Emotional Resonance – 4 Musts for building subscribers’ response!
Marketers engage themselves into cumbersome efforts to ensure effective customer interaction through the Emails. So, what exactly makes people respond to your email marketing offers?
Creating Emotional Resonance
Research has proven time and again that people buy from emotion and justify with reason. So it’s essential to know how to emotionally connect with people through your email communication process along with a strong reason to go ahead and purchase the product or service. With email you have less than three seconds to create emotional resonance.
Emotional resonance help marketers strike an emotional chord with the audience and it results in comfort and trust, allowing ameliorate call to action.
So now that you know we must appeal to both the intellectual and emotional sides of people, how do we do it?
1. Email Positioning
Proper positioning acknowledges both who you are and what’s in it for your audience to be in communication with you. Creative/design elements (like graphics, color, and layout) can be more effective than long copy in creating mood, identity and personality. Use outcome-driven, enticing language to set the stage for your offer to come.
2. Need Based Solutions
Identify and acknowledge the problems, challenges, needs or pain of your target. Do some need analysis, understand your audience and offer solutions that give a relief to the pain.
3. Online Value Proposition
It’s time to add the spices to your cooking pot. Effectively creating an OVP (Online Value Proposition) means conveying the forthcoming and imminent transformational outcome your audience will experience if they say yes to your offer.
Will they be happier? Richer? More beautiful? Healthier? Less-stressed? More successful at work? Better organized?
Understanding how your core products/services translate into both emotional and transformational benefits is essential to creating marketing messages that emotionally resonate. If you don’t know how your offerings transform and better people’s lives, you need to learn or create solutions that will help create impactful, meaty marketing communication touch points. The strategies vary from an Educational Emailer to Informative Emailer, Promotional mail to Lead Nurturing mail and so on…
4. Credibility and Call to Action
Do not forget to accelerate the appeal to reason. Credibility can take several forms both within email messages and on websites/landing pages. Gather your social pages statistics, product surveys, testimonials and satisfaction index and share it in your email message to make it compelling. Tell them what you want them to do next and how to do it! Show them how and where to accept your proposition. Otherwise known as your call to action, this step MUST be abundantly clear, concise, literal and logical. While the above steps influence engagement, this final step influences action and actual purchases.
Most people are falling short of time due to the frantic lifestyle. That Said, Marketers need to focus on marketing campaigns that deliver emails with emotional resonance and intelligent precise piece of information so to be able to effectively step up the subscription rates and enhanced loyalty base.