Newsletter Academy Mail Designer 365 EN

5 Easy Ways to Increase Open Rates – Get Subscribers to Open Your Emails

By | Newsletter Academy Mail Designer 365 EN

As an email marketer, one of your biggest challenges is achieving successful open rates. Convincing subscribers to open your email when they first see it in their inbox can be difficult, as you are relying entirely on the strength of your subject line, as well as your customers’ interest in your brand to try and win them over.

Put yourself in the customer’s shoes. How many of the dozens of emails you receive each day do you actually open and read? Not many, right?

According to research from 2018, the average email open rate lies at around 17-18%. Although this sounds extremely low, it is a realistic figure to aspire to and anything above this should be considered a great success.

What influences open rates

There are a whole host of key factors which can impact upon your customer’s decision to open your email. Here are some of the most significant aspects to keep note of:

  • Key words and triggers: Using the correct key words can make a seasonal email campaign stand out in a crowded inbox.
  • Brand identification: How likely are you to open an email from a brand or sender you don’t recognise?
  • Day of the week: Emails sent during the week may have slightly higher open rates, as people check their emails more whilst at work.
  • Time of year: Sales and promotions may be more popular in the build up to the holidays, as people are actively looking for great deals.
  • Deliverability: Naturally, emails that don’t appear in the customer’s inbox at all don’t get opened. This means stay away from spam traps at all costs!

Keeping these influential factors in mind, following these five simple tips should help you achieve brilliant open rates and massively improve the success of your email campaigns…

1. Stay relevant

Because email providers such as Gmail have separate tabs for promotional, marketing-style emails, you will have to work hard to make sure your customers actually notice you in the first place. The best way to do this is by identifying the needs of your target audience.

Use detailed market research and customer analysis to find out what your target group is looking for. In doing so, you’ll be able to highlight key words and concepts to include in your subject line and draw in readers.

New Look have been clever with this email subject line. University and Back to School are both massive seasonal topics. If you know your target group is students, mentioning this buzzword in the subject line is a guaranteed way to pique interest and hopefully increase open rates.

Use the relevant buzzwords for your target audience to entice them to open.

2. Use personalisation

It’s one of the oldest tricks in the book for a reason! Using personalisation in your emails is a certain way to grab your readers’ attention straight away. By capturing your readers’ attention, you will also see a rise in open rates, as they will be curious to find out more.

Not only is it an instant eye-catcher, personalisation is also a great way to make your customer feel special and creates a sense of exclusivity.

Research by Deloitte suggests that including your customer’s name in the email could increase open rates by over 5%. In this email from, the use of the customer’s first name instantly makes the subject line more eye-catching.

Using your customer’s name in the subject line is an effective way to grab their attention and increase open rates.

3. Outline the sender

Nobody likes receiving emails from an unknown sender or no-reply address. As well as appearing untrustworthy, they’re also confusing and prevent the recipient from connecting with the brand. To combat this, be sure to provide a from-address which readers will be easily able to recognise.

It’s much more likely your customers will open your emails if they instantly recognise your brand in their inbox. Using your company name as the sender should improve your chances of increasing your open rates. As shown in the example, Thomas Cook always make sure their subscribers can immediately tell when an email is from them.

Thomas Cook always make sure you know the email is from them.

4. Have fun with emojis

In order to increase open rates, you need to think of ways to make your email stand out against competitors in your customers’ inbox. Emojis are a fun way of adding color to your subscribers’ inboxes. As well as helping you say more with the few words you have, emojis will help your email be more eye-catching to your customers.

This email campaign from Boots is a great example of how to effectively use emojis in your subject line. The fire emoji brings the heat to customers’ inbox while also complimenting the rest of the text.

Adding emojis to your subject line makes it much more eye-catching for customers.

5. Include a snippet text

One common and unfortunate error made by many email designers is to leave out the snippet text. Your snippet text is your extra opportunity to sell your email to customers and gives you a chance to summarise your message for them.

In Mail Designer 365, you can use the inbox optimisation tool to craft the perfect subject line and snippet text for your email campaign. Your subject line will then remain visible at the top of the design window so you can view it alongside your design:

Craft the perfect subject line and snippet text with Mail Designer’s inbox optimisation tool.

