Definition
Increasing your email open rate means getting more of your delivered emails actually opened. Open rate is driven primarily by what recipients see before they open: the sender name, subject line and preview text, plus how relevant the email is to them.
Start with the sender name. Using a recognizable person or brand name builds trust and recognition, so subscribers are more likely to open. Next, craft subject lines that are specific, curiosity-driven or value-focused, and use preview text to reinforce them.
Segmentation is powerful. When an email is clearly relevant to a recipient, they open more often. Finally, remove inactive subscribers who no longer engage; they drag down your rate and can hurt deliverability.
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Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Above the Fold in Email
Above the fold in email refers to the content visible to a recipient before they scroll, a critical area for first impressions and primary calls to action.
Abuse Complaint
An abuse complaint is a report from a recipient who marks an email as spam, which negatively affects sender reputation and deliverability.
Alt Text
Alt text is the written alternative to an image in an email, displayed when images are blocked, slow to load, or consumed by screen readers.
AOL Mail for Email Marketers
AOL Mail is a legacy email provider with specific deliverability requirements and rendering quirks, now operating as part of the Yahoo+AOL network under shared infrastructure.
Email Authentication Protocols
Email authentication protocols are technical standards that verify the identity of an email sender, helping mailbox providers distinguish legitimate mail from spam and phishing.
Frequently Asked Questions
A good open rate is roughly 18-22% across industries, above 25% is strong. Rates vary by list quality and type, and Apple Mail Privacy Protection has inflated raw numbers.
Likely causes include an unrecognizable sender name, weak subject lines, irrelevant content, too much email, a stale list or deliverability problems that land emails in spam.
Yes. Removing subscribers who never open improves your metric and your deliverability, because providers reward sending to engaged, active lists.