Blog

The Secret to Writing Emails That Actually Get Opened

It may come as a surprise to some, but email is still one of the most powerful marketing tools out there. Despite the rise of social media, SMS, and other digital platforms, email consistently delivers strong ROI—when it’s done right. The problem? Most emails get lost in the noise.

Think about your own inbox. How many emails do you get each day from brands telling you their product is the best, their offer is once-in-a-lifetime, or their sale is ending right now? Exactly. Inboxes are more crowded than ever, and in today’s economy, the competition for attention is at an all-time high.

So, the big question is: how do you write emails that actually get opened? What makes someone stop scrolling and click? That’s exactly what we break down in this post.

Whether you’re new to email marketing or you’re trying to boost your open rates, this guide is packed with actionable strategies backed by psychology, real data, and experience from successful campaigns. From subject line secrets and perfect send times to personalization hacks and mobile design tips, we’ve got everything you need to stand out in the inbox.

At LMA Marketing & Advertising, we’ve tested what works (and what doesn’t) so you don’t have to. Ready to turn your emails into powerful conversion tools? Let’s dive into the secrets that will help your emails not just get opened but actually get results.

Understand Your Audience First

Let’s be real—your email could be a masterpiece. The design could be gorgeous, the subject line could be captivating, and the offer could be the best thing since free shipping, but if it lands in the inbox of someone who’s like, “Who even is this?” It’s game over. Open rates = toast.

That’s why before you write anything, you have to figure out one major thing: Who are you talking to?

Because when you know your audience, you know how to talk to them, what to offer them, and when to show up in their inbox. And that’s when emails start working like magic.

Segment Like a Pro (No More One-Size-Fits-All Blasts)

Not every subscriber is on the same journey. Some just joined your list because they wanted 10% off. Others have bought from you five times and are basically brand ambassadors at this point. Treating them the same? That’s a rookie move.

Start segmenting based on:

• Behavior – Who opens? Who clicks? Who’s ghosting you?
• Purchase history – First timers vs loyal customers
• Sign-up source – Did they find you through social media, a referral, or a pop-up?
• Location – Especially helpful for regional promos or events

When you tailor emails to different groups, it feels like you get them… and people open emails from brands that “get them.”

Write Like You’re Talking to a Real Person

Write how people actually talk. No one wants to read emails that feel like they were written by a robot in a suit. Even B2B audiences are made up of real humans who like when things are easy to understand and not insanely boring.

If you want your audience to vibe with your email, you have to match their energy. Use language that feels natural for them. If your brand tone is casual, say “hey” instead of “greetings.” Throw in a little humor or personality. Let us remind you that you’re not writing a legal doc, you’re showing up in their inbox like a friend who’s got something genuinely useful to share.

We’ve Done This. It Works.

At LMA, we’ve helped brands increase their open rates just by shifting how they talk to their audience and who they’re talking to. Campaigns will skyrocket after we segment the list and rewrite a copy for each group. No fancy redesign. Just better targeting.

So, don’t skip this step; know your audience. It’s the foundation for everything else that follows. Make your consumers your friends, because everyone naturally wants to support their friends, right?

Subject Lines: Your First (and Often Only) Impression

Let’s not sugarcoat it: your subject line is the make or break moment. Before anyone even sees the inside of your email—the design, the offer, the CTA, the copy—you’ve got to earn that click.

In a sea of emails screaming for attention, your subject line is your shot to stand out. It’s your headline, your handshake, your “hey look at me!” all rolled into one. And with most people skimming their inboxes like it’s a speed round of “delete or ignore,” this line really matters.

So, how do you write a subject line that doesn’t get buried or trashed? Let’s break it down.

Use Curiosity and Emotion (But Don’t Be Cringe)

Humans are nosey. We’re wired to want to know more—especially when something feels juicy, unexpected, or oddly specific.

Examples:

• “You’re not going to believe this.”
• “We messed up (but it’s good news for you).”
• “Your next favorite [product] is waiting.”
  

