“Man, I wish my inbox was filled with more emails with the same subject line!”
…said no one ever.
It might be sour news for marketers but your potential customer’s inbox is already filled with junk and unopened newsletters. Attention and clicks are hard to come by in this environment.
That sucks because making content for your newsletter is a lot of work and that work goes unnoticed when people don’t click, let alone read your emails.
Your email campaigns deserve a fighting chance, don’t you agree?
Imagine transforming your email marketing campaigns so that your messages consistently stand out and get opened.
What if your subject lines were irresistible, your timing impeccable, and your content so compelling that people couldn’t wait to see what you’ll send next?
By making a few strategic changes, you can dramatically increase the number of people who open and read your emails, leading to greater engagement and improved conversions.
In this article, we’ll explore ten proven ways to increase your email open rates. These actionable strategies will help you reach more people, boost your engagement, and ultimately drive better results from your email marketing campaigns.
Average Email Open Rates Across Industries
A huge thanks to HubSpot for sharing the expansive average email open rates statistics across industries in the table below.
HubSpot says that a decent average email open rate is close to around 20 percent and above. Around that mark regardless of the industry, niche, and type of business.
According to Mailchimp, the average email open rate across all users is around a much higher 35.63%.
Sources: Constant Contact, Mailerlite, Omnisend, Mailchimp, and GetResponse.
Benefits of Increased Email Open Rates
Brand Equity: They Remember, Even If They Don’t Open
On top of the usual numbers thrown about, such as email marketing delivers highest ROI, there are certain semi-tangible benefits to email marketing.
One that’s often forgotten is “brand equity” or mind share of your brand. Each time your branded email lands in an inbox, your recipients see your brand name.
They remember you. Your brand name pops up regularly in their lives.
Plus, you can measure it all. That’s more brand equity per brand than you can ever hope to achieve (without plonking truckloads of money on exclusive branding or reach campaigns).
Boosting Other Metrics, On The Shoulder of Better Email Open Rates
Better open rates signify warmed-up audiences. People are warming up and are open to receiving your email campaigns (signs that you are doing well. Kudos!).
This then leads the pathway for you to test several other metrics critical for email marketing success -- click-rates, email replies, ROI from each email campaign or broadcast, and more.
More email recipients interact, engage, and reply. This gives you a wealth of rich data to form better decisions, and receive feedback for making changes to your campaigns or even brand positioning.
Note: Email open rates are only one of the several other email marketing-specific metrics and KPIs you’ll monitor. There are others such as click-through rates, specific link clicks, email bounces, unsubscribes, and more.
Better Audience Qualification
Not everyone is your ideal customer. Not even if they signed up to your email list.
With email open rates ever so slightly beating your industry benchmarks, you have more opportunities to qualify your audiences -- thanks to the continuous data you receive, answers to questions you ask, and the feedback you got throughout sending emails for a while.
Data enriching, on the fly.
Plus, while segmenting and sorting your email audiences you can move on to even more valuable tasks of calculating Customer Lifetime Value (LTV), pull out MQL (marketing Qualified Leads), and SQL (sales qualified leads).
Automatic data enrichment makes your future email marketing campaigns more relevant, personalized, appropriate, and timely -- leading to more revenue.
10 Best Tips To Increase your Email Open Rates
1. Make Sure Your Email List Has Opted In
One of the most important steps in improving your email open rates is ensuring that everyone on your list has opted in to receive your emails. This means that they have actively chosen to hear from you, usually by filling out a form or ticking a box on your website.
When subscribers opt in, they are more likely to be interested in your content, which leads to higher engagement and better open rates.
Always use a double opt-in process where subscribers confirm their email address to prevent fake sign-ups and ensure a higher quality list. By using an opt-in process, you also protect your brand from being marked as spam.
When subscribers voluntarily opt-in, they are less likely to report your emails as spam, which can negatively affect your deliverability. Moreover, engaged subscribers are more likely to open your emails, increasing your open rates over time.
If you’re still using purchased lists or adding people without their consent, it’s time to stop. Not only is it ineffective, but it also damages your reputation and can lead to legal consequences.
To maximize the effectiveness of your opt-in strategy, make the sign-up process straightforward and transparent.
Explain what type of content subscribers will receive, how often, and why it will benefit them. This sets clear expectations and attracts subscribers who are genuinely interested in your brand.
Consider adding an incentive, like a discount or free resource, to encourage more sign-ups.
Lastly, regularly review your opt-in process to ensure it’s still effective. As your business evolves, your target audience might change, and so should your sign-up process.
Keep testing different approaches to see what works best in attracting engaged subscribers who are eager to open and interact with your emails.
2. Comply with GDPR
Compliance with GDPR (General Data Protection Regulation) is not just a legal requirement; it’s also a trust-building opportunity that can positively impact your email open rates.
