System 1 vs System 2: Writing Email Copy for Both Brains 🧠

You’re not just writing emails. You’re writing for two brains.

In this From the Hammock episode, Kath Pay explains Daniel Kahneman and Amos Tversky’s famous concept of System 1 and System 2 thinking—and why it matters for your email marketing.
– System 1 → fast, instinctive, emotional (where decisions start)
– System 2 → slow, logical, analytical (where decisions are justified)

Most marketers only write for System 2, assuming people calmly read every word. But in reality, your subscribers are skimming, scanning, and reacting.

👉 The best-performing emails hook System 1 first with emotion, curiosity, and design—and then satisfy System 2 with logic, benefits, and detail.

Ask yourself: does your copy speak to the gut and the brain?