Also, emotion sells. Use words that spark excitement, fear of missing out, humor, or even nostalgia. But here’s the key: keep it authentic. No one likes clickbait. (More on that in a sec.)

Add Personalization Where It Makes Sense

Emails that say “Hey (your name)” feel more human than “Dear Customer.” Or, even better, go beyond just the name. Try location, past purchase, or interest-based subject lines like:

• “Hey (your name), ready for beach weather in San Diego?”
• “Still thinking about that hoodie?”
• “Your 2024 marketing report is here 📊”
  

These feel specific and that makes people more likely to click.

Test, Test, Test (A/B Is Your BFF)

The truth? You won’t know what works best until you test it. That’s why A/B testing subject lines is a total gamechanger.

Try sending two versions of the same email with different subject lines to small chunks of your list. Then send the winning one to the rest. You’ll start to see patterns, like maybe emojis work for your list, or maybe urgency wins over curiosity.

Pro tip: Test one thing at a time (not five variables), and track those results. It’s data gold and you’ll be able to pinpoint exactly what your customer responds and reacts to the best. 

Keep It Short & Swipe-Ready

The best subject lines are short, punchy, and mobile-friendly. Aim for 40–50 characters max so it doesn’t get cut off on phones (because most people read emails on their phones first).

Avoid spammy words like:

• “FREE!!!”
• “Buy now”
• “Make money fast”
  

Too many of those and your email could land in spam before it even gets seen.

Real Subject Lines That Truly Work (and Flop)

What worked:

• “Your 15% off code is expiring 😬” (Urgency + emoji = strong opener)
• “We picked this just for you, Kendall” (Personalization + intrigue)
• “Our founder said this was a terrible idea…” (Humor + curiosity)
  

What flopped:

• “Check out our latest newsletter” (Yawn.)
• “SPECIAL OFFER INSIDE!!!!” (Too loud. Feels spammy.)
• “Hey” (Just… no.)
  

Bottom Line? Be Real, Be Clear, Be Worth the Click

Think of your subject line as a promise. It should hint at what’s inside—without giving it all away. Be playful, be specific, and speak your audience’s language.

Because if your subject line doesn’t get them to open, well, nothing else in your beautifully designed email really matters.

You’ve written the perfect email. The subject line? Chef’s kiss. The copy? On point. The design? Scroll-worthy. But then… you send it at the wrong time, and boom—crickets.

The truth is, when you send your email matters almost as much as what you’re sending. You’ve only got a small window to grab attention, and if your email lands at the wrong time (say, 3 a.m. on a Saturday?), it’s going to get buried under a pile of morning spam before your reader even pours their coffee.

Let’s talk about timing strategy because, yes, there’s actual data behind this stuff.

Timing Is Everything: When to Hit “Send”

While every audience is different, here’s what studies consistently show:

• Best days: Tuesday, Wednesday, and Thursday are the golden trio. Mondays can feel overwhelming, and Fridays? Everyone’s mentally checked out.
• Best times:
  • 10 a.m. – Catch people when they’re starting to settle into work.
  • 1–2 p.m. – Post-lunch scroll time.
  • 4–5 p.m. – Right before wrap-up, inbox clearing zone.

These are just starting points. Always test what works best for your list.

Time Zone Targeting = Inbox Superpower

If your email goes out at 9 a.m. EST, that’s awesome… for your East Coast people. But your subscribers in L.A. are still asleep. And if you’ve got people on your list from across time zones (or even globally), it’s worth setting up time zone–based sends.

Most email platforms (like Mailchimp, Klaviyo, and HubSpot) offer time zone sending features so your email hits inboxes at the same local time for each person.

More relevant timing = more eyes on your email = higher open rates.

The Recency Factor: Strike While the Interest’s Hot

Timing isn’t just about the clock on the wall. It’s about context too. Some of the most effective emails are the ones triggered by recent actions.

