Email marketing is only effective if people actually open your emails. That’s why open rates are one of the most important metrics to track. A low open rate means your emails aren’t grabbing attention, and your message isn’t getting through—no matter how great the content inside may be.
The good news? Open rates can be improved with the right strategies. By making small but strategic changes, you can increase engagement and ensure more of your emails reach and resonate with your audience.
Here are three common and two less common ways to optimise your emails for better open rates.
Craft irresistible subject lines 🎯
Your subject line is the first thing people see, and it determines whether they open your email or scroll past it. The best subject lines are short (ideally 40-50 characters), intriguing (using curiosity, urgency, or personalisation), and tested (A/B testing different styles like questions, numbers, or emojis).
For example, instead of “Check out our latest update”, try something like “🚀 5 Email Marketing Hacks You Need Today!”. A/B testing different subject lines over time will help you find what resonates best with your audience.
Optimise send times ⏰
Even the best email won’t perform well if it’s sent at the wrong time. Studies suggest Tuesday and Thursday mornings often yield higher open rates, but the best time varies depending on your audience.
Test different days and times to determine when your subscribers are most active. For B2B audiences, mornings may work best, while consumer-focused emails might perform better in the evening or on weekends.
Segment your audience for personalisation 🎯
Not every subscriber should receive the same email. Segmentation allows you to send more relevant emails based on factors like demographics, past purchases, or engagement levels.
Instead of sending a generic email to all subscribers, try segmenting your list. New subscribers could receive a welcome email with an introduction, engaged users might get exclusive offers or high-value content, and inactive subscribers could receive a re-engagement email with a special incentive. Personalised emails tend to have higher open rates because they feel more relevant to the recipient.
Use a recognisable and trusted sender name ✉️
People are more likely to open an email if they trust the sender. Instead of using a generic sender like “info@company.com”, try using a real person’s name or a familiar company identity, such as “Sarah from XYZ Marketing”.
This small change can make emails feel more personal and credible, increasing the likelihood of them being opened.
Improve your email deliverability 🚀
Even the most optimised subject line won’t help if your email never reaches the inbox. To avoid spam filters and improve deliverability, authenticate your emails (using SPF, DKIM, and DMARC settings), keep your list clean by regularly removing inactive subscribers, and avoid spam-triggering words like “FREE” or “URGENT” in subject lines.
Regularly monitoring your email reputation score and following best practices will help maintain good sender credibility.
Keep testing and optimising 🔄
Improving open rates isn’t a one-time fix—it’s an ongoing process. The key is to continually test, track, and adjust your approach based on what works best for your audience.
Start by testing subject lines, send times, and segmentation strategies, then use your email marketing data to refine future campaigns. Small tweaks over time can lead to significant improvements in engagement and overall email marketing success.
By optimising based on data, rather than guesswork, you’ll create more impactful emails that drive real results.
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