How to Get People to Actually Open Your Emails
(Without Feeling Like You’re Just Shouting Into the Void)
Let’s be real, email marketing doesn’t sound as shiny as TikTok trends or AI tools. But here’s the thing: email still works. In fact, when it’s done right, it’s one of the most powerful, personal, and cost-effective channels you’ve got.
The catch? Getting someone to actually open your email is harder than ever.
So, how do you cut through the chaos of inboxes full of promo codes, receipts, and “quick check-ins”? We’ve spent years testing, tweaking and learning what makes people click (literally). And today, we’re sharing the stuff that actually moves the needle.
1. Stop Writing Emails for “Everyone”
This might sound backwards, but the more specific your email feels, the more likely it is to get opened. Mass-blasting the same message to your whole list? That’s a fast track to the spam folder.
Instead:
- Segment your audience by interest, location, or behaviour
- Send emails that feel like they were meant for that person
- Use language your audience actually uses (not corporate fluff)
TLH Tip: If your subject line could work for anyone, it probably won’t resonate with anyone.
2. Nail the Subject Line (It’s Everything)
Think of your subject line like a movie trailer. If it’s dull or confusing, people won’t bother clicking through to see the rest.
What works:
- Curiosity (“You’re missing this one simple fix”)
- Personality (“Not to be dramatic, but this changed everything”)
- Usefulness (“3 easy ways to improve your next campaign”)
- Timeliness (“Before you plan your July offers…”)
What doesn’t:
- ALL CAPS or spammy words
- Clickbait that doesn’t deliver
- Generic stuff like “Monthly Newsletter – June 2025”
Try A/B testing two subject lines on a small portion of your list to see which performs better, then send the winner to the rest. (We have written a blog about this, for some extra help.)
3. Write Like a Real Person (Not a Marketing Robot)
Once they open your email, don’t lose them with a wall of text or stiff corporate speak. Keep it conversational, clear, and concise.
- Use short paragraphs and punchy subheadings
- Make it skimmable (most people are reading on their phones)
- Talk to your reader, not at them
The best marketing emails feel like they came from a friend who gets you.
4. Deliver Something They’ll Actually Care About
If every email is just a sales pitch, don’t be surprised when open rates drop. People open emails that give them something valuable, and that doesn’t always mean a discount.
Try:
- Quick tips
- Useful resources
- Behind-the-scenes insights
- Stories from your team or customers
- Answers to common questions
Think about what you would actually want to open in your inbox.
5. Make Your CTA (Call to Action) Clear and Simple
One email, one clear goal.
Do you want them to read a blog? Watch a video? Book a call? Don’t bury your call to action halfway down or give people five things to click.
Make it obvious, make it easy, and if possible, make it feel personal.
TLH Insight: “See how this works” performs better than “Click here.” Always.
6. Respect the Inbox
This one’s essential: consistency beats frequency. You don’t need to email people every other day. But you do need to show up regularly and stay relevant.
Also:
- Make unsubscribing easy (seriously)
- Keep your list clean and up to date
- Don’t buy email lists, it’s never worth it
Wrapping Up
If your emails aren’t getting opened, it’s not because email is dead. It’s because inboxes are crowded, and you’re probably blending in.
But the good news? Standing out doesn’t require fancy tech or gimmicks. It just takes a clear voice, useful content, and a little empathy for the person on the other side of the screen.
Want help crafting emails people actually look forward to opening? Let’s chat.
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