How to increase your email open rates – 11 actionable tips

Struggling with low open rates and ineffective email campaigns? We’ve obtained you coated.

This article will train you 11 efficient methods to increase your email open rates and drive actual outcomes.

From crafting the proper topic line and sending your email campaigns on the optimum time to writing efficient preheaders, we’ll cowl all of the ways that’ll assure your emails will get opened extra.

Get prepared to take your email campaigns to the subsequent degree.

What is an email open price?

Email open price is an email efficiency metric that signifies the proportion of email recipients that opened the message. To calculate open rates, you want to take the variety of email opens, divide it by the variety of delivered emails, and multiply that ratio by 100.

You get to know this metric as a result of your email advertising software program injects a small, clear picture or a 1×1 pixel into your messages. When your subscriber opens a message and clicks on the embedded aspect, your host server identifies it as an “open event.”

The proportion is an ordinary method to calculate your email marketing campaign’s attain.

OK, however how can you determine when you’re doing good or underperforming right here?

What is the common email open price?

Although there are email advertising gamers who’re crushing it and impressing others with open rates above 50%, the truth for almost all of email entrepreneurs is much less gorgeous.

According to our 2022 Email Marketing Benchmarks report, the place we’ve analyzed 7 billion messages, we’ve discovered that the common international OR is nineteen.66%.

But that’s a world common. Your open price could be considerably increased or a bit decrease when a number of elements come into play, equivalent to:

  • Location: when you’re in Europe, you’ll be able to set an open price benchmark at 25.18%, and if your enterprise facilities round North America, you’ll be able to aspire to obtain an open price shut to 23.53%.
  • Industry: you’re born beneath a fortunate star, if your enterprise is about Restaurants & Food (32.04%), Non-Profits (31.73%), Automotive (30.87%), or Real Estate (28.57%) 
  • Business kind: your subscribers can interact with your emails in a different way when you ship them shopper content material (B2C) or business-related (B2B).
  • The kind of email you ship: is it a weekly publication, a webinar invitation, or a Black Friday deal? In every case, the numbers can go each methods.

11 methods to increase email open rates

Now that you already know our email advertising statistics, it’s time to reinforce your know-how concerning efficient email advertising campaigns that find out how to increase email open price constantly.

1. Segment your viewers

Segmenting your email checklist opens our checklist of finest practices. And this isn’t a random shot. Understanding your viewers — what drives them and what bothers them – is the important thing to each profitable advertising program. And email advertising is not any exception.

There are 4 fundamental segmentation classes you’ll be able to have in mind:

  • Demographic (helpful when you’re in B2C): based mostly on particular person attributes equivalent to geography, gender, schooling, or earnings.
  • Firmographic (helpful when you’re in B2B): based mostly on firm attributes equivalent to business, location, variety of staff, or income.
  • Psychographic (which works for each – B2B and B2C): based mostly on values and aspirations.
  • Behavioral (as above – good for B2B and B2B): based mostly on customers’ conduct, product utilization, and buy choices.

The final kind of segmentation is essentially the most important when it comes to your email technique. People who have a tendency to interact with your advertising emails as soon as a month would go to a unique section than your subscribers who open your each message.

2. Deliver invaluable content material

This finest observe comes on account of correct buyer analysis and segmentation. Once you already know who your email subscribers are, you’ll be able to increase email open rates by delivering content material that will probably be exactly what they’re on the lookout for.

While the tone of voice of your email content material will depend upon section traits (not everybody will fall for emojis and humor), there are a number of points that may play an important function in crafting your messages:

  • Personalization – it’s not solely about utilizing your customers’ first names and adjusting the wording to the customer persona. It can even contain understanding the place they’re at within the buyer journey.
  • Relevance – “Why the heck did I get this email? What does it have to do with me?” You wouldn’t like to make that sort of impression on your recipients. That’s why it’s important to know what’s going to matter for every section and ship related emails.
  • Solving issues – whether or not you’re in B2B or B2C area, your function as a model is to eliminate your clients’ complications. Be specific with naming their villain and highlighting the advantages of your product or companies.

