It’s frustrating when you’ve spent hours crafting the perfect email, only for barely anyone to open it. Whether your newsletter shares updates, promotions or useful insights, it doesn’t do much if your readers don’t click on it. The subject line sits untouched in their inbox, and all your effort goes unseen.

Open rates are often the first sign something’s off with your email approach. From sending at the wrong time to using generic messaging, there are several reasons why people skip an email. The good news is most of these issues can be fixed. With a few smart changes, your emails can get more attention and drive better results for your digital strategy in the UK.

Revamp Your Subject Line

The subject line can make or break your email’s success. It’s the first thing people see and it’s often the only thing they use to decide if they’ll read or delete. If yours sounds boring, vague or too salesy, there’s a good chance it’s getting ignored.

Think of the subject line as your headline. It needs to be sharp, clear and relevant to the person receiving it. Generic phrases like “Check this out” or “Newsletter Update” don’t say much. Instead, offer a reason to open the email. Be human. Show value.

Here are a few tips to help improve your subject lines:

• Keep it short and easy to read on mobile.
• Ask a question that sparks curiosity.
• Mention something specific to the reader’s interest.
• Limit use of capitals and symbols which can look spammy.
• Avoid clickbait. If the subject says one thing and the content doesn’t follow through, trust drops fast.

You don’t need to guess what works. A/B testing is a practical way to see which subject lines get more attention. Create two versions targeting the same group, then check which one gets more opens. Once you see a pattern that works, you’ll know what your audience connects with. It’s about testing, learning and adjusting.

Personalise Your Content

One-size-fits-all emails don’t perform well. If you want someone to open and enjoy your newsletter, it has to feel like it was meant for them. Personalisation helps build that connection by showing readers content that fits their interests.

An easy way to start is by using the recipient’s name in the email, either in the subject line or greeting. To go further, segment your audience by location, past behaviour or what they’ve clicked on before. Someone interested in marketing templates, for instance, should get more of that content rather than updates about finance tools.

Segmenting your audience helps you:

• Send more targeted messages
• Keep content relevant and timely
• Make your reader feel recognised, not just another name on a list

Using dynamic content can also help. This feature lets you show different sections of content to different people, all within the same email. For example, customers who made a recent purchase might see product updates, while new sign-ups see onboarding tips.

When your emails speak to someone directly, they’re much more likely to pay attention. By investing effort into personalisation, you make your newsletters feel natural and worth reading.

Optimise Send Times

Perfect timing can change everything when it comes to email open rates. If your message lands in someone’s inbox while they’re busy or overwhelmed, it may get lost. But if it arrives when they’re more relaxed and checking emails, you have a better shot at being seen.

In the UK, mid-morning during weekdays is usually a good time to reach people. Many are easing into their day and checking updates. Still, there’s no perfect formula. That’s why experimenting with timing plays an important role.

Email tools these days can help you test different slots and analyse results. Some platforms even offer smart scheduling based on time zones or previous behaviour. Use them to your advantage.

Here are some suggestions for finding the right timing:

• Skip weekends when people check emails less often
• Try sending between 9–11 am or 1–3 pm during weekdays
• Look at past results to see when your audience opens most
• Run experiments and adjust over time based on which times perform better

You don’t have to guess. Let the data guide you and keep testing to improve results. The more timely your message feels, the more your audience will pay attention.

Clean Up Your Email List

A cluttered or out-of-date email list can quietly damage your performance. If lots of people on your list never open your emails or their addresses are no longer valid, your messages may start getting flagged as spam. That means fewer people are even seeing them.

Instead of chasing bigger subscriber numbers, focus on quality. An engaged list, no matter the size, will bring better results.

Here are steps to keep your list in shape:

• Remove contacts who haven’t opened or clicked in several months
• Use email verification tools to spot invalid addresses
• Ask for double confirmation when someone signs up, helping ensure they’re truly interested

If you’re unsure who’s still keen, create a re-engagement campaign. If they respond, great. If not, it might be time to let them go. It can be tough to trim down numbers, but your open rate and deliverability will likely bounce back stronger.

Think of it like pruning a garden. When you cut away what isn’t growing, you create space for healthier results.

Enhance Your Email Design

Strong content and good timing can only do so much if your emails look messy. A cluttered layout, too much text or awkward visuals can turn readers off even after they’ve opened your message.

Your design needs to be clean, functional and suited for mobile. Most people now read emails on their phones, so if your message isn’t mobile-friendly, it’s being ignored or deleted fast.

Here’s how to improve your email design:

• Use white space and layout that’s easy to scan
• Stick with one or two brand colours to keep it tidy
• Write with short paragraphs and clear fonts
• Make CTAs visible and easy to click, especially on small screens
• Keep a healthy balance between images and text to avoid email filters

Before hitting send, preview on multiple devices. What looks good on a laptop might appear broken on a phone or tablet. Test and tweak if needed. Simple updates like resizing buttons or changing fonts can make a big difference.

Polished emails don’t just snag attention. They help turn that attention into clicks, responses and real results.

Keeping Momentum with Smarter Email Moves

Low email open rates aren’t a dead end. They’re just a sign your strategy needs a fresh look. Email newsletters still remain one of the most direct ways to connect with your audience, but only if you’re reaching them with the right message, at the right time and in the right way.

Continue tracking performance. Look at what worked in the past and be open to trying something new. With regular reviews, small changes and patience, your approach will improve over time.

If updating your strategy feels too time-consuming or unclear, bringing in support from a digital strategy agency in the UK is worth considering. Sometimes an outside eye can help clarify what’s holding your results back and guide you toward sharper execution.

Better open rates mean better engagement. They build stronger connections with your audience and give every email more value. With consistency, smart tools and the right approach, your small efforts can lead to big results.

If you’re looking to get more from your email efforts and connect better with your audience, working with a digital strategy agency in the UK could be a game-changer. At Include Work, we’ll help you fine-tune your approach so every email feels more relevant, timely and effective.