7 Triggers For Email Campaigns That Convert
A profitable email campaign that converts needs to have a number of components that builds trust in human relationships. Online relationship building with customers is different in that it you use the internet. There is little, if any, direct face-face contact with a potential customer.
But, you’re still building relationships with humans beings and ultimately asking them to buy. And humans have the same emotions, bonding patterns, and trust acquisition methods online as they do offline.
To create email campaigns that convert subscribers into buyers, we have to build trust and relationships with our audience. To do this, we need to use the same 7 trust-building triggers online as we do offline.
7 Triggers For Email Campaigns That Convert
Russell H. Granger’s book, “The 7 Triggers to Yes – The New Science Behind Influencing People’s Decisions”, looks at how to convert leads into sales. He states that there are 7 specific triggers that build trust when activated, especially when several of these triggers are used in combination. The idea is that the more trust triggers you use with someone, the deeper the trust that is created, and the more action that is taken. Here are the triggers:
1. The Friendship Trigger
You can start your email campaign with a friendly welcome message when somebody opts into your list. You want to thank the person for signing up. If you promised a free download, make sure you provide the download link right in the first email. You can also mention how they can contact you if they have any questions or need help with something.
2. The Authority Trigger
This shows your experience. It can be done on your download page for your free report or gift they receive after opting in to your email list. Or, as another example, it can be done by sending your prospect to another page which shows that you are an expert in your niche.
3. The Consistency Trigger
Email campaigns that convert have a consistent message. In other words, each email you send should agree with all the others. If you discuss a thought or idea in one email, don’t change your opinion 3 emails later.
FREE REPORT: Write emails that get opened (& how often to send them)
4. The Reciprocity Trigger
The ‘Law of Reciprocity’ states that when you receive something of value, either virtual or physical, without having to pay for it in some way, you automatically feel like you ‘owe’ that person something. So you could put this to use in your email campaign. Perhaps use it twice. First when somebody joins your list and receives a value-packed free report and then in the first 10 day email campaign giving them a free video or mp3 recording of you teaching something powerful in your niche.
When they see you speaking or hear your voice early in your email campaign, it affects how they ‘hear’ you speaking to them in the future through email. When they read your email, they can literally ‘hear’ you speaking to them through it. This helps to build on the friendship and authority trigger.
5. The Contrast Trigger
This is where you show why you’re the preferred expert for them. You can subtly show them why the way it ‘has always been done’ or the way ‘others do it’ isn’t best for them. This trigger needs to be used carefully. If you overtly attack what they believe, about the way it’s always been done, or what others are doing, and you don’t explain why that way no longer works, or doesn’t work in this scenario, then you end up doing more damage. The last thing you want to do is push them away by attacking their beliefs, rather than reeducating them on a better way.
6. The Reason Why Trigger
This is best done in conjunction with the “Contrast” trigger above. You might show why your new or novel approach is best for your audience. If possible, you can use the logical argument that it ‘used to work’ but explain why it no longer works. Or explain why the way others do it works for certain kinds of people – but why your scenario (or your clients’) doesn’t fit into that category.
7. The Hope Trigger
The hope trigger is used by showing them what their life (or business, or health, whatever your niche is) can look like after working with you. This could be done by showing a client testimonial of someone who has accomplished the result you promise. Or you can tell an imaginative story about what their life might look like with your result. Or share with them how you feel with your result in your own life.
Your Email Marketing Conversion Funnel
Ideally you want to use all the trust triggers in your email sales funnel. This funnel is a step-by-step process that delivers a series of emails to a new subscriber. They join your list from the point of wanting to receive more information from you and then ultimately want buy from you. It normally takes about 7 to 10 emails before a person will commit to making a purchase. You can set your autoresponder to send out these emails on autopilot when somebody joins your email list.
You can write different emails specifically for the purpose of using each trigger. Don’t worry about the order of using the triggers, it doesn’t matter. Once you have determined what you will use for each trigger, you can order and rearrange the triggers so that it makes sense in your email campaign. Bear in mind that not all email campaigns that convert are the same. Some people need more time and others won’t read all your emails so aren’t exposed to all the triggers initially and will therefore need more time.
Free 7-Day Email Marketing Course
On any day of the week, your target audience may or may not visit your website or one of your social media pages. But most people check their email every day, usually several times during the day or even several times every hour! With high converting email templates you can build a loyal audience of people who truly want to hear from you and want to buy from you. This free 7-day email course will show you how to start and grow email list and write email campaigns that covert your subscribers into customers.