How typically are you able to push your gross sales emails? Brian Dean from Backlinko suggests implementing an 80/20 rule. It works like this – 80% of your emails ought to present worth with no pitching, whereas the remaining 20% can push your gross sales affords, bundles, and upsells.

3. Sharpen your email topic line

Writing attractive topic strains is commonly the primary tip to enhance email open rates. It’s important, sure. As a sender, you may have seconds to set off individuals to open your message. Considering these individuals scan dozens of latest emails each day, most of them will probably be ignored.

Remember that you just’re competing not solely with different newsletters and affords but additionally with busy assembly calendars, challenge deadlines, and your subscribers’ having a tough week. 

So your purpose is to grasp stellar headlines. Some specialists say that brief email topic strains ship increased open rates. Others – that humorous will all the time beat the boring.

There are a number of hacks you could experiment with – making your topic strains:

  • intriguing
  • controversial
  • humorous
  • private
  • benefit-oriented
  • particular offer-oriented

But first, your topic strains should be associated to your clients’ pursuits and ache factors.

Only after, you can begin bettering your topic line with extra parts equivalent to emojis, personalization, numbers, or so-called energy phrases.

Pro tip: According to the most recent GetResponse Benchmarks report, emails that embrace an emoji within the email topic line observe a mean open price of 20.45%. Emails that didn’t embrace an emoji noticed a mean OR of 21.94%. Personalized topic strains additionally carried out worse, observing a mean OR of 18.79% vs. 22.14%.

4. Double down on your preheaders

If you consider a topic line because the title of your email message, a preheader (also referred to as a preview textual content) will probably be your subtitle. 

Preheaders are equally vital in getting individuals to open and browse emails. Even if your topic line is minimalistic and comprises solely three phrases (as an example, “Email Marketing Strategy”), you’ll have more room to plug one thing invaluable and attractive within the preview textual content.

Here are some compelling examples:

Compelling preheader example 1.

Compelling preheader example 2.

Pay consideration to how clear and easy the above topic strains are. And now think about that there isn’t any preview textual content proper subsequent to it. Would you click on on the “Drop the Ego” email with out a further trace on what it’s about? Probably not. But then comes the preheader nailing it with “shares what he wished for a profitable business.” 

How do you arrange a preview textual content earlier than you begin to ship emails? In GetResponse email creator, it’s easy:

How to add a preheader in GetResponse Email Creator.

Pro tip: According to the most recent GetResponse Benchmarks report, emails that embrace a preheader observe a mean open price of 25.83%, over six proportion factors increased than the business customary.

5. Work on your From Name

A sender identify or a From Name is without doubt one of the three parts individuals see of their inbox. And whereas topic strains and preview texts are important for drumming up email open rates, email entrepreneurs additionally spotlight the which means of the sender identify:


Unless you’re an influencer with a recognizable identify, we advise attempting out a type of approaches (or mixing them up):

  • [Your first name] from [Your brand name] will assist your model present a human face. That an actual individual takes care of your subscribers as a substitute of a distant enterprise group. It will work like a appeal, particularly for giving invaluable tips and fixing issues for your clients. Here’s an instance:

Email from name example.

  • [Your brand name] + Team – right here, you received’t be placing an individual within the highlight, however you’ll level out that your firm is a bunch of pleasant of us that sync to assist your clients. It often works higher with product bulletins or particular offers. An instance of that strategy:

Email from name example.

20 Ways to Improve Your Email Marketing Metrics

20 Ways to Improve Your Email Marketing Metrics

Unlock the complete potential of your email advertising efforts. Discover 20 actionable methods to enhance your metrics and drive success in your campaigns.

Download information

6. Find the perfect time to ship emails

Optimizing your send-out time is without doubt one of the essential elements for email opens. And on the identical time, it’s nonetheless one of the crucial widespread points of email campaigns that companies attempt to determine.