Key Takeaways

  • Use tricks like emojis and personalisation to make sure your subject line is interesting enough to stand out in a sea of similar emails.
  • Always include a recognisable sender name so customers know who you are.
  • Keep your subject line concise and use clear keywords which are relevant to your readers.
  • Use the snippet text to convincingly outline the main message of your email.

We hope you have found these easy tips for increasing your open rates useful and will keep them in mind when building your next email campaign. Want awesome emails that everyone wants to read? Download Mail Designer 365 free today and check out the inbox optimisation tool, as well as tonnes more exciting design features!

Until next time,
Your Mail Designer 365 Team

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Red Hot Ideas for Sizzling Summer Email Campaigns

By | Newsletter Academy Mail Designer 365 EN

Summer is here and it’s time to shake things up a bit when it comes to your email campaigns. If you’re feeling the heat already, don’t worry! We’ve got your back. Here are some useful tips and examples of great summer email campaigns to help get you inspired…

Turn up the heat with a summery subject line

The subject line is the first thing your readers will notice about your email campaign. This gives you the perfect opportunity to outline your summer theme early. Try using lots of summer-related language and maybe even throw in a few emojis to really capture the attention of your readers.

Here are a few clever examples we have found:

New Look are bringing the heat by including a fire emoji in their subject line.

The positive message in this subject line from Boots is perfect for summer.

Rent the Runway are getting their customers ready for summer with this clever subject line.

Be bold with your colour choice

Summer is all about bold, bright colours and you should definitely reflect this in your email designs. Try to experiment with combining bright tones like orange, pink, and red. This will bring life to your email campaign and get readers in the mood for summer.

The warm orange tones in this email design by Boots are a great representation of the summer sun.

Mail Designer 365’s image effects are the perfect way to add a pop of colour to your email design. Simply click on an image and choose a filter from the Style menu – we recommend Seville or Barcelona for the ultimate summer feel. Learn more in this guide.

Create a summery feeling by experimenting with image effects and filters in Mail Designer 365.

Brighten up your design with summery graphics

Don’t be afraid to go overboard with summer-related images in your design. Whether they’re planning a getaway, updating their wardrobe or organising a get together with friends, high quality images will help you to inspire your customers.

Try to include the best images of your products in your email design to show readers what you have to offer them this summer.

Customers will be dying to update their holiday wardrobe after seeing this email from New Look.

Clever product placement by Superdry means readers will be eager to get their hands on their summer range.

Struggling to find the right image? Mail Designer 365’s Unsplash collection has thousands of high quality images which you can use freely in your newsletters:

Check out Unsplash for vibrant, summery stock photos.

Provide readers with tips and ideas for the summer

For many of your customers, summer means it’s time for a holiday. Whether they’re staying at home or travelling somewhere new, you should find ways which your business can help make their holiday even better.

If you can, consider sharing upcoming events with your readers. They are bound to appreciate this gesture, as many families find themselves stumped for ideas of what to do during the holidays. This email from East Midlands Trains showcases upcoming local events which are accessible by their rail service:

Inspire your readers this summer by sharing upcoming events with them.

Alternatively, if you provide a fun service during the holidays, you could let readers know to encourage them to come and visit you. Giraffe encourages parents to bring their kids along for a meal with this family-friendly promotion:

Encourage families to visit your establishment during the holidays by showcasing a special offer.

Hold a summer sale to entice customers

Last but not least, the summer season also provides you with the perfect opportunity to run a sale or promotion. During June, July and August, many of us are off work or school and have more free time to get things done.

Whether they’re remodelling the garden, going on a shopping spree for the new season, renovating their home, or going on holiday, a sale gives your customers the final push they need to get the job done.

A summer sale could be the deciding factor for customers on the fence about booking a holiday with easyJet.

We hope you’re inspired and ready to start trying out these summer email campaign ideas. Remember to be bold and capture that summer feeling in your email design in order to convince your readers.

You can try out all of these tips in Mail Designer 365. Download the app for free today and see what you can create.

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Email Marketing Guide for Travel and Tourism

By | Newsletter Academy Mail Designer 365 EN

Thanks to the rise of the internet and social media, it’s getting easier and easier to find great deals for holidays and getaways. One way for businesses within this industry to get ahead of the game is by putting together a solid email marketing strategy. Here are just a few reasons why you should consider email to communicate with your customers…

  • Low cost – Especially compared to costly TV ads or unsustainable print media.
  • Direct access – Share tailored offers directly with your customers.
  • Quick conversion – Transport your customers straight to the offers on your website.
  • Visually effective – Get creative to convince customers through HTML design.