GDPR mandates that you obtain explicit consent from EU subscribers before sending them marketing emails, and you must be transparent about how their data will be used. This transparency builds trust, which can increase engagement and open rates over time.
Make sure your sign-up forms, privacy policies, and email practices are GDPR-compliant, even if your business is not based in the EU.
In addition to protecting your business from legal risks, GDPR compliance can improve your email list quality.
By requiring explicit consent, you filter out those who are not truly interested in your content. A list of engaged, consenting subscribers is more likely to result in higher open rates.
To stay compliant, always include an easy way for subscribers to opt out, and promptly honor their requests. This shows respect for their preferences and keeps your list focused on those who want to hear from you.
Being GDPR-compliant also means being transparent with your subscribers about what they can expect from your emails.
Clearly state how often they will hear from you, what kind of content they’ll receive, and how their data will be used. This clarity reduces the likelihood of surprises that can lead to unsubscribes or low engagement.
Finally, staying updated on data protection regulations like GDPR is crucial. As laws evolve, so should your email practices.
Regularly review your policies and update your subscribers on any changes. Keeping your audience informed and respecting their data privacy is not only good for compliance but also fosters a positive relationship that can lead to better open rates.
3. Trim Your Email List When Necessary
A bloated email list might seem like a good thing, but in reality, it can hurt your open rates and overall email marketing performance. If your list is full of inactive subscribers—those who haven’t opened your emails in months—it’s time to consider trimming it down.
While it may feel counterintuitive to remove people from your list, doing so can actually improve your email open rates and ensure that your messages are reaching the most engaged audience.
Start by identifying subscribers who haven’t opened or clicked on your emails in a while, say six months to a year.
Before you remove them, send a re-engagement campaign to see if you can win them back. Offer them something valuable, like a special discount or exclusive content, and ask if they still want to receive your emails.
If they don’t respond, it’s a sign that they’re no longer interested, and it’s time to remove them from your list.
Trimming your list also helps maintain your sender reputation, which is crucial for deliverability.
Email providers monitor how recipients interact with your emails, and if a large percentage of your list is inactive, your emails are more likely to be marked as spam.
A smaller, more engaged list will result in higher open rates and better overall performance, as your emails will be sent to people who are genuinely interested in your content.
Regularly cleaning your email list should be part of your ongoing email marketing strategy. Set up a schedule, such as quarterly or bi-annually, to review and trim your list.
4. Segment Your List
Segmentation is one of the most powerful strategies for improving your email open rates.
By dividing your email list into smaller, targeted groups based on specific criteria—such as purchase history, browsing behavior, or demographic information—you can send more personalized and relevant content.
When subscribers receive emails that speak directly to their interests and needs, they’re much more likely to open them.
Each email you send is an opportunity to engage your subscribers and build a relationship, so it’s essential to make every message count. This means ensuring that every email delivers value, whether through useful information, exclusive offers, or compelling content.
Start by analyzing your audience and identifying key segments that make sense for your business.
For example, you might create segments for new customers, loyal customers, or subscribers who haven’t purchased in a while. Tailor your messaging and offers to each group, addressing their specific pain points and motivations.
Advanced segmentation can also include behavioral data, such as past interactions with your emails or website.
For instance, if a subscriber frequently clicks on emails about a specific product category, you can create a segment for them and send more targeted content related to that category. The more relevant your emails are, the higher your open rates will be.
Don’t forget to review and update your segments regularly. As your subscribers’ behavior and preferences change, so should your segmentation strategy.
5. Email New Subscribers in the First 24 Hours After They Sign Up
Timing is critical when it comes to engaging new subscribers. The first 24 hours after someone signs up for your email list is the optimal window to reach out. During this period, your brand is still fresh in their minds, and they are most likely to be receptive to your messages.
Sending a welcome email immediately after sign-up not only sets the tone for your relationship but also establishes a connection that can lead to higher open rates in future emails.
Your welcome email should be more than just a greeting—it’s your first opportunity to make a lasting impression. Use it to introduce your brand, highlight what subscribers can expect from your emails, and offer something of value, such as a discount code or exclusive content.
A well-crafted welcome email encourages recipients to engage with your brand right away, increasing the likelihood that they’ll open future emails.
Make sure your welcome email is personalized. Address the subscriber by name and, if possible, tailor the content to their interests based on how they signed up.
For example, if they joined your list after downloading a specific guide or browsing a particular product category, reference that in your email. Personalized content feels more relevant and increases the chances that your new subscriber will continue to engage with your emails.
Finally, consider creating a welcome email series rather than just a single email. A welcome series or flow allows you to gradually introduce your brand, showcase your products or services, and build a relationship with your new subscribers.
This approach not only helps to keep your brand top of mind but also leads to higher open rates as subscribers look forward to receiving more valuable content from you.
