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Neuromarketing & Email: What Their Brain Actually Does In the Inbox

Picture of Beth O'Malley

 

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RE:markable is the weekly email about emails. Dropping the latest email marketing news, updates, insights, free resources, upcoming masterclasses, webinars, and of course, a little inbox mischief.

 

You’ve probably heard people calling dopamine the “pleasure chemical.” But in neuromarketing terms, that’s not quite right.

Dopamine is more about anticipation (or if you have ADHD like me, you know how much dopamine impacts your life and brain), the thrill of expecting something good, not necessarily getting it.

That’s where email marketing starts to get very interesting.

 

Dopamine: Fuelling email engagement with anticipation 

You know that feeling when you order something and then get your confirmation email? It’s a rush, right? Well, it’s like your brain is giving you a nudge (your second wave of dopamine).

It’s not the product that excites you necessarily, but instead, the signal of something happening.

You might be shaking your head and thinking that it’s definitely the product that you’re excited for, but scientists confirm that dopamine peaks before the reward, not after.

(Kind of like how writing a to-do list satisfies your brain more than the actual doing…)

Marketers don’t need extravagant incentives because what really matters is sparking curiosity:

  • Use subject lines that tease value: “Something you’re going to want…” or “Can’t wait to show you this.”
  • That spark of anticipation triggers dopamine, and the anticipation fuels engagement.
Ethical marketers lean into anticipation without overpromising, which means building trust rather than relying on clickbait subject lines and gimmicks.

 

Autopilot deletion: Why even “quick deletes” matter

Deleting an email feels like a knee-jerk reaction sometimes, but behind the scenes, our brains are working hard.

This is driven by System 1 thinking: fast, subconscious, pattern-based responses. Yet, even in that blink, brand elements like sender name, logo, or subject line register meaningfully.

We don’t just banish an email off to the junk folder, we process the information that leads us to have that reaction.

That’s why establishing identity through consistent use of BIMI (logo display) and familiar sender details matters. It registers before deletion. 

The brain quietly notes: “I’ve seen this before – that counts.” It’s recognition, not action, that wins attention.

 

Relevance > Reach: Only some emails will ever matter

It’s a simple but very impactful fact to keep in mind as an email marketer. The human brain will always ask, “What’s in it for me?”.

It’s not wrong, it’s biology (and just overall human nature, really, especially with so many digital distractions).

Neuromarketing reminds us that striving for open rates across the board is misguided. Instead, aim for relevance:
  • You don’t need every subscriber to care now
  • Provide value in context, and the right recipients will engage
  • Selective resonance builds loyalty, not volume


Where do the eyes go? Designing for visual flow, not webpage aesthetics

The eyes don’t lie, especially when it comes to email tracking behaviour!

In both promotional and welcome emails, large images and clear titles often command attention more than discount codes or blocks of text. 

Our brains look for:

  1. A strong visual anchor
  2. A clear extension of the subject line (like a relevant, non-repetitive header)
  3. A visual hierarchy – if everything looks the same, nothing stands out
Email isn’t a website, which means it’s not about navbars and promo blocks.

It’s about guided scanning and brand trust, and you don’t build that by spamming or overwhelming your audience.



When “more” stops working: Why generic looks lead to inbox numbness

We’ve all reached a point where our inbox is full of the same old rubbish.

After scrolling through multiple emails with “FREE SHIPPING!” plastered across the subject line, the brain hits mute.

Neuromarketing suggests that it’s freshness that matters, not for the purpose of shock value, but for differentiation in an inbox full of identical content.

That means:
  • Use sparing visuals.
  • Communicate with voice, not clutter.
  • Prioritise clarity over decoration.
Push less to achieve more!



Neuromarketing principles in practice (AKA: What you should be doing)

  • Dopamine = Anticipation

    Tease value but deliver it succinctly, otherwise you’re doomed to go unnoticed and get a one-way ticket to the junk folder.

  • Autopilot Recognition

    Use consistent branding for fast recognition. That way, every email, even if quickly deleted, can register with your audience through your brand information.

  • Selective Relevance

    Focus on context, not universal appeal. People want to know what’s in it for them.

  • Eye-Guided Design

    Align your visuals with hierarchy cues, avoiding too much of the same or veering too far away from the context of the overall email.

  • Novelty Over Clutter

    Stand out through tone and simplicity, not gimmicks and clickbait attempts that destroy loyalty rather than build it.




 Final thoughts: Align, never hijack

Neuromarketing isn’t about manipulation. Like all great marketing, it’s about alignment & knowing your audience. 

You need to understand all of the critical factors that make your emails human, including anticipation, visual cognition, and relevance, and how they work naturally.

It’s our favourite mantra: the right message at the right time.

Ideally, with the right neuromarketing elements!

If you’re thinking about using these insights to level up your strategy or create unique campaigns that honour how brains really work, let’s build that smarter together. 


 

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RE:markable is the weekly email about emails. Dropping the latest email marketing news, updates, insights, free resources, upcoming masterclasses, webinars, and of course, a little inbox mischief.