“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 Proven Ways to Boost Your Email Open Rates
1. Build Your List the Right Way (No Shortcuts)
Here's the thing about email lists: bigger isn't always better. You want people who actually want to hear from you, not random contacts you bought from some sketchy database.
When someone opts in to your emails, they're telling you they're interested in what you have to say. That interest translates directly into higher open rates.
Set up a double opt-in system where people confirm their email address after signing up.
Yes, you'll lose some subscribers in the process, but the ones who stick around are gold. They've taken two actions to hear from you, which means they're serious about your content.
Make your signup process crystal clear about what people are getting into. Don't be vague with promises like "valuable content." Tell them exactly what they'll receive, how often, and why it matters to them.
Maybe throw in a signup incentive like a discount code or free guide, but make sure it's something your ideal customers actually want.
Stop adding people to your list without permission. It doesn't work, it ticks people off, and it can get you in legal trouble. Clean house if you've been doing this.
2. Get Your GDPR House in Order
GDPR isn't just about avoiding lawsuits (though that's important too). Following these rules actually helps you build a better email list. When you're forced to get explicit permission before adding someone to your list, you naturally end up with more engaged subscribers.
Your signup forms need to be clear about what people are agreeing to. No pre-checked boxes or buried consent language.
Make it obvious what they're signing up for, and always give them an easy way out.
Being transparent about how you handle data builds trust. People are more likely to engage with emails from companies they trust.
Keep your privacy policy updated and actually readable – skip the legal jargon when possible.
Even if you're not based in Europe, follow GDPR guidelines anyway. They're becoming the global standard, and your email marketing will be stronger for it.
3. Cut the Dead Weight
That subscriber count you're so proud of? It might be hurting your open rates.
If half your list hasn't opened an email in six months, those people are dragging down your stats and potentially damaging your sender reputation.
Run a win-back campaign before you start cutting people. Send a "We miss you" email with a compelling offer or ask directly if they want to stay on your list.
Make it easy for them to update their preferences or reduce email frequency instead of unsubscribing completely.
If they don't respond to your win-back attempts, it's time to let them go. A smaller list of engaged subscribers will outperform a huge list of inactive ones every time.
Email providers notice when people ignore your emails, and they'll start filtering your messages accordingly.
Make list cleaning a regular habit. Set a quarterly reminder to review your inactive subscribers and decide who stays and who goes.
4. Stop Sending the Same Email to Everyone
Mass blasting the same message to your entire list is lazy marketing.
Your subscribers have different interests, shopping habits, and engagement patterns. Treat them accordingly.
Start simple with basic segments like new subscribers, repeat customers, and people who haven't purchased yet. Even this basic level of targeting will improve your results.
As you get more sophisticated, you can segment based on purchase history, website behavior, or engagement levels.
Someone who bought from you last week needs different emails than someone who's been on your list for months without buying anything.
A subscriber who always clicks on your product updates wants different content than someone who only opens your weekly newsletter.
The more relevant your emails feel to each subscriber, the more likely they are to open them. It's that simple.
Your subscribers have different interests, shopping habits, and engagement patterns. Treat them accordingly.
5. Strike While the Iron's Hot
When someone signs up for your list, they're at peak interest in your brand. Don't waste that moment by waiting to contact them. Send a welcome email within hours, not days.
Your welcome email sets expectations for the entire relationship.
Use it to deliver immediate value – maybe a discount code, exclusive content, or just a warm introduction to your brand. Make them glad they signed up.
Personalize it beyond just dropping their name into the subject line.
If they signed up after downloading a specific guide or browsing certain products, reference that. Show them you're paying attention.
Consider creating a welcome series instead of just one email.
Spread your introduction across several messages over the first week or two. This keeps you top of mind during that crucial early period when they're most likely to engage.
6. Put a Human Face on Your Emails
Nobody gets excited about emails from "noreply@company.com" or "Company Name Marketing Team." People connect with people, not faceless corporations.
Pick someone from your team to be the face of your emails. It could be your CEO, your head of customer service, or even a fictional character that represents your brand. The key is consistency – stick with the same sender name so people recognize your emails.
Make sure the email address people can actually reply to if they want. "No-reply" addresses feel cold and corporate.
When people can respond to your emails, some will, and those conversations can be incredibly valuable for building customer relationships.
Test different sender names with different segments of your list.
You might find that your B2B customers respond better to your CEO's name, while your B2C customers prefer hearing from your head of customer success.
7. Don't Ignore Your Preview Text
Most people don't realize they can control the text that appears next to their subject line in the inbox.
This preview text is valuable real estate that can make or break someone's decision to open your email.
Use preview text to complement your subject line, not repeat it. If your subject line creates curiosity, use the preview text to add urgency or additional context.
Think of it as your second chance to convince someone to open your email.
Keep it short – around 40-100 characters is the sweet spot for most email clients. Front-load the important information since it might get cut off on mobile devices.
If you don't set preview text, email clients will pull the first line of your email content, which could be something boring like "View this email in your browser." Don't let that happen.
8. Master the Art of Subject Lines
Your subject line is your email's first impression, and it better be a good one. With dozens of emails competing for attention in every inbox, yours needs to stand out.
Speak directly to your audience's problems and desires. Instead of generic subjects like "Newsletter #47," try something like "The mistake that's costing you customers" or "Your competitors are doing this (are you?)."
Keep it short and punchy. Most email clients cut off subject lines after 30-60 characters, so get to the point quickly. Every word needs to earn its place.
Test different approaches systematically. Try urgent vs. curious, long vs. short, question vs. statement. What works for your audience might surprise you.
Don't just guess – let the data tell you what works.
9. Learn from Your Unsubscribes
When someone unsubscribes, resist the urge to just delete them and move on. These people just gave you valuable feedback about your email program, even if they didn't mean to.
Set up a simple exit survey that asks why they're leaving. Keep it short – maybe 5-6 multiple choice options plus a text field for additional comments.
Common reasons include too many emails, irrelevant content, or poor timing.
Actually use this feedback to improve your program. If people consistently say you email too often, maybe you do.
If they're not finding your content relevant, your segmentation probably needs work.
Before someone leaves completely, offer alternatives. Maybe they'd prefer weekly emails instead of daily ones, or only want to hear about sales and special offers. Give them options to stay connected on their terms.
10. Make Every Email Worth Opening
The best way to improve your open rates long-term is to consistently deliver value. When subscribers know your emails are worth their time, they'll prioritize opening them.
Be selective about what you send. Not every company update, blog post, or minor promotion deserves to be in someone's inbox. Ask yourself: "Would I be happy to receive this email?" If the answer is no, don't send it.
Each email should have one clear purpose and call to action. Don't try to cram everything into one message. Whether you want people to read a blog post, shop a sale, or try a new product, make that the focus.
Pay attention to your metrics and adjust accordingly. If your open rates are dropping, or people are unsubscribing more than usual, something needs to change.
Maybe you're sending too frequently, or your content isn't hitting the mark.
Remember: your subscribers' inboxes are crowded, competitive spaces. Every email you send is competing with messages from friends, family, and other businesses they care about. Make sure yours is worth the click.
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 advice 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.
