Last updated on April 16th, 2025 at
Kartik Sharma ✅
Reviewed by Email Marketing Expert
Kartik Pandit, Founder of WPKartik
6+ years of experience helping businesses boost revenue through high-converting email campaigns.
Why People Don’t Open Your Emails (And How to Fix It)
You send an email, hoping people will read it… but almost no one does.
It feels like no one is listening.
Most people think the problem is the subject line. But that’s just a small part of it.
After helping businesses and creators improve their email results for years, I’ve seen one thing again and again:
If you want to increase email open rate, it’s not about fancy tricks — it’s about understanding what actually makes people click.
In this post, I’ll show you how to increase email open rates using a simple method called the O.P.E.N. Formula.
It’s easy to follow and works even if you’ve never sent a single marketing email before.
Let’s break it down and finally get your emails opened and read.
What Is a Good Email Open Rate?
So, how do you know if your email open rate is actually good?
Well, it depends a little on what kind of emails you’re sending and who you’re sending them to. But in general:
👉 If around 20–25 out of every 100 people open your email, that’s considered normal.
👉 If you’re getting more than 25%, that’s great!
👉 And if it’s under 15%, don’t worry — we’ll talk about how to fix that.
| Industry | Average Open Rate |
|---|---|
| Retail | 18.0% |
| E-commerce | 15.5% |
| Technology | 22.0% |
| Education | 25.5% |
| Healthcare | 24.5% |
| Non-Profit | 30.0% |
| Financial Services | 21.5% |
Some industries, like schools, nonprofits, or personal brands, often get even higher open rates — sometimes 40% or more!
Want to see the actual numbers? Here’s a helpful chart with averages by industry.
The main thing to remember is this:
Even if your open rates aren’t great right now, they can get better — a lot better — with a few small changes.
As you can see, the Non-Profit sector tends to see higher open rates, while E-commerce emails can have lower rates. Your industry can guide your expectations and give you a clear idea of where you stand in comparison.
The O.P.E.N. Formula: A Simple Way to Increase Email Open Rates
If you’re wondering how to increase email open rates, the O.P.E.N. Formula is a super simple method that works — even if you’re brand new to email marketing.
Each letter in O.P.E.N. stands for one key piece of the puzzle that gets more people to actually open your emails.
Let’s break it down:
The O.P.E.N. Formula: A Simple Way to Increase Email Open Rates
If you’re wondering how to increase email open rates, the O.P.E.N. Formula is a super simple method that works — even if you’re brand new to email marketing.
Each letter in O.P.E.N. stands for one key piece of the puzzle that gets more people to actually open your emails.
Let’s break it down:
🟠 O – “Outstanding Subject Line”
Your subject line needs to grab attention in a split second. If it doesn’t stand out, your email will just blend in with the rest of the inbox.
Here’s what works:
Be Direct: Get straight to the point so your readers know what they’re getting.
“Last chance: Your 50% off coupon expires tonight!”
Add Urgency: People are more likely to open when they feel they might miss out.
“Only 5 spots left for our webinar – reserve yours now!”
Be Specific: A specific subject line promises more value.
“How to boost your sales by 20% this month (easy tips inside)”
Create Curiosity: Leave them wondering what’s inside — just enough to make them want to open.
“You won’t believe what happened after I tried this…”
🟠 P – “Personal Touch”
People love feeling like an email was written just for them. Using their name or referencing something personal makes your email stand out.
Examples:
Name-Based:
“Sarah, we’ve got a special offer just for you”
“Hey Jake, here’s that resource you requested”Segment-Based:
“Hey Sarah, ready to take your photography skills to the next level?” (if she’s shown interest in photography-related content)
“Jacob, your website audit is ready — let’s fix it together!” (if he’s been through a website audit)
🟠 E – “Engaging Preview Text”
The preview text is like the “sneak peek” into your email. It should build on your subject line and create even more curiosity.
Examples:
If your subject line is: “This trick doubled my website traffic”
Your preview could be: “Here’s exactly how I did it, and how you can too”If your subject line is: “Your free gift is waiting”
The preview could be: “Click to claim your gift before it’s gone — don’t miss out!”
Pro Tip: Think of the preview as your second shot at getting them to click. Make it count!
🟠 N – “Now is the Time” (Perfect Timing)
Timing is everything. Even the best subject line can flop if you send it at the wrong time.
