How to Increase Email Open Rates: 10 Proven Methods

Email marketing remains one of the core tools for engaging with users. It delivers information directly to subscribers — whether it's company news, promotions, helpful content, or personalized offers. However, the success of any email campaign largely depends on whether recipients actually open your emails. This is where the Open Rate (OR) comes into play — a metric that reflects the percentage of emails opened out of the total successfully delivered.

Open Rate: What It Is and How to Calculate It

Open Rate (OR) is a metric that shows what percentage of users opened your email out of those who received it. The higher the percentage, the better — it means your emails are interesting and people want to read them.

It's one of the key indicators of email campaign performance because it shows how appealing your message is even before it's opened.

To calculate it, you need two email marketing metrics:

• Number of opened emails
• Number of delivered emails (excluding those that went to spam or bounced)

The formula for calculating Open Rate is simple:

For example, if you sent 1,000 emails, 950 were delivered (50 bounced), and 285 were opened, the calculation would be:

Open Rate = (285 / 950) × 100% = 30%

Why It Matters

Indicator of Interest. Open Rate shows how well you’ve “hooked” your audience at the first impression stage — through the email subject line, sender name, and preheader.

Sender Reputation. Email services track how recipients interact with your emails. A high OR strengthens your reputation, which improves deliverability.

The First Step Toward Conversions. Open Rate is the starting point of the entire email marketing funnel. If an email isn't opened, the subscriber won't see your offer, click the link, or complete the desired action — such as making a purchase, registering, or downloading something. A high open rate increases the chances of clicks and conversions.

Audience Segmentation. If you notice that certain groups of subscribers open your emails more often, you can tailor content to their interests. This will boost not only the open rate but also overall engagement.

Saves Time and Resources. A high OR means your content creation efforts are paying off. If emails aren’t being opened, you’re wasting budget.

However, it's important to note that the Open Rate is not always entirely accurate. For example, with the introduction of Apple Mail Privacy Protection in 2021, some opens may be “artificial” due to automatic email loading. Nevertheless, it remains a foundational metric for performance evaluation.

Long-term Subscriber Loyalty. Consistently low open rates lead to subscriber churn. If people aren’t opening your emails, they’ll either unsubscribe or stop engaging with your brand. A high open rate, on the other hand, indicates that you remain relevant to your audience and helps maintain long-term relationships.

Competitor Comparison. Open rate allows you to gauge how your email campaigns perform relative to industry benchmarks. If your OR is significantly lower, it’s a sign to rethink your strategy.

Impact on ROI. High open rates directly increase revenue from email campaigns, thus boosting return on investment. The more people open your emails, the more likely they are to make a purchase.

What Is Considered a Good Open Rate?

It depends on the industry, audience, type of email (promotional, informational, or triggered), and the quality of your subscriber list.

Remember, in some cases, a 20% open rate is a strong result, while in others, 30% might be below expectations for that specific sector. The key is to maintain a stable rate that grows gradually over time.

Still, data and research offer some general benchmarks.

General Open Rate Scale:

• Below 15% — low. There may be issues with subject lines, content relevance, or list quality (e.g., many “inactive” subscribers).

• 15–20% — average. This is typical for bulk mailings, but there’s room for improvement.

• 25–40% — excellent. You're likely segmenting your audience well, writing compelling subject lines, and sending at the right times.

Above 40% — an exceptionally high rate. Often seen in highly targeted campaigns (e.g., personalized triggered emails or very loyal audiences).

Average Metrics by Industry:

• Overall average Open Rate: 15–25% — considered standard for most campaigns.
• B2C: 20% — a good rate, as the audience tends to be more engaged.
• B2B: 15–30% — above average, since emails are more targeted and relevant.
• E-commerce: 17–28% — a strong result, considering high competition and frequent mailings.
• Nonprofits: 20–34% — driven by subscriber loyalty.

By Email Type:

Triggered emails (automated messages sent in response to user actions, such as a welcome email or cart abandonment reminder):

• Average Open Rate: 40–50%.
• Reason: these emails are timely and relevant.

Broadcasts (mass emails, such as newsletters or promotions):

• Average Open Rate: 20–25%.
• Reason: less personalized content.

If your Open Rate is below the industry or email type average, it’s a signal to investigate the reasons and start optimizing.

Why Emails Aren’t Being Opened

A low Open Rate can be caused by several factors:

• Spam filters. Your email may land in the spam folder if it contains suspicious elements like spammy words, short links, or no unsubscribe button.

• Boring content. When an email offers no value, fails to grab attention with its offer, or doesn't match the recipient’s interests, it simply gets ignored.

