How to improve email open rates in 2025
Are your email open rates falling flat? Don’t despair! At IncRev, we’ve cracked the code on how to dramatically improve email open rates. Our expert strategies have helped us achieve open rates of over 40% on lists with 65,000+ subscribers. Now we’re sharing our secrets to help you boost email open rates and supercharge your email marketing efforts.
2025 email open rate benchmarks: what’s a good rate?
Understanding what constitutes a good email open rate is crucial for evaluating your campaigns. According to 2025 email marketing benchmarks from Insider, the average email open rate across industries in 2025 is 42.35%. Segmented campaigns typically achieve 30-40%, while triggered emails can reach 40-70%.
If you’re wondering “what is a good open rate for newsletters,” the answer depends on your industry and audience quality. The Growth-Onomics 2025 report on mobile email trends shows that by 2025, 55% of email opens occur on mobile devices, emphasizing the importance of mobile-first design.
Industry-specific averages and how to benchmark yours
The ideal email open rate varies significantly by sector. According to The CMO’s 2025 guide to email open rates, here’s what you can expect:
| Industry | Average Open Rate 2025 |
|---|---|
| Education | 45.32% |
| Technology | 38.14% |
| Average Across Industries | 42.35% |
| Email Newsletters | 30-40% |
To improve open rates, start by benchmarking your current performance against these standards. If the open rate of your emails seems low, the proven strategies below will help you close the gap quickly.
7 proven strategies to skyrocket your email open rates
1. Craft concise, compelling subject lines
When it comes to subject lines, less is more. Our data shows that short, punchy subject lines of just 2-3 words consistently outperform longer ones, boosting open rates from 30% to over 45% in some cases. According to a WebProNews analysis of 2025 email hooks, curiosity and scarcity hooks in subject lines boost open rates by 41% in 2025 campaigns.
Here’s why brief subject lines work so well:
- They easily pass through spam filters
- They display fully on mobile devices
- They pique curiosity and entice opens
- They create urgency when using scarcity hooks
For example, instead of “Here are the latest website speed statistics”, try simply “Page Speed”. This concise approach led to a 40.9% open rate for us recently. To increase email open rates quickly, test subject lines that trigger curiosity without revealing everything.
Read our guide on how to send effective outreach emails to find out more.
2. Embrace plain-text simplicity
Forget fancy HTML and graphics – plain-text emails are the way to go for maximum deliverability and engagement. Here’s why:
- They’re less likely to land in Gmail’s Promotions tab
- They feel more personal and drive higher engagement
- They load quickly on all devices
When we helped a client switch from HTML-heavy designs to plain-text emails, their open rates increased by 50%. While you may not be able to go 100% plain-text, simplifying your design can make a big difference.
3. Regularly clean your email list
Don’t let inactive subscribers drag down your metrics. Pruning your list of unengaged contacts is crucial for maintaining high open rates. At IncRev, we saw our open rates plummet from 30% to 10-20% due to inactive subscribers. After removing about 20,000 disengaged contacts, our open rates quickly rebounded.
We recommend removing subscribers who haven’t interacted with your emails in the last 4-5 months. For more frequent senders, consider a 90-day cutoff. Regular list hygiene keeps your engagement metrics healthy and helps improve email open rates consistently.
4. Implement double opt-in
While it may slightly slow list growth, double opt-in ensures you’re only adding genuinely interested subscribers. This leads to higher quality contacts and better long-term engagement. At IncRev, we use double opt-in for our lead magnet offers to verify real email addresses.
Double opt-in is especially important if you offer incentives for signing up. It filters out fake emails from people just trying to get freebies. Most email service providers make it easy to enable double opt-in with a simple setting.
5. Optimize for Gmail’s primary tab
Landing in Gmail’s Promotions tab can significantly hurt your open rates. While sender reputation and engagement are key factors, your email content also matters. Use tools like the Litmus “Which Gmail Tab?” testing tool to see where your emails are likely to end up.
Focus on creating engaging content that drives clicks, replies, and forwards to boost your chances of reaching the Primary tab. Avoid overly promotional language and stick to valuable, personalized content.
6. Maintain a consistent sending schedule
Predictability breeds familiarity and anticipation. By sending your emails at the same time and day each week, you train your subscribers to expect and look forward to your messages. This habit-forming approach has helped us achieve consistently high open rates for our newsletters.
For example, our Exploding Topics newsletter goes out every Tuesday at 9am Eastern like clockwork. Over time, subscribers have come to expect and eagerly anticipate these emails, leading to improved open rates.
