If not, you could be writing better emails. An emotional trigger is something your recipients have an affinity towards. This is often their job title, company name, hobbies, relevant social validation, and more.
Here’s an example email I’ve sent out:
This copy receives a 20% join rate into my Facebook Group when I email C-level executives. It’s a long email too! Here’s the trick. Every line of copy is perfectly formulated to get them to take action. In the first line, I pull five emotional triggers.
In the second sentence, I add another three emotional triggers:
In the third sentence, I ensure they know it’s an exclusive invite to make them feel special. Next, I include three lines of social validation by pointing out the influencers who moderate the group. Then, I include a bolded call-to-action.
I end the body copy on a friendly note by telling them I’m open to discussion. I get hundreds of replies! For the signature, I include my prominent title and a link to our website page where we list our community’s influencers. Now that’s a lot of emotional triggers!
Here’s another example email I send out:
This email receives close to a 40% reply rate! In this email, I refer to the person’s department (growth) and the company name. In the second line, I include a ton of social validation from community numbers to prominent publications. This is why it’s so important to create an excellent personal brand with guest posting and community building; otherwise, you couldn’t include these emotional triggers.
The fourth sentence works wonders. I explain how I’ve already done an interview with a prominent figure in growth at a well-known company. Moreover, the post received many shares! Who doesn’t want that?
I end with a very specific call to action that doesn’t give them a lot of room to think (which is good!). Thinking enables them to give a quick response such as “sure” or “sounds good.” That’s all I need to start a conversation.
Email copy is an often overlooked growth tactic because people think it’s easy. That’s far from the truth. I rarely see emails with excellent copy. When I do, it gives me a sign that the person sending the email did his due diligence when researching me. That alone will increase my response rate. Plus, this tactic doesn’t require a single tool. It only requires you to write better. And the skill translates to better ad and blog post copy, too.
Now, go back and look through your email copy. See if you can add emotional triggers while keeping a clear and succinct message. If you can, then your recipients will be more likely respond and click through on your call to action. So, the next time you want to write an email, ask yourself how many emotional triggers are you pulling?