How to Increase Your Email Open Rates: 12 Proven Strategies

Your email open rate is the first domino. If people don't open your emails, nothing else matters — your copy, your offer, your design. It all starts with the open.

The average email open rate across industries is around 21%. But the best email marketers consistently hit 40-50%+. Here's how they do it.

1. Write Subject Lines Like a Human

The single biggest lever on your open rate is the subject line. And the most common mistake is making it sound like marketing.

Bad: "Exclusive Offer Inside! 50% Off Everything!"

Good: "Quick question about your order"

Subject lines that sound like they came from a person — not a brand — consistently outperform polished marketing copy. Use lowercase, ask questions, be specific.

2. Nail Your Preview Text

Preview text (the snippet that shows after the subject line in most email clients) is prime real estate that most marketers waste. Don't let it default to "View this email in your browser" or repeat the subject line.

Use it to complement your subject line and add a reason to open. If your subject is "Quick question," your preview could be "It's about the welcome series we discussed."

3. Send at the Right Time (For Your Audience)

The "best time to send email" is different for every audience. Tuesday at 10am is a common recommendation, but it's a starting point, not a rule.

Use your platform's analytics to find when your specific audience is most engaged. Most modern platforms like TopMail track open times and can suggest optimal send windows based on your data.

4. Segment Your List

Sending the same email to your entire list is the fastest way to tank your open rates. People open emails that are relevant to them.

At minimum, segment by:

• Engagement level (active vs. inactive)
• Purchase history (customers vs. prospects)
• Signup source (how they joined your list)
• Interest (what content they've engaged with)

Even basic segmentation can boost open rates by 15-25%.

5. Clean Your List Regularly

Dead weight on your email list doesn't just hurt your open rate math — it hurts your deliverability. ISPs like Gmail and Outlook track engagement, and sending to people who never open your emails signals that you might be a spammer.

Remove or re-engage subscribers who haven't opened an email in 90 days. Run a re-engagement campaign first, then remove anyone who still doesn't engage.

6. Authenticate Your Domain

If you haven't set up SPF, DKIM, and DMARC for your sending domain, some of your emails are going straight to spam. Domain authentication tells email providers that you're legitimate.

Most modern email platforms walk you through this setup. It takes 15 minutes and can dramatically improve your inbox placement.

7. Use a Recognizable Sender Name

People decide whether to open an email based on who it's from before they even read the subject line. Use a sender name your subscribers will recognize.

"Sarah from TopMail" performs better than "TopMail Marketing Team" which performs better than "noreply@topmail.so".

8. Be Consistent (But Not Annoying)

Sending frequency matters. If you only email once every three months, subscribers forget who you are. If you email every day, they tune you out.

Find a consistent cadence — weekly or biweekly works for most businesses — and stick to it. Consistency builds the habit of opening your emails.

9. A/B Test Everything

Small changes in subject lines can produce dramatically different open rates. A/B testing lets you learn what resonates with your specific audience over time.

Test one variable at a time:

• Subject line length (short vs. long)
• Personalization (name vs. no name)
• Emoji vs. no emoji
• Question vs. statement
• Urgency vs. curiosity

TopMail's built-in A/B testing lets you automatically send the winning variant to the rest of your list.

10. Avoid Spam Trigger Words

Certain words and phrases trigger spam filters. Avoid excessive use of:

• ALL CAPS
• Multiple exclamation marks!!!
• "Free," "guaranteed," "no obligation"
• "Click here," "act now"

This doesn't mean you can never use these words. Just don't stuff your subject line with them.

11. Optimize for Mobile

Over 60% of emails are opened on mobile devices. If your subject line is too long, it gets cut off. Keep subject lines under 40 characters for mobile and make sure your preview text is compelling.

12. Re-send to Non-Openers

One of the simplest tactics: take your email, change the subject line, and re-send it to everyone who didn't open it the first time. You'll typically pick up another 5-10% of your list.

Wait 2-3 days before re-sending, and limit this to your most important emails so it doesn't feel spammy.

Start Measuring, Start Improving

Open rates aren't just a vanity metric — they're the foundation of your email marketing performance. Start tracking your open rates by campaign, segment, and send time. Look for patterns, run tests, and iterate.

The difference between a 15% open rate and a 40% open rate isn't luck. It's strategy, consistency, and paying attention to what your audience responds to.