5 Email Copywriting Tips That Actually Get People to Open

emails of different colors

You may write great emails—beautiful designs, strong offers—but low open rates block all the hard work you do.  According to MailerLite , the average email open rate across industries in 2025 is 42.35%.

A well-crafted subject line and smart copy are your ticket inside the inbox. In this post, I share five copywriting tips that do more than “sound nice”—they actually make people open.


1. Hook with specificity and curiosity (but don’t overpromise)

Generic subject lines are invisible. You want something precise or intriguing enough to make readers tap.

Do this instead:

  • Use numbers, time frames, or outcomes
    Example: “Lose 5kg in 30 days—no diet crash”
  • Ask a relevant question
    Example: “Want more sales without ads?”
  • Include a hint of surprise or problem
    Example: “Why your sales page is hurting conversions”

Avoid: vague or clickbait lines (“You won’t believe this…”). If your subject line overpromises, you'll lose trust when the content inside fails to deliver.


2. Put the reader front and center—make it about them

People open emails when they see benefit for themselves. Use “you,” not “I.” Show that this message is for them.

How to do this:

  • Start with a problem they feel
    Example opening sentence: “You feel stuck writing content that doesn’t convert, right?”
  • Give them a promise or preview
    Example: “In this email, I’ll share 3 mini changes that lifted my open rates by 25%.”
  • Keep sentences short, paragraphs tight, and tone conversational

This approach shows empathy and makes readers feel the email isn’t just another broadcast.


3. Use social proof, quantifiable results & mini stories

When someone else got results, people believe in the possibility more. Insert proof in your copy even before they click.

Tactics:

  • Share quick data or results
    Example: “One client boosted open rate to 55% in two weeks.”
  • Use mini stories or customer quotes
    Example: “Jane used tip #2 and saw 3× more replies.”
  • Use named or real (with permission) people for credibility

These elements raise curiosity and trust—readers think: “If it worked for someone like me, maybe it works for me too.”


4. Optimize preview text & avoid spam triggers

Your subject line is only part of the play. The preview snippet (the line you see after or under the subject in many inboxes) also shapes open decisions.

Make preview text work:

  • Mirror or extend your subject line
    Example subject: “Struggling to grow sales?”
    Preview: “Try these 2 email subject tweaks today.”
  • Use urgency or time frame
    “Ends tonight”, “before Monday”
  • Stay under ~100 characters so it doesn’t truncate

Spam triggers to avoid:

  • Overuse of ALL CAPS, many exclamation marks
  • Words like “Free!!!”, “Buy now”, “Guarantee” repeated
  • Overly long subject lines (they get cut)

Also, keep your “From” name recognizable. Subscribers are likelier to open an email from a person they trust.


5. Test, measure, and iterate—don’t set and forget

Good copy isn’t perfect from the start. You have to test and refine using real data.

Steps to iterate smartly:

  • A/B test subject lines (or preview texts) for the same email
    Example test: “Boost your open rates today” vs “A 3-word tweak for higher opens”
  • Use your email analytics: open rate, click-through rate, bounce, unsubscribes
  • Identify trends: which subject style wins (question, number, outcome)?
  • Keep a swipe file: save subject lines that worked for you or others

Over time, you build a copywriting style that resonates with your audience.


A Case in Point : a sample subject + preview combo

Let’s say you’re sending an email to your email list of creators:

  • Subject: “3 headline tweaks that double your open rate”
  • Preview text: “Yes, you can test this in 5 minutes and improve opens by 20%”

Then in your email:

  1. Begin with a relatable problem (“You craft great emails and still get low opens…”)
  2. Share the “3 tweaks” clearly
  3. Use mini stories (client, your result)
  4. End with a call to action (link to a resource or ask reply)

This way, your angle stays consistent from subject to CTA.


Why these tips matter more than fancy design

Many people believe beautiful templates or graphics drive opens. In reality, most opens happen because:

  • The subject line speaks to the reader
  • The preview supports it
  • The copy inside quickly confirms value

Once they open, design and layout help with readability and clicks—but if they never open, you lose entirely.


Your next move

Pick your next email—even one you already plan to send. Apply one tip from this list (e.g., write two subject lines and test). Include a sentence of proof or mini story. Then send it and compare open rates. Record which subject line worked better and why (more specific? more urgent? personal?). Use that insight in your next email.

You don’t need perfect copy overnight. You need thoughtful testing, empathy toward your readers, and a willingness to tweak. Over time, your open rates will climb—and your messages will finally get the chance to convert.