Ashley Zeckman

5 Email Marketing Tips for Increased Open Rates

Ashley Zeckman     Email Marketing, Online Marketing
email marketing tips

Is your message blending in or standing out in an inbox filled with emails?

Email marketing has become an essential part of engaging and targeting prospects and clients online. In fact, eMarketer reports that 97% of small businesses use email marketing to connect with customers.   There are many aspects that make up an effective email marketing program, but today I’ll focus on how marketers can increase their campaign open rates.

Email content is essential, but getting people to actually open your email is a hurdle many marketers find hard to overcome.  A deep understanding of your customer base as well as their needs and habits for proper segmentation can be key in creating an effective email marketing strategy that produces high open rates.

As marketers we must ask ourselves: If I received this email from another company, would I open it?

#1 – Make a Good First Impression

What are the two things that email recipients see before actually opening an email?  Who the email is from, and what the subject line is.  These two items are your prime real estate for enticing your audience to view your email as opposed to simply trashing it and moving on.

The Sender: Recent studies have shown that adding a personalized feel to the email can be key in increasing open rates.  Instead of sending the email from [email protected] instead utilize the first and last name of a company employee.  Setting up an email to send out messages on behalf of a company CEO or President can have a large impact on open rates.  I would also like to note that many spammers are sending out emails with female first names (without a last name) so be aware of this spamming trend and try to avoid it.

The Subject Line:  If ever there were an opportunity to convince your audience to read this is it.  Email marketing service MailChip has provided some best practice approaches to creating subject lines which include:

  • 4 Words or Phrases to Avoid: free, help, percent off, reminder
  • Localization Helps: providing a city name can increase open rates
  • Newsletter Half Life: using the exact same subject line for each newsletter can decrease open rates
  • Subject Line Strength: keep your subject to 50 characters or less with the exception of highly targeted audiences

To see some additional tips as well as some subject line examples that have been tested as well as the open rate see the study here.

#2 – Timing Isn’t Everything, But It is Important

This is a tactic that requires some common sense as well as some experimentation.  If your emails are sent too early in the morning they can get lost in the shuffle of other emails either sent late at night or early in the morning.  If your emails are sent too late in the afternoon your customer may see it as one more thing to review before quitting time and put off reading it until the morning (which will pile it under even more emails).  It is also important to keep in mind your audience.

If you are running a B2C campaign your audience may have time to check their emails either during lunch or after work.  Try experimenting with time frames that match up with that notion.  If your campaign has a B2B focus I would recommend sending emails in the afternoon or around 7 or 8 in the morning when you know they’ll be reading.  If your email marketing system allows you can always try doing some A and B testing utilizing different time frames to test open rates.

#3 – Avoid Spam Filter Traps

Spam filters analyze a large list of criteria when determining an email’s “spam score”.  If your email campaigns total spam score is over a certain threshold then it is sent to the dreaded Spam inbox.  There are some common mistakes that are easily avoidable if you know what to look for.

  • Spammy phrases such as “Once in a lifetime opportunity!”
  • Too many !!!!!!!!!
  • Sloppy HTML

For additional tips to avoid being sent to the spam filter be sure to visit SpamAssassin.

#4 – Get Rid of Dead Weight

Depending on which email service you use there should be a report that allows you to determine which emails are either bouncing or which subscribers are not opening your emails on a consistent basis.  Your open rate can be dramatically increased by pulling people from your list who never open your emails.  I wouldn’t recommend deleting their emails completely.  Instead, do some digging to find where the email subscriber originally came from so that you can create a more targeted campaign to get them re-engaged.

#5 – Refine the Sign Up Process & Email Targeting

Make it easy for people to sign up to receive email correspondence from your company.  Having potential customers jump through hoops to receive your marketed material is a poor strategy.  In order to make this process effective and engaging perhaps you could provide a fulfillment piece or whitepaper during the initial sign up as a take away and then continue to market based upon their needs.

The more refined your targets within your campaigns are the more likely you are to achieve success with your email marketing campaign.  Creating separate nurture campaigns for prospects and influencers within different industries and job roles is a great way to begin tracking and improving success rates.

What is a Good Open Rate?

