You used to hit 40% open rates without even trying. Now? You’re crossing your fingers just to break 20%.

So… what gives?

Don’t worry - email isn’t dead. In fact, it's more alive and active than ever. But the inbox? That’s changed. A lot.

The way opens are tracked has shifted. Subscriber behavior has evolved. But here's the kicker - most brands are still sending emails like it’s 2025.

In this post, we’ll dive into:

• Why open rates are dropping in 2025
• What’s in your control (and what’s not)
• 7 powerful strategies to lift your opens and get more engagement
• How to build lasting attention, not just momentary clicks

Ready to breathe life back into your email performance? Let’s get into it.

Here's the reality: it's not you. Everyone's experiencing a decline. Here's what's actually happening:

Apple’s Mail Privacy Protection (MPP) and Gmail updates are making it harder to track who’s actually opening your emails. Some opens are fake (auto-triggered by the email client), and some real opens never show up.

Bottom line: the numbers you’re seeing? They’re kinda lying.

Your readers are inundated. Newsletters, sales, work communications, family updates — it's a jungle out there. Even if your email is terrific, if it doesn't catch your reader's eye quickly, it gets scrolled past.

If you're still using "Weekly Update #29" as your subject line… oof. People scan their inbox like a TikTok feed. You have seconds -  possibly less - to capture their attention.

If you're sending the same message to your entire list, it's no surprise people are ignoring you. Relevance is key now.

One too many pics, some "FREE!"s, or old emails on your list - and boom. Your message lands in the Promotions tab or worse, the spam folder.

• Apple and Gmail messing with tracking
• People's crowded inboxes
• The 2-second attention span

• Your subject lines
• Who receives what (segmentation)
• Your sender reputation
• List hygiene and deliverability
• The actual value of your content

So let's concentrate on the stuff that's in your control.

Consider it the title to your mini-show. If it's dull, no one watches.

Tips:

• 4–7 words max
• Use curiosity or say something oddly specific
• Emojis are okay
• Ask a question
• Skip ALL CAPS or spammy language

Examples that pop:

• “Quick question?”
• “We totally messed this up ”
• “One tool we can’t live without”
• “You're missing this simple fix”

Don't waste it on "View this email in your browser." Use it as your sidekick to the subject line.

Excellent example:

Subject: "We found a fix"

Preview: "It bumped our traffic 30% in just one week…"

Various people want different things. Send targeted messages depending on:

• What they've clicked on
• Have they opened anything recently
• Their customer path (lead vs loyal fan)

More relevance = more opens. Period.

Sorry to say, but if they haven't opened anything in ages… release them. Run a re-engagement campaign:

• "Still want these emails?"
• "We'll stop sending unless you click here.

Fewer people = cleaner list = better results.

People open mail from names they know. Try:

• "Jordan from [Your Company]"
• "[Company] Tips Weekly"
• "Your Copywriting Coach"

And experiment when you send. Early morning, mid-day, and evening all work - depending on your audience.

Triggered emails = gold. Why? Because they're timely and relevant.

Ideas:

• Welcome series
• Abandoned cart reminders
• Follow-ups after someone downloads a lead magnet
• Birthday or anniversary shoutouts

These receive WAY more affection than generic blasts.

When your emails show up on the same day with actual value, people anticipat them.

Experiment with formats such as:

• "Monday Mindset Boost"
• "The Friday Fix"
• "60-Second Growth Tips"

Bonus tip: give your newsletter a catchy name to make it memorable.

Yes, it does. But don't fixate on it. Rather, take a step back and ask:

• Did folks click on anything?
• Did anyone respond?
• Are you driving conversions?
• Is your list increasing (or decreasing)?

That's the truth.

Open rates aren't dead. But old-hat email ways are.

If you:

• Craft better subject lines
• Personalize and segment
• Sanitize your list
• Robot with thoughtfulness
• Serve up regular, high-quality content

…your audience will begin to open once more.

Because they don't hate email.

They just require an excuse to care.

Whether you’re running a solo business or scaling a SaaS brand, intelligent segmentation is the shortcut to improved email outcomes.

Need assistance dialing this in and having more eyes see your emails? I have some ideas. Let's chat.