How to Increase Email Open Rates (Without Being Spammy)
Email open rates are one of the most crucial metrics in email marketing. But let’s be real, sometimes getting those opens feels like convincing a small child to eat their vegetables.
You know it’s good for them, but they’d rather not. The good news? You don’t need to resort to spammy, clickbait tactics to boost your open rates. In fact, staying genuine will win in the long run.
Let’s dive into how you can make your emails irresistible without losing your integrity.
1. Nail Your Subject Line (Without the Bait-and-Switch)
The subject line is your first impression, so it better be good. But here’s the deal: it needs to be engaging without being misleading. Avoid “tricks” like ALL CAPS, overuse of emojis, or false promises.
Tips for Crafting Irresistible Subject Lines:
Keep it short and sweet: Subject lines that are too long get cut off, especially on mobile. Aim for around 40-50 characters.
Spark curiosity: Give them a reason to open the email by hinting at something intriguing - but make sure you deliver on the promise inside the email.
Be specific when needed: Some subject lines do better when offering a clear benefit or addressing a problem. It depends on your audience and the context.
Personalize it: Adding the recipient’s name or a personalized element can boost open rates. “Hey [Name], we’ve got something just for you!”
Example:
Bad Subject Line: OPEN NOW!! Limited Time Offer!
Good Subject Line: Just for You: 10% Off Your Next Purchase, [First Name]
2. Preview Text: The Secret Weapon
After the subject line, the next thing your subscriber sees is the preview text (the little snippet that shows up next to or under the subject line). This is valuable real estate that too many marketers waste. Don’t let it default to something irrelevant like “View this email in your browser.”
Optimize Your Preview Text:
Complement the subject line: Use the preview text to expand on the subject line and create more intrigue.
Be conversational: Keep it light and friendly - this isn’t the place for formalities.
Avoid redundancy: Don’t repeat your subject line in the preview text; instead, use this space to provide additional value or tease the content inside.
Example:
Subject Line: Ready to Feel Your Best {First Name}? Check Out Our Wellness Bundle
Preview Text: Your favorites in one, convenient bundle - save 15% now!
3. Timing is Everything
You can have the best subject line in the world, but if you send your email at the wrong time, it’s all for nothing. Finding the right time to send your emails can significantly affect your open rates.
Best Practices for Timing:
Know your audience: Are they checking emails first thing in the morning? Or are they more likely to open after lunch? Dive into your email analytics to see when your audience is most active. Sometimes sending an email in the evening can dramatically increase open rates and conversions!
Test and tweak: Start by sending emails at different times and see which gets the best results. Consider A/B testing different send times.
Weekdays vs. Weekends: Typically, emails sent during workdays (Tuesday through Thursday) perform better. But depending on your audience, weekends might work too - don’t be afraid to experiment.
Pro Tip: Avoid Monday mornings and Friday afternoons, when people are either swamped or mentally checked out.
4. Avoid the Spam Filters (Stay Legit!)
Gone are the days when using words like "FREE" or "URGENT" automatically sent your email to the spam folder. Today’s spam filters are smarter - they look at your sender reputation, email engagement, and the overall content. However, that doesn’t mean you should go overboard with these words. If they come across as too aggressive or spammy (especially with too many exclamation marks or deceptive subject lines), it can still affect your deliverability.
How to Stay Out of Spam Folders:
Use "spammy" words wisely: It’s okay to use words like "FREE" or "DISCOUNT," but make sure the rest of your email feels genuine and valuable.
Maintain a clean email list: Regularly remove inactive subscribers to keep your engagement rates high and protect your sender reputation.
Authenticate your domain: Make sure your emails are authenticated with SPF, DKIM, and DMARC to show email servers that you're a legitimate sender.
Balance content: Avoid using just images or too much text. A healthy balance between the two helps avoid spam filters.
5. Be Authentic and Provide Value (The Anti-Spammy Approach)
At the end of the day, people will open your emails if they trust your brand and find your content valuable. No amount of clever tricks can replace authenticity and relevance.
How to Stay Genuine:
Be honest: Don’t overpromise in your subject line or preview text. Set clear expectations and always deliver what you say.
Offer value: Your subscribers gave you permission to email them - so make it worth their time. Provide tips, insights, offers, or exclusive content they can’t find elsewhere.
Speak to your audience: Write as if you’re speaking directly to one person. It’s personal, it’s human, and it’s effective.
Example:
Instead of: “Hurry, Act Now Before It’s Too Late!”
Try: “We noticed you’re interested in [Product Name]—here’s a special offer just for you.”
Final Thoughts: Increase Your Opens Without Being Spammy
It’s tempting to use clickbait subject lines or shady tactics to boost your open rates, but trust me, it’s not worth it. The best way to increase email open rates is by being strategic and authentic. By nailing your subject lines, optimizing preview text, sending emails at the right time, avoiding spam filters, and always providing value, your subscribers will be excited to open your emails. And who doesn’t want that?
Need help optimizing your email campaigns? Let’s chat.