Follow These Tips to Increase Your Email Open Rate

Written by Courtney Raguso, Social Media Content Creator

Email isn’t dead, and it’s crazy to think that some people still believe it is. In 2020, the number of global email users was 4 billion and is expected to grow to 4.6 billion by 2025. Over 306 billion emails were opened on a daily basis last year with the number of mobile opens increasing. Based on the increasing dominance of mobile, it is no surprise that the iPhone email app was the most popular email client, accounting for 29% of email opens with Gmail ranking second with a 27% open rate. When it comes to email, better emails typically translate to better conversion rates. Figuring out why your emails aren’t successful might take some trial and error. Success doesn’t come overnight, but here are a few tips you can follow to help improve your open rates. 

One of the most important things to keep in mind with your emails is your email list! Your list should always be updated and under constant maintenance. This is because you want your list to consist of subscribers that are interested in your product or service. The better targeted your emails are, the higher the open rate you will be. Also, over time, your list can become stale, consisting of users who may have changed their email, are inactive, or just uninterested. So make an effort to remove inactive subscribers or send an email to re-engage the user. For example, if you are trying to revive a cold list, try conducting a survey. In exchange for answering your questions, they get a free gift or discount as an incentive. This way, only interested users will be on your list. The data you receive will be more accurate and your emails will continue to stay relevant to the people opening them. The average weekly signups per account have increased by 34.9% since March 9, 2020. This is probably due to people having more time at home, surfing the internet and subscribing to newsletters to keep in touch with brands. Take this opportunity and use it to your advantage.

Speaking of lists, another tip you’ll want to keep in mind is to always segment your lists! Now if you want your emails to be relevant to the person opening them, you have to look at each user’s behavior. For example, you only want to send retargeting emails to users who may have abandoned their cart. You can start by adding tags to your subscribers based on behavior, such as purchase behavior or demographics. You could even send different emails based on the specific products they purchased. Doing this makes it easier to know what content will be most effective and entice users to engage with the email. Speaking of enticing, you’ll want to always make sure your subject lines stand out, but be careful not to use spammy bait words like “buy”, “clearance”, “discount”, or “cash”. You also want to avoid using all caps because, although it may seem to be a way to grab one’s attention, it can be quite off-putting and tacky. Don’t be deceptive either because that can really annoy the person opening your emails and they’ll not only unsubscribe, but also mark your email as spam. This can cause your domain to get blacklisted which can then end up forcing your future emails to either go into people’s spam folders or even bouncing. Just make sure you are sending emails to people who actually opted in, sending them through verified domains from a good IP address, and always including an easy way for users to opt-out. If you’re looking for tips on writing subject lines, visit our blog How to Write Attention-Grabbing Headlines

Perfecting your sending times can also help improve your open rates. The best way to figure out what time works best is by A/B testing. A/B testing is actually a great way to see what works best with your emails by comparing two controlled groups with one changed variable. You can virtually test anything out, whether it’s sending times or a different subject line, it’s a great way to perfect your emails moving forward. When you’re considering what time works best, you also want to keep in mind who your audience is. That goes for everything within your email. When writing out content, think of the buyer persona and what their schedule might look like, their problems, their desires, their values, their likes, and their dislikes. When you engage more and research your audience, you can create more relevant better-quality emails. The last thing you’ll want to keep in mind is those mobile users! Mobile use is only increasing and studies have shown that 67.2% of consumers use a smartphone to check their email. Make sure your email is well laid out in mobile so these people can view your email in its best form. 

If you follow these tips, your email open rates will improve. Don’t get discouraged if you don’t see a turnaround right away, success takes time. Email marketing is an art and science, creating great emails takes practice, research, and a whole lot of creativity! So give yourself some wiggle room to experiment and find what tactics work best for your business and your subscribers. Emails are star performers and you can expect to get a $42 email marketing ROI on every dollar you spend. The global email marketing market today is estimated at $7.5 billion, with $2 billion in the U.S. market. Within the next 7 years, the email market is expected to grow to $17.9 billion. So, it’s time to buckle down on your email skills. If you need help, we have experts for that!

At MSM DesignZ, we put in the time and energy needed for success, so you can ensure you are using every dollar for maximum return. With over 20 years in the business, we have watched marketing evolve from traditional to digital. Whether you need a website refresh, more attractive email, or a quality online presence, we can do it all. When we take on a client, we put in 110% and treat every brand as if it’s our own. We will always continue to place our clients’ needs at the heart of our operations. From web development to social media management, we’ll work directly with you to build a personalized strategy to not only retain but also gain business. We are assisting in all areas for our clients. Visit our contact page at, and we’ll work with you to devise a custom plan that will keep your brand alive and well. We look forward to working with you!