6. Send Your Email From an Individual’s Name, Not Your Company
Personalization extends beyond the content of your emails—it also includes the sender’s name. Emails sent from a specific person within your company, rather than a generic company name, are more likely to be opened.
This approach makes your emails feel more personal and less like mass marketing, which can increase open rates.
When subscribers see an email from a real person, it gives the impression that the email is more likely to contain valuable or important information, rather than just another promotional message.
This is especially true for small and medium-sized businesses where building a personal connection with customers is crucial. Use the name of a team member who frequently interacts with customers, such as your customer service manager or CEO, to make your emails feel more relatable.
To further boost your open rates, ensure that the email address associated with the sender’s name is one that subscribers can reply to. A no-reply email address can feel impersonal and discourages interaction.
By using a reply-friendly address, you open the door for communication, which can enhance customer relationships and encourage subscribers to engage more with your emails.
It’s also important to test this strategy to see what works best for your audience. You might find that different segments of your list respond better to different sender names.
A/B testing various names and email formats can help you determine the most effective approach for improving open rates and overall engagement.
7. Craft Preview Text for Each Email
Preview text, also known as the email preheader, is the short snippet of text that appears next to or below the subject line in your subscribers’ inboxes. This text gives recipients a glimpse of what’s inside the email and can significantly impact whether they decide to open it.
Crafting a compelling preview text that complements your subject line can greatly improve your open rates.
Your preview text should be concise and informative, providing a clear reason for subscribers to open your email. Avoid simply repeating the subject line—instead, use this space to offer additional context or tease the content inside.
For example, if your subject line is "Exclusive Sale Just for You," your preview text could be "Save up to 50% on our best-selling products—limited time only!" This approach creates curiosity and urgency, encouraging subscribers to click.
It’s important to keep your preview text short and to the point. Many email clients only display a limited number of characters, so make sure the most important information is front-loaded.
Aim for around 40 to 100 characters to ensure that your message is fully visible on all devices, including mobile.
Finally, regularly test and optimize your preview text just as you would with subject lines. Experiment with different styles, tones, and lengths to see what resonates most with your audience.
Over time, you’ll develop a better understanding of what types of preview text are most effective at boosting your open rates.
8. Write Click-Worthy Subject Lines
Your subject line is the first thing subscribers see in their inbox, and it plays a crucial role in whether they choose to open your email. An un-ignorable subject line grabs attention, piques curiosity, and encourages action.
To improve your email open rates, focus on crafting subject lines that are clear, concise, and relevant to your audience.
Start by understanding your audience’s pain points, interests, and motivations. Your subject line should speak directly to these factors, offering a solution, benefit, or intriguing statement that prompts subscribers to open the email.
For example, if you’re targeting budget-conscious shoppers, a subject line like "Save Big on Your Favorite Items—Today Only!" could be highly effective.
Keep your subject lines short and sweet. Most email clients display only the first 30 to 60 characters, so it’s important to get your main message across quickly.
Avoid filler words and focus on the key information that will drive opens. Including numbers, special offers, or personalized elements can also make your subject lines stand out in a crowded inbox.
Finally, regularly A/B test your subject lines to find out what works best for your audience. Test different lengths, tones, and approaches to see which ones result in higher open rates.
Over time, you’ll gather valuable insights that will help you craft even more effective subject lines, keeping your emails at the top of your subscribers’ priority list.
9. Ask for Feedback When Someone Unsubscribes From Your List
When a subscriber decides to unsubscribe from your email list, it can feel discouraging, but it also presents an opportunity to gather valuable feedback.
By asking unsubscribers why they’re leaving, you can gain insights that help you improve your email strategy and potentially reduce future unsubscribes.
This feedback can inform changes that may ultimately lead to better engagement and higher open rates from your remaining subscribers.
Make the feedback process simple and straightforward.
After a subscriber clicks the unsubscribe link, direct them to a brief survey where they can choose from a list of reasons for unsubscribing, such as receiving too many emails, content not being relevant, or switching to a competitor.
You can also include an option for them to provide more detailed feedback if they wish. This information is crucial for understanding what may be causing disengagement.
Use the feedback to refine your email strategy.
For example, if a significant number of unsubscribers indicate that they’re receiving too many emails, you might consider reducing your email frequency or offering subscribers the option to choose how often they hear from you.
If content relevance is an issue, it could be a sign that your segmentation needs improvement, so you can deliver more targeted and personalized content.
Finally, consider offering an alternative to unsubscribing, such as the option to receive fewer emails or only specific types of content.
This gives subscribers more control over their experience and can sometimes prevent them from leaving your list altogether.
By showing that you value their preferences, you not only gather helpful feedback but also demonstrate your commitment to providing a positive experience, which can help maintain a healthier, more engaged subscriber base.
