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4 EMOTIONAL TRIGGERS  
THAT INCREASE EMAIL  
CLICK-THROUGH RATE
STOP GUESSING.
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 
4 EMOTIONAL 
BUTTONS
Gain, Logic, Fear, and Scarcity 
These principles of persuasion can be applied 
anywhere you want people to take action and they’re 
sure Russ Henneberry to get more clicks from email. 
Editorial Director, 
DigitalMarketer
LET’S BREAK EACH OF 
THESE EMOTIONAL 
TRIGGERS DOWN 
ONE BY ONE.
Access your ‘Simple 7-Step Autoresponder 
Sales Sequence’ Execution Plan in Digital 
Marketer Lab. 
[Click here to access your Execution Plan] 
Not a Lab member? Click here to learn 
more about DM Lab!
GAIN
“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.
The following email was a part of our Facebook Ad Power 
launch: 
Notice the use of both 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”
LOGIC
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?
FEAR
Be careful with this one, but understand that fear is 
often more motivating than gain or logic.
Survival Life sells to a market that is concerned 
about natural disasters and other scenarios 
that will put themselves and their families in 
danger. 
These products we sell to this market are 
among the best in the industry at helping 
people prepare for these scenarios.
Read this copy from Survival Life and notice the use of fear as a 
mechanism for inspiring action:
SCARCITY
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.
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  MATCHING EMOTIONAL TRIGGERS
TEST, TEST, TEST.
EXPERIMENT WITH ORDER 
Try: GAIN  FEAR  LOGIC  SCARCITY 
Try: FEAR  LOGIC  GAIN  SCARCITY
Also, experiment with emails that focus on a single emotional 
trigger and others that combine more than one.
A single sentence in your email might touch on gain, 
logic, and scarcity: 
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]
Access your ‘Simple 7-Step Autoresponder 
Sales Sequence’ Execution Plan in Digital 
Marketer Lab. 
[Click here to access your Execution Plan] 
Not a Lab member? Click here to learn 
more about DM Lab!

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4 Emotional Triggers that Increase Email Click-Through Rate

  • 1. 4 EMOTIONAL TRIGGERS THAT INCREASE EMAIL CLICK-THROUGH RATE
  • 3. THESE TRIGGERS ARE GUARANTEED TO INCREASE YOUR EMAIL CLICK THROUGH RATE.
  • 4. YOU’LL SEE FOUR EMAILS WE SENT TO OVER 350,000 PEOPLE
  • 5. THAT HAD HIGH CLICK-THROUGH RATES.
  • 6. EACH EMAIL CONTAINS ONE OR MORE OF THESE PRINCIPLES OF PERSUASION…
  • 7. Humans are hard wired to respond when you push these 4 EMOTIONAL BUTTONS
  • 8. Gain, Logic, Fear, and Scarcity These principles of persuasion can be applied anywhere you want people to take action and they’re sure Russ Henneberry to get more clicks from email. Editorial Director, DigitalMarketer
  • 9. LET’S BREAK EACH OF THESE EMOTIONAL TRIGGERS DOWN ONE BY ONE.
  • 10. Access your ‘Simple 7-Step Autoresponder Sales Sequence’ Execution Plan in Digital Marketer Lab. [Click here to access your Execution Plan] Not a Lab member? Click here to learn more about DM Lab!
  • 11. GAIN
  • 12. “WHAT WILL I GAIN IF I CLICK ON THIS LINK?”
  • 13. 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.
  • 14. The following email was a part of our Facebook Ad Power launch: Notice the use of both explicit and implicit promise to gain “clicks for pennies”.
  • 15. 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”
  • 16. LOGIC
  • 17. IT’S TRUE. PEOPLE BUY FOR EMOTIONAL REASONS—BUT THEY JUSTIFY THE PURCHASE WITH LOGIC.
  • 18. If you’ve appealed successfully to a buyer’s emotional side, it’s time to give them something practical to justify the purchase.
  • 19. Use statistics, odds, comparisons, expert opinion, and other practical facts to encourage email clicks.
  • 20. A recent email from Ryan appeals to our logical side by mentioning the legendary Joe Polish.
  • 21. 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.
  • 23. FEAR
  • 24. Be careful with this one, but understand that fear is often more motivating than gain or logic.
  • 25. Survival Life sells to a market that is concerned about natural disasters and other scenarios that will put themselves and their families in danger. These products we sell to this market are among the best in the industry at helping people prepare for these scenarios.
  • 26. Read this copy from Survival Life and notice the use of fear as a mechanism for inspiring action:
  • 28. 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.
  • 29. 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.
  • 30. 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.
  • 31. MIXING MATCHING EMOTIONAL TRIGGERS
  • 33. EXPERIMENT WITH ORDER Try: GAIN FEAR LOGIC SCARCITY Try: FEAR LOGIC GAIN SCARCITY
  • 34. Also, experiment with emails that focus on a single emotional trigger and others that combine more than one.
  • 35. A single sentence in your email might touch on gain, logic, and scarcity: 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]
  • 36. 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]
  • 37. Access your ‘Simple 7-Step Autoresponder Sales Sequence’ Execution Plan in Digital Marketer Lab. [Click here to access your Execution Plan] Not a Lab member? Click here to learn more about DM Lab!