Convincing someone to open your emails in the year 2025? It’s tougher than ever. Inboxes are packed full. Attention spans? Short. If yours is stuck below or around the 20% mark, you’re not alone.
Now, the good news is, small changes really can make a big difference.
This is not gimmick or clickbait stuff. It’s all smart, personal, and a bit strategic.
Let’s break it down.
Why Open Rates Still Matter
Before we dive into tactics—yes, open rates still count.
Even with privacy updates (hi, Apple Mail), opens are still one of the clearest signs that your email did something. If no one opens it, no one clicks. No one buys.
So while we don’t obsess over percentages, we do track trends. If open rates go up, your subject lines and timing are working. If they dip? Time to tweak.
1. Stop Writing Like a Marketer
Let’s be blunt. Most email subject lines sound like they were written by a robot with a quota.
Example:
“Limited Time Offer: Get 15% Off Your Order”
Sure, it’s fine. But nobody wants to open that. It looks like the 50 other promos sitting in their inbox.
Now try this:
“Hey—you left this behind 😬”
or
“Want 15% off? Just ask.”
Feels human, right? That’s the goal in 2025. Personal > polished. Conversational > corporate.
2. Use First Names (But Only When It Feels Natural)
Yes, personalization still works—but not when it feels forced.
Wrong:
“John, are you ready to SAVE BIG?”
Better:
“Hey John, quick question…”
or even
“Thought of you, John—this one’s good.”
It’s not about the name. It’s about tone. Make it sound like a real person wrote it—because ideally, one did.
3. Timing Matters More Than You Think
Send time optimization isn’t dead. It just evolved.
In 2025, the best send times are less about “Tuesdays at 10 am” and more about your specific audience.
Case study:
A UK-based online boutique ran A/B tests in January. They noticed their audience of working mums opened emails at 9:15 pm, after bedtime routines. That insight alone boosted their open rates by 22%.
So, how do you figure this out?
- Dig into your analytic.s
- Use tools like Mailchimp’s send time optimizer.
- Test. Always test.
4. Write Like You Text
Short. Casual. To the point.
Here’s a simple test:
Read your subject line out loud.
Would you ever say that to a friend? No? Try again.
Real subject lines that worked in 2025:
- “Real talk: this sucks, but it helps.”
- “Forgot something?”
- “A tiny tip that saved me this week”
And inside the email? Keep paragraphs short. Use contractions. Break the rules if it feels right.
5. Make the Preview Text Count
People forget this part. Your preview text (those few words next to your subject line) is prime real estate.
Don’t waste it.
Bad:
“Can’t see this email? Click here”
Better:
“This saved me 30 minutes this morning…”
Or:
“Here’s what everyone’s ignoring (but shouldn’t).”
It should tease, not repeat. Think of it like a movie trailer.
6. Clean Your List Ruthlessly
You’re not doing yourself any favours sending emails to ghost subscribers.
If someone hasn’t opened your last 10 emails, segment them out. Run a re-engagement campaign. If they still don’t bite? Cut them loose.
A Nottingham-based SEO agency did just that in March 2025—cut 18% of their list. Their open rates jumped from 17% to 29%. Why? Because now they’re only emailing people who actually care.
7. Use Emojis—Sparingly
Used right, emojis boost open rates. Used wrong, they scream spam.
✅ Good:
- “Running late? ⏰ We got you.”
- “🎉 You’re invited (and it’s good)”
❌ Bad:
- “💥💥💥 HUGE SALE 💥💥💥”
The rule: One emoji. Maybe two. Only if it adds tone or meaning. Never just for decoration.
8. Segment Like a Pro
If you’re still blasting one message to your whole list, you’re doing it wrong.
2025 is all about micro-segmentation.
Real-world example:
A pet brand in Manchester split their audience by pet type—dog people vs. cat people. Open rates went up 33% when emails mentioned specific breeds, behaviours, or seasonal tips.
Another smart move? A Portsmouth SEO firm segmented users based on service interest—technical SEO vs. content SEO—and saw a 2x engagement spike.
Break your audience down by:
- Purchase history
- Location
- Behavior (opens, clicks)
- Interests (based on past campaigns)
9. Use Curiosity, Not Clickbait
You want readers to be intrigued, not tricked.
Subject lines like:
“You won’t believe this deal!” or
“🔥 Last chance!”
…still exist. But they don’t perform.
Try this instead:
“I thought this was a waste of time—then I tried it.”
“Why no one’s talking about this (yet)”
People open what they’re curious about, not what they’re suspicious of.
10. Test Everything
There’s no magic bullet. What works for one audience might flop for another.
Test:
- Subject lines
- Send times
- Tone (friendly vs. formal)
- Image-heavy vs. text-only
- Calls to action
Use A/B testing. Review the data. Tweak. Repeat. It’s all part of building a smarter digital marketing plan that evolves with your audience.
Real Example: One Change = 2x Open Rate
In February 2025, a nutrition coach based in Glasgow was stuck at 16% open rates. She was sending long, info-packed newsletters with formal subject lines.
She tried something different:
- Switched to short weekly tips
- Subject line: “A little win for your Monday 💪”
- Preview: “Takes 30 seconds. Helps all day.”
That email hit 33% opens. Same list. Just better tone, better timing, and less fluff.
Expert Tip from Brian Dean (Backlinko)
“If you want better open rates, focus on the pre-click experience. Subject line, from name, preview text—that’s your billboard.”
He’s right. Get those three right, and the rest is gravy.
Final Thought
Email open rates may probably stuck, but don’t worry and don’t think too much about it. Just be a little human, send it at the right time, and follow it up with a cleaning of the list. These tweaks aren’t space flight technology, but in 2025, it’s going to take more than the additional subtle tweak to open the audience.
That attention is actually gold; treat it as such. It’s what smart marketers in every city—whether it’s Glasgow or Sheffield SEO—are optimizing for: relevance, timing, and human tone.
FAQs
How can I determine the ideal time to send emails?
Review the reports of your email platform to evaluate send-time optimization tools. Try testing various time slots over a few weeks to observe a pattern.
Do emojis help open rates?
Yes—use one or two max to make subject lines stand out without looking spammy.
How often should I clean my email list?
Every 3–6 months, remove inactive users or run a re-engagement campaign first.
What’s a good email open rate in 2025?
It depends on your industry, but anything above 25% is considered solid. If you’re under 15%, it’s time to tweak.
Is it worth segmenting a small list?
Absolutely. Even small audiences respond better when emails feel personal and relevant.