7. Segment your subscriber list
Not all subscribers are interested in the same content. Segmentation allows you to send more targeted, relevant emails to specific groups within your list. According to Mailchimp data, segmented campaigns have a 14% higher open rate compared to non-segmented campaigns.
At IncRev, we recently used segmentation for a course launch. By identifying subscribers interested in course creation through previous email engagement, we were able to achieve 45-50% open rates for our launch emails while minimizing unsubscribes.
Advanced strategies to boost email open rates in 2025
To improve email open rates in today’s competitive landscape, you need to go beyond the basics. These email open rate improvement strategies incorporate the latest trends and technologies to help you increase email open rates faster than ever.
Leverage personalization and AI for higher engagement
Personalization is no longer optional—it’s essential for anyone looking to boost email open rates. Modern email platforms now offer AI-driven personalization that goes far beyond inserting a first name. Advanced systems can:
- Predict optimal send times for individual subscribers
- Customize subject lines based on past behavior
- Segment audiences dynamically using machine learning
- A/B test variations automatically to find winning combinations
According to WebProNews 2025 ROI benchmarks, email marketing ROI in 2025 averages $42 per dollar spent, driven largely by personalization and automation. When you improve open rates through personalization, you’re also setting the stage for better click-through rates and conversions.
Mobile optimization: why it’s essential for open rates
With 55% of email opens occurring on mobile devices in 2025, mobile optimization is one of the best ways to increase email open rates quickly. Here’s what matters most:
- Keep subject lines under 40 characters for full mobile display
- Use responsive design that adapts to any screen size
- Make CTAs thumb-friendly (at least 44×44 pixels)
- Test emails on multiple devices before sending
- Optimize images for fast loading on cellular networks
Mobile users often scan emails in seconds, so your subject line and preview text must work together to capture attention instantly. This is crucial for improving email engagement rates across all devices.
How to avoid Gmail’s promotions tab and improve deliverability
Many marketers ask “how to avoid Gmail promotions tab” because landing there can cut your open rates in half. While there’s no guaranteed method, several tactics significantly improve your chances of reaching the primary inbox.
First, understand that Gmail uses machine learning to classify emails based on engagement signals. If recipients consistently open, reply to, or forward your emails, Gmail learns to treat them as priority content. According to Tie’s 2025 benchmarks on privacy effects, Apple’s Mail Privacy Protection has shifted focus from open rates to clicks and conversions as key engagement metrics.
Tools and tests for primary tab placement
Several tools can help you optimize for inbox placement and avoid the promotions tab in B2B email outreach:
- Litmus “Which Gmail Tab?” tool: Predicts tab placement before you send
- Mail-Tester: Scores deliverability and flags spam triggers
- GlockApps: Tests inbox placement across multiple providers
- Sender Score: Monitors your sending reputation
For those exploring AI-driven solutions to keep business emails out of the promotions tab, focus on these proven tactics:
- Avoid promotional language like “Buy now,” “Free,” or “Limited time”
- Remove large images and excessive formatting
- Use a personal “from” name rather than a company name
- Encourage replies by asking questions in your emails
- Build engagement gradually with your newest subscribers
Newsletter-specific tips to increase open rates
If you’re wondering how to improve newsletter open rates specifically, the strategies differ slightly from transactional or promotional emails. Newsletters rely on building anticipation and delivering consistent value over time.
To increase newsletter open rates, focus on these key areas:
- Brand your sender name: Use a recognizable person or brand name
- Establish a content pillar: Readers should know exactly what to expect
- Tease exclusive content: Preview one unmissable item in your subject line
- Create urgency without pressure: Time-sensitive information works better than sales urgency
- Ask for feedback: Replies signal engagement to email providers
Using curiosity hooks and timing for newsletters
The best times to send emails for newsletters typically fall between 10am and 1pm, based on our testing across 40+ countries at IncRev. This window catches people during lunch breaks or afternoon lulls when they’re most likely to engage with content.
However, email timing best practices vary by audience. Test these timeframes to find your ideal sending time:
- Tuesday-Thursday, 10am-1pm: Best for B2B newsletters
- Weekend mornings, 9-11am: Strong for consumer content
- Monday afternoons, 2-4pm: Good for motivation/productivity content
- Friday afternoons, 3-5pm: Ideal for entertainment or weekend planning
According to ITMunch’s 2025 email strategy trends, interactive content in emails increases CTRs by 30-45% in 2025, indirectly boosting opens via improved sender reputation. Consider adding polls, quizzes, or countdown timers to boost engagement.