• Weak subject line. If the subject isn’t intriguing or clear, the chances of the email being opened drop significantly.

• Bad timing. Sending emails when your audience is inactive reduces visibility — your message ends up buried in their inbox.

• Database errors. Outdated or incorrect email addresses mean your email doesn’t reach a real person.

How to Improve Your Open Rate

Method 1: Write Engaging, Well-Sized Subject Lines

You probably already know how important the subject line is in email marketing — it often determines whether a subscriber opens your email at all. Every year, it gets harder to stand out: competition increases, inboxes overflow, and spam filters get stricter. To catch your audience’s attention, you need to craft subject lines that are engaging yet relevant — avoiding clickbait and spammy words. Let’s go through some methods that will help you improve your Open Rate using subject line optimization.

To make your subject line engaging, follow these tips:

• Optimal length. Stick to 6–10 words or 40–60 characters (including spaces). Longer lines often get cut off, especially on mobile devices, while very short ones may be unclear.

• Be specific. Subscribers are more likely to open emails that immediately convey what they’re about. Instead of “Learn about our discounts,” write “30% off everything — ends tomorrow.”

• Add emotion or mystery. Emotional or mysterious subject lines grab attention. For example, “Are you ready for a surprise?” or “Guess what we’ve prepared for you?” sound more compelling than “Our new product.”

Here, the subject line keeps the mystery — you won’t know what it’s about until you open the email. With this kind of intrigue, the key is not to overdo it. If the subject is too vague, readers simply won’t open the email.

• Personalize. Including the subscriber’s name increases engagement. A subject like “Maria, your secret promo code” works better than “Special offer inside.”

• Create urgency. Time limits encourage immediate action. For example, “Only 24 hours: 20% off” is more effective than “20% off everything.”

• Ask a question — it sparks curiosity in the subscriber. However, this technique doesn’t always work. If the question is too generic or irrelevant to your audience, it may be ignored. Aim to craft specific and intriguing questions that align with your subscribers’ interests.

Remember, a short, emotional, and honest subject line without spammy words is your key to high open rates. If you're struggling to come up with subject lines, try using generation and analysis tools.

Useful Tools for Creating Email Subject Lines:

• YAMM AI Subject Line Generator — generates subject line suggestions using AI based on the text or topic you provide. Useful for quickly exploring different phrasing options.

• Send Check It — tests subject lines for spam risk and suggests improvements.

• Mail Tester — email spam checker. This service evaluates not only the subject line but the entire email: it detects layout errors, spam trigger words, and checks the technical parameters of your campaign.

For more ideas on how to write compelling email subject lines, check out this article.

Method 2: Test Your Subject Line

Don't rely solely on intuition — what seems appealing to you might not resonate with your subscribers. That's why it's important to test subject lines.

For example, test two subject lines: “Get 5,000 bonus points” and “Mary, 5,000 bonus points just for you.” If the second one performs better in terms of Open Rate, consider using personalization more often.

How testing works:

• You create several subject line variations.

• The system sends them to small segments of your audience.

• After a set period, a winner is chosen — the subject line with the highest Open Rate — and it's automatically sent to the rest.

If you're using the Altcraft platform, set up an A/B/n campaign — a built-in tool that splits your list, sends different subject line variations, and shows which one performs best. For a more detailed guide, read this tutorial.

Method 3: Fill in the Preheader — It Shapes First Impressions

Preheader (or preview text) is a short line of text that appears next to the email subject line in the inbox. It’s like a subtitle for your headline — it adds context, builds intrigue, and encourages the recipient to open the email. If the subject line is the hook, the preheader is the bait.

Why it works:

• Provides additional context without overloading the subject line.

• Helps your email stand out in a crowded inbox.

• A good preheader builds curiosity or urgency.

Here are some tips for writing an effective preheader:

• Length — the first thing to consider. The optimal length is 40–50 characters (including spaces) to avoid being cut off on mobile devices. The maximum is about 80–100 characters if the email client allows it (e.g., Gmail). Check how your preheader looks in popular email clients and on mobile — a cutoff line can ruin the impression.

Preheader is too long, gets cut off in the mobile version of the email

• Content. The preheader should add value. Avoid simply copying the subject line or repeating the email headline. Instead, use it to create a sense of urgency, add emotion, or introduce something creative.

Make sure the preheader doesn’t blend into the main body of the email. If you don’t separate the preheader from the content, the email client may pull in the first lines of text, which can ruin the first impression.

You can fix this issue by adding a few non-breaking spaces (e.g.,   in HTML) or inserting an empty line between the preheader and the main email content.

