5 Email Copywriting Tips That Actually Get People to Open

emails of different colors

It is not enough to write beautifully designed emails enhanced with strong offers. If your emails aren’t opened, all that effort is wasted. According to MailerLite, the average email open rate across industries in 2025 is just 42.35%. this means people are likely than not to ignore your emails. Why is that?

The key to getting your emails read isn’t flashy design—it’s smart copy. Well-crafted subject line and preview texts are your tickets into someone’s inbox. This guide breaks down five practical tips to increase your email open rates.

 

Step 1: Hook Readers with Specificity and Curiosity

If your subject lines are generic, they will be ignored. To get someone to open, your subject line should be precise, intriguing, or hint at a solution.

How to craft clickable subject lines:

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

 

Do not over promise though so you do not end up in the spam folder or get deleted instantly. Also void vague clickbait lines like “You won’t believe this…” as they can damage trust if the email content doesn’t deliver.

Practice Exercise: Rewrite 3 old subject lines with numbers, questions, or outcomes to make them more specific and intriguing.

 

Step 2: Make the Email about the Reader

Hone in on the benefits to your reader. People open emails when they feel it benefits them. So, put the reader front and centre by making the email all about them and the solution to their problem.

How to do this:

  • Start with a problem they feel:
    • Example: “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

Example: A freelancer could start with: “You’ve sent dozens of pitches with no reply—here’s one tweak that triples responses.”

 

Step 3: Include Social Proof, Numbers, and Mini Stories

Like the saying goes, seeing is believing. Readers trust results they can see. So make sure to include social proof, quantifiable results, or quick stories to spark their curiosity.

How do you add credibility?

  1. Share quick data or results
    • Example: “One client boosted open rates to 55% in two weeks.”
  2. Use mini stories or testimonials
    • Example: “Jane used tip #2 and saw 3× more replies.”
  3. Include real names or credible sources (with permission)

 

Step 4: Optimize Preview Text & Avoid Spam Triggers

The subject line is only half the story. It isn’t sufficient on its own. The preview text, which is the snippet that shows next to or below your subject, also influences opens.

Preview text best practices:

  • Mirror or extend your subject line
    • Example:
      • Subject: “Struggling to grow sales?”
      • Preview: “Try these 2 email subject tweaks today.”
  • Use urgency or time frames: “Ends tonight” or “Before Monday”
  • Keep under ~100 characters to avoid truncation

Avoid spam triggers:

  • Overuse of ALL CAPS or multiple exclamation marks
  • Words like “Free!!!” or “Buy now” repeated
  • Overly long subject lines

Also, use a recognizable “From” name—people are more likely to open emails from someone with a name on it rather than an email address as its name.

 

Step 5: Test, Measure, and Iterate

Good email copy rarely works perfectly on the first try even after you have done the needful. You still need to test it.

Steps to iterate effectively:

  1. Conduct A/B tests on subject lines or preview texts for the same email
    • Example: “Boost your open rates today” vs “A 3-word tweak for higher opens”
  2. Use email analytics: open rate, click-through rate, bounces, unsubscribes
  3. Identify trends: which subject style works best (questions, numbers, outcomes)?
  4. Keep a swipe file: save subject lines that worked and use them as  inspiration

 

Case Study: Subject + Preview Combo

Let’s say you’re sending an email to your creator audience:

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

In the email:

  1. Begin with a relatable problem: “You craft great emails but still get low opens…”
  2. Share the 3 tweaks clearly
  3. Include mini stories or examples
  4. End with a clear call-to-action

This alignment from subject to CTA is what will keep your readers engaged and more likely to act.

 

Why Copy Matters More Than Design

Many people think beautiful templates or graphics drive opens. But in reality:

  1. The subject line captures attention
  2. The preview text reinforces value
  3. The copy inside confirms the promise

So you see now that the design and layout serve to improve readability and clicks only after the email is opened. They don’t guarantee opens.

 

Summary

To get people to open your emails:

  • Hook with specificity and curiosity
  • Make the message about the reader
  • Use social proof and mini stories
  • Optimize preview text and avoid spam triggers
  • Test, measure, and iterate continuously

By focusing on these steps, your emails will finally reach the inbox and get read, giving your offers the chance to convert.