1. Use the Double Opens Strategy

When you use “double opens strategy,” more subscribers will open your emails.

This means a better chance of driving more revenue from these email campaigns.

So: what is double opens strategy exactly?

Simply put, it means you should resend the same email to the subscribers who did not open your first email, but with a different subject line.


Because 7 out of 10 people on your email list won’t open your email the first time. By re-sending the same email to these non-openers you can boost your open rates and email marketing ROI.

Before you resend the same emails, pay attention to these things:

  • Create better subject lines that captivate non-openers to open your emails.
  • Optimize your preheader text.
  • Pay attention to your send time.
  • Don’t resend it straight away – wait for some time. Ideally, you should wait for 3-5 days before you resend the same email to non-openers.

2. Use a Cliffhanger in Your Subject Line

What is the best way to get more people to open your emails?

The most obvious way is by engaging them, which is true.

But there’s more.

You can hook your email subscribers with your subject lines and make them curious by using a cliffhanger.


Used as an old-school copywriting technique, cliffhangers holds something back from the readers which ultimately will drive them to know more.

Here are two real-life examples to show you how to use this in your subject lines.

I received this subject line from Orbitz, a travel fare aggregator website:

“Wake up like this…”

This one is from The Trip Tribe.

“The secret to a great vacation…”

Because both these subject lines are incomplete and an ellipsis follows them, it compelled me to open the emails.

Caution: Don’t overuse this technique as this can annoy your subscribers.

3. Pay Preheader the Same Attention You Give to Your Subject Lines

Preheader text is super important. The more enticing your preheader text, the better your open rates.

I’d say utilizing the preheader space effectively is one of the easiest way to increase engagement. But the most common mistakes that marketers make: they neglect this space.

It’s not that they don’t craft a preview text, but they rarely use it to complement or supplement the subject lines. And they don’t pay it the same attention as they give to their subject lines.

So, learn to optimize both your preheader text and subject lines.

4. Make Your CTA Buttons Contextual

As a marketer, you work hard to craft an eye-catching subject line and write compelling email copy.

But if you aren’t crafting CTAs that encourage subscribers to click on your messages, your campaigns could fall short.

Instead of using something generic like “shop now” or “buy now’’, come up with something that hooks your readers interest a little bit more. Also, when crafting CTA ask these questions to yourself:

  • Is it descriptive?
  • Is it easy to act on?
  • Is it hard to miss?

In the following example, Blue Nile does a great job with its CTA – the button is creating a strong sense of urgency that can help in driving action. The CTA button also gels well with the subject line and copy of the email.

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