There is not any silver bullet that may assure that each one emails despatched at 8 AM every Monday will enhance email engagement price – all the time, for each business, and in all places. No, two many variables can affect the outcomes.

However, in accordance to the Email Marketing Benchmarks report, it seems that the perfect time is to ship emails very early within the morning (4 AM-5 AM), and after an office-time plateau, there’s one other spike at 6 PM.

Results by hour – data from the Email Marketing Benchmarks report.

And what in regards to the day of the week? The identical information exhibits that it doesn’t matter which day you select (so long as you stick to working days) as a result of their variations are so tiny.

If you’re not sure which era will work the perfect for your viewers, and also you don’t have time to take possibilities, you’ll be able to check out GetResponse’s Perfect Timing characteristic:

Perfecting timing – GetResponse.

Pro tip: According to the most recent GetResponse Benchmarks report, emails that have been despatched utilizing Perfect Timing observe a mean open price of twenty-two.75%, over three proportion factors increased than the business customary.

7. Add your emblem to your emails

What additionally drives individuals to open emails is dependent upon how a lot they belief the sender. Do they acknowledge the model? Do they affiliate the model’s identify with constructive feelings? 

If your model goes in hand with authority, safety, and fame, you’ll be able to straight capitalize on that by embedding your emblem into your emails.

And you are able to do it by checking out your BIMI — Brand Indicators for Message Identification. There are two methods to deal with it — with the assistance of your IT crew (as a result of it’d get difficult) or setting it up straight in a Google account (click here to get extra particulars).

Is it price a shot? Take a have a look at this image:

Logos in email after implementing BIMI.Image source

8. Stay out of the spam folder

Unfortunately, with email spam filters changing into extra superior, the possibilities are that a few of your recipients won’t ever see your messages as a result of they are going to be categorized as spam emails.

How to keep away from touchdown within the spam folder? Here is what you must concentrate on:

  • Make positive you may have permission to ship emails to individuals from your email checklist. With the most recent, strict laws, you might be solely allowed to ship emails based mostly on specific consumer consent. So, keep away from soiled tips like “hey, why don’t we purchase email lists?”
  • Be clear from the beginning. When customers choose in, be upfront about what sort of messages and affords you’ll ship them. It’s additionally an excellent observe to repeat it in a welcome message and point out the email frequency.
  • Be on the protected facet with a reliable email advertising platform. Here at GetResponse, we glance after your IP status, course of bounces, spam complaints, unsubscribers, and suggestions loops, and collaborate with prime ISPs and anti-spam organizations.
  • Avoid utilizing unverified and freemail domains in your email advertising campaigns. Sending advertising messages from a Gmail or Yahoo! email deal with is a purple flag. Always use your personal customized area, and if the area is younger, construct up its status slowly.
  • Make it straightforward for customers to unsubscribe. Imagine that somebody needs to choose out of your email checklist and might’t discover an unsubscribe button in your email. That may lead to frustration and manually marking your email as spam. So, don’t disguise it as a result of the stakes are excessive.
  • Be conscious when writing your topic strains. Avoid click-bait over-promising headlines, all-caps textual content, and deceptive phrases like “FWD:” or “Re:”.
  • Pay consideration to the design half. If your email advertising messages are full of pictures and little textual content, and the design and code depart a lot to be desired, you’re in hassle.
  • Be cautious with the frequency. If you flood your recipients with emails each day, even subscribers that genuinely such as you, can really feel choked. And sooner or later, they may cease opening your emails, which is able to ship a unfavourable sign to the ISP. And you’ll find yourself as a model sending spam emails.

Here you’ll discover extra tips on why emails can find yourself in spam folders and the way to keep away from them.

Also, one other side that influences each – being marked as spam and elevated email open rates is your email checklist hygiene.

