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Tug at Your Customers' Heartstrings With These 3 Emotions

Posted by Kirsten Onsgard

July 02, 2018

emotional marketingWhy do you remember some advertisements clearly but forget thousands of others? It’s not magic employed by successful brands to capture their audience (if only it were that easy). The answer is much simpler: emotional targeting.

Emotional marketing offers the opportunity to engage with customers in a way that earns loyalty and leaves a strong impression about your brand. Great emotional marketing tells a brand story that connects with people — not numbers or customers — and elicits a reaction from laughter to sadness.

A customer’s emotional reaction to an advertisement has a far greater impact on what they buy than the ad content itself. Brands know this and leverage it to drive customer behavior. It’s why the commercials that made you cry before the Super Bowl halftime show stuck in your memory — and perhaps why you can’t remember the products advertised during your favorite sitcom.

Today, we’re going to take a look at three of the most powerful emotions marketers can use to develop real, human relationships with their customers.

1. Joy

Few things in life are as sweet as joy. Associating joy emotion with your brand can most certainly drive recognition. Whether the ad evokes excitement over a new offer or shares a hopeful sentiment to brighten a prospect’s day, when your audience feels the warm fuzzies, they’ll undoubtedly feel compelled to pass it on. Studies also show that people are more likely to share positive content.

2. Nostalgia

No, you don’t need to make your audience weep. Instead, opt for the sweet sentimental. Take for example this commercial from Publix supermarket that makes use of familiarity and ends on a positive note. A relatable story that tugs at the heart strings also inspires action.



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3. Amusement

Laughter is a powerful reaction that increases the production of endorphins and helps reduce stress. Using humor in your marketing can a reprieve from the dull messages filling their inboxes, grab their attention and keep them coming back for more. Don’t be afraid to throw in a line of playful quip into email copy — but steer clear of offensive jokes that could land your brand in hot water.


The best way to appeal to your audience’s emotions is to be authentic and know your audience. Understand your subscribers through data and tailor your message to their wants, needs and behaviors. By combining personalization with emotional targeting, you can make a lasting impact on each and every prospect and customer.

Topics: Email Marketing, Email Intelligence, Personalization

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