What do human emotions have to do with email ads? In a word, everything.

Although people have become increasingly dependent on machines, the decision-making process remains heavily dependent on human emotion. What triggers those emotions can range from visual to audible stimulation, as well as a plethora of other provocative stimuli.

The psychology of advertising is not just limited to business products and services. Emotions drive political debates, social behavior and even broader economic factors, including consumer confidence and spending habits.

Focus groups are routinely used to “test” public reaction to words, phrases and ideas. The responses from these sample groups of the larger population provide insight for all sorts of marketing campaigns, from fundraising to shopping trends. They are by no means foolproof. But they are a highly effective way to discern which methods elicit positive and negative responses that trigger engagement or a yawn.

Jane E. Raymond, Ph.D., professor of experimental consumer psychology at the University of Wales in Bangor, told the American Psychology Association, "We have the illusion that every image that's flashed up is somehow coded by the brain. Our research suggests that we actually process information in gulps. The brain goes out, grabs a bit of information, digests it, then grabs another bit."

What Raymond describes is a near-perfect example of how the title of an email can make-or-break the link to engagement. This is also where targeted data is key to reaching a receptive mind.

If, for example, a company wants to increase their sales of dog treats, which email subject line is more likely to trigger an emotional reaction that leads to engagement? One simply promoting a sale, or one that says a portion of your next purchase will help save shelter dogs?

While this example may sound like oversimplified common sense, many email ads still miss this brain-triggering goal.

Tugging at heartstrings can be effective. So can shock and/or fear. Political organizations are famous for this. When used with provocative keywords, otherwise boring news events can be transformed into email campaigns that raise millions of dollars for their senders.

Financial services, the entertainment industry and other entities that see the value of direct email marketing are incorporating the psychology of advertising into their outreach.

Among the experts in this field is Nancy Harhut, chief creative officer of the Wilde Agency, which specializes in integrating behavioral science and direct marketing. Ms. Harhut’s formula is impressive and she is not keeping it secret.

For insights and proven strategies on how to create more effective email ads, join Nancy Harhut at the DMA Email Evolution Conference 2015.

This article is brought to you by the DMA. Click here to register for Email Evolution Conference, Feb. 2-4, 2015, in Miami.