The Secret to Writing Emails That Actually Get Opened

The Secret to Writing Emails That Actually Get Opened

Understand Your Audience

When you write an email, the first step is to know who you’re writing to. Without this, everything else is pointless. Tailoring your message to the recipient is key. The more specific you get, the better your chances of grabbing their attention.

Think about their needs, problems, and interests. What do they care about? What’s going to make them stop scrolling and pay attention to your subject line or opening sentence? When you personalize your message, it feels less like spam and more like a conversation.

Write a Strong Subject Line

Your subject line is the first thing someone sees. If it’s weak or vague, they won’t even bother opening the email. A good subject line should be short, clear, and directly related to the recipient's interests.

Be Specific: Instead of “Update,” try “Your Account Status: Action Required.”

Create Curiosity: Phrases like “You won’t believe this” or “Something you need to see” might seem like clickbait, but they work because they spark curiosity.

Use Numbers: People love numbers. “5 Tips for Better Sleep” or “3 Ways to Save Money” immediately set expectations.

Avoid overly salesy or aggressive language. Something like “Hurry! Limited Time Offer!” might get opened, but not because people are genuinely interested. They’re opening out of fear of missing out, and that won’t build a loyal reader base.

Make the First Sentence Count

Once the recipient opens the email, the first sentence must immediately grab attention. If they don’t like the opening line, they’ll hit the delete button, regardless of what comes next.

Get to the Point: Don’t waste words on pleasantries. Skip the “I hope you’re doing well” or “I wanted to reach out to you.” Instead, dive straight into what matters.

Be Direct: Let them know why the email is worth their time. A sentence like “Here’s a simple way to improve your daily routine” tells them exactly why they should keep reading.

Personalize It: If you know something specific about the person, use it to make the message feel more relevant. A line like “I noticed you were interested in [topic]” is a good way to show you’re paying attention.

Keep the Body Short and Focused

Long-winded emails are easy to ignore. People don’t have time to read paragraphs of content, especially when they’re busy.

Stick to One Idea: If you’re sending an email, make sure it’s focused on one clear idea or call to action. If you have multiple things to say, split them into different emails.

Be Concise: Cut the fluff. Use short, punchy sentences that get right to the point. Every word should serve a purpose.

Highlight Key Points: Use bullet points or bold text to draw attention to the most important information. This makes it easier for the reader to quickly understand what you’re offering.

Include a Clear Call to Action

At the end of your email, tell the reader exactly what you want them to do. If you want them to reply, click a link, or download something, make it clear.

Be Specific: Instead of saying “Let me know what you think,” try “Click here to schedule a call” or “Download the report now.”

Keep it Simple: Don’t overwhelm the reader with too many options. One call to action is enough.

Create Urgency (When It Makes Sense): You don’t need to always rush the reader, but sometimes creating a sense of urgency can push them to act. “Only 2 spots left” or “Limited time offer” can work if you’re offering something valuable.

Use the Right Tone

The tone you use can determine whether your email gets opened again or sent straight to the trash. It’s about finding the balance between friendly and professional.

Stay Casual: Email doesn’t need to be formal, especially if you’re writing to someone you’ve communicated with before. Use a conversational tone that feels like a one-on-one chat.

Be Friendly, Not Overly Familiar: While it’s good to be casual, avoid coming off as too familiar or presumptuous. Something like “Hey [Name]” works, but “Yo [Name]” might be too much.

Respect Their Time: Be polite and considerate. Don’t assume the reader has all the time in the world. If you’re asking for something, be brief and clear about how much time it will take.

Timing is Everything

Even if your email is well-written, it might not get opened if it’s sent at the wrong time. The right timing can make all the difference.

Test Different Times: There’s no one-size-fits-all solution when it comes to email timing. Experiment with sending emails at different times of the day and track your open rates.

Avoid Weekends and Holidays: People tend to check their emails less on weekends or during holidays. Try sending your emails during the workweek, typically mid-morning or early afternoon.

Don’t Overwhelm Your Audience: If you send too many emails in a short span of time, you risk overwhelming your audience and getting marked as spam. Stick to a schedule that works for both you and the recipient.

Subject Line Testing

Even if you think you’ve nailed the perfect subject line, there’s always room for improvement. A/B testing is a great way to see what works best for your audience.

Test Variations: Write two or three subject lines that are slightly different. For example, one could be direct, another could spark curiosity, and a third could include a benefit. Send these to different segments of your audience and see which one performs the best.

Learn from Results: Once you have enough data, use the results to refine your future emails. Over time, you’ll get a better understanding of what makes your audience tick.

Keep it Mobile-Friendly

A large portion of emails are now opened on mobile devices. If your emails aren’t optimized for mobile, they might be hard to read, and people will quickly move on.

Shorter Subject Lines: Mobile screens don’t display as much text as desktops, so keep your subject lines under 40 characters to make sure they show up completely.

Simple Layouts: Avoid using large images or complicated formatting. Stick to a simple layout with clear text, and make sure buttons and links are easy to click on a mobile screen.

Test on Mobile: Before sending your email to the masses, send it to yourself and open it on a mobile device. Make sure everything looks good and is easy to read.

Build Trust Over Time

If you want your emails to get opened regularly, you need to build trust. No one wants to open an email from someone they don’t know or don’t trust.

Be Consistent: Send emails on a regular basis so your audience knows when to expect them. Whether it’s weekly, bi-weekly, or monthly, stick to a schedule.

Provide Value: Make sure your emails are useful. If you’re always offering something valuable, whether it’s insights, tips, or exclusive content, your audience will be more likely to open your future emails.

Be Transparent: Let your readers know what to expect when they subscribe or sign up for your emails. If you’re honest about what they’ll get, they’ll be more likely to stick around.

Avoid Spam Triggers

There are certain words and phrases that can trigger spam filters and send your email straight to the junk folder. Avoid using overly promotional language or excessive punctuation.

Spammy Phrases to Avoid:

• “100% free”
• “Act now!”
• “You’ve won”
• “Congratulations, you’re approved”

Use Natural Language: Write emails as if you’re talking to a friend. This doesn’t mean being too casual, but it does mean avoiding the hard-sell tone that spam filters are designed to flag.

Conclusion

Writing emails that actually get opened isn’t about using fancy tricks or gimmicks. It’s about understanding your audience, delivering value, and crafting clear, concise messages that respect the reader’s time. By focusing on the right subject line, crafting a strong opening, keeping things brief, and testing your approach over time, you’ll gradually improve your email open rates and build a loyal following.