How to Increase Email Open Rates: 11 Fixes That Work

Quick answer: Send from a recognizable name on your own domain, set up SPF, DKIM, and DMARC, remove subscribers who have not opened in about 6 months, and write clear, specific subject lines with preview text. Then test send times. Watch clicks too, because Apple Mail Privacy Protection inflates opens.↗ Share on X

To increase email open rates, fix four things first: send from a name people recognize, write subject lines that say clearly what is inside, remove subscribers who have not opened in months, and set up email authentication (SPF, DKIM, and DMARC) so your emails land in the inbox instead of spam. After that, test your send times and use the preview text. These changes cost nothing and work with any email tool.

One warning before you start: open rates are less accurate than they used to be. Since 2021, Apple Mail Privacy Protection loads emails automatically for many Apple Mail users, which counts as an "open" even if nobody read it. So watch clicks and replies too, not just opens.

Why do people ignore your emails?

READ ALSOHow to Pick the Right Email Automation Tool for Small Business Beginners →How to Segment Your Email List by Engagement for Better Opens →How to Train AI to Write Persuasive Product Reviews for E-Commerce →

Almost every low open rate comes from one of three problems:

Find your main problem, then work on those fixes first.

Fix 1: Set up SPF, DKIM, and DMARC

These three records prove to Gmail, Yahoo, and Outlook that you are really the one sending the email. They sound technical, but your email tool gives you the exact text to copy.

• SPF is a list of servers allowed to send email for your domain.
• DKIM is a digital signature added to each email.
• DMARC tells inboxes what to do if an email fails the first two checks.

Since February 2024, Google and Yahoo require bulk senders to have these in place. Without them, more of your emails end up in spam or get rejected.

How to do it: open your email tool's settings, find "domain authentication" or "sender authentication," copy the records, and paste them into your domain's DNS settings (where you bought your domain, like GoDaddy, Namecheap, or Cloudflare). It usually takes about 20 minutes.

Fix 2: Stop sending from a free Gmail or Yahoo address

READ ALSOHow to pick a host that grows with your online store →Why Are My Emails Going to Spam? 9 Fixes That Really Work →Why Your Emails Go to Spam and the 7 Fixes That Work →

Sending newsletters from `yourname@gmail.com` through an email tool often fails authentication, because you do not own the gmail.com domain. Use an address on your own domain, like `hello@yourbusiness.com`.

Fix 3: Clean your list every few months

Sending to people who never open tells inbox providers your emails are not wanted. That pushes more of your emails to spam, even for your real fans.

1. Filter subscribers who have not opened or clicked in the last 6 months.

2. Send them one "Do you still want these emails?" message with a single click to stay.

3. Remove everyone who does not respond within 1 to 2 weeks.

4. Delete addresses that bounce.

Your list gets smaller, but your open rate and inbox placement usually improve. Keep in mind that Apple's automatic opens can make some inactive people look active.

Fix 4: Use a sender name people recognize

The sender name is often the first thing people read, before the subject line. Test:

• Your personal name: "Sarah Lopez"
• Name plus brand: "Sarah from GreenLeaf"
• Brand only: "GreenLeaf Garden Supply"

For small businesses and creators, a real person's name often feels more personal. Whatever you pick, keep it the same every time.

Fix 5: Send a welcome email right away

People are most interested in the minutes right after they sign up. Set up an automatic welcome email that goes out immediately. In it:

• Deliver what you promised (the discount, the checklist, the download).
• Tell them how often you will email and what they will get.
• Ask them to reply with one word, or to move your email to their main inbox. Replies help show inbox providers that people want your mail.

Fix 6: Write subject lines that say what is inside

Clear beats clever. Compare:

Simple rules that help:

1. Keep it short. Phones cut off long subject lines. Put the key words at the start.

2. Be specific. Numbers, dates, and real benefits give people a reason to open.

3. Do not trick people. A fake "Re:" or "Your account" may get one open, then people stop trusting you and may mark you as spam.

4. Avoid ALL CAPS and lots of exclamation points. They look like spam.

5. Use the reader's name sparingly. It can help, but it gets old fast.

Fix 7: Use the preview text

Preview text is the gray line that shows next to or under the subject line in most inboxes. If you leave it empty, inboxes show the first words of your email, often "View this email in your browser."

Treat it as a second subject line. Example:

• Subject: Our spring sale ends Friday
• Preview: 30% off seeds and soil, plus free shipping over $50

Fix 8: Test subject lines with A/B tests

Most email tools (Mailchimp, MailerLite, Kit, Brevo, and others) let you run an A/B test. That means you send two subject lines to small parts of your list, and the tool sends the winner to everyone else.

To get useful results:

• Test only one thing at a time (subject line, sender name, or send time).
• Use a big enough group. With a very small list, results can be random.
• Keep a simple note of what won, so you learn patterns over time.

Fix 9: Find your best send time

There is no single best time for everyone. It depends on who your readers are. A worker with an office job may read at lunch. A parent may read after the kids sleep.

1. Pick two times that make sense for your readers, such as Tuesday at 10 a.m. and Thursday at 7 p.m.

2. Send similar emails at each time for 4 to 6 weeks.

3. Compare opens and clicks, then stick with the winner.

Some tools also offer "send time optimization," which picks a time for each subscriber based on past behavior.

Fix 10: Send on a steady schedule

If you email once in March and then again in July, people forget who you are and delete it, or report it as spam. Choose a rhythm you can keep, like once a week or twice a month, and stick to it.

Fix 11: Split your list into groups

Not everyone wants the same emails. Segmenting means sorting subscribers into groups, such as:

• New subscribers vs. long-time readers
• Customers vs. people who never bought
• People interested in topic A vs. topic B

An email that matches what someone cares about gets opened more. Even two groups is better than one big list.

Why are your emails going to spam?

Quick checklist if you suspect spam problems:

• [ ] SPF, DKIM, and DMARC set up
• [ ] Sending from your own domain
• [ ] An easy, one-click unsubscribe link in every email
• [ ] No bought or rented email lists
• [ ] Inactive and bounced addresses removed
• [ ] Few spam complaints (check your tool's reports)
• [ ] Not too many images with very little text

Gmail users can also check Google Postmaster Tools, a free tool that shows your spam complaint rate and domain reputation once you send enough volume.

Your next step this week

Log in to your email tool today and do two things: find the domain authentication page and finish setting up SPF, DKIM, and DMARC, then write down your average open and click rates from your last five emails. Next week, clean your inactive subscribers with one re-engagement email, and run your first subject line A/B test. Compare your numbers after a month.

FAQ

Why did my email open rate suddenly drop?

A sudden drop often means your emails started landing in spam or the Promotions tab. Check that SPF, DKIM, and DMARC are set up, look at your spam complaint rate, and remove inactive and bounced addresses.

Are open rates still accurate?

Less than before. Since 2021, Apple Mail Privacy Protection can register an open even when nobody reads the email. Use opens to compare your own emails over time, and track clicks and replies as well.

How often should I clean my email list?

Every few months is a good rhythm. Send a re-engagement email to people who have not opened or clicked in about 6 months, and remove those who do not respond within one to two weeks.