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Why No One Is Opening Your Emails


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Building a large email list is an important part of e-post marknadsföring, but it’s only the first step — you need your subscribers to open and read your emails too. Are you crafting great emails, but having trouble getting your subscribers to open them? The good news is that you can re-engage your subscribers by following a few simple steps. 

According to Adobe, the average office worker spends five hours a day opening emails. In order to capitalize on this, it’s important to make sure your followers trust the value your emails will provide. Study your consumer demographics and target your list with content that appeals to them. 

Let’s cover some of the indicators as to why people may not be opening your emails.

Apple’s iOS 15 Update

De iOS 15 update puts privacy controls front and center for Apple and Apple Mail users. One of the major features that iOS 15 provides is that it allows users to mask their IP address so that marketers cannot access whether or not their opening emails (and where they’re opening emails from). Granted, users have to opt in to these features and be an Apple and Apple Mail user, but that doesn’t mean other email providers, like Gmail, may not offer something similar in the future. 

If this makes you unsure of how you’re going to track the success of your e-post marknadsföring, make sure you look into other email KPIs you should be tracking

Low Click-Through Rate

If you’re noticing your klickfrekvens has taken a nose-dive, or is steadily declining, it could be because your emails aren’t getting as many opens as they once were. 

Think about it: if your emails aren’t getting opened, then they aren’t going to get any clicks, either. 

High Bounce Rate

Din avvisningsfrekvens tells you out of all the emails you send, which never made it to the inbox. This issue typically has something to do with the email address you’re sending your emails to, but that doesn’t mean it still isn’t a problem. You don’t want to experience a high bounce rate because essentially, those are wasted emails that your subscribers never see. 

Compromised Deliverability 

Det finns massor av issues that could affect your deliverability, and you’ll want to do what you can to avoid each one. If you let these issues go unnoticed for too long, you’ll not only stop getting your emails to the inbox but you could get blacklisted, which will label you as spam and make it harder for you to improve your deliverability over time. 

And we probably don’t have to say it, but if your deliverability is low, then your email open rate will be negatively affected as well.  

Experiencing a low open rate is very discouraging. But the good news is that you can combat it. All you need are some creative ways to convince your subscribers to open your emails.

Focus on Building an Engaged List

Take stock of who’s on your email list and how they got there. Are they interested in your products? Are they clicking on your educational länkar? Look at your data and study what’s working, then try to do more of that. If they subscribe to the products, send a follow-up email with a coupon code for a product they’re interested in to engage them. If they want to learn more about the services your business provides, why not send out a nyhetsbrev with helpful introductory länkar

Make sure that everyone on your list has opted into getting emails from your business, otherwise you may struggle with open rates. People don’t open emails from a brand they don’t know anything about, or even worse if they feel like they were duped into subscribing. In fact, if you live in the European Union, where GDPR was passed in 2018, you could face legal consequences for adding subscribers to your list without their consent.

If your email marketing tool provides analytics on subscribers who aren’t engaging with your emails, consider segmenting your list to filter out those subscribers from the ones who consistently open your emails. Run a special campaign to re-engage the subscribers you’re at risk of losing. If they still don’t interact with you, consider removing them from your list. Think quality, not quantity. 

Make Your Subject Lines Eye-catching

According to Adobe’s survey, office workers found only a quarter of emails from brands interesting enough to open. This is why it’s important to write email subject lines that are brief and catchy. Instead of saying “Check out our new sale,” keep it casual and specific with something like “25% off everything on your love list!” Try asking your subscribers a question in the subject line or enticing them with a deal or discount code that’s exclusive to the newsletter. 

To find out more about what interests your followers, run a couple of A/B tests to see which subject lines land best with your subscriber base. And remember to keep your subject line under 50 words, so it doesn’t get cut off and cause confusion. 