9. Keep your email checklist wholesome

Different situations can have an effect on your email deliverability and your sender’s status. People:

  • give faux emails once they subscribe to email lists
  • change their jobs (if they’re utilizing their skilled account to choose in) 
  • abandon their outdated inboxes

That’s why you want to make investments your time and hold your email checklist clear.

But your email checklist hygiene comes down to extra than simply verifying outdated emails (discover a full checklist of email checklist cleansing finest practices proper right here). It’s additionally about checking the engagement of your subscribers and taking motion in accordance to customers’ conduct. 

Based on their historic low or excessive engagement, you should utilize advertising automation to:

Win-back marketing automation workflow.

Your email checklist hygiene additionally calls for an additional tactic:

10. Resend your emails to dormant contacts

Even essentially the most compelling topic line, fine-tuned preview textual content, and optimized send-out time received’t set off most of your contacts to interact with your email. In truth, a giant chunk will stay inactive it doesn’t matter what occurs.

But that’s OK. Life occurs – work, lack of time, private points – so all of us skip most newsletters. That’s why there’s nothing improper with sending a followup. 

When getting ready re-engagement email campaigns, keep in mind to:

  • Not to do it too typically, and solely as soon as per email
  • Resend your email a day after the unique one obtained delivered
  • Twist your topic line not to be the identical as the unique one
  • Only resend significant emails, not simply common email publication.

11. Make your emails mobile-friendly

Your emails should work completely, not just for of us who open their inboxes on their laptops. Each email marketing campaign has to be optimized for cellular customers. The stakes are excessive, particularly having your contemporary subscribers in thoughts. Just think about — they’ve opted-in to your checklist not too long ago, so that they’re probably to open your first one and test your high quality. If that occurs to be on their cellular gadgets, and when it’s not responsive or sluggish to load, they may moderately not open your emails sooner or later.

So just be sure you:

  •  Design your emails that may look good on any system – smartphone or pill, which comes to responsiveness. 
  • Remember that enormous picture information will take longer to load, so don’t take a look at individuals’s endurance and use smaller pictures.
  • Use bigger fonts and finger-friendly CTA buttons, and keep away from putting hyperlinks shut to one another.
  • Go for a easy and uncluttered construction. Make it straightforward to undergo and take motion wherever your subscribers open your message.

And when you don’t need to take possibilities in designing your email for cellular, attempt GetResponse email creator, the place each email template comes along with a cellular model:

Desktop mobile email design inside GetResponse Email Creator.

A/B Test every little thing

Running A/B exams is without doubt one of the most enjoyable and environment friendly strategies to obtain email advertising success. To remind you, A/B testing (also referred to as cut up testing) means evaluating two variations of a given aspect of your email. You can take a look at many points of your email content material (extra about that in our complete information on A/B testing), however for the sake of accelerating email open rates, we advise you concentrate on testing topic strains and preview texts.

GetResponse AB Testing configuration.

Once you add up to 5 completely different topic strains in GetResponse’s A/B testing software, you’ll be able to then arrange what number of recipients will obtain every variant and the length of testing:

Wrap up + Bonus tips

Alright! At this level, you already know that to make your open rates go up, you want to grasp the next:

  • Audience segmentation
  • Valuable content material
  • Effective email topic strains
  • Preheaders
  • From identify
  • Email ship time
  • Avoiding email spam filters
  • Keeping your email checklist wholesome
  • Resending emails 
  • Mobile email optimization
  • A/B testing

But the checklist of email advertising tips doesn’t finish right here! What you too can put into motion is:

  • Making an impressive first impression with a welcome email. If you do present one thing particular, you’ll be able to plant a behavior of participating with your future emails.
  • Experiment with these messages: myth-busting emails, “my number one mistake” emails, or actionable tips emails.
  • And final – begin implementing your technique with a prime email advertising platform. Try GetResponse free of charge!

This article was initially written in 2017 by Michael Blankenship, and it’s been up to date in 2023 by Michal Leszczynski for accuracy and completeness.