Think What The Top Brands Know About Email Psychology That You Did Not
Mostly many of us spend hours crafting the “perfect” Email copywriting. The subject line is catchy, the design is sleek, and the call-to-action (CTA) is also clear. But why your open rates are still stuck at 15%, and clicks are barely coming . On the other hand brands like Amazon, Netflix, and Airbnb consistently get 40%+ open rates with their emails.
The Hidden Science Behind High-Performing Emails
What might be their secret?
It’s not that they have better email copywriting tools or bigger budgets. Top brands play on psychology while Email copywriting—the art of tapping into human behavior that influence decisions. They understand how their customers think, what triggers emotions, and why people act (or don’t act) on your message.
In this post, I will take you through the 7 psychological principles which top brands use to increase open rate—and how to apply them to your emails.
Scarcity: Use “Limited Time” instead of “Buy Now”
Every Time Amazon wont say, “Shop our sale.” They say: “Only 3 left in stock—order in the next 2 hours for same-day delivery.”
Humans fear of missing out something is more than they desire gaining something.
A 2023 Neuromarketing study found emails with scarcity language saw 62% higher click-through rates than generic offers.
Your Key Action:
- Use time-based (“Ends tonight”) or quantity-based (“Only 5 spots left”) scarcity.
- Add urgency to your CTA: “Claim your discount before midnight” > “Shop now.
Social Proof: The “Everyone is Doing this” Trap
Netflix will not only recommend shows—they also tell you:
“97% of viewers who watched Stranger Things also binged Wednesday.”
The Science: People mimic others to avoid social risk (a phenomenon called social validation). Emails that showcase popularity (“Join 10,000+ subscribers”) or testimonials (“See why Mary doubled her revenue”) build instant credibility.
Your Key Action:
- Use customer quotes or case studies in your email body.
- Highlight stats: “9 out of 10 users prefer our method.”
Personalization: It’s Not Just About First Names
Spotify’s “Your 2023 Wrapped” campaign become viral not only because it’s colorful but it is hyper-personalized:
“You spent 12,342 minutes listening to indie rock this year. Here’s your playlist.”
Personalized emails generate 6x higher transaction rates. But true personalization does not mean using “[First Name].” It is all about leveraging data to reflect the user’s behavior, preferences, or location.
Your Key Action:
- Use dynamic content: “Based on your love for [Product X], here’s what you’ll adore.”
- Segment audiences based on past purchases or browsing history.
The Curiosity Gap: Why Vagueness Works
Apple’s infamous email subject line: “Tomorrow is just the beginning.”
No details. No product names. Yet it drove millions to tune into their keynote.
The curiosity gap, giving just enough info to interest but not enough to satisfy—activates the brain’s dopamine system. A study by ScienceDaily found curiosity increases information retention by 35%.
Your Key Action:
- “The one mistake killing your conversions (page 3 will shock you).”
- Avoid over-explaining in subject lines.
Reciprocity: The “Free Gift” That Pays Off
Dropbox’s famous referral program email: “You’ve earned 500MB of free storage! Give friends 500MB too.”
Reciprocity is a primary social rule: when someone gives us something, we are forced to give back. Emails offering free value (e.g., guides, discounts, trials) build goodwill and prime subscribers to take action later.
Your Key Action:
- Offer lead magnets: “Download our free 2024 Email Swipe File.”
- Surprise loyal customers: “Here’s a $10 gift—just because.”
Anchoring: How to Make Your Price Feel Like a Steal
Ever noticed how SaaS brands like Shopify show pricing?
“Premium Plan: 299 / month (MostPopular: 99/month).”
Anchoring influence the brain to rely heavily on the first piece of information it sees. By showing a higher price first, the $99 plan feels like a bargain.
Your Key Action:
- Position premium offers first to make mid-tier pricing look affordable.
- Use strikethrough pricing: “
Was 199. Now49.”
The Zeigarnik Effect: Unfinished Stories = Unignorable Emails
Netflix again nails this with: “You’re 75% through The Crown. What happens next?”
The Zeigarnik Effect helps people to remember incomplete tasks better than completed ones.
By reminding users of “unfinished” actions (abandoned carts, unwatched shows), you poke them to close the loop.
Your Key Action:
- Send follow-ups: “You left something behind…”
- Use progress bars: “Complete your profile (60% done).”
Putting It All Together: How to Write customer phycology-Friendly Emails
Top brands don’t rely on guesswork. They combine these principles ruthlessly:
- Subject Line: Scarcity + Curiosity (“The 3am hack that doubled our opens”)
- Body: Social proof + Reciprocity (“Join 5,000 marketers who grabbed our free guide”)
- CTA: Anchoring + Urgency (“Get the 99 p l a n ( w a s 99plan(was299) before Friday”)
Conclusion
Stop Writing Emails—Start Engineering Behavior
The best emails aren’t written; they’re engineered. By tapping into hardwired psychological triggers, you can turn passive readers into obsessed customers.
Start with one tactic (e.g., scarcity in your next promo), track results, and scale what works.
Your Next Step: Audit your last 5 emails. Where could you add scarcity, social proof, or curiosity? Share your “before and after” in the comments!