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Email Marketing: Why It Works and How to Leverage Emotions

Have you heard?! Contrary to popular belief, email marketing is very much alive and well. It is also evolving and adapting to the ever-changing world of media.

A lot of us have learned tips for email marketing and how it works, but now let’s talk about why it works and how your business can leverage emotions to appeal to your audience.

Why email marketing works:

  • It allows you to directly communicate with those who permitted you to send emails. In other words, since you know who you are writing to, you can make the email personal and purposeful. Email marketing is an amazing way to get personal with your clients. It is super important to use your voice when writing. This can be achieved in numerous ways. One of our favorite ways is through the use of memes. Do not shy away from who you are– clients want to know who they are working with just as much as you do!

  • It makes it easier to create SMART goals focused on click rates, open rates, demographics, other segmentations, and more. Email marketing gives your measurable results right away. Because of the instant results, it makes it even easier for you to appeal to your audience the next time.

  • It works because it is cost-effective. Even the smallest of businesses can create an email marketing campaign since there is little to no cost involved.

  • It can enhance your credibility through your monthly updates, offers, content, and/or anything else you feel like sharing with your audience. You can also add quizzes to your email marketing which usually elicit instant feedback.

How to leverage emotions to appeal to your intended audience:

Six main emotions appeal to an audience: sadness, disgust, fear, anger, happiness, and surprise. Thankfully, one of the positive emotions works the best!

It's a surprise! Surprise allows your audience to feel like they know something only you know. Surprise in an email marketing campaign can make your audience walk away feeling like they know all the secrets to whatever it is you are trying to convey. Using this emotion in your copywriting can also make it easy for you to write with a sense of urgency.

The other positive emotion that works well with email marketing is happiness. Happiness attracts. Email marketing is the perfect time to show off your brand journey with tons of spotlights on your accomplishments and what the future holds as well. If your business is anything like ours, your clients will be ecstatic to hear about all your growth.

Overall, email marketing works by appealing to your audience’s emotions by being personal and positive. Email marketing can be easy, so don’t overthink it. Find your voice and use it to your advantage.

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