10. Make Every Email Count
Each email you send is an opportunity to engage your subscribers and build a relationship, so it’s essential to make every message count. This means ensuring that every email delivers value, whether through useful information, exclusive offers, or compelling content.
Start by being selective about what you send. Resist the urge to flood your subscribers’ inboxes with frequent, low-value messages.
Instead, focus on quality over quantity. Each email should have a clear purpose and provide something that your subscribers will appreciate.
This could be a special discount, insider news, helpful tips, or a personalized product recommendation based on their past behavior.
Clarity and relevance are key. Make sure your emails are easy to read and understand, with a clear call to action that guides the subscriber on what to do next.
Whether it’s making a purchase, reading a blog post, or filling out a survey, the action should be obvious and aligned with the content of the email. The more relevant and actionable your emails are, the more likely your subscribers will engage with them.
Regularly review and refine your email content strategy. Analyze your email performance metrics, including open rates, click-through rates, and conversion rates, to see what’s working and what’s not.
Use this data to continuously improve your emails, ensuring they remain valuable and relevant to your audience. By consistently delivering high-quality content that meets your subscribers’ needs, you’ll foster a loyal, engaged audience that looks forward to opening your emails.
Bonus Tips: The Latest Proven Tactics to Improve Your Email Open Rate
On top of these 10 tips, I wanted also to highlight some of the best proven tactics we've experimented lately.
I know readers of these blog can be beginners, or advanced email marketers. I want to make sure everyone can find the perfect tactics - so, ahead of the list, I wanted to share our latest best practices everyone can experiment withand try.
Some of these tips might look "simple" - they're not. You'd be surprised how simple tactics are often overlooked, or not used enough to really drive results.
They work.Trust me. :)
Use advanced behavioral segmentation
Every time you can, use advanced behavioral segmentation.
Track what your subscribers do on your website or app. Note the pages they visit and the actions they take. Then, group them based on these behaviors. Send emails that match their interests.
For example, if someone reads articles about gardening, send emails about gardening tips.
This is a powerful advice for two reasons:
- It makes your emails more relevant. People are more likely to open emails that match what they care about. Use tools to help you collect and use this data.
- It helps you understand if some segments of your audience are more engaged than others. Maybe gardening readers are super engaged? Or not at all? This way, you'll quickly find out, and you'll be able to monitor and increase the engagement rate of each segment.
This strategy requires effort and technical setup, but it definitely will boost your open rates.
As much as you can, use dynamic content in subject lines
This is overlooked, because we feel like it doesn't have much impact.
We've tested this heavily. It does.
You haven't yet tried using dynamic content in your subject lines? Try it today.
It means something simple: the subject line changes based on the subscriber's data:
- Use their name or location.
- Mention recent purchases or interactions.
For example, "Alex, ready for your next adventure?"
This catches their eye. It feels personal.
To do this, you need data about your subscribers. Use email marketing tools that support dynamic content.
This approach can make your emails stand out in a crowded inbox. It takes time to set up, but it can lead to higher open rates.
Keep your subject lines time-relevant
This is one of the advices I love the most. Sending an email during the weekend? Refer to the weekend in your subject line.
On Monday? Do the same.
Ahead of spring break? Again, make sure to mention this of your subject line: you'll quickly stand out in your subscribers' inbox.
Create click-worthy emails every time with Panoramata
Improving your email open rates is crucial for the success of your email marketing campaigns.
By implementing these proven strategies—ensuring your email list is fully opted in, complying with GDPR, regularly trimming your list, segmenting your audience, and more—you can significantly boost engagement and achieve better results.
Remember, the key is to consistently deliver value, relevance, and personalization in every email you send.
If you're looking for even more inspiration to craft compelling emails, consider signing up for Panoramata.
We offer access to a vast database of emails from over 18,000 brands, providing endless ideas and best practices to elevate your email marketing. Explore what’s working for others and find the perfect examples to inspire your next campaign.
Don’t miss the opportunity to take your email strategy to the next level—sign up today and banish unopened emails for good!
Frequently Asked Questions
1. What is the ideal frequency for sending emails to improve open rates?
The ideal frequency for sending emails depends on your audience and the type of content you’re sharing. There’s no one-size-fits-all answer, but a good starting point is to send emails at least once a week to stay top of mind without overwhelming your subscribers. If you have valuable content or special offers, you might increase the frequency to twice a week, but always monitor your engagement metrics closely.
2. How can I improve my email open rates if they are currently low?
If your email open rates are lower than you'd like, start by reviewing your subject lines and preview texts. These are the first things subscribers see, and they play a significant role in whether your email gets opened.
Make sure your subject lines are clear, compelling, and aligned with your brand’s voice. A/B testing different versions can help identify which styles resonate most with your audience.
Consider segmenting your email list to ensure your messages are as relevant as possible. Personalized content that speaks directly to the needs and interests of your subscribers is more likely to be opened.
