Omnisend：如何提升邮件打开率的 10 个实用技巧

To increase email open rates, optimize what subscribers see in the inbox before they open: your sender name, subject line, and preview text. These are the elements subscribers judge before they read a single word of your email. Then sustain your open rates with segmentation, tested send times, and a clean list.

This guide gives you ten tips with ecommerce examples to adapt. Because privacy features can record an open nobody read, track clicks and orders alongside opens. 

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What is the average email open rate?

The average email open rate is 30.70%, according to Omnisend’s 2026 Ecommerce Marketing Report, which covers 2025 data. Use this figure as a reference point to compare against similar campaigns, industries, and subscriber segments.

Apple Mail Privacy Protection can register an email as opened even if the recipient never read it. For this reason, read your open rates alongside your clicks, conversions, and unsubscribes as a trend to measure true engagement.

Below are average open rates by industry from Omnisend’s email marketing benchmarks. 

Industry benchmarks give you a baseline to compare against. Your own audience’s engagement history tells you more about what success looks like for you than any global average. 

10 strategies to increase email open rates

Find your problem in the table below to see which elements of your campaign you need to fix.

1. Write compelling subject lines

Write subject lines that tell readers upfront what the email offers, because a clear reason to open is what earns the open. To find the best option, test different variations to see what works best for your audience.

A subject line wins a single open, but consistently useful emails keep people opening over time. Most of your campaigns should deliver value instead of promoting a sale.

Use these five principles when writing a compelling subject line:

• Keep it short and sweet, ideally five to seven words, based on Omnisend’s Black Friday subject line analysis
• Use numbers and emojis sparingly
• Create a sense of urgency for real deadlines only, using words like “Today only” or “Limited-time offer”
• Personalize by including the recipient’s name or other personal details
• Ask a question to pique your recipient’s curiosity

If you’re unsure about the effectiveness of your subject lines, use tools like subject line testers to give you insight. You can also use an email subject line generator to draft options to test.

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2. Personalize your emails

Personalize the email by reflecting what the subscriber did or liked to give them a reason to open your email. Personalization tailors the experience based on individual preferences, past interactions, and demographic details.

You can move beyond adding a first name by testing subject lines that reference a subscriber’s location, a recently viewed product, or an earned loyalty reward.

Dynamic product recommendations help you match the email content to browsing behavior. For example, if a customer recently browsed winter jackets, you can trigger a campaign about your latest collection.

Get a quick overview of how to increase open rates on emails using personalization: 

3. Segment your audience

Segment your audience by purchase history, browsing behavior, engagement level, and location. It will help you make sure that the campaign matches your subscriber’s current intent.

Segmenting subscribers by behavior lets you send messages that match what each group cares about.

Most of your campaigns should go to your recently engaged subscribers who have interacted with your brand in the last 30 to 90 days. That doesn’t mean ignoring your broader list entirely, however. Send occasional campaigns to them as well so less active subscribers have an opportunity to re-engage over time.

For example, a skincare store could send a restock reminder to customers who bought a cleanser 60 days ago, and a seasonal offer to everyone engaged in the last 90 days.

“Most of your campaigns should go to your engaged segment. But do not forget to give a chance to the rest of your audience to engage, because if you use only the engaged segment all the time, eventually it will have a low number of contacts.”

Agnė

Account Expert at Omnisend

Using email marketing automation tools like Omnisend can help save time in email segmentation. It offers features that allow you to identify audiences based on behavior, past purchases, demographics, and more. It also strengthens your email marketing funnel by allowing tailored communication at every stage.

4. Test your send times

Test different send times against your own campaign history to find when your audience is most likely to open. Compare two competing send times across similar audiences over several campaigns to find the one you can declare a winner.

Account for subscriber time zones and judge the final results by clicks and orders alongside your opens. Published timing studies are starting points for your strategy, not absolute rules.

However, the best time to send emails also depends on your audience. For example, professionals may check their emails mid-morning, while younger audiences might check in the evening.

Omnisend’s automation tools let you schedule emails based on audience activity, so you’re not guessing when to send. Features such as Send Time Optimization and Time Zone Optimization (TZO) adjust send times for each subscriber.

5. Keep your email list clean

Keep your list clean by removing invalid addresses and unengaged contacts so your emails reach people who still want them. According to ZeroBounce’s 2025 Email List Decay Report, at least 25.74% of an email list decays within just one year, with 24% being invalid emails.

Here are some email list cleaning best practices to take note of:

• Use double opt-in to confirm the interest of new subscribers
• Regularly remove bounced or invalid email addresses
• Set up re-engagement campaigns for inactive subscribers
• Offer a one-click unsubscribe option
• Monitor bounce rates and engagement metrics closely
• Regularly update subscriber information
• Never buy or rent email lists

Trigger a re-engagement series for subscribers who have not interacted with your emails in 90 to 180 days. Those who ignore the re-engagement campaigns need to be unsubscribed, not deleted. Unsubscribing will preserve their purchase history for your records while removing them from your active sending segments.

6. A/B test what subscribers see in the inbox

Test different variations of the elements listed below to be sure of what compels your audience to open the emails. Make sure you test one variable at a time across randomly split comparable subscriber groups while keeping everything else the same.

Always judge the winning variation by tracking opens together with clicks and orders to measure revenue impact since open rates alone are no longer as reliable. You could compare a subject line like “New winter jackets are here” against a personalized version like “New winter jackets for Chicago” to isolate the effect location data makes.

