Getting more people to open your emails is a great way to boost your marketing results. But open rate is only part of the story. Some email clients block tracking pixels, and sometimes emails are opened automatically without real engagement. For a deeper look at why opens matter less than you might think, see It’s time to ditch opens and clicks - here’s why, plus 10 KPIs.
If your open rate is low, it often means your subject line needs improvement. Here are some practical tips to help you improve your open rates and overall campaign results.
1. Craft subject lines that truly connect
Your subject line is the first thing recipients see, so make it relevant and engaging. Avoid generic or clickbait phrases. Personalisation can help, but always test what works best for your audience. For ideas on generating subject lines with AI, see How to use AI to generate a subject line.
You can also watch Masterclass Week 4 - Subject Lines for more tips.
2. Use a proper preheader
A preheader appears next to your subject line in inboxes and can increase opens by up to 7%. Don’t leave it blank or use default copy. Instead, write a short, relevant line that complements your subject.
To get started, see How to use AI to create a preheader and How to set your preheader.
You’ll find more guidance in 3 Quick Wins to Maximise Your Inbox Real Estate.
3. Use data validation to keep your list healthy and engaged
Accurate and up-to-date data is essential for good deliverability and better open rates. Our data validation tool helps you check email addresses for errors, remove invalid contacts, and reduce the risk of bounces and spam complaints. Keeping your list clean ensures your messages reach real people who want to hear from you.
For detailed information and tips, see Apps in journeys - data validation.
4. Personalise your content and enhance your brand presence
Make your emails feel relevant by using personalised content tailored to each recipient. A consistent design that reflects your brand can also build trust. To go further, consider setting up BIMI (Brand Indicators for Message Identification), which allows your brand logo to appear in inboxes that support it. This can improve visibility and credibility at a glance.
For creative inspiration, explore Masterclass Week 1 - Email Creative and Designing emails that get noticed - a designer’s point of view.
5. Don’t rely solely on open rates
Because some email clients limit open tracking, open rates don’t always tell the full story. Track other KPIs like click-through rates, conversions and replies for a clearer view of engagement. Read more in It’s time to ditch opens and clicks - here’s why.
6. Strengthen your deliverability and avoid spam triggers
Deliverability plays a major role in whether your emails even make it to the inbox. Avoid known spam trigger words, space out your sends to reduce the risk of blacklisting, and make use of email throttling where appropriate.
For further insights, watch Masterclass Week 2 - Deliverability.
7. Test inbox placement and monitor your sending reputation
Even if you send a great email, it can still land in spam. Use inbox placement tests and deliverability audits to understand how mailbox providers are handling your messages. These tools help you spot issues early and take corrective action.
Read more, and book one, in Inbox placement test and deliverability audit and track your performance over time with the Personalised Deliverability Report.
8. Test and optimise continuously
A/B testing different elements like subject lines, sender names and send times is essential. Regular testing helps you learn what resonates best with your audience and improves your results over time. Learn more in How to split test a/b test using journeys.
9. Watch the Think Differently masterclass series
For comprehensive guidance on email strategy - from creative to deliverability - check out the full “Think Differently” webinar recordings. They cover subject lines, content, personalisation and more in practical detail. Watch here: All Masterclass Think Differently webinar recordings.
Improving your open rate starts with sending relevant, personalised content at the right time to an engaged audience. Keep testing, learning and using your data wisely to build strong connections.
For a broader understanding of email marketing best practices, check out the Email Marketing Playbook and the Deliverability Guide.