How to increase email marketing open rate

A low open rate in email marketing is a clear indicator that something isn't working.

Beyond the data, it is a signal that should be analyzed thoroughly. Because if the emails are not opened, there is no interaction or progress in the conversion or loyalty process. Especially in B2B environments, where email is a key element in the relationship with potential customers.

In this article, we present a series of strategies that you can apply to improve the open rate of your emails, reduce the unsubscribe rate and optimize the performance of your campaigns.

Why is the opening rate so important

The open rate indicates the percentage of people who open your emails out of the total number of emails delivered.

It is one of the most relevant indicators for evaluating the performance of a email marketing campaign.

Open Rate (%) = (Open Emails/Delivered Emails) × 100

It is the first metric that indicates if the content arouses interest.

When this value is low, communication loses effectiveness and usually results in a Casualty rate higher: users who don't see any use stop receiving your messages and your database weakens.

Common causes of a low open rate

Before applying improvements, find common problems.

In many cases, it is not a single error, but the combination of several elements that explain the poor performance.

Here are some common causes of a low open rate:

8 Effective Strategies to Increase the Open Rate

1. Work on issues as if they were headlines

It's the first thing the user sees. If it doesn't attract attention, it won't open the email.

Some good practices:

• Use action verbs and clear language.
• Include numbers or questions.
• Avoid generic or empty formulas.

Example:
❌ “June Newsletter”
✅ “Are your emails not opening? Try this”

2. Use a personal and consistent sender

A recognizable name—for example, “Leandro de Novicell” —humanizes the message and reinforces trust.

Keep the same identity to promote memory.

3. Segment with intention

Sending the same message to all your contacts is one of the most common mistakes.

Use criteria such as:

• Interests or sector.
• Position or level of decision.
• Funnel phase.
• Previous behavior.

This is where the Inbound marketing: capturing leads is fine, but Nourish them according to their interests is what increases the aperture and reduces the casualty rate.

4. Personalize beyond the name

It's not enough to say “Hello, Marta”. Customize the contents according to the context of the lead:

• Products or services visited.
• Downloaded resources.
• Industry-specific problems or challenges.

With HubSpot, for example, you can create dynamic emails that automatically adapt to the user's profile and behavior.

5. Improve the preheader

It is that text that appears next to the subject. If you leave it empty or generic, you're missing a second chance to attract attention.

The text that accompanies the matter reinforces the opening decision. Summarize the main benefit or expand on the subject without repeating it.

6. Adjust shipping frequency and time

Adjust the frequency and time of sending based on data from your own contact base.

See when you get the most openings and clicks, perform A/B tests by time slots and segments, and apply automatic optimization to tools such as HubSpot when you have enough individual records.

7. Take care of the content

A good open rate without clicks or real interest doesn't do much good. That's why:

• Be clear, brief and direct.
• Use a clean and responsive design.
• It provides value: tips, real cases, downloadable resources.

Inbound marketing It is based on this: Deliver useful content at the right time.

8. Automate with discretion

Poorly done automations saturate and generate casualties. Well-designed ones improve engagement and conversion.

With platforms such as HubSpot, you can automate:

• Personalized welcomes.
• Phased nurturing of the buyer journey.
• Reengage if a lead stops interacting.

This increases the open rate, maintains relevance and reduces the loss of qualified leads.

How does this influence the acquisition of B2B leads

If your emails are opened more, your message goes further.

And if they're useful and well segmented, your conversion rate improves.

In environments B2B, where the purchase process is longer, opening the email is a gateway. It's an opportunity to:

• Build trust.
• Educate the potential customer.
• Guide you to a demo, business contact or key resource.

A poor open rate doesn't just affect your metrics, it can also be holding back your marketing strategy B2B lead capture.

And the casualty rate?

Reducing it is a natural consequence of doing things right.

If you improve the opening, send useful content, segment and respect the times, users will not unsubscribe.

Therefore, a good opening rate is the first step in reducing the unsubscribe rate in email marketing and maintain a healthy, active database with real business potential.

What does a better opening rate mean for your business

A strong open rate confirms that messages arrive at the right time, with the right content and from a reliable sender.

When the recipient opens the email, it also opens the door to new visits to the website, to the consumption of specialized resources and to the generation of business conversations.

This constant interaction keeps the relationship with each lead alive and produces a virtuous cycle: the more relevant the email, the greater the likelihood that the potential customer will move down the funnel and the lower the chance that they will abandon the list.

Ultimately, a good opening rate it's not just a tactical performance factor; it becomes a strategic factor that protects investment in content, promotes contact retention and improves revenue forecasting in the medium and long term.

We're here to help

In Novicell we design plans for Inbound marketing to turn each message into a measurable step towards B2B lead capture.

If you need to review your metrics, segment your database or implement effective nutrition flows, we can accompany you in every phase and ensure that your email marketing communication generates tangible results.

Talk to our specialists to define the best way to optimize your business's email marketing strategy.