Email marketing continues to be one of the most effective digital channels in 2025. But with inboxes flooded with messages daily, getting users to open and click your emails is harder than ever. To succeed, marketers must focus on optimizing two critical metrics: email open rate and click-through rate (CTR).
In this article, we’ll show you how to increase your open and click-through rates using the latest research, clear examples, and proven strategies.
Why Open Rates and CTR Matter
Your open rate is the percentage of recipients who open your email, and your CTR is the percentage who click a link within that email. Together, these numbers reflect the health and effectiveness of your email marketing.
According to Mailchimp (2024), the average open rate across industries is 21.33%, and the average CTR is 2.62%. However, high-performing marketers see open rates of over 30% and CTRs above 5% by optimizing their content, timing, and targeting (Campaign Monitor, 2024).
How to Improve Email Open Rates in 2025
1. Craft Compelling Subject Lines
The subject line is your first—and sometimes only—chance to get attention. According to Omnisend (2024), personalized subject lines increase open rates by 26%, while those using urgency or curiosity significantly outperform generic lines.
Best practices:
- Keep it between 6–10 words
- Use personalization: “Hi James, here’s your reward”
- Create urgency: “Last chance to claim 30% off”
- Ask questions: “Did you forget this in your cart?”
Use tools like CoSchedule Headline Analyzer to test subject line performance before sending.
2. Optimize the “From Name”
According to ActiveCampaign (2024), emails sent from a familiar personal name (e.g., “Jenny from BrightTech”) receive 22% higher open rates than those from generic company addresses. People prefer real people over faceless brands.
3. Send at the Right Time
Timing plays a major role in open rates. Based on data from GetResponse (2023), the best days for sending emails are:
- Tuesday, Wednesday, and Thursday
- Between 9:00–11:00 a.m. or 1:00–2:00 p.m., based on the recipient’s local time
Use email platforms with time zone optimization, like Klaviyo or Mailchimp, to reach users when they’re most likely to engage.
4. Avoid Spam Trigger Words
Using all caps, too many exclamation points, or spammy language (e.g., “FREE!!!” or “Act Now”) can send your email directly to the spam folder. Test your emails using Mail Tester before sending to improve deliverability.
5. Clean and Segment Your List
Inactive subscribers lower your open rate and hurt your sender reputation. Use tools like ZeroBounce or NeverBounce to clean your email list and remove invalid addresses.
Segment your audience based on:
- Past purchases
- Behavior (clicks, opens)
- Demographics
Segmented campaigns have 14.31% higher open rates than non-segmented ones (Campaign Monitor, 2024).
How to Improve Click-Through Rates (CTR) in 2025
1. Use Clear, Actionable CTAs
Your call-to-action (CTA) should be clear, direct, and visually prominent.
Tips for better CTAs:
- Use buttons instead of plain text
- Keep it short: “Get Offer” or “Start Free Trial”
- Use benefit-driven language: “Download My Free Guide”
Emails with a single CTA button see 371% more clicks than emails with multiple competing links (Klaviyo, 2025).
2. Optimize for Mobile
In 2025, over 60% of email opens happen on mobile devices (Litmus, 2025). Use responsive design to ensure your email displays properly across all screen sizes.
Mobile best practices:
- Use large, tappable buttons
- Font size of at least 14px
- Avoid long paragraphs or too many images
Preview your email across devices using platforms like Litmus or Email on Acid.
3. Personalize Content Dynamically
Dynamic content lets you show different messages to different users in the same email. Personalized CTAs based on past behavior or preferences can increase CTR by 20% or more (Klaviyo, 2025).
Example:
- User A sees: “Explore more cameras”
- User B sees: “Shop phone accessories”
Tools like ActiveCampaign and HubSpot support dynamic content personalization.
4. Keep Emails Short and Focused
Shorter emails tend to have higher click-through rates. Stick to:
- 1 main message per email
- 3–5 sentences per section
- Bold CTAs with clear spacing
A cluttered message leads to fewer clicks.
5. Add High-Quality Visuals
Emails with images or GIFs increase engagement—but they must load fast. Compress images and always include alt text in case they don’t render.
Use tools like:
These make drag-and-drop email design easy while ensuring mobile responsiveness.
6. Re-Send to Non-Openers
Resending the same email with a new subject line to those who didn’t open it can increase CTR by 30–50% (Moosend, 2024). Wait 48–72 hours before resending.
Case Study: Netflix’s High CTR Strategy
Netflix sends emails with dynamic content based on each user’s viewing history. Emails include:
- Personalized subject lines: “Top picks for you this week”
- Behavioral content: “You watched The Office—now try Parks & Rec”
- Strong CTA: “Watch Now”
This personalized approach helps Netflix achieve industry-leading open and click rates (Klaviyo, 2025).
Email Performance Benchmarks by Industry (2025)
| Industry | Avg. Open Rate | Avg. CTR |
| Nonprofit | 25.18% | 3.22% |
| Education | 23.42% | 2.90% |
| Retail | 20.96% | 2.10% |
| Technology | 21.88% | 2.34% |
| Financial Services | 23.30% | 2.65% |
| (Mailchimp, 2024; Campaign Monitor, 2024) |
If your results fall below industry averages, start by improving subject lines, CTA clarity, and timing.
Top Tools to Boost Open and Click Rates
| Tool | Best For | Link |
| Mailchimp | Testing subject lines, time optimization | Mailchimp |
| ActiveCampaign | Behavioral segmentation, dynamic content | ActiveCampaign |
| Moosend | Re-sending to non-openers | Moosend |
| Klaviyo | Ecommerce personalization, A/B testing | Klaviyo |
| Litmus | Cross-device email testing | Litmus |
Note
If your open and click rates are low, don’t panic. You don’t need to overhaul your entire email program. Start small:
- Improve your subject lines
- Send at better times
- Add a stronger CTA
- Personalize your message
Test your emails regularly and track what works. Over time, these small changes will lead to better engagement—and more sales or sign-ups.
Better open rates mean more eyes on your content. Higher CTR means more people taking action. Focus on both—and watch your email results grow.
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References
ActiveCampaign. (2024). The value of a recognizable from name. https://www.activecampaign.com/
Campaign Monitor. (2024). Email marketing benchmarks report 2024. https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/
GetResponse. (2023). Best time and day to send emails. https://www.getresponse.com/blog/best-time-to-send-emails
Klaviyo. (2025). How to improve email click-through rates. https://www.klaviyo.com/blog
Litmus. (2025). Mobile email usage trends. https://www.litmus.com/resources/email-marketing-statistics/
Mailchimp. (2024). Email benchmarks by industry. https://mailchimp.com/resources/email-marketing-benchmarks/
Moosend. (2024). How to increase your email open and CTR. https://moosend.com/blog/how-to-increase-open-rates/
Omnisend. (2024). Subject line personalization impact. https://www.omnisend.com/blog/email-subject-lines/
ZeroBounce. (n.d.). Email list cleaning and validation. https://www.zerobounce.net/
