8 tips to write emails your customers actually open
- Last Updated : June 4, 2025
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- 4 Min Read

There are hundreds of blogs out there about email marketing. So why write one more?
Here's the hard truth: Most emails are going unread, and marketers like us need to get better at delivering email content that gets opened, read, and makes an impact on readers.
Email marketing isn't dead; it just needs a long-overdue update. The basics are often overlooked. People forget that every email sits among dozens of others in the inbox, and unless it’s clear, useful, and timely, it doesn’t stand a chance.
This blog brings you simple and practical ways to help your emails stand out. Whether you’re just getting started or want to improve your open rates, these ideas will help you write emails that feel more personal and connect better with your readers.
1. Think like your reader
Before writing a single word, ask: Why would someone open this email? People don’t open emails because you sent them. They open them because they see something in it for them. Maybe it’s a discount. Maybe it solves a problem. Maybe it just sounds interesting.
For example:
- Instead of: “April Newsletter”
- Try: “April offers made just for you”
The second one shifts the focus from you to them. And that’s the key.
2. Make your subject line and preheader work together
Your subject line is the headline of your email. If it doesn’t catch attention, the rest won’t even get seen. But just as important is the preheader—the short text that appears next to or below the subject in most inboxes. Together, they decide whether someone clicks.
Make sure your subject and preheader:
- Work together as one clear message
- Don’t repeat the same text
- Stay within character limits (subject under 50, preheader under 100)
- Focus on the value for the reader
Example:
- Subject: “Your exclusive 20% discount is here”
- Preheader: “Use code APRIL20 before Sunday night”
This way, the subject grabs attention and the preheader gives a reason to open.
3. Personalise the message
People like messages that feel personal. Even if you’re sending to thousands, it should still feel like it’s just for them.
Use their name, refer to what they’ve done before (like a purchase or download), and write in a friendly, natural tone.
Instead of this:
“Dear customer,
We are pleased to inform you that your subscription has been activated.”
Try this:
“Hi XYZ,
Your subscription is now active. You’re all set!”
It’s short, clear, and sounds like a human wrote it.
4. Send it at the right time
Timing can make or break your open rate. Emails sent at the wrong time might get buried, no matter how well written they are.
Many studies, like this one on the best time to send an email, suggest that sending emails during weekday mornings often leads to better open rates. But your audience might be different. The best way to know is to test. Try sending the same email at different times and compare the results.
Quick timing tips:
- Avoid late nights and early mornings
- Try mid-week and mid-morning
- Watch for patterns based on your audience
5. Match the tone to the email and the reader
The way you write should depend on who you're writing to and what kind of email it is. A reminder email shouldn’t sound like a welcome email. A monthly update for loyal customers can't use the same tone as a flash sale for new signups.
If your audience is young and casual, you can be light and friendly. If they’re professionals in a serious industry, keep it clean and respectful.
There’s no one-size-fits-all voice in email. Know your reader and write like you're talking to them.
6. Make your content easy to read
Most people don’t read every word. They skim. So make your email easy to scan by keeping it clean and focused.
Here’s how:
- Start with the main point
- Use short paragraphs and bullet points
- Make your call to action stand out
- Avoid long sentences and big words
Example:
“Shop now and save 30%. Ends tonight.”
Much better than a long paragraph full of fluff.
7. Back your claims with proof
Don’t just say your product is great. Show it.
Add quick proof like customer quotes, stats, or short results. It builds trust and helps people believe what you say.
Instead of: Our tool helps teams be more productive.
Try: Teams using our tool save 4 hours a week on average.
8. Keep testing and improving
No matter how confident you are, testing is how you learn what works. A/B testing lets you send two versions of an email to small groups, then choose the better-performing one for the full list.
You can test:
- Subject lines
- Send times
- Call-to-action wording
- Layout or design
Tools like Zoho Campaigns make this simple, even if you’re new to email marketing.
A/B Testing works best when you:
- Test one thing at a time
- Track open and click rates
- Apply what you learn next time
Don’t forget your call-to-action
Your email should have one clear next step. Whether it’s a link to buy, read, download, or book a call, make it easy to find and act on.
CTA tips:
- Use clear language like “Buy now” or “Book a demo”
- Put it above the fold if possible
- Repeat it once if needed, near the bottom
For example,
Learn why your business needs email marketing software.
In conclusion, people don’t open emails just because they look nice. They open them because they see value, feel connected, or know what to expect.
If you would like to know more about email marketing strategies? Have a look at this blog "Five email marketing strategies to boost engagement".