If emails are not opened, it is like singing an opera in an empty hall. No one hears. No one responds. And you stand alone on stage with a brilliant offer and zero views.
The open rate is the first door through which a potential client passes. Did not open the email — did not see the offer. Did not see — did not buy. Simple arithmetic. Let’s figure out how to make sure the email is at least read.
What is Open Rate and why is it important?
Open Rate = (Opened emails / Delivered emails) × 100%.
Sent 1000 emails → opened 450 → open rate = 45%. It’s that simple.
But it’s not the number that beautifies the mailing, but what stands behind it. A high open rate indicates:
the subject line works
the domain is not blacklisted
the database is wisely selected
If the open rate is below 20% — that is a red flag. Somewhere along this path, emails ceased to be emails and became dust in spam.
What is considered normal?
Open rate | How to evaluate |
< 20% | Problems with delivery, subject, or everything at once |
25–40% | Normal, but want better |
40–55% | Great result |
> 55% | You hit the jackpot |
Sometimes the number can be understated — for example, Microsoft mail does not always display the opening pixel. So, focus not only on the metric but also on common sense: if emails arrive and people respond, everything is going according to plan.
What affects Open Rate?
Opening an email is not a coincidence. It is the result of the precise adjustment of five important gears:
1. Subject line
The subject is a showcase. It decides whether people will enter or pass by.
Bad subject: "Unique offer from our company!!!"
Good subject: "I found a couple of ideas for {{companyName}}"
What works:
Intrigue: “Question about the site {{Company Name}}”
Personalization: “{{Name}}, I have an idea”
A little bit of untold: “I found something interesting”
2. Sender's name
An email from "sales@corp.com" is not expected. But from "Nikita Bykov" — quite possible.
Use a real name
Add a photo to the account
Sign off in a human way (not “Regards, Sales Department”)
Emails from a real person are opened more often. This is not a hypothesis — it’s statistics.
3. Domain reputation and warming
If you send emails from an unprepared box — it’s like shouting out the window to strangers. Most likely, they will ignore you. Or not hear you at all.
What needs to be done:
Separate domain for mailings
Set up SPF, DKIM, DMARC
Warm up each box for 10–14 days
Check through mail-tester and enable warmup in Coldy
In Coldy, warming is automatic: emails are sent, read, responded to — just like in a real conversation.
4. Quality and validation of the database
Sending to “all companies in Russia” is like throwing flyers from an airplane. Maybe someone will pick them up. But it’s easier (and cheaper) to walk through an entrance and drop them in the right mailboxes.
Tips:
Segment the database for each offer
Delete invalid and temporary addresses
Conduct validation before sending. This is mandatory. If emails are flying to non-existent boxes — the Open Rate will be at zero, and the domain will face sanctions. In Coldy, this can be done with one click.
5. Time and day of sending
Emails are like coffee: it’s important not only what but also when.
Our observations:
Tuesday, Wednesday, and Thursday are the most stable days
Morning (9–11 local time) is the best time
Friday evening and Monday morning are a lottery
Examples of email subjects with high Open Rate
Question for {{Name}}
I found something for the site
Quick idea for {{Company}}
Can I be of help?
{{Company}} × {{Your company}}
Do not use: CAPS, emojis, three exclamations!!! — this is an immediate ticket to spam.
A/B testing - your friend
Don’t try to guess which subject line works. It’s better to test.
In Coldy, you can test several subject line options in one mailing. After a couple of days, you will see what works and what doesn’t. It’s science, not mysticism.
Checklist: how to raise Open Rate right now
Set up SPF / DKIM / DMARC
Warm up boxes through Coldy (10+ days)
Write from a real person (with photo and name)
Test subject lines (through A/B)
Clean the database (validation is mandatory)
Monitor metrics (open rate, responses)
Conclusion
The open rate is a litmus paper for your entire mailing.
A bad open rate? Check the infrastructure, subject, and database.
A good open rate? Congratulations — you have a chance to sell.
And if you want all of this to work without pain — just come to Coldy. We will not only show you how to create emails that get opened but also help at every stage — from domain to the email text.
And may your email be opened. With pleasure.
