“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou


Feelings and emotions are the key driver behind our decision-making.


Knowing that your subscribers get tons of messages in their inbox, using the right emotion is increasingly crucial to engaging your audience. Hence why Persado has an Emotional Insights graph inside Predict to help you use the right emotion for your audience.

What are these emotional insights?

Why, I'm so glad you asked! 

It all starts with uploading a a dataset of subject lines and response rates into Predict. This allows our predict algorithm to scan your marketing copy, tag emotions, and analyze how well they perform.

Then, we give you this colourful graph below:

In a nutshell, this graph tells you two things:

  1. The frequency you use different emotions, and
  2. The efficacy of these emotions.

The bigger the bubble, the more your marketing team uses that emotion. The further left an emotion is on the x-axis, the better it is at engaging your audience. In the example above, Gratitude is the best emotion and Urgency is the worst. At the same time, Urgency is the most frequently used emotion.

Uh-oh! Looks like this marketer is leaving money on the table by not using enough Gratitude and Intimacy language. He is also turning customers away by using urgency all the time (don't worry, he isn't the only one).


You're probably in a similar boat, wondering

  1. How can I employ more of the emotions which resonate? And,
  2. Use less of the emotions which fall flat?

Use emotional  insights to improve your marketing copy

Let's turn insights into action, shall we?

Identify which emotions to avoid

It's easy to find out what types of words and phrases turn your customers away.

First, check out the bottom three to five emotions on the right side of the x-axis. Unsure how we define these emotions? I recommend familiarizing yourself with the definitions and examples of each emotion:


For example, next time this marketer writes a subject line in Predict, she should avoid phrases like "you scored", "go, go, go", "attention", or "great savings".

Identify which emotions to employ

You might be wondering, "I understand I need to use more [insert emotion here], but how do I use that emotion in my subject lines?" There's any easy way to learn which subject lines contain your top emotions.

Click on any of the bubbles to open a table of your subject lines containing that emotion. In this example, I clicked on "exclusivity" to find which subject lines contain exclusivity.

You can either write any of these underlined phrases in your subject line, thenPredict it OR you can make a prediction directly from one of these subject lines.

Write an emotional phrase from your dataset in your subject line

Make a prediction from your dataset

Expand your options with Persado Pro

If you find that you're struggling creating variety and still say a lot of the same, it might be worth checking our our testing platform Persado Pro. With Pro, marketers can

  1. Automatically generate content
  2. Access >1.3 billion possible subject lines, and
  3. Learn what works in real time (with machine learning!).

Reach out if you have questions at gosupport@persado.com. We'll get back to you as soon as possible!

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