Emotions sell. Logic justifies.

In email marketing, few things are absolute. But one principle has stood the test of time, scrutiny, and A/B tests: people buy with emotion and justify with logic.

Just think of next-day delivery. It's not always the cheapest option, but it feels right. That surge of "I need this now" beats the logical savings of waiting three extra days.

And that, in a nutshell, is modern buyer behaviour.

Should Email Campaign Ditch Logic Entirely?

Short answer: no.

Long answer: if you remove logic from your emails, you'll lose sales – even if buyers never truly use it.

Here's why: most customers believe they're making rational decisions. They'll scan the specs, compare reviews, calculate efficiency, maybe even open ten tabs. Then… they buy the product that simply "feels right". The one that nudged their emotions just enough. But the logical data? It stays there in the background, validating their decision after the fact.

So no, don't throw out the feature list. But don't lead with it either.

The Psychology of Buyer Behaviour

We all do it. Yes – even you. Even me. I've read the research, inhaled the white papers, stalked the ICO's guidance. I know how marketing works. And still, I've hit "Buy Now" not because the specs convinced me – but because the product hit the sweet spot between desire and justification.

Here's the kicker: we think we're rational. But research consistently shows the emotional brain acts first. Logic trails behind, offering post-purchase reassurance.

So, when crafting your email campaigns, remember you're not battling irrationality – you're working with it.

How to Balance Emotion and Logic in Email Marketing

A high-performing email blends both. Here's how – 

1. Start with emotion

Hook with benefits, feelings, aspirations. Tap into fear of missing out (FOMO), convenience, joy, belonging.

2. Support with logic

Back up the emotion with specs, reviews. ratings, and social proof. Give your subscribers something to point to when they convince themselves they made a smart choice.

3. Use urgency carefully

Time-limited offers don't just drive clicks – they justify spontaneous decisions. It's a classic mix of logic ("It's on sale") and emotion ("I want it now").

Emotion Wins the Click, Logic Seals the Deal

Yes, emotion drives buyer behaviour.

But in email marketing, logic plays a crucial support role.

Strip it out completely, and your subscribers might just click away – convinced you haven't done your homework.

So next time you're building an email campaign, ask yourself:

Does this feel good?

And does it sound smart enough to justify clicking "Buy"?

If yes, you've nailed the balance.