Tap Into the Buyer’s Journey

Think about the process you go through when you get emails from brands. Do any of them stick out to you? Was there one that you were more willing to click to open versus another that you ignored immediately? Now take a look at your customer data to see what’s resonating with them. Does it align with your personal experience, and if so, how can you leverage that alignment to ensure that your emails are serving their needs? 

It’s important to keep an average profile, or köparens persona, of your subscriber — who are you trying to reach and why? What’s their background, and where are they based? Are they more likely to buy from an eCommerce site, or do they prefer to go into a retail store? Understanding these kinds of details will help you target your emails more effectively.

Personalize Your Emails

It’s no secret that people are more likely to open emails if you address them by their name. If your email marketing software has personalization capabilities, make the first name of individuals appear in the subject line of your email. “Lisa, get in on our weekend-only 15% discount!” is more effective than “Check out our new 15%-off promotion.” Create some urgency by setting a deadline for the promotion.

25% of Adobe’s respondents stated that the most annoying thing about getting emails from brands is that “Marketers’ data about me is wrong.” This points to the importance of making sure that when you reach out to consumers via a newsletter, you have the right data. You wouldn’t want to send out a special birthday promotion with either an expired code or the wrong birthdate on it. 

Marina Retziou from Moosend says, “Things like a catchy subject line and perfect timing can always do the work, but what you always need to keep in mind is your audience and their preferences. A catchy subject line for the gaming industry is not the same for finance or hospitality. There is no one-size-fits-all solution; a personalized message and a segmented list will always do the trick.”

Want to make sure your emails don’t go unopened? Create some urgency and grab your customers’ attention by writing catchy, fun subject lines. Keep tracking data on what subject lines perform best with your list; experiment and have fun! 



10 briljanta ämnesrader för e-post för att öka dina öppna kurser



Most people involved in email marketing know the importance of a brilliant email subject line. Seeing that you only get a few seconds to nail your email’s first impression, the subject line obsession is more than justified.

That is why crafting poor email subject lines is one of the biggest email marketing mistakes, regardless of how established your brand might already be.
Apart from nailing that first impression, your email subject line is the most decisive factor for recipients to open your email and engage with its content. Even worse, it’s what could get your email marked as spam and harm your sender’s reputation. 

The numbers seem ruthless, but we reassure you there is a way out. All you need is a talented marketing team and a bit of creativity. We know you already have the first part, so all we need to do is help you with the second part. Continue reading to discover how to create clever email subject lines that get noticed – and, most importantly, opened.

What Makes a Great Email Subject Line

Creating email subject lines that grab readers’ attention and serve your marketing objectives should be your top priority. To achieve that, there are certain elements that subject lines should have, no matter what. Let’s check them out:

  • Make it brief. Email subject lines are meant to be short and show the email’s value beforehand. That is even more important, seeing that many recipients will open your emails on mobile devices. Fortunately, most ESPs like AWeber and the most reliable AWeber alternatives allow you to preview how your emails look on different device types and check the components you must improve.
  • Get to the point. Email recipients are busy people looking for the benefits that come with the emails delivered to their inboxes. To stand out in such a crowded space, you need to share what valuable insights your emails have in store for them. So, if you can help your audience see outstanding results and want to spread the news, your email subject line is the appropriate place. 
  • Keep it relevant. Your email subject line could be clever, unique, and precise. But if it doesn’t match the email content, it will do more harm than good. Your subject lines should be aligned with your email objective so that readers know what to expect and if they are interested in reading more. The last thing you want is to make a promise you won’t keep and make them feel misled.
  • Personalize and conquer. Most subscribers have received tons of emails and have grown weary of emails without personalization elements. They need to feel special and that your brand has done its homework about who they are and what they want. Use the recipient data you have at your disposal to show them you care and give a human touch to your email promotions.
  • Avoid spammy tactics. Would you open an email with a subject line that is fully capitalized and includes spam-triggering words? Probably not, and neither will your subscribers. To stay away from spam, avoid too many special characters, excessive capitalization, and spammy words like “buy,”, “money,”, or “click”. 

