Email Marketing: Knowing How to Use the Right Sentiments to Improve Subscriber Engagement

The customer experience is made up of many subtle moments, each representing a unique opportunity for brands to influence consumer decisions. Despite being likable or inspiring confidence, most companies fail to identify the emotions that motivate their followers and lead to purchase completion.

Understand the potential of emotional marketing

Many marketing teams rely on emotions to create a strong and lasting relationship with their subscribers. Often this is the motivating factor that takes the consumer from the research stage to the purchase. Indeed, even if rational elements are the basis for such a decision, emotions also play a role and sometimes play a leading role. By offering an emotion-rich experience, a brand can anchor its message in the minds of consumers and reach for the marketer’s holy grail: loyalty.

Email is the perfect tool to harness emotional marketing. One of the latest and most important developments in this direction is the incorporation of smileys into subject lines. Whether used seasonally (eg the heart on Valentine’s Day) or to create a sense of urgency during a special show, these smileys are part of our inbox today.
So using emotions is essential to marketers today. For this, there are many tools such as dynamic content (smileys, GIFs, videos, etc.), storytelling or creativity around the format (font, color, etc.). The important thing is to identify the right feelings to convey in accordance with the goals of the company.

Focus on the right feelings

Fabian Tauchard, Regional Marketing Director, MENA, Validity

Fabian Tauchard, Regional Marketing Director, MENA, Validity

Here is a set of emotions that generate the most reactions (positive or negative) among consumers:

  • Anticipation: Creating positive emotion by generating expectations or even impatience will increase email readability by 6%, by providing a strong brand commitment.
  • Joy: Feeling happy when reading the subject line will increase the read rate by 10% compared to the average rate observed and will have a very beneficial effect on future brand campaigns.
  • Trust: The sentiment most used by marketers by far with their subscribers (77% of emails sent use the sentiment that a feeling of trust provides). Subscribers here will interact less with this category of subject lines but on the contrary, the complaint rate will drop below 5%
  • Surprise: the emotion of risking a bet on it. In fact, despite arousing interest, surprise can then lead to diverse emotions such as joy, confusion, oppression, rejection, etc. This tone selection, despite its overused, leads to a 22% increase in complaints among subscribers.
  • Disgust: a form of emotion that is used very little in marketing campaigns and much better (0.5% of campaigns will elicit disgust as an attractive emotion). Subscribers tend to delete these emails without reading them (3% below average) or simply not reading them (6% below average). These emails also generate a 93% higher than average complaint rate, which degrades the brand’s reputation and ultimately the brand’s deliverability.

Emotions are the key to bypassing incoming mail delivery and then getting the customer to open the email. In this context, it is necessary for brands to identify sentiments that align with their goals, whether with regard to seasonality or the nature of the commercial offering, for example. Analysis of recent shopping behavior can also help determine which emotion will be most effective and for which segment.

Every word used in an email can evoke emotion, but this is more true of subject lines. It’s actually the first thing subscribers see before they decide to open an email. Once you are done working on identifying sentiment, all that remains is to choose the right keywords to improve your open, click and rates finally the king.

Author: Fabienne TouchardRegional Marketing Manager at SEMEA, Validity

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