Best Practices:
Send emails on Tuesday or Thursday mornings (around 9–11 am) — when people are actively checking their inbox but haven’t gotten buried with emails yet.
Avoid sending emails during the weekend or late at night, as people may not see them until Monday.
Test your timing: Try sending emails at different times of the day, and see when your audience engages the most.
Example:
If you’re sending an email about a time-sensitive offer or sale, make sure it lands during the day, not at night.
“Flash Sale: 50% Off Ends in 6 Hours! Shop Now!” (send it during work hours when people are more likely to act fast).
And That’s the O.P.E.N. Formula!
By using these simple but powerful tips, you’ll have a much better chance of getting your emails opened. Combine these strategies, and watch your email open rates improve — without all the guesswork!
How to Improve Email Open Rates (14 Super Proven Tips)
1. Craft Compelling Subject Lines
Your subject line is the first thing people see. If it’s not interesting or clear, they won’t open your email.
How to improve it:
Keep it short and sweet: Aim for 6-8 words. Too long and it might get cut off, especially on mobile.
Make it exciting: Use curiosity or urgency to grab attention. For example: “Last chance for 20% off!” or “You won’t believe this offer!”
Focus on value: Let people know what’s in it for them. For example: “Get tips to boost your email open rates!”
Personalize: Use the person’s name or make it feel like the email was made just for them. Example: “[Name], here’s a special offer for you.”
Test different options: Try different subject lines to see which one gets more opens. A simple change in wording can make a big difference!
Quick tip: If you’re unsure, think about what would make you open the email. It’s all about catching their eye and making them curious!
P.S – Learn from this – 10 Proven Email Subject Line Hacks to Skyrocket Your Open Rates
2. Personalize Your Emails
People like emails that feel personal. When you use their name or make the email relevant to them, they’re more likely to open and engage with it.
How to improve it:
Use their name: It’s simple but effective. A subject line like “Hey [Name], Here’s Your Special Offer!” makes the email feel more personal.
Segment your list: Group your email list by interests or behaviors. For example, send different emails to people who’ve bought from you before vs. new subscribers.
Recommend based on their preferences: If you know what someone likes, suggest products or content they’ll care about. “We think you’ll love this, [Name]!” feels much more engaging.
Make it feel like a conversation: Write in a friendly, approachable tone. It should sound like you’re talking directly to the person.
Quick tip: You don’t have to go overboard. Even small personal touches like their name or offering them something relevant can boost your open rates!
Read this – Email Personalization: How I Increased My Email Conversions by 45% with Personalization
3. Optimize Your Preheader Text
The preheader text is the short preview that appears next to or below your subject line in the inbox. It gives your readers a little more info about what your email is about. If it’s boring or unclear, they might skip it.
How to improve it:
Use it to complement the subject line: Make sure the preheader adds more value or curiosity. If your subject line is “Last Chance for 20% Off,” your preheader could be “Hurry, offer ends today!”
Keep it short: Aim for 35-50 characters. Too long, and it might get cut off.
Make it action-driven: Encourage people to open the email with action words like “Learn more” or “Claim your offer.”
Don’t leave it blank: Some email providers leave the preheader empty by default. Always fill it in with something that entices the reader!
Quick tip: Treat the preheader like a mini subject line. It should give readers a reason to open the email, just like your subject line does!
4. Build Brand Recognition with BIMI
BIMI helps your emails stand out in the inbox by showing your logo next to your email. This helps build trust and recognition with your audience, making them more likely to open your emails.
How to improve it:
What is BIMI? BIMI is a system that lets your logo appear next to your email in the inbox. It’s like a visual signature that shows your email is from a trusted source.
Get your logo verified: To use BIMI, you need to verify your logo with certain email security protocols (like DMARC). This makes sure your email is legitimate.
Stand out in the inbox: A branded email with your logo looks more professional and trustworthy, which can lead to higher open rates.
Quick tip: Adding your logo to emails helps people instantly recognize your brand. It’s like having your brand’s face in the inbox!
5. Experiment with Your Sender Name
The sender name is what shows up in the inbox. If your reader doesn’t recognize it or trust it, they might ignore your email. Changing your sender name can make a big difference in whether or not your email gets opened.
