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5 Tips for Successful Email Marketing – How to Increase the Opening Rate


Email marketing is an effective way to connect with customers, generate new leads and increase sales. But how can you make sure your emails are opened and read? In this blog post we share five tips on how to increase your email opening rate.

Words that trigger spam recognition

There are a number of words that are detected by spam filters and can cause your emails to be moved to the spam folder. These include:

  • Free
  • Sweepstakes
  • Discount
  • Save money
  • Buy now
  • Instant Action
  • Urgent
  • Attention
  • Attention!

Avoid these words in your email subject lines and body copy to increase your open rate.

Attract attention

The subject of your email is the most important factor in terms of the opening rate. It should be short, concise, and appealing. This is where it is decided whether the recipients will open the email or ignore it. Therefore, try to arouse curiosity and convey what content they will expect in your mail.

Checklist for an appealing subject line:

  • Use a strong verb.
  • Ask a question.
  • Announce a discount or offer.
  • Use numbers.
  • Mention an important event or date.
  • Use a unique call-to-action.

You might also be interested in: Sending press releases to journalists – Dos & Don’tsv

Easy to read using a simple design and typeface

Make sure your email is easy to read. Use a simple font, as well as a clear font size. Avoid too much text and use images and videos to liven up your email.

The font should be pleasant to read and should not require any effort. Likewise, the font size should be chosen to ensure that the content is easy to read but not daunting.

In addition, it is recommended to work within the corporate design guidelines of your marketing department here.

Clear objective of the mailing

What do you want to achieve with your email? Do you want to generate new leads, increase sales, or just stay in touch with your customers? Clearly define the goal of your email so recipients know what you expect from them.

Proper follow-up

If your emails are not being opened or read, don’t give up. Try to get recipients to open again by sending a follow-up email. In this email, you can offer recipients an incentive to open your email after all.


The following five tips will help you increase your email open rate:

  • Avoid spam words.
  • Write a good subject line.
  • Make sure it is easy to read.
  • Define a clear objective.
  • Send a follow-up email.

By following these tips, you can design your email marketing campaigns to be more successful and reach your customers more effectively.

We would be happy to provide you with support in creating marketing and cross-channel campaigns.

Contact us here for more information without any obligation.


About the author

Lukas Huber HBI

Lukas Huber

Senior Marketing Advisor at HBI Communication Helga Bailey GmbH

Lukas Huber has been part of HBI’s marketing team since 2020.
As Senior Marketing Advisor, his responsibilities include the development of marketing campaigns, social media management and the teamlead for the HBI marketing team.

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