Better email marketing result with these 7 psychology tactics

Email marketing is more than just sending an e-mail on a regular basis; it’s about connecting with your audience (on a more "deeper" level). It’s about building trust, sparking action and standing. You're one of the hundreds of mails that your subscribers get in their mailbox. But don't worry, there are psychological ways to grab their attention. Understanding the psychology behind human behaviour can take your email campaigns from "meh that will do" to downright irresistible.
By understanding how people think and behave, you can create emails that grab attention, encourage engagement and turn readers into loyal customers. In this blog article, we’ll explore seven psychology-backed strategies to help you take your email marketing to the next level.
1. Personalization: make it feel like a conversation
Personalization goes way waaay beyond than just adding a first name to the subject line (everyone does that nowadays, so it doesn't make you stand out). Personalization is about creating an email that really feels like custom-made for your reader, like you truly understand what they want and need. When your emails feel relevant, they cut through the clutter and grab attention.
Why will it work?
People are naturally drawn to things that focuses on them. An email that feels personal, makes the readers feel seen and valued so they are more likely to engage.
How to personalize your newsletter like a pro:
- Behavior-based targeting: Use past purchases, browsing history or email interactions to craft highly relevant messages. For example, “We noticed you loved our winter coats—check out what’s trending for spring.”
- Geo-targeting: Personalize your offers based on where your audience is located. “It’s a rainy day in Ghent: perfect for a cozy night in with 20% off heated blankets.”
- Segmentation: Group your audience based on their interests, demographics or past purchases and send content that speaks directly to them. This will take some time to set up.
Advice: According to Campaign Monitor, personalized emails boost open rates by an average of 29%. A little extra effort in targeting the right people can make a big difference!
2. Scarcity and urgency: FOMO is real
Nobody likes feeling left out, that’s why the fear of missing out (FOMO) is such a powerful motivator (make use of anxiety 🙃🤷♀️). Limited-time deals, exclusive offers or low-stock alerts create a sense of urgency, encouraging people to act quickly so they don’t miss out on something great.
Why will it work?
We’re more driven to avoid loss than we are to seek gains. When something feels scarce, it automatically feels more valuable.
How to create urgency:
- Highlight exclusivity: Use phrases like “Just for our first 100 subscribers” or “Hurry! Only a few spots left!” to make your audience feel special.
- Add a countdown timer: Show a ticking clock in your email to let people see exactly how much time they have before an offer expires.
- Create urgency: Send alerts like “Only 5 left in stock!” to nudge customers to act before it’s too late.
Advice: Keep it genuine. Fake scarcity (“Offer extended again!”) can erode trust over time and don't overdo promotions.
3. Social proof: show that others love you
Humans are social creatures and we look to others for cues about what to trust. Whether it’s customer reviews, user-generated content or big numbers, social proof reassures readers and builds confidence in your brand.
Why will it work?
Seeing that others love your product reduces decision-making anxiety. If 10,000 people already trust your service, it must be good, right?
How to use social proof effectively:
- Customer reviews: Highlight standout reviews with phrases like, “Rated 4.9/5 by 20,000 happy customers.”
- Testimonials: Share real success stories. Bonus points for including photos or videos for authenticity.
- Influencer endorsements: Show how well-known personalities use your products.
- Big numbers: “Join 10,000+ happy customers” is a simple yet effective way to establish credibility.
Advice: Combine social proof with urgency for maximum impact, like: “10,000 people bought this in the last 24 hours—don’t miss out!”
4. Curiosity: spark interest, drive action
Curiosity is one of the most effective ways to grab attention. A well-crafted subject line or teaser text can leave readers wanting more and they’ll click through to satisfy their need to know.
Why will it work?
Curiosity creates a mental itch. It’s called the “curiosity gap,” and people feel compelled to close it by seeking out the missing information.
How to build curiosity in your emails:
- Intriguing subject lines: Use teasers like “You won’t believe what’s trending this month…” or “Here’s the secret to [insert benefit].”
- Tease the outcome: Promise valuable insights without giving it all away. For example, “Discover the 3 simple steps that doubled our sales.”
- Use preview text wisely: Pair your subject line with a complementary first line in the email to deepen curiosity.
Advice: Don’t overpromise. Make sure your email delivers on the curiosity sparked by your subject line.
5. Reciprocity: give first, then ask
Want your audience to engage with you? Start by giving them something valuable—no strings attached. When you offer freebies or exclusive perks, you create goodwill that encourages readers to return the favor.
Why will it work?
When someone receives something, they feel a natural urge to reciprocate. It’s human nature.
How to build reciprocity into your emails:
- Exclusive freebies: Share downloadable resources like guides, checklists, or templates.
- Early access: Give VIP subscribers a first look at sales or new products.
- Actionable tips: Provide real value in every email, whether that’s expert advice, a quick how-to, or a life hack.
Advice: Use clear, action-driven CTAs, like: “Download your free guide and start achieving your goals today.”
6. Anchoring: make your deals irresistible
Anchoring is all about presenting a higher reference point to make your offer seem like an incredible bargain. For example, showing a $200 price slashed down to $120 makes the $120 feel like a steal.
Why will it work?
People naturally compare prices, and the first number they see (the anchor) heavily influences their perception of value.
How to anchor effectively:
- Show savings: Always display the original price next to the discounted price. “Was $200, now $120” is more compelling than just “$120.”
- Bundle offers: Highlight the total value of a package, then show the discounted bundle price.
- Use clear language: Phrases like “Save $80” or “50% off” make the deal feel tangible.
Advice: Anchoring works especially well for premium products or time-sensitive offers.
7. Foot-in-the-door technique: start small, upsell later
The foot-in-the-door technique involves starting with a small request to build momentum toward bigger commitments. It’s perfect for onboarding new subscribers or nurturing leads over time.
Why will it work?
People want to stay consistent with their past decisions. Saying “yes” to a small ask makes them more likely to agree to a larger one later.
How to implement this technique:
- Free trials: Offer a free trial to get readers invested in your service.
- Low-entry offers: Start with inexpensive products before introducing premium options.
- Nurture sequences: Use follow-up emails to gradually encourage bigger commitments.
Advice: Make the initial request as simple and low-friction as possible to get that first “yes.”
Bonus tips: level up your email marketing
To make these psychological tactics even more effective, pair them with technical best practices:
- A/B test everything: Experiment with subject lines, CTAs, and layouts to see what resonates.
- Optimize for mobile: Over 70% of emails are opened on mobile devices, so make sure yours look flawless on small screens.
- Timing matters: Test different send times to find when your audience is most active.
- Keep CTAs clear: Every email should have one strong, actionable CTA to guide readers toward the next step.
Final thoughts: master the psychology of email marketing
The best email campaigns don’t just deliver messages—they connect, engage, and inspire action. By weaving these seven psychological principles into your strategy, you can create emails that stand out in crowded inboxes and deliver real results.
Here’s your quick recap:
- Personalize to make your emails feel relevant.
- Use FOMO to create urgency.
- Leverage social proof to build trust.
- Spark curiosity with intriguing subject lines.
- Offer value first to inspire reciprocity.
- Use anchoring to highlight your deals.
- Start small with the foot-in-the-door technique.
Now it’s your turn! Apply these tactics, test what works, and start creating emails your audience can’t resist. Happy emailing!