Now that we’ve covered 5 important tips for improving the open rate of your email marketing campaigns, I thought that providing some sort of standardization for open rates by industry might also be useful. Open rate is one of the most commonly ased questions with email marketing clients. While you make the decision to implement each of the tips above, it’s important to understand that the open rate of your email marketing campaigns can differ based upon your industry and target market.

Image Credit: Constant Contact

What are some of the tips you’ve followed to increase your email marketing open rates? What are some of the top resources you rely on for email marketing advice?

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Ashley Zeckman About Ashley Zeckman

Ashley Zeckman is the Senior Director of Digital Strategy for TopRank Marketing. In addition to finding innovative ways to showcase the exceptional work of her team, she is also responsible for creating digital marketing programs that drive customer acquisition and growth for the agency. Her background includes expertise in everything from content marketing strategy to branding, account management and social media.

Outside of her role at TopRank Online Marketing, Ashley prides herself on being a great home chef, painter, prankster and dog mom.


  1. These are excellent guidelines for marketers and webmasters. These days we tend to pay a lot of attention on social media because the Press is focusing on it. The very latest Comscore studies however show that email marketing and search outperform social media by more than two-to-one. 

    • David thanks for sharing.  I am of the belief that multiple tactics that are aligned can improve the effectiveness of an online strategy.  Could you possibly share a link to the Comscore study that you referenced above? 

      • Yes indeed. I was working from memory and it’s not Comscore that carried out that particular study it was the Pew Internet & American Life Project. Here is the link from my files:

  2. To me, the most important part of your points is Point 4 – too many emailers just continue to send out emails disregarding bounces and why they bounced.
    It is so important to target and to correct.

  3. Great post. Timing is huge in my experience. Also rapt to see some of these open rates – my clients will be happy knowing that they’re regularly getting 25% plus.

  4. This is really a good stuff! Thanks for sharing. I would also like to share some of my posts if you may: Thanks

  5. These are great tips for small and large businesses alike. As a small company reaching out to PR firms, we feel our message has to be exact or clients/prospects will turn off. Using services like Mailchimp and Emma has made it much easier for us to effectively reach clients. Thanks for the additional tips.

    • Todd thank you for your feedback. It is imperative that we keep our audience in mind when creating email marketing campaigns. I appreciate your targeted approach.

  6. Our approach is very similar. If you can provide useful content to your subscribers they will begin to view you as a resource of valuable information, which I’m sure you know can be invaluable.

  7. Avatar seocompany delhi says

    Fantastic article! Am going to implement these steps right now. 

  8. Ok, I can stop boo-hooing about my open rate–apparently it’s very good! Just started split-testing to find the optimal send time. Thought I could just do what others in my industry do, but split-testing is letting me find the best time for my list. Very valuable.

  9. Nowadays is the most popular entry point for online visitors.If you have a blog with huge traffic, you should build your mailing list via your blog.
    If you haven’t  start your email marketing campaign,I’ll recommend you to start your email marketing campaign using  email marketing company like Aweber or any other.
    URL :

  10. URL :
    If you’re getting a lot of traffic to your blog, that’s another opportunity to ask visitors to join your mailing list! Whether your blog is your website or just a part of it, you want to have a form available for potential subscribers to enter their information. If you’re using WordPress, you can integrate Emailing list webform on your blog.

  11. Avatar seocompany delhi says

    Awesome! I think every SE professionals should read the post and benefit from it. 

  12.  Hey Ashley,

    Excellent tips!

    I like that you pointed out #4 (dead weight)…

    I think a lot of people fail to realize how well they can potentially increase their deliverability by just “raking” their list for inactive users.

    You also mentioned subject lines, which is another one some people seem to not put as much thought into as they should.

    We recently put a post up about subject lines over on our own blog, if you or anyone that sees this would find it interesting:

    I’ve bookmarked your site and will check back more in the future. Great work!

    Mike Schwenk

  13. Avatar bulk email server says

    its very nice that i stumbled upon your was really a wonderful read…i will bookmark your website and will take the rss feed also…thanks for sharing…

  14. Avatar Yasir Salman says

    Great tips here! I didn’t find the industry I’m searching for but I’m
    thinking these stats are B2B’s over B2C’s. In addition to time of day,
    title, and ease of signup the design of the newsletter too.

    Platte daken