Emails and Emotions: Does Provoking the Right Feeling Sell the Right Thing?

Tired of reaching out with uninspiring emails that cause no engagement with the buyer, or even initiate a meaningful conversation about your business offer? Is it ethical to guilt people into replying to an email you are pretty sure they ignored in the past?  

Psychology experts believe that guilt isn’t such a good motivator, and that it is connected to sad feelings, such as agony, frustration and annoyance. The truth is, guilt won’t sway people who feel no obligation to you, and this approach might only succeed if you’re talking to someone who has already committed to doing something and didn’t follow through. Here at RCMT, we concluded that the crucial point of the email must be personalized in order to be read or even taken into consideration.

image of an email inbox

If your email campaign isn’t getting any hits, maybe you are making some of these common mistakes:

1. Vanity

Self-focused messages that boast about your “amazing” product and its “awesome” features are never a good idea because they don’t address your prospects’ needs.

Tip: Don’t try too hard to impress them, they only care about how you can help them and their business – focus on why they need you, don’t brag about your accomplishments.

2.  Length – keep it short and on point!

Everyone is too busy today, no one is crazy about reading novel-like emails. You only have a few seconds to attract them and “hook” them into reading, and maybe even replying.

Tip: Try putting everything into 8 paragraphs that contain catchy words like ‘empower’ and ‘trust’ – make them feel appreciated.

3.  Call-to-Action

Many of the first-contact emails aren’t causing any feedback, so the nudge-mail you send has to be effective. Most people turn to AIDA model – attention, interest, desire and action, but get stuck in one-way communication that lacks response.

Tip: Be crystal clear about what action you anticipate and the value your prospects will receive in exchange for their time. It’s considered rude to ask them to direct you to the right person, and it just shows that you haven’t done your job good enough.

an illustration of an envelope bearing relationship

If your efforts don’t show any results, it’s always a better idea to build a relationship rather than a wall of guilt using some shabby phrases, such as: It’s been challenging to reach you, I have not heard back from you, Per my last email etc. which often result in guilting recipients into responding.  The truth is, guilt is a short-term strategy that has no influence. Initiate a relationship by being interested in your buyer’s needs and relevant problems you’d help them with, have some empathy.

Writing a good sales email is both art and science. Different plans and approaches are always valuable when it comes to adapting your campaign to a variety of industries. Here at RCMT, we have learned that professional correspondence builds strong connections. You better get your writing rock-solid so you can focus on selling.


Author: Jelena Stojanovic, Member of the internship program at the RCMT IT Europe Product marketing department

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