How to improve it:
Use a familiar name: People are more likely to open emails from someone they know. Use your business name or a personal name (if appropriate). For example, “John from [Your Business Name]” feels more personal than “newsletter@company.com.”
Try different sender names: Test using your brand name vs. a person’s name. For some audiences, a personal name may feel more trustworthy. For others, the brand name might work better.
Be consistent: Once you find a sender name that works, stick with it. Consistency helps people recognize and trust your emails.
Quick tip: Test different sender names to see which one gets more opens. Sometimes, a simple change can boost your open rates!
6. Segment Your Email List
Sending the right message to the right people makes your emails feel more personal and relevant. When you segment your email list, you’re making sure your audience gets content that matters to them, which increases the chances they’ll open and engage with your emails.
How to improve it:
Group by interests: Divide your list based on what people like. For example, if you sell clothes, you could segment by categories like “Men’s Clothing” and “Women’s Clothing.”
Group by actions: Segment by how people interact with your emails. You can send different emails to people who opened your last email vs. those who didn’t.
Group by location or age: If your product or service is location-specific or age-specific, consider segmenting by these details.
Send targeted content: Once you have your segments, send them tailored content. For example, offer discounts or information that’s most relevant to each group.
Quick tip: The more relevant your emails are to each person, the more likely they’ll open them. Segmentation helps you do that!
Read this – How Email List Segmentation and Email Marketing Segmentation Can Boost Your Results and How to do it.
7. Send Emails at the Optimal Time
Even the best email can be missed if you send it at the wrong time. People are more likely to open your email when it lands in their inbox at a time they’re actually checking it.
How to improve it:
Know your audience’s habits: Think about when your readers are most active. Are they busy parents? Office workers? Night owls?
Best times to try: Generally, weekdays work better than weekends. Early mornings (around 8–10 AM) and just after lunch (around 1–3 PM) are often great starting points.
Avoid late nights or weekends: Unless your audience is very active at night or weekends, those times usually get lower open rates.
Test and learn: Send the same email to different groups at different times and see when you get the best results. This is called A/B testing.
Quick tip: There’s no “perfect” time for everyone. Test a few times and stick with what works best for your audience.
8. Make Emails Mobile-Friendly
Most people check their emails on their phones. If your email looks bad on a small screen, they might delete it without reading. A mobile-friendly email means more opens, more clicks, and happier readers.
How to improve it:
Use a simple layout: One column designs work best on small screens. Avoid clutter and keep it clean.
Make text easy to read: Use larger fonts (at least 14–16px) so people don’t have to zoom in.
Use buttons, not links: Buttons are easier to tap on a phone than tiny text links. Make your call-to-action clear and clickable.
Keep images small and responsive: Images should resize automatically to fit the screen. Also, don’t rely on images alone—some phones block them by default.
Test on mobile: Always preview your email on a phone before sending it. Make sure everything looks good and works.
Quick tip: If your email is easy to read and use on a phone, people are more likely to open and engage with it.
9. Provide Valuable and Relevant Content
If your emails are helpful, interesting, or solve a real problem, people will want to open them. If your content feels random or useless, they’ll stop opening—or even unsubscribe.
How to improve it:
Know what your audience cares about: Think about what problems they have or what they want to learn. Then, give them content that helps.
Example: If you’re in marketing, send tips they can use right away.
Stick to one clear message per email: Don’t overload with too many topics. Keep it focused and easy to follow.
Use a friendly, simple tone: Write like you’re talking to a real person. No need for fancy words or marketing fluff.
Mix it up: Share helpful tips, how-tos, product updates, or even a behind-the-scenes look at your business—just keep it relevant.
Quick tip: Before you hit send, ask yourself: Would I want to read this if it landed in my inbox? If yes—you’re on the right track.
10. Avoid Spam Filters
If your email ends up in the spam folder, no one will see it—no matter how good it is. Avoiding spam filters helps your emails land in the inbox where they belong.
How to improve it:
Don’t use spammy words: Avoid all-caps, too many exclamation marks, or phrases like “Buy now!!!” or “Make money fast.” These trigger spam filters.
Use a real sender name and email: People (and spam filters) trust emails that come from real names, not “noreply@something.com.”
Ask people to add you to their contacts: When someone adds your email to their contact list, your emails are less likely to go to spam.
