The 2 ways to improve email open rates

Starting or growing an email list? Good question came in about how to crush open rates, so I had to respond to it.

Came a good question from subscriber Vipul last week about email lists, because he’s jumping on the email list train with me (choo choo!):

“From what I've read, the title/subject line needs to have a great hook or the open rates drop. I used 'Claude' for inspiration but open to other ideas (emails)”

Now as most of you loyal subscribers know, I’ve had this email list for a long time and as someone who is a stickler for stats, I know a thing or two about open rates.

There are 2 important things to think about when it comes to open rates.

The first is exactly what Vipul mentions, which is getting the title and subject line right.

These are what I’d call the “tactics” of open rates. The typical stuff you should work on improving and as you get better, they should improve your open rates.

In short, you need to do everything you can to make that subject line pique their interest enough to open the email and read the rest. People are “busier” than ever, have shorter attention spans and are bombarded with cold and warm emails all day.

So spend more time than you think on the subject line, because you could write the best email ever, but if no one opens it, does it even make a sound? Oops, wrong expression…

Before we move on to item 2, here is my biggest tip: curiosity (I’ll leave it at that, let me know if it needs further explanation (or see the subject of this email for an example)).

Second thing to think about goes a bit deeper. I’d recommend focusing on #1 first before getting into this, which is what can be best described as reputation.

Think about it: what’s the only other thing someone can see about your email in their inbox?

It’s your name.

Now your name doesn’t change, it’s the same no matter how good or bad your email is, but it carries perhaps more weight than any subject line could.

For example, some of you fine subscribers have been reading my emails for years and years, and it’s likely because you like my content, find it entertaining, or helpful, or for some other reason.

In cases like that, the subject line may not even matter. If you like someones content because they’ve built up a reputation with you for sending great emails, they’ll probably open them anyway.

I can think of a few email lists I’m subscribed to where the subject line doesn’t matter at all. I’ve been subscribed for a while, for one reason or another, and those emails always get read. Maybe not instantly, maybe I’m having a busy week, but they get starred and saved for when the time is right.

So think about that too.

Not only writing great subject lines that grab attention and get as many people to open them as possible, but how can you build your reputation as a person - or maybe company or brand - who sends amazing emails consistently that should never be missed?

Food for thought.

More big stuff coming from me over the next few days, stay tuned…

Have a great day,

- Josh Schachnow

Canadian immigration lawyer, CEO at Visto.ai