Open rates aren’t just about catchy subject lines — they’re about trust, timing, and value.
Clickbait might get you one open. But if your content disappoints, that reader won’t open the next one. Sustainable open rates come from consistent relevance — not cheap tricks.
This guide covers how to increase your open rates ethically, using methods that build long-term reader engagement and email credibility.
Understand What “Open Rate” Really Means Today
Open rates used to be a reliable metric. But with Apple Mail Privacy Protection (and other client-side blockers), they’ve become… fuzzy.
So instead of obsessing over the number, focus on what drives the action:
- Does your subject line offer real value?
- Is your name in the inbox trusted and recognized?
- Have your past emails trained readers to expect quality?
High open rates are the result of a good relationship, not just good writing.
Segment Before You Send
Stop blasting the same email to everyone on your list.
Segment by:
- Behavior (e.g., clicked past email, downloaded lead magnet)
- Stage in the funnel (cold lead, new subscriber, active client)
- Interest (e.g., SEO tips vs. e-commerce advice)
The more relevant your content, the more likely it gets opened.
Optimize Your From Name and Email Preview Text
“From” Field:
- Use a real name + brand combo: “Leila from ThreeSixteen”
- Avoid generic sender names: “Marketing Team”
Preview Text:
- Don’t waste it. Use it to expand curiosity, not repeat the subject line.
- Ideal length: 35–90 characters
Example:
Subject: How to stop sending ignored emails
Preview: 3 simple changes that boost open rates overnight
Write Subject Lines That Promise — Then Deliver
Curiosity gets attention, but clarity builds trust.
Don’t trick people into opening. Instead:
- Ask a question your reader actually asks
- Offer a solution or result
- Personalize with a name or relevant detail
- Use action language that implies value
Examples:
- “Your newsletter deserves better results”
- “You’re leaving clicks on the table — here’s why”
- “What most agencies get wrong about email”
Create a Consistent Send Schedule
Inconsistent emails train people to ignore you.
Create a cadence (e.g., every Tuesday morning), and stick to it. People are more likely to open what they expect.
Bonus tip: test send times and days — your ideal time might not be what you think.
Clean Your List Regularly
Low open rates aren’t always your fault. Sometimes, it’s your list.
Remove or suppress:
- Inactive subscribers (no opens/clicks in 90+ days)
- Hard bounces or unverified emails
List hygiene = better deliverability = more emails actually hitting inboxes.
Match Subject Line Energy with Email Value
This is where clickbait dies. If your subject line says “Secrets to 50% more sales,” the email better deliver something tangible.
Otherwise:
- Readers stop trusting you
- Your open rate might spike… then crash
Always write the email first, then create a subject line that reflects its value honestly.
Frequently Asked Questions (FAQs)
What’s considered a good open rate?
20–30% is average across industries. Above 35% usually means excellent audience fit and subject line relevance.
Do emojis help increase open rates?
They can improve visibility in crowded inboxes — but test them. Overuse can reduce credibility.
Should I use personalization in subject lines?
Yes, especially if you have quality first-party data. Use it sparingly and with relevance.
What causes a sudden drop in open rates?
Often caused by list quality issues, sender reputation decline, or poor subject line/email mismatch.
How often should I send emails?
Depends on your audience. Weekly or biweekly is common. The key is consistency and quality — not just volume.
Written by ThreeSixteen
Helping businesses send emails that get opened — and get results.