This guide will take you through all you need to know on how to effectively use email to share your holiday deals with your customers.

Building your email list

Although there are ways to obtain large numbers of email addresses without putting in a lot of work, it is always better to go for quality over quantity and try to encourage organic signups. This will mean your email content is being sent to people with a genuine interest in your business.

Potential customers visit your website to find out more about your offers and deals. For this reason, it’s likely they’d be interested in receiving this information straight to their inbox. By building a newsletter sign up form on your site, you will attract more customers with a genuine interest in your business. Here are some examples:


On their website, Trivago go for the subtle option of integrating a sign up box into the footer area. This is simple and effective, but only if customers can find it first!

This sign up box from is bright and uses convincing wording to encourage curious customers to sign up:

Thomas Cook

Thomas Cook have gone for an even more eye-catching option. The pop up window is a great way to grab customers’ attention and inform them of your email newsletter:

Social media giveaways are a popular way for businesses to interact with customers and encourage them to engage more. If your business has a Facebook, Instagram or Twitter page, try using a giveaway as an incentive for your followers to sign up to your newsletter.


To ensure you’re sending the appropriate emails to your customers, it’s helpful to have an idea of what they might be interested in. You can do this by using list segmentation to split all of your contacts into separate interest groups based on their tastes and preferences.

What do your customers want?

One of the first things to identify is whether your customer is travelling for business or leisure. This will help you set the tone of your email as well as knowing which types of deals to send out to them.

In general, it can also be worthwhile to find out more about what kind of offer your customer is looking for. This is particularly helpful for travel agencies, as it helps to narrow down from hundreds of deals. In this example from Thomas Cook, customers signing up to their mailing list are asked to answer a few quick questions:

Let customers tell you what they want while they sign up for your newsletter.

Email design

Without effective email design, your newsletters will not pack the punch you need them to in order to get customers onto your website. Here are two tips you can use to make sure your design stands out.

One of the most important elements of any email is the CTA (call-to-action.) Particularly for a travel related email, where there is a lot going on, it’s a good idea to make this as clear as possible so readers know where to click to access your deals. This example by cheapflights is a bold and clear way to showcase their best deals:

Make your CTA buttons vibrant and clear so your readers know how to access your deals.

Another key aspect is the choice of image. In order to sell your hotel or holiday package, you have to let the image do all the talking. In this example from easyJet, their winter deal takes centre stage. The choice of a festive feature image will instantly help customers imagine themselves in the location and entice them to click to find out more.

Use strong, powerful images as your featured image in order to grab readers’ attention straight away.

Subject line

When you’re ready to send out your email, you’ll need to craft an effective subject line which will convince subscribers to actually open it once it lands in their inbox. This isn’t always as easy as it sounds. For some advice and inspiration, you can check out our quick guide.

Here are some simple, yet effective tips to try out:

  • Keep it short and snappy
  • Use holiday keywords to get straight to the point
  • Mention a key offer or deal to entice customers
  • Include time sensitive language to create a sense of urgency
  • Use emojis to brighten up their inbox

easyJet get straight to the point in this subject line, enticing customers to get booking.


Your email has worked its magic and you’ve managed to sell a holiday or take another booking for your hotel – the hard work isn’t over yet! A good email marketing strategy will also concentrate on the after sales aspect, including booking confirmations, up-sells (e.g. upgrades, car hire), flight reminders and the all important customer satisfaction rating.

In contrast to your sales emails, the key to a good transactional email is simplicity. Here it’s important to provide the customer with all the relevant information for their booking so they can refer back whenever needed. Remember to always include contact information for your support team, in case customers have any questions.

This flight confirmation from easyJet is simple, but contains all the relevant information the passenger will need to know before taking off.

We hope you have found this guide useful and that you’ll consider these tips if you’re building up an email marketing strategy for your business. Mail Designer 365 is the perfect choice for any travel agencies, tour operators, or hotel owners starting out with email marketing, due to the easy-to-use nature and stunning design tools. Find out more on our travel and tourism page.

Give Mail Designer 365 a try today for free…

Mail Designer 365 helps you create stylish, professional HTML emails on your Mac. Download for free to see what you can achieve.


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