Open rate is an imperfect metric, but it’s still the first signal of whether your emails reach people and earn a click. These are the changes that consistently move it.
1. Fix deliverability first
No subject line can rescue an email that lands in spam. Authenticate your domain with SPF, DKIM and DMARC, remove inactive subscribers, and keep complaint rates low.
2. Segment by behaviour
Send relevant messages to people who have recently engaged, and slow down for those who haven’t. Smaller, warmer segments protect your reputation and raise average opens.
3. Write for humans
Clear, specific subject lines beat clever ones. Say what’s inside, keep it short, and match the promise in the email body.
4. Test send times
Run structured A/B tests across days and times for each segment, rather than relying on generic “best time” advice.
5. Review monthly
Track clicks and conversions alongside opens, and retire what isn’t working.