How to Increase Email Open Rates in 2025: Strategies That Still Work

Strategies That Still Work

You’re writing great emails, building your list, and pressing “send”—but no one’s opening. Sound familiar?

In 2025, inboxes are more crowded than ever. People are overwhelmed with promotions, notifications, and newsletters. If your email doesn’t stand out, it won’t get opened—and if it’s not opened, it won’t convert.

The good news? Open rates aren’t just luck or magic. With the right strategy, you can consistently cut through the noise and get your emails noticed.

This guide covers everything you need to know about how to increase email open rates in 2025—from subject lines to send times, and beyond.

Why Open Rates Still Matter

While clicks and conversions get most of the attention, your open rate is the gateway to everything else.

A higher open rate means:

More people reading your content
Higher engagement with your brand
Better inbox placement (and less spam folder drama)
More conversions down the line

Even small improvements in open rates can lead to big boosts in revenue.

What’s Considered a Good Open Rate in 2025?

With Apple’s Mail Privacy Protection and other privacy changes, open rate tracking is less precise than it used to be. But it’s still a valuable signal—especially when looking at trends.

Average open rates by industry in 2025:

B2B: 21–27%
E-commerce: 16–20%
SaaS: 19–24%
Coaches/consultants: 25–35%

Instead of comparing to others, focus on improving your own numbers over time.

How to Increase Email Open Rates in 2025

Nail Your Subject Line Every Time

Your subject line is your first impression. If it doesn’t spark curiosity or interest, the email gets ignored.

What works:

Curiosity: “You’re not going to like this (but you need to see it)”
Personalization: “John, here’s a tip for your next campaign”
Urgency: “Ends in 12 hours: Your early access is about to expire”
Value-driven: “5 ways to double your leads this week”
Question-based: “Still struggling to grow your list?”

Avoid:

ALL CAPS or excessive punctuation!!!
Spammy words like “FREE,” “ACT NOW,” or “GUARANTEED”
Generic or vague subjects (“Newsletter #7”)

Test subject lines regularly. A small tweak can make a big difference.

Optimize Your Preview Text

Preview text appears right next to your subject line—and it’s often overlooked. Use it to support the subject and entice the reader further.

Example:
Subject: “Why your last campaign didn’t work”
Preview text: “And what to fix before your next send…”

Think of it as your second chance to convince someone to open.

Segment Your Audience

Generic blasts no longer work. Segmentation allows you to tailor content based on:

Purchase history
Lead source
Behavior (clicks, downloads, visits)
Demographics (location, age, job role)
Engagement level

The more relevant your message, the higher the open rate.

Example:

New subscribers get a welcome series
Past customers get loyalty offers
Inactive users get re-engagement emails

People open emails that feel like they were written just for them.

Send from a Real, Recognizable Name

Emails from “no-reply@company.com” feel cold and impersonal. Use a real name and email address that your audience will recognize and trust.

Examples:

Also, match your sender name to the tone of your brand—whether it’s friendly and casual or professional and polished.

Perfect Your Send Time (But Keep Testing)

There’s no one-size-fits-all perfect send time. But in general, these windows tend to work best:

Weekdays:

Tuesday, Wednesday, Thursday
Between 9–11 AM or 1–3 PM local time

B2C audiences:

Evenings and weekends sometimes perform better

Test your own list to find the sweet spot. Use A/B tests over several weeks to identify trends.

Clean Your List Regularly

Sending to inactive or fake emails drags down your deliverability—and your open rates.

Tips:

Remove subscribers who haven’t opened in 90+ days
Use re-engagement campaigns before removing
Use double opt-in to reduce fake signups
Remove hard bounces and spam complaints promptly

A smaller, active list will outperform a massive, unresponsive one every time.

Avoid Spam Triggers and Deliverability Issues

If your emails don’t reach the inbox, they can’t be opened.

To improve deliverability:

Authenticate your domain (SPF, DKIM, DMARC)
Use clean, responsive HTML code
Don’t use URL shorteners or too many links
Make unsubscribing easy (yes, really)
Don’t use misleading subject lines

Check your spam score with tools like Mail-Tester or GlockApps before sending.

Make Your Emails Mobile-Friendly

More than 70% of emails are opened on mobile devices. If your design is hard to read on a phone, your subscribers won’t engage.

Tips:

Use a single-column layout
Keep subject lines under 50 characters
Use a large, readable font
Make buttons big and tappable
Test on both Android and iOS

If your email looks bad on mobile, it won’t get a second glance.

Use AI and Personalization Tools

AI-powered email tools are helping marketers write better subject lines, personalize content, and optimize send times.

Try:

AI subject line generators (like Phrasee or Copy.ai)
Predictive send time optimization (available in Mailchimp, HubSpot, Klaviyo)
Dynamic content based on user behavior or preferences

Personalized emails don’t just sound better—they perform better.

Build Trust Over Time

Your audience is more likely to open emails when they trust that what’s inside is worth their time.

Do this by:

Showing up consistently (weekly or bi-weekly cadence)
Delivering actual value—not just promotions
Respecting their inbox and avoiding spammy tactics
Building a brand voice that feels human

When people enjoy your emails, they look forward to them.

Final Thoughts: Make Every Email Count

Open rates aren’t just vanity metrics—they’re signals that your message matters. The tips above will help you increase email open rates in 2025, but they all come back to one idea: be relevant, valuable, and human.

Don’t just send emails. Send emails people can’t wait to open.