Why your emails are snoozers (and how to wake them up)
How small tweaks can turn “ignore” into “reply” every time
Last month, I sent out a newsletter that got a grand total of two opens. One was my co-worker (thanks, Jim), the other was my mom (love you, mom). It was a brutal reminder that even our best ideas can flop in the inbox.
That failure sparked a mini obsession: what makes an email irresistible? I dove into subject line experiments, copy tweaks, and timing hacks, ultimately discovering that the secret often lies in the smallest details.
Why It Matters Now
Inbox overload: The average professional receives 121 emails per day.
Open rates: Industry benchmark open rates hover around 21%, but top performers consistently hit 35% or more.
Expert insight: “Getting the open is half the battle,” says Leah Kim, Email Strategy Lead at MailGenius. “From there, every word counts.”
With attention spans shorter than ever, ensuring your email stands out is table stakes, not a bonus.
1. Nail the Subject Line
Your subject line is the bouncer to your inbox club, don’t let bland invites in.
Be specific: “Your Q2 revenue report is ready” outperforms “Report available.”
Use curiosity: “Why your sales pipeline is starving” hooks readers without clickbait.
Leverage numbers: “3 tweaks for 50% more opens” sets clear expectations.
A/B test subject lengths and formats to see what clicks with your audience.
2. Master the Preheader
The preheader gives your subject line a sidekick, make it count.
Expand on the subject: If your subject teases a benefit, the preheader can elaborate.
Include a CTA: “Open to see your custom advice.”
Keep it concise: 35–50 characters max.
An effective preheader can boost open rates by 5–10% on its own.
3. Lead with Value
Ever opened an email that started with “I hope you’re well”? Yawn.
Cut the fluff: Jump straight to the benefit.
Offer something: Share a tip, resource, or exclusive offer within the first two sentences.
Personalize: Reference a recent action or interest.
When you lead with value, readers see you as helpful, not spammy.
4. Use Conversational Copy
Emails are dialogues, not monologues. Write like you’re chatting over coffee.
Short sentences: Break up paragraphs for skimmability.
Active voice: “You’ll crush your goals” beats “Goals will be crushed.”
Emojis sparingly: One can add personality, but don’t overdo it.
A conversational tone keeps readers engaged from greeting to signature.
5. End with a Clear CTA
Don’t leave readers guessing your ask. Make it obvious.
Single CTA: Only one request per email, less is more.
Action-oriented: “Download your report” instead of “Let me know what you think.”
Repeat if needed: For long emails, sprinkle CTAs at the top and bottom.
A clear CTA can lift click rates by up to 80%.
I went from double-digit opens to a 38% open rate by rethinking the smallest details in my emails. It wasn’t a complete overhaul, it was smart tweaks in subject lines, preheaders, and tone.
Next time you draft an email, ask yourself: what tiny change will make someone stop scrolling and start reading? Because in today’s crowded inbox, every word, and every tweak, counts.
“In email, the devil, and the difference between ignored and engaged, lives in the details.”
This week on the podcast!
I sat down with Sean Nihill to unpack what’s really stalling business growth, and it’s not what you think. Most teams are buried under bloated tech stacks, over-automated systems, and disconnected tools that create more problems than they solve.
We talked about why visibility, consolidation, and strategy, not more software, are the real drivers of scale.
If your operations feel clunky, your data is scattered, or your automations are starting to feel robotic, this episode is the reset you didn’t know you needed.
Click here to tune in.