The Psychology Behind What Makes People Open Emails
You spend time writing the perfect email, crafting valuable content, and designing the layout, but if no one opens it, none of that matters.
So how do you get more people to open your emails?
Sure, subject lines play a big role. But why certain subject lines work (and others fall flat) is rooted in human psychology.
Let’s break down the real reasons people open emails—and how you can use these insights to boost your open rates without resorting to clickbait.
1. Curiosity: The Brain’s Need for Closure
We’re wired to want to know. When something feels incomplete or uncertain, our brains itch to resolve it. This is called the “curiosity gap.”
Example subject lines:
-
“You’re making this mistake (and it’s costing you)”
-
“This one tweak doubled my open rates”
-
“What would you do in this situation?”
These subject lines spark a question in the reader’s mind—one they can only answer by opening the email.
How to use the Psychology:
Tease the content without giving it all away. Just don’t mislead—curiosity works best when you actually deliver the answer inside.
2. Relevance: “This Is For Me”
Your audience’s inbox is a battlefield. To win the open, your email has to feel personal and relevant.
The brain filters information by asking:
“Does this matter to me right now?”
Example subject lines:
-
“Struggling to grow your email list? Read this.”
-
“Coaches: Stop doing this in your launch strategy”
-
“For busy founders who want more time back…”
How to use the Psychology:
Use segmentation and tags to tailor your subject lines to specific needs, roles, or stages. Make it feel like the email was written just for them.
3. Familiarity: We Open What We Know
People are more likely to open emails from people (or brands) they recognize and trust. This is known as the mere-exposure effect—the more we’re exposed to something, the more we tend to like and trust it.
How to use the Psychology:
-
Use a recognizable “from” name (your personal name or consistent brand name)
-
Build a consistent tone and voice
-
Email consistently (not once every 6 weeks)
Over time, your subscribers will see your name in their inbox and think, “Oh, I like their stuff.” That alone can get the click.
4. Urgency & FOMO: The Fear of Missing Out
Fear is a powerful motivator—especially the fear of missing something.
Emails that hint at time-sensitive offers or disappearing opportunities tend to get opened fast.
Example subject lines:
-
“Last chance to enroll (closes at midnight)”
-
“Doors are closing—are you in?”
-
“Only 2 spots left in the program!”
How to use it:
Use urgency sparingly and honestly. Fake urgency erodes trust. But if a real deadline exists, use it to nudge action.
5. Emotion: We Open What We Feel
Whether it’s curiosity, excitement, nostalgia, or even fear—emotion grabs attention.
Example subject lines:
-
“I almost quit… here’s what stopped me”
-
“Why this launch broke my heart (and what I learned)”
-
“Feeling stuck? Read this.”
Emotionally charged subject lines stand out in a sea of “3 tips to do X” emails.
How to use the Psychology:
Don’t be afraid to show vulnerability, humor, or passion. People connect with people—especially when it feels real.
6. Specificity: Clarity Beats Clever
While curiosity can hook people, sometimes a clear, specific subject line outperforms a clever one—because the brain prefers predictability when the stakes are higher.
Example subject lines:
-
“Free webinar: 5 ways to grow your list in 30 days”
-
“New video: How to write emails that sell”
-
“Download your 10-step launch checklist.”
These give the reader confidence that they’re clicking into something worthwhile.
How to use it:
If you’re promoting content or delivering value, don’t bury the lead. Be specific about what’s inside.
Final Takeaways on The Psychology Behind What Makes People Open Emails
When you understand what’s happening in your reader’s brain, you can write emails that get opened and read.
Here’s a quick recap of psychology triggers that influence opens:
-
Curiosity: Create a question they want answered
-
Relevance: Make it feel personal and timely
-
Familiarity: Show up consistently with a recognizable tone
-
Urgency: Give real reasons to act now
-
Emotion: Make them feel something
-
Specificity: Let them know exactly what they’re getting
Every subject line is a mini-invitation. The more you understand your audience—and how their minds work—the more likely they’ll say yes to opening.