Avoid too many images or links: A balanced email with both text and images works better. Don’t overload your message with buttons or links.
Set up email authentication (like SPF, DKIM, DMARC): These are technical settings that help email providers know you’re legit. Your email platform can help set these up.
Quick tip: Always test your email before sending. Most email tools can show if it might land in spam—fix issues before it’s too late.
Read This – Email Deliverability Best Practices 2025: 10 Proven Ways to Avoid Spam & Boost Open Rates
11. Test and Analyze Your Campaigns
If you’re not checking what’s working and what’s not, you’re just guessing. Testing helps you understand what your audience likes, so you can do more of what gets results.
How to improve it:
Use A/B testing: Try sending two versions of your email with small changes—like different subject lines, images, or buttons. See which one gets more opens or clicks.
Track key numbers: Watch your open rates, click rates, and unsubscribes. These tell you what’s working and where you can improve.
Test one thing at a time: Don’t change everything in one go. Keep it simple—test one thing, learn from it, then try the next.
Use your email platform’s reports: Most tools like Mailchimp, ConvertKit, or Brevo show you stats. Use them to make smarter decisions for future emails.
Quick tip: Don’t guess—test! Even small changes can lead to big improvements over time.
12. Use Emojis in Subject Lines (Sparingly)
Emojis can grab attention in a crowded inbox. They add color and emotion, and can help your subject line stand out. But if you overdo it, it can look spammy or unprofessional.
How to improve it:
Use 1 emoji max: One is enough to catch the eye without overloading the message.
Example: “🎉 Your 20% Off Code Is Inside”
Match the emoji to your message: Use emojis that make sense with the topic. Don’t throw in random ones just for fun.
✅ Good: “🕒 Time’s Running Out!”
❌ Not great: “🦄 You’ll Love This Sale” (unless you actually sell unicorn stuff!)
Test with your audience: Some people love emojis, others don’t. Try using them in a few emails and see how your audience reacts.
Don’t replace words: Use emojis with words, not instead of them. Keep your message clear.
Quick tip: Emojis are like seasoning—just a pinch can make your subject line pop. Too much? It’s a mess.
13. Make Use of Email Automation & Behavioral Triggers
Automation saves you time and sends the right message at the right time—without you having to do it manually. When you send emails based on what people do (like signing up or clicking a link), it feels more personal and gets better results.
How to improve it:
Set up welcome emails: When someone joins your list, automatically send a warm welcome + helpful info. People are most engaged right after signing up.
Use behavior-based triggers: Send emails based on what people do (or don’t do).
Example: If someone clicks on a product, send a follow-up with more info or a discount.
Or, if someone hasn’t opened your last few emails—send a “We miss you!” email.
Automate follow-ups: If someone downloads a guide, completes a form, or abandons their cart, follow up with helpful or encouraging content automatically.
Keep it simple: Start with 1–2 key automations. You don’t need a complex setup to see big results.
Quick tip: Automation feels like magic to your readers—but it’s just smart timing. Set it once, and let it work for you.
21. Align Expectations From the Start
People are more likely to open your emails if they know what to expect—and actually want it. When you’re clear from the beginning about what kind of emails you’ll send and how often, your audience won’t be surprised or annoyed later.
How to improve it:
Be honest at sign-up: Let people know what they’re signing up for. Will they get tips? Discounts? Weekly updates? Tell them upfront.
Example: “Sign up to get weekly marketing tips + special offers.”
Stick to your promise: If you said you’ll send one email a week, don’t suddenly send one every day. People unsubscribe when things feel spammy or unexpected.
Use your welcome email to set the tone: Remind them what they’ll get from you and how often. It builds trust from day one.
Respect their inbox: Give them useful stuff they actually signed up for—no tricks, no surprises.
Quick tip: When people know what to expect—and you deliver—they’ll look forward to your emails instead of ignoring them.
Conclusion: Your Next Steps to Higher Open Rates
Learning how to improve email open rates is more than just writing catchy subject lines—it’s about building trust, sending at the right time, and optimizing every element for your reader.
The O.P.E.N. Formula gives you a strategic approach to increase email open rate consistently. Start by applying one technique today.
Whether you’re looking to increase email open rates long-term or simply want to understand how to increase email open rate this week, the key is to stay focused, keep testing, and put your audience first.
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