How to increase your open rate

Getting more people to open your emails is a great way to boost your marketing results. But open rate is only part of the story. Some email clients block tracking pixels, and sometimes emails are opened automatically without real engagement. For a deeper look at why opens matter less than you might think, see It's time to ditch opens and clicks - here's why, plus 10 KPIs.

If your open rate is low, it often means your subject line needs improvement. Here are some practical tips to help you improve your open rates and overall campaign results.

How can I improve my open rates?

1. Craft subject lines that truly connect

Your subject line is the first thing recipients see, so make it relevant and engaging. Avoid generic or clickbait phrases. Personalisation can help, but always test what works best for your audience.

For ideas on generating subject lines with AI, see our How to use AI to generate a subject line article. You can also watch the recording in our Masterclass Week 4 - Subject Lines article for more tips.

2. Use a proper preheader

A preheader appears next to your subject line in inboxes and can increase opens by up to 7%. Don't leave it blank or use default copy. Instead, write a short, relevant line that complements your subject.

To get started, see our How to use AI to create a preheader and How to set your preheader articles. You'll find more guidance in 3 Quick Wins to Maximise Your Inbox Real Estate.

3. Use data validation to keep your list healthy and engaged

Accurate and up-to-date data is essential for good deliverability and better open rates. Our data validation tool helps you check email addresses for errors, remove invalid contacts, and reduce the risk of bounces and spam complaints. Keeping your list clean makes sure your messages reach real people who want to hear from you.

For detailed information and tips, see our Apps in Journeys - data validation article.

4. Personalise your content and enhance your brand presence

Make your emails feel relevant by using personalised content tailored to each recipient. A consistent design that reflects your brand can also build trust. To go further, consider setting up BIMI (Brand Indicators for Message Identification), which allows your brand logo to appear in inboxes that support it. This can improve visibility and credibility at a glance. If you want to set it up, learn more in our What is BIMI? article.

For creative inspiration, explore our Masterclass Week 1 - Email Creative article and Designing emails that get noticed - a designer's point of view.

5. Don't rely solely on open rates

Because some email clients limit open tracking, open rates don't always tell the full story. Track other KPIs like click-through rates, conversions and replies for a clearer view of engagement. Read more in It's time to ditch opens and clicks - here's why.

6. Strengthen your deliverability and avoid spam triggers

Deliverability plays a major role in whether your emails even make it to the inbox. Avoid known spam trigger words (see our 200 known spam phrases and email tips article), space out your sends to reduce the risk of blacklisting, and make use of email throttling where appropriate. If you want to know more about throttling, learn more in our What is throttling and do I need to use it? article.

For further insights, watch the recording in our Masterclass Week 2 - Deliverability article.

7. Test inbox placement and monitor your sending reputation

Even if you send a great email, it can still land in spam. Use inbox placement tests and deliverability audits to understand how mailbox providers are handling your messages. These tools help you spot issues early and take corrective action.

Read more, and book one, in our Inbox placement test and deliverability audit article, and track your performance over time with the Personalised Deliverability Report article.

8. Test and optimise continuously

A/B testing different elements like subject lines, sender names and send times is essential. Regular testing helps you learn what resonates best with your audience and improves your results over time. Learn more in our How to split test a/b test using Journeys article.

9. Watch the Think Differently masterclass series

For comprehensive guidance on email strategy, from creative to deliverability, check out the full "Think Differently" webinar recordings. They cover subject lines, content, personalisation and more in practical detail.

Improving your open rate starts with sending relevant, personalised content at the right time to an engaged audience. Keep testing, learning and using your data wisely to build strong connections.

For a broader understanding of email marketing best practices, check out the Email Marketing Playbook and the Deliverability Guide.