The open rate is calculated as follows:

Open rate = opened emails ÷ delivered emails × 100

Example: 1,250 opens out of 5,000 delivered emails = 25%.

• Subject line: keep it short, clear, and relevant. Spark curiosity, but avoid clickbait.
• Sender name: use a recognizable and consistent name (company or person) to build trust.
• Timing: mid-week and during business hours often works best, but always test what your audience prefers.
• Personalization: use the recipient's name, interests, or past purchases in both the subject line and preheader to boost relevance.
• List quality: always work with opt-in, cleaned lists and engaged contacts. This improves both open rates and deliverability.
• Mobile: make sure the preheader and first lines are easy to read on small screens.

• Write sharp: use 40–60 characters and focus on one clear benefit. Avoid vagueness or clickbait.
• Preheader text: let the preheader complement the promise of your subject line — extra space to spark curiosity.
• Personalize & segment: send content that matches behavior, purchases, or interests. Relevance leads to higher open and click rates.
• Optimize timing: test by day and time, and stick to a consistent schedule so readers know what to expect.
• Healthy list: use double opt-in and remove inactive contacts to improve deliverability and engagement.

• Clickbait subject lines: avoid disappointment. Be honest and always make sure the subject and content match up.
• Emailing too often: overloading people leads to unsubscribes. Offer a preference center and find the optimal frequency for each audience.
• Neglected list: a dirty list hurts your results. Clean it every 3–6 months and re-engage or remove inactive contacts.
• No testing: keep improving. Test subject lines, preheaders, and send times to find out what works best.