You can capture missed traffic by resending your campaign to non-openers a few days later using a completely new subject line.

Here are the four inbox elements to A/B test to improve your open rates:

• Subject line
• Sender name
• Preview text
• Send time

To learn about testing internal content elements like your calls to action, images, and layout, read our email engagement guide.

7. Use engaging preheader text

Your subject line grabs attention, but your email preheader gives you one more shot at increasing your email open rate. It gives recipients a sneak peek into your email’s content before they click.

To create an effective preheader text, keep it clear and concise, and make sure it complements your subject line.

These are examples to adapt and test for your own campaigns.

Check your sender name, subject line, and preview text together on a mobile screen to make sure that the most important information is clearly visible without any cutoffs. According to ZeroBounce’s Email Statistics Report for 2025, 61% of people check their email primarily on mobile.

“Take your email, screenshot it, load it into Google’s Gemini, and ask for a summary. That’s what the AI sees too.”

Jimmy Kim

Ecommerce Email and Retention Expert

Read the full interview:
The new email deliverability rules

8. Use a recognizable sender name

Use a sender name that your audience already trusts so they’re more likely to open it. People quickly scan their inbox to see who the message is from before they even read the subject line, which makes recognition an important aspect of your engagement rates.

Use a consistent brand name or pair a specific person with your company name, such as “Maya at Trailhead Shoes”, instead of using the first name alone. According to Google’s email sender guidelines, “display names should reflect a consistent, clear, and accurate statement of the sender’s identity, name, and/or organization.”

Changing your sender identity too often will confuse your audience and damage your sender reputation. If you want to introduce a new sender name, test it on a small segment of your audience while holding all other variables the same. It will isolate the impact of the sender name on your opens and clicks before you roll it out to your entire list.

9. Improve deliverability and avoid misleading messages

Improve your deliverability so your emails reach the inbox in the first place, before you optimize subject lines to get subscribers to open them. Only send campaigns to people who explicitly opted in to receive your marketing messages.

Set up domain authentication with SPF, DKIM, and DMARC records to verify your sender identity. Google’s email sender guidelines note that businesses sending bulk emails need to keep spam complaints under a strict 0.3% threshold, with under 0.1% being the recommended number. A one-click unsubscribe option, honored promptly, gives unhappy subscribers an alternative to the spam button.

Avoid misleading messages. Don’t use fake reply prefixes, misleading offers, or invented urgency to trick recipients into clicking. Avoiding promotional words like “free” in your subject lines will not be enough to have a good sending reputation if everything else is done against best practices and guidelines.

If you do everything properly but still see a sudden and sharp drop in your open rates, check your metrics by mailbox provider. Check if there are any potential deliverability issues with specific providers before you change your entire email marketing strategy.

10. Use email automation and AI tools

Email automation generates high open rates because the emails arrive exactly when subscribers expect them, such as a welcome email triggering immediately after someone signs up.

You can use AI tools to handle the initial campaign setup. Omnisend’s email subject line generator drafts multiple copy options for you to test, while Send Time Optimization calculates the hour your subscribers are most likely to check their inbox.

Automation supports open rates because you can:

• Send personalized messages
• Deliver timely follow-ups to keep your audience engaged
• Segment your audience
• Test different subject lines
• Clean email lists to remove inactive subscribers
• Analyze data to identify what boosts open rates

Omnisend’s automation tools let you set up automated workflows that feel personal and timely, so you can get better open rates and improve your email marketing return on investment.

Success story

Creality, a leader in 3D printing, had long battled with abandoned carts. The brand used Omnisend’s email automation and brought in over €560,000 in sales, with a 54% open rate and 8% click-through rate. Adding discounts and customer reviews made its emails more engaging, boosting repurchase rates by 54%. 

Omnisend’s customizable pre-built workflows and A/B testing allowed the brand to continually improve and refine its strategy. This success story shows how using automation can help recover sales and accelerate the growth of your business. 

Read more about Creality’s success story here

Your plan to increase email open rates

You can start improving your campaign performance today by following these three steps:

1. Find your problem in the diagnosis table above to identify where your funnel is breaking down
2. Fix your inbox elements first by testing one change to your sender name, subject line, or preview text to see what impacts your audience
3. Clean and segment your list to remove unengaged contacts, and always judge your final results by tracking your clicks and orders alongside your opens

Once you successfully get subscribers to open your messages, you can read our email engagement guide to learn how to drive better clicks and conversions.

Increase your open rates with Omnisend’s email automation

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FAQ: How to increase email open rates

Why is my email open rate so low?

Your email open rate is low primarily because of deliverability issues, an unrecognizable sender name, vague subject lines, or an outdated subscriber list. Review the diagnosis table in the strategies section above to identify which elements of your campaign need immediate attention.

Is a 25% email open rate good?

It depends on your industry. A 25% open rate is below the 30.7% average for 2026, but above the averages for finance (20.25%) and computers (23.41%). Your own campaign history matters more than any global figure, so compare it with the benchmark table above. 

What is a good email open rate by industry?

The global average for all industries is 30.7%, but the numbers vary from 19.27% (smoking and vaping) to 52.43% (wedding). Check the table above to see more information about open rates across industries.

How can AI tools help increase email open rates?

AI tools help by drafting subject line options to test and choosing a send time for each subscriber. Use Omnisend’s subject line generator to create variations, and Send Time Optimization to schedule each campaign.

The post How to increase email open rates: 10 practical tips appeared first on Omnisend Blog.