This document discusses 4 emotional triggers - gain, logic, fear, and scarcity - that can increase email click-through rates. It provides examples of emails that effectively used each trigger. Gain promises specific benefits for clicking links. Logic appeals to reason through facts and experts. Fear motivates through potential threats. Scarcity creates urgency by implying opportunities will expire soon. Testing different combinations and orders of these triggers is recommended to improve email marketing results.

1. 4 EMOTIONAL TRIGGERS
THAT INCREASE EMAIL
CLICK-THROUGH RATE

2. STOP GUESSING.

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.

22. PRETTY LOGICAL…
…RIGHT?

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:

27. SCARCITY

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

32. TEST, TEST, TEST.

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!