For example:

• Abandoned cart — Send a follow-up 1–2 hours later, then again 24 hours after.
• New sign-up — Hit them with a welcome email while they still remember who you are.
• Clicked but didn’t buy — Follow up with a “Still thinking it over?” message a day or two later.
  

These emails feel relevant because they are. They meet the customer exactly where they are in their journey, and that’s email marketing gold.

Wrap-Up: Don’t Let Timing Tank Your Email

You worked too hard on that email to let it flop because it showed up at the wrong time. Test different send times. Use your platform’s scheduling tools. Lean into behavior-based triggers. And above all, pay attention to your audience. 

The perfect email + perfect timing? That’s the sweet spot that will get you to reach your ultimate success. 

Preheader Text: The Overlooked Real Estate

Alright, let’s talk about the little guy who doesn’t get nearly enough love in email marketing: the preheader.

If the subject line is the headline of your email, the preheader is your sneak peek (the line of text that shows up right next to or under your subject in most inboxes, especially on mobile). Think of it like the trailer to your movie; it’s that second chance to hook someone before they scroll past you.

Way too many brands completely waste this space. Or worse, forget it altogether and leave the default filler:

“Having trouble viewing this email? Click here.”

Yikes! If your preheader says that, we need to talk.

So What Is Preheader Text, Really?

Preheader text is that line that shows up in the inbox preview after (or alongside) the subject line. It gives your reader more context and another reason to open.

Let’s break it down:

Inbox preview might look like this:
Subject: “Your 15% off code is almost gone 👀”
Preheader: “You’ve got 24 hours to use it before it disappears.”

Together, they work as a duo which overall is creating urgency, curiosity, and clarity.

How to Write Preheader Text That Actually Works

Here’s your cheat sheet for writing preheaders that pull their weight:

• Complement your subject line — Don’t repeat it word-for-word. Add something new to expand the story.
• Keep it short and mobile-friendly — Around 35–80 characters is the sweet spot.
• Add clarity or urgency — Give your reader a reason to click now, not later.
• Match your tone — If your subject line is playful, your preheader should be too.

Example combo:

• Subject: “We need to talk about your backyard…”
  Preheader: “We have the answers you may not even know you needed.”
  

In this example, the preheader adds context, keeps the vibe going, and nudges the reader to open.

Preheader Mistakes to Avoid

• Leaving it blank – Your platform will pull random copy from your email, and it usually looks weird or broken.
• Repeating the subject line – Feels lazy and redundant.
• Using default filler text – Like “View this email in your browser.” Major snooze.
• Overloading with emojis or ALL CAPS – A little goes a long way, trust us.

Quick Wins: Preheader Optimization Tips

• Use templates with editable preheader fields so you never forget to customize it.
• Write subject + preheader together so they flow as one message.
• Preview across devices to make sure it looks good on both desktop and mobile.
• Have a swipe file of killer preheaders you or your team can pull from for inspiration.
  

And if you’re doing a bulk campaign? Create variations based on your audience segment. A/B test a couple of preheaders just like you would subject lines—you might be surprised what grabs attention.

Don’t Sleep on Preheaders.

They’re small but mighty. Done right, preheader text boosts open rates and makes your subject line work even harder. And in the world of crowded inboxes, every extra nudge counts.

Design and Mobile Optimization

Let’s paint a picture. You finally get someone to open your email (yay!). But then they tap it open on their phone, and it’s a total mess. Tiny text, images that won’t load, buttons they can’t find, and way too much going on. Guess what happens next? Swipe. Delete. Unsubscribe.

If your email design doesn’t work on mobile, it doesn’t work—period.

Mobile Is King (Like, Statistically Speaking)

More than 60% of all emails are opened on mobile devices. So if your design is only built for desktops, then you’re ignoring most of your audience. 

Designing mobile-first doesn’t mean dumbing it down—it means making your emails clear, fast, and scroll-friendly, no matter what device they’re viewed on.