• Avoid spam trigger words like “free,” “advertisement,” “100% guarantee,” etc. These clickbait phrases not only turn off subscribers but also increase the chance of your email ending up in the spam folder, where no one will see it. Additionally, modern users are tired of aggressive marketing and are unlikely to open emails with such wording, as it creates distrust.

• Don't leave the preheader empty. In some email clients (like Gmail or Outlook), it appears right after the subject line and may pull in the first lines of your email content.

• Don’t make the preheader too generic. Phrases like “You might be interested” or “Top books of the month” sound too bland. Your subscriber should feel that your email is worth opening. Instead of “Learn more,” try something more specific and appealing, like “Stephen King read this — now it’s your turn” or “A book you won’t be able to put down all night.”

Method 4: Make the “From” Field Clear and Trustworthy

The “From” field isn’t just a line with a name — it’s your first point of contact with the recipient and often determines whether they’ll open the email.

Why this matters:

• Trust. A familiar or clear name increases the likelihood of the email being opened.

• Recognition. People are more likely to engage with a brand or person they know.

• Emotion. A well-crafted sender name can be compelling.

How to make the “From” field more engaging:

1. Use your company or brand name.

2. Add a human touch. A name + brand combo works better than just the brand: “Alice from Amazon.” A personal name makes it feel like a real person is writing, not a robot.

3. Provide context. For example, “Bank Support” or “H&M News.” This reduces the fear of spam and increases relevance.

4. Keep it to 20–25 characters so it stays short, clear, and doesn’t get cut off. Long names like “Golden Apple Marketing Department” will be truncated, making the sender unclear.

5. Play with emotions. Just don’t overdo the creativity — you don’t want to come across as suspicious.

What to avoid:

• Generic names like “No-reply” or “Info” — they’re faceless and boring.

• Spam triggers like “Special Offer” or “Promotion” look shady and unclear.

• Random characters such as “Sale123” or “x7k9p”

• Unfamiliar email addresses — if the sender’s address is unknown, trust drops.

Make sure the sender’s domain matches your brand. “John from Google” sending from @hotmail.com will raise red flags.

Method 5: Add a Profile Image — It Builds Trust

A profile image appears next to the sender's name in the inbox and acts as a visual cue. A logo or recognizable image instantly tells the recipient who the email is from — even before reading the subject line. People are more likely to open emails from senders they feel they’ve “seen before.” The avatar creates a sense of reliability and stands out in a crowded inbox full of plain text and dull icons.

If you want to take it further and officially link your brand's logo to your emails, use BIMI.

BIMI (Brand Indicators for Message Identification) is a standard that allows you to link your logo to your emails, displaying it next to the sender’s name in supported email clients.
Once BIMI is set up, your branded icon appears next to your emails in services that support it.

For a detailed guide on setting up BIMI, read this article.

BIMI only works if email authentication (SPF, DKIM, DMARC) is correctly configured, which also increases trust from email providers and recipients.

If BIMI seems too complex or costly, there are other options:

• Google Profile. Add a photo to your Google account — it will appear in Gmail for those who receive your emails.

• Local settings. In Mail.ru, you can set a domain avatar via Postmaster.

Think about it — would you be more likely to open an email from “Support” with no logo, or from “Amazon Support” with a familiar logo? The sender’s avatar isn’t just decoration — it’s a proven way to boost your Open Rate.

Method 6: Choose the Best Time to Send

If you send an email at the wrong time, it may get buried in a crowded inbox or simply never catch the recipient’s attention.

Users check their email at certain times — in the morning with coffee, during lunch breaks, or in the evening after work. You need to align with these habits to increase your chances of being opened.

During “quiet” hours, your email stands out more; during peak times (like Monday morning), it may get lost in the flood.

Mornings are good for business emails, evenings for promotions or personal offers. These factors should be considered to find the best send time.

What is the optimal time:

• Data shows that Tuesday and Thursday between 9:00–11:00 AM or 1:00–3:00 PM often result in high Open Rates.

• For B2C audiences, late Friday evening (after 9:00 PM) can be a golden time for promos.

• Open rates tend to be significantly lower on weekends. However, this can be a good time to send entertainment content, travel offers, promo codes, or articles.

To find the exact best time, there are specialized tools. For example, in Altcraft CDP, you can use the ML-powered Best Send Time service.

Our tool analyzes subscriber behavior — when they open emails, which days they’re active — and sends messages at the optimal time for each recipient.

Learn more about the Best Send Time model in this interview with Altcraft's CEO.

