Email Open Rates Are Dropping: Here’s How to Fix It
You’ve spent time crafting the perfect subject line. Your email looks great. But when you check your stats? The open rate is… underwhelming.
You're not alone.
Email open rates across industries have been declining steadily, and it's frustrating — especially when email is still one of the most powerful tools in your marketing arsenal. But don’t panic. There are smart, strategic moves you can make right now to turn things around.
Why Are Open Rates Declining?
Several factors are contributing to the drop in open rates:
-
Email overload: People are drowning in promotions, newsletters, and spam.
-
Smarter spam filters: Some emails never make it to the inbox at all.
-
Privacy updates: Apple's Mail Privacy Protection and similar tools skew open rate data, hiding who actually opened your message.
-
Lack of relevance: Many subscribers feel disconnected from the content being sent.
But here’s the good news: with a few adjustments, you can regain traction — and even boost your open rates higher than before.
1. Clean Your List Regularly
Inactive subscribers drag down your performance. If someone hasn’t opened your emails in the past 60-90 days, it's time to:
-
Run a re-engagement campaign
-
Remove cold leads who don’t respond
Fewer but more engaged subscribers lead to better deliverability and higher open rates.
2. Write Subject Lines That Spark Curiosity
Your subject line is your headline. Make it count.
Avoid spammy caps and gimmicks. Instead, focus on:
-
Asking a question: “Are you making this common mistake?”
-
Creating urgency: “24 hours left: grab your bonus”
-
Using personalization: “[First Name], we’ve got something for you”
And always test! A/B testing can reveal what resonates with your audience.
3. Segment and Personalize Your Emails
Mass blasts are out. Smart segmentation is in.
Break your list into smaller groups based on:
-
Past purchases
-
Behavior (clicks, opens)
-
Signup source
-
Interests
The more relevant your content, the higher your open (and click) rates.
4. Optimize Send Times
When you send can be just as important as what you send.
Try experimenting with send times:
-
Early mornings and mid-week tend to perform well.
-
Analyze your past campaigns to find the sweet spot for your list.
-
Consider time zone differences if your list is international.
5. Authenticate Your Domain
If you're not using proper email authentication (SPF, DKIM, and DMARC), your emails could be flagged or blocked. Authenticating your domain builds trust with inbox providers — and helps your emails land in the inbox, not the spam folder.
6. Avoid Spam Triggers
Watch out for these red flags:
-
Too many exclamation points!!!
-
ALL CAPS SUBJECT LINES
-
Overuse of sales-y words like “free,” “guarantee,” “act now”
Use a spam-checker tool before sending, and keep your email design clean and mobile-friendly.
7. Use a Clear, Recognizable “From” Name
Subscribers should recognize your sender name instantly. Whether it’s your name, your brand, or a combo (e.g., Magdalena @ Lighthouse Ads), consistency builds trust — and trust gets opens.
8. Deliver Value — Every Time
Ultimately, people open emails because they get something out of them.
-
Educate
-
Entertain
-
Inspire
-
Reward
Make your emails something people look forward to, and they’ll keep opening — no tricks required.
Final Thoughts
The inbox may be more competitive than ever, but that’s no reason to give up on email marketing. In fact, it’s an opportunity to level up your strategy.
Focus on building relationships, delivering consistent value, and staying human. When people want to hear from you, open rates take care of themselves.
📩 Need help improving your open rates or writing better emails?
Check out our Lighthouse Email Marketing Tips Archive or Subscribe here for more hands-on advice delivered straight to your inbox.
What’s your take? Let me know in the comments HERE! ALL COMMENTS ARE MODERATED. KEYWORDS: DROPPING EMAIL OPEN RATES
DUCK GROBBELAAR-SAMPSON
YOUR HOST
___________________________________________________________________________________
LATEST COMMENTS
No comments yet.