Content Marketing

Marketing Language: What Words And Emotions Deliver The Most?

The average number of emails a person receives daily has been discovered to be 80. We spend around 10 hours daily on our phone browsing through different things happening all around the world.

Even with this rate, the average click through rate (CTR) for a display ad is only around a meager 0.35%. Email campaigns on the other hand, also share the same fate. An email campaign is considered to be successful even if just 25% of the targeted audience opens it. In a time when people are more interested in the story rather than those ads they find meaningless, what should a marketer do?

A team of experts at Persado, a marketing language cloud company, explored the dynamics of response generation. They used machine learning to study thousands of marketing campaigns. These campaigns comprised of millions of different messages with different purposes and billions of varied expressions. At length, the team learned some vital information about emojis, emotions, and their role in building a successful campaign.

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The Research – Marketing Language

The research found that marketing language consists of these 5 major elements:

  • Emotional
  • Functional
  • Descriptive
  • Formatting
  • Positioning

One element that stands out than the rest is the use of emotions. Emotions and emojis can derive meaning out of almost every message. The role of emotions in acquiring a response should never be underestimated.

To further understand the importance of emotions, the contribution of the five major elements towards driving a response is given below:

  1. Emotional – 61.1%
  2. Functional – 31.4%
  3. Descriptive – 17.38%
  4. Formatting – 14.05%
  5. Positioning – 11.88%

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Classification of Emotional Language

The emotional language can be further classified into the following groups:

  • Achievement
  • Exclusivity
  • Safety
  • Anxiety
  • Encouragement

However, different parts of an email consist of different emotions.

The top three emotions used in the subject line are:

  • Achievement
  • Anxiety
  • Gratitude

For the body of the email, the top three emotions are:

  1. Achievement
  2. Luck
  3. Exclusivity

Although all of these groups are closely related, provoking response from the audience is still quite difficult. This difficulty arises due to change in audience responsiveness and widely due to our capacity to explore more language.

Read More: How to use social media to grow your email list?

What’s more?

Emotions might play a major role in deriving a response from the audience. However, it is not the only element responsible for that. Call for actions such as ‘Click Here’, ‘Enter Now’, and others also play a vital role in the process.

For a landing page channel, the average contribution of the five elements is as follows:

  1. Functional – 53.5%
  2. Formatting – 27.74%
  3. Emotional – 16.64%
  4. Descriptive – 14.56
  5. Positioning – 0.63%

For instance: a financial services landing page was observed to get data about the contribution of the elements. The landing page persuaded consumers to sign up for a new credit card offer. From the headline to the functional text, everything in the page was carefully observed.

The factor that contributed most towards driving a response was the call to action CTA (functional) itself. However, the formatting of the functional also contributed greatly towards the cause. Emotional and descriptive elements didn’t contribute that much as both of them gained 9.12% and 8.98% clicks respectively.

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Emojis and symbols

Emojis and symbols are the latest and greatest contributors in provoking a response. Whether it is an e-mail or a text to that girl you like in class, emojis matter the most. Normally known as smileys and technically known as special ASCII symbols, emojis make a hugge difference.

According to the data, the top three formatting categories for all channels in 2015 have been:

  1. Graphical Smileys
  2. Descriptive Smileys
  3. Pictograms

The same categories in 2016 have been:

  1. Descriptive Smileys
  2. Graphical Smileys
  3. Ideograms

However, with emojis the results are not always guaranteed. The heart symbol for instance, was used in around 600 cases and still failed to achieve the desired response in majority of them.

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The five major elements play a vital role in deriving a response from the audience. The specific choice of words, combined with the right emotions can deliver an effective CTA as compared to poor choice of words and symbols.

As machine learning advances further, deeper aspects of language will be studied which will reveal more information about the choice of words a person should adopt. With discoveries like these, each user will be presented with a UX copywriting suitable only for him. Moreover, virtual assistants like Alexa and Siri will learn how to treat different people instead of treating all of them in the same way. Customized articles will be presented suiting everybody’s needs instead of just being a single unit for all.


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