Method 7: Maintain a Balanced Email Frequency

Even the most valuable and exciting content can backfire if you overwhelm your subscribers. Sending emails too frequently can tire your audience, reduce engagement, and increase unsubscribes. People need to see real value in your messages.

How to avoid overdoing it:

1. Find the right balance. For news or promotions, 1–2 emails per week is usually enough.

2. Listen to your audience. Monitor your Open Rate — if it drops with each campaign, that’s a signal to slow down. Give subscribers the option to choose how often they want to hear from you.

3. Quality over quantity. One powerful email with real value each week is better than three “just checking in” messages.

4. Keep them curious. Don’t reveal everything at once — give your subscribers a reason to look forward to the next email.

Method 8: Clean Your List of Invalid Email Addresses

Your subscriber list is the foundation of your email campaigns. If it's cluttered with invalid addresses, all your metrics — including Open Rate — will suffer. Cleaning your list isn’t just about hygiene; it’s a real way to boost email performance.

Why invalid addresses are a problem:

• Emails sent to invalid addresses (inactive, misspelled, deleted) won’t be opened, pulling your Open Rate down and distorting the real picture.

• Continuously sending to non-existent emails damages your sender reputation — making your emails more likely to end up in spam.

• You waste time, money, and send limits on addresses that will never respond.

How list cleaning improves Open Rate:

• Once inactive addresses are removed, the Open Rate reflects the engagement of real people only.

• Email providers see that you’re sending to real subscribers and are less likely to mark you as spam.

• Only active users remain — those who are much more likely to open your emails.

How to clean your list:

1. Remove invalid addresses. Check for typos and errors. Use tools like NeverBounce or ZeroBounce for automatic validation.

2. Remove inactive users. Those who haven’t opened your emails in 3–6 months can be excluded or sent a reactivation email.

3. Check unsubscribes and complaints. Remove anyone who has unsubscribed or marked you as spam — these are red flags for email providers.

4. Clean your list regularly, especially before large campaigns.

Method 9: Segment Your Audience

Segmentation isn’t just about dividing subscribers into groups — it’s a way to make your emails as relevant as possible. Sending emails to everyone reduces Open Rate, while targeted emails increase it.

Tip 1: Email those who opened similar previous emails

Say you sent a campaign with the subject “20% off everything.” Those who opened it are your “warm” audience. You can follow up with something like: “Just for you: a secret promo code.”

These subscribers have already shown interest, so the chances of them opening the next email are much higher.

Tip 2: Reactivate Your List If Subscribers Have Gone Silent

If someone hasn’t opened your emails for 3–6 months, it’s a good opportunity to remind them you’re still here. Send a message with a bonus or a question like: “Still with us? Here’s a promo code if you’re still reading.”

If there’s no response again — remove those subscribers without regret. This will help improve your average open rate and maintain a good sender reputation.

How to do it with segmentation:

Let’s say you have 5,000 subscribers in your list. You create two segments:

“Active”: Opened at least 1 email in the past 30 days. Send them a sequence of new offers.

“Dormant”: Haven’t opened anything in 90+ days. Send them a reactivation email with a bonus.

After testing: 300 “dormant” users returned, the rest were removed. Result: the list was reduced to 3,800, but the Open Rate increased from 15% to 25%.

This article covers the most effective customer segmentation methods.

Method 10: Analyze Open Rate and Adjust Your Strategy

Regularly analyze your email Open Rate to understand what’s working and what needs improvement. Use analytics tools like those in the Altcraft Platform to track Open Rate across different campaigns, segments, and devices. Look for trends and patterns:

• If your Open Rate is dropping, you may be sending emails too frequently, your subject lines might be less engaging, or you could be experiencing deliverability issues.

• Compare Open Rates across different audience segments. For example, one segment may respond better to discounts, while another prefers valuable content.

• Check how Open Rate varies by send time. Maybe your emails perform better in the morning than in the evening.

• Analyze which devices (mobile or desktop) your emails are opened on more frequently, and optimize your subject lines and preheaders accordingly.

Summary

Open Rate is a key metric that reflects how effective your email campaigns are. The higher the open rate, the greater the chance that your emails will lead to clicks, sales, and audience loyalty. In this article, we covered 10 proven methods to help you increase your open rate.

Don’t try to implement everything at once — start with simple steps. Use creative subject lines, run tests, add a sender avatar, or optimize your send time. Gradually move on to more advanced methods, such as setting up BIMI, reactivating inactive subscribers, or building email sequences.

The most important thing is to constantly analyze your Open Rate and adjust your strategy to keep your emails relevant and engaging for your audience.