Keep It Simple, Keep It Clickable

Here’s what makes a mobile-friendly email actually friendly:

• Clean layout – Think single-column, no side-by-side elements, and enough white space to breathe.
• Big, tappable buttons – Your CTA (call-to-action) should be obvious and easy to click—even with one thumb on the go.
• Readable fonts – At least 14–16pt for body text. Nobody wants to squint or feel like they need to adjust the size of your email themselves.
• Alt-text for images – If an image doesn’t load, your alt-text tells the reader what they would’ve seen (especially important for buttons or graphics). Also, screen readers use alt text to describe images to visually impaired users, helping make your emails more inclusive and ADA-compliant.
• Hierarchy that makes sense – What’s the one thing you want them to do? Put that first, then support it with details.

Load Speed = Inbox Survival

Mobile users are impatient. If your email takes forever to load, most people won’t wait. So ditch oversized images, compress files, and test your emails before you send.

Not sure how? That brings us to…

Your New BFFs: Litmus + Email on Acid

These tools let you preview your emails across dozens of devices and inboxes before you hit send. You can catch formatting fails, broken buttons, or design bugs that only show up in Gmail (because, of course, it’s Gmail).

They’ll also help you:

• See how your subject and preheader look in real inboxes
• Test your CTA buttons
• Make sure nothing’s glitching on dark mode

Worth. Every. Penny.

Bottom Line: Don’t Let Bad Design Kill a Good Email

People constantly check emails on their phone—in bed, in Ubers, in line for coffee. If your email doesn’t work in those moments, you’re losing valuable attention.

Design smart. Design mobile-first. And if you need a fresh set of eyes (or a full glow-up), LMA’s here to help your emails look and feel as good as they sound.

Bonus Tips: Psychological Triggers & Tools

Ready to level up your emails even more? Let’s talk about the secret sauce: psychology.

Marketing isn’t just about design and copy—it’s about understanding how people think. When you know what makes your audience tick, you can write emails they actually want to open (and click).

Use FOMO, Exclusivity & Reciprocity

• FOMO (fear of missing out) is real. Subject lines like “Only 3 spots left!” or “Ends tonight!” get people to act now instead of later.
• Exclusivity makes subscribers feel special. Try phrases like “Just for our VIPs” or “You’re the first to see this.”
• Reciprocity is the idea that if you give something valuable—like a free download, discount, or helpful tip—your audience is more likely to give back (by clicking, buying, or sharing).

Emojis: Fun, But Use with Care

Emojis can add personality and help your subject line stand out—but don’t go overboard. Use a maximum of one or two. And make sure they actually relate to your message (no random fire emojis unless it’s, you know, fire 🔥).

Good: “Your free guide is inside ✨”
Not great: “GET IT NOW 🔥🔥🔥🔥🔥”

Remember, the goal is to enhance your subject line, not distract from it. When used sparingly and strategically, emojis can boost your open rates by making your email feel more personal and engaging.

Tools That Make It All Easier

Use platforms like Mailchimp, HubSpot, or Klaviyo to:

• Segment audiences
• Test subject lines
• Track open/click rates
• Automate sends based on behavior
  

When used well, these tools don’t just save time—they help you make smarter, more impactful emails.

In Conclusion… 

Let’s be honest: getting someone to open your email in today’s inbox chaos takes more than luck. It takes a well-planned strategy, creative messaging, engaging visuals, and, most importantly, a deep understanding of your audience’s needs and behaviors.

Here’s the quick recap:

• Know who you’re writing to (and segment them!)
• Craft subject lines and preheaders that actually make people stop scrolling
• Send emails at the right time (not just when it’s convenient for you)
• Design for mobile first, always
• Tap into psychology—use urgency, exclusivity, and reciprocity wisely
• Test everything. Then test again.

When done right, email marketing doesn’t just deliver opens—it drives real engagement, clicks, and conversions that grow your business.

Need help boosting your email open rates or refining your brand’s email strategy? Let LMA Marketing & Advertising help. We specialize in crafting high-performing email marketing campaigns that actually get results.