Bonus tips for email marketing success
Send a welcoming first impression
Your welcome email sets the tone for your entire email relationship. Use it to clearly communicate what subscribers can expect in terms of content, frequency, and value. This helps build anticipation and improves long-term engagement.
A strong welcome series can achieve open rates of 50% or higher—significantly above typical campaign averages. Make sure your first email delivers immediate value and sets clear expectations for future communications.
Find your ideal sending time
Data suggests that sending emails between 10am and 1pm leads to the highest open rates. This time slot avoids the morning inbox clutter while catching people during lunch or as they return to work. However, it’s essential to test different times with your specific audience to find your optimal sending window.
Create a testing schedule that evaluates different days and times over 4-6 weeks. Track not just open rates, but also click-through rates and conversions to find the true sweet spot for your audience.
Elevate your email marketing with IncRev
Implementing these strategies can significantly boost your email open rates and overall marketing effectiveness. At IncRev, we apply the same data-driven, compliant approach to email outreach that has made us a leader in SEO and link building across 40+ countries. Our proven email open rate improvement strategies have helped clients achieve 40%+ open rates consistently.
But if you’re looking for expert guidance and done-for-you email marketing services, IncRev is here to help. Our team of seasoned professionals can craft highly engaging email campaigns that drive results for your business. We understand what are some proven strategies to increase email open rates because we use them every day to generate over 100 inbound leads per week for our own business.
Ready to take your email marketing to the next level? Contact IncRev today to discuss how we can optimize your email strategy and skyrocket your engagement rates.
Frequently Asked Questions
What is the average email open rate in 2024/2025?
The average email open rate across industries in 2025 is 42.35%, according to recent benchmarks. However, this varies significantly by industry: education averages 45.32%, technology averages 38.14%, and segmented campaigns typically achieve 30-40%. Newsletter open rates generally fall in the 30-40% range, while triggered emails can reach 40-70%.
What’s a good email open rate?
While average open rates vary by industry, aim for 20-30% as a baseline for general campaigns. Top-performing campaigns can achieve 40% or higher. For newsletters specifically, a good open rate is between 30-40%. If you’re consistently hitting above 40%, you’re in the top tier of email marketers.
How often should I send emails?
It depends on your audience and content, but most businesses find success with 1-2 emails per week. Consistency is key, so pick a schedule you can maintain. Newsletter subscribers often prefer weekly or bi-weekly cadences, while promotional emails may work better at lower frequencies to avoid fatigue.
Is it better to use HTML or plain-text emails?
Plain-text emails often perform better in terms of deliverability and engagement. However, some industries may benefit from light HTML formatting. Test both styles with your audience. Our data shows plain-text emails are less likely to land in the Gmail promotions tab and feel more personal, leading to higher open rates.
How can I improve my email open rates quickly?
The best ways to increase email open rates quickly include: shortening your subject lines to 2-3 words, cleaning your email list of inactive subscribers, switching to plain-text format, implementing double opt-in for new subscribers, and testing curiosity hooks in your subject lines. These tactics can show results within 1-2 sending cycles.
How to avoid the Gmail promotions tab?
To avoid Gmail’s promotions tab, focus on creating personal, engaging emails that avoid promotional language. Use plain-text formatting, send from a personal name rather than a company name, encourage replies by asking questions, and build engagement gradually with new subscribers. Tools like Litmus can help predict tab placement before sending.
What are some proven strategies to increase email open rates?
Proven email open rate improvement strategies include: crafting concise subject lines with curiosity hooks, using plain-text emails, regularly cleaning your list, implementing double opt-in, optimizing for Gmail’s primary tab, maintaining consistent sending schedules, segmenting your audience, personalizing content with AI tools, and optimizing for mobile devices. Combining multiple strategies yields the best results.
How can I grow my email list ethically?
Offer valuable lead magnets, use exit-intent popups, promote your newsletter on social media, and consider using referral programs to encourage subscribers to share. Always use double opt-in to ensure quality subscribers who are genuinely interested in your content.
What’s the best way to re-engage inactive subscribers?
Try a targeted re-engagement campaign with exclusive offers or content. If they remain unresponsive after 4-5 months (or 90 days for frequent senders), remove them from your list to maintain good deliverability and healthy engagement metrics.
If the open rate of your emails seems low, which tactics could help?
If your open rates are low, start with these tactics: audit and clean your email list, test shorter subject lines with curiosity hooks, switch to plain-text formatting, verify you’re not landing in the promotions tab, check your sending time against best practices, implement segmentation to send more relevant content, and ensure your emails are mobile-optimized. Track results after each change to identify what works best for your audience.
