How to Get People to Open your Email

If you send email to customers, what can you do to get more people to open your email? Focus on the subject line. This isn’t new news but still it’s something that email marketers shouldn’t ignore. When it comes to internet marketing the words you use, the font, where they are on the page, and other details can make an enormous difference.

Here are some quick tips to see better open and click rates for the email you send:

  • Personalize the subject line with the recipient’s name

It turns out one of the most important factors when it comes to email is to personalize the subject line. So use the person’s name you’re sending the email to in the subject line and you’ll get better open rates, according to a MailerMailer study. That’s because people look at the subject line quickly and decide if they’ll read or delete your message.

Here’s an example of a personalized subject line: Andy, Don’t Miss our Halloween Savings!

Note that not only have the open rates gone up when this principle is applied, but the click rate went up significantly. That means people clicked a link in the email, which means you have their attention.

Do Not

  • Send out emails from different groups in your company. This should be coordinated (73% judge who sent the email—the “from” line and 69% judge the “subject” line to determine if your email gets deleted or reported as spam).
  • Be vague in the subject line—be specific and clear about the offer or benefit.
    “A December 2006 study by the E-Mail Sender and Provider Coalition and Ipsos confirmed how crucial ‘from’ and ‘subject’ lines are. About seven in 10 US Internet users said they judged these lines when deciding whether to report an e-mail as spam.”

Also noted is that while open rates continue to drop since 2004, click rates are holding more steady.


  1. [...] thing we had going for us? Personalization. Everyone was talking about it. Apparently, just by adding the recipient’s name to the subject line of an email, you could increase clickthrough rates by [...]