigger: Pick the best option from above.

Solution: Present the solution to the problem.

Call to action: Encourage the reader to take action. For example “Click here to learn more”.

Subject line: Make it engaging and relevant to the topic of the email.

Perfecting the use of this strategy requires a little practice. Try different approaches/triggers and take note of what works best in each situation.

For more on this topic see “7 Emotional Triggers to Hook Your Subscribers” Janice Kersh –