A high open rate is crucial for success in email marketing, as this is where the relationship with the recipient begins.
But how do you ensure that your emails not only land in the inbox but are actually opened?
Let’s take a closer look at what open rate really means, which factors influence it, and how you can practically optimise it to get the most out of your campaigns.
What is open rate?
Open rate is a percentage measurement of how many recipients open your emails out of the total number who received them.
In other words, it’s a key indicator of how relevant and engaging your emails are perceived right in the inbox.
A low open rate can indicate that your subject line fails to spark interest, that recipients don’t recognise you as the sender, or that your timing, frequency or segmentation is off.
What affects your open rate?
Several factors influence your open rate. Here are some of the most important:
Subject line and preheader
The subject line is the first — and sometimes only — thing the recipient sees before deciding whether to open the email.
Right after comes the preheader — the small preview text often shown alongside the subject line in the inbox.
These two elements act as a kind of teaser for your email. If they don’t spark curiosity or promise something of interest, the email is easily overlooked.
Sending time
Timing also matters. If you send emails when your audience is most active, the likelihood of them being opened increases significantly.
The optimal time can vary depending on industry, recipient type and purpose.
Segmentation and relevance
The more targeted your emails are, the higher the chance they’ll be opened.
This requires strong segmentation and an understanding of what your recipients are interested in. A generic mass email is rarely the path to high engagement.
Read more about market segmentation here.
Practical steps: how to increase your open rate
1. Work actively with your subject lines
A good subject line should be short, relevant, and evoke curiosity.
This could be through a question, a clear benefit, or a sense of urgency.
Try different phrasings over time to find the tone and style that works best for your audience.
Learn more about A/B splittesting here.
2. Use the preheader text strategically
The preheader usually appears right under the subject line in the inbox and can support the subject with extra information or a call to action.
It’s an often-overlooked opportunity to convince the reader that the email is worth opening.
3. Optimise your sender name
Consider whether you should use your company name, a personal contact, or a combination of both.
The most important thing is that the recipient recognises and trusts the sender.
4. Segment your lists
By dividing your recipients into relevant segments — for example based on behaviour, interests or past interactions — you can send more targeted content that feels personal and relevant.
This typically results in higher open rates and fewer unsubscribes.
5. Choose the right sending time
Test different sending times.
Many find good results sending early in the morning or just after lunch, but it depends on your audience.
Use data to identify when your recipients are most active.
6. Continuously test and optimise
There is no one-size-fits-all formula for a high open rate.
It requires ongoing experimentation and refinement. A/B testing subject lines, sender names, and sending times can provide valuable insight into what works best for your specific audience.
Read more about e-mail marketing here.
Why open rate is important
While open rate is a useful indicator, it should not stand alone. It tells you whether your email is being noticed, but not necessarily if it creates value.
Therefore, open rate should always be viewed alongside other key metrics like click rate, conversions and unsubscribe rate. The overall picture determines whether your email strategy is successful.
Small adjustments make a big difference
Optimising your open rate is not about finding a magical formula, but about understanding your audience and systematically working with the elements that influence their decision to open your email.
Small adjustments to subject lines, segmentation and timing can make a significant difference.
Whether you send newsletters, campaign emails or automated flows, a strong open rate is the first step toward building relationships that actually convert.
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