Brilliant Email Subject Line Types That Get Opened

There are several approaches to catching your email recipients’ attention, from employing humor to piquing their curiosity. But putting in that creative spirit is a whole different matter, right? That’s why we compiled a list of the most brilliant email subject line examples to spark your inspiration and help you increase your open rates.

Generate urgency

When you include an element of urgency in your email subject lines, your recipients will open your emails in no time. Consumers tend to prioritize their purchase decisions based on the time sensitivity of the offer, and recipients are no different. Words like “now” or “limited time” can work wonders for your open rates, triggering subscribers to open and click through your email. So, if you have a time-sensitive offer, choose your marketing messaging wisely to highlight it in your email subject line. However, don’t overdo this type of promotion since receiving too many limited-time-only deals could get the opposite results and annoy your subscribers. 

Subject line: Limited-time offer: free premium wristband with any Steel HR purchase.

Resource: Nokia

Nokia is a brand that knows how to influence its subscribers to take the desired action and move down the försäljningstratt. This Valentine’s email promotion leverages time-sensitive language to create urgency. Not only that, but they made sure to include all the necessary information for readers to know what the deal is about. Recipients appreciate it when you save them time, and they can tell if they are interested in your promotion beforehand. 

Highlight your personality

Most experienced marketing professionals are aware of the benefits personalization brings to the table. But while tweaking email elements to the recipient’s preferences is of utmost importance, getting personal isn’t just about that. Subscribers love authenticity and unique marketing messages that stand out from the crowd. Your email subject lines must reflect your brand personality, no matter the email objective. But for this tip to work, you must establish your brand’s tone of voice. You can play it funny, witty, professional, or whatever characteristic fits your business objectives. So, get your creative juices flowing as long as you keep it relevant and consistent with your overall branding.

Subject line: Your cart is sobering up

Resource: Whisky Loot

Abandoned carts are an integral part of a successful e-commerce email marketing strategy, and it’s an excellent field to showcase your brand personality. From start to finish, the email copy is brilliant and reveals the personality behind the brand. Liquor Loot uses a clever pun in the subject line related to the product left behind. The email content is aligned with the subject line and the overall brand tone. Even if recipients don’t click on that “Treat yourself” CTA, they will open the email and relate the tone to the brand the next time they get an email from them. 

Show value

Email subject lines that announce exclusive deals, one-time offers, or special discounts are usually the ones with the highest open rates. That’s because they lead with the benefits, letting readers know what they can gain from opening and reading the email content. By being clear with your recipients from the start, you build a trusting relationship with them. When your email delivers on the promise in the subject line, you are one step closer to building customer loyalty. So, if your product or service solves an everyday challenge and helps them meet their goals, your email subject line should give readers a hint. To successfully follow this tip, make sure the language you use is actionable and precise, urging them to take action.

Subject line: Get a free handcrafted gift when you

Resource: Starbucks

This email subject line from Starbucks does much more than just mention a specific offer. They keep the recipient hanging on by stopping mid-sentence, almost forcing them to open the email and learn on what occasion they get the free drink. It’s straightforward, precise, and worth their while. From the benefits-oriented verb to the actionable email CTA, this email is about the reader taking the desired action within the specified time limit.

Ställa en fråga

Att ställa frågor är en populär strategi för innehållsoptimering. Frågor kommer med en dubbel fördel: de ökar mottagarnas engagemang och väcker deras nyfikenhet. När prenumeranter stöter på en fråga i ämnesraden tvingar det dem att stanna upp och fundera över svaret. För att locka mottagare till ditt e-postinnehåll, välj spännande frågor som kan öppna upp en konversation snarare än en med ett enkelt ja eller nej svar. Himlen är gränsen här, men försök att hänga med i stigande publiktrender samtidigt som man håller sig på varumärket. Deras naturliga nyfikenhet kommer att vara mer än tillräckligt för att de ska vilja lära sig mer om det. 

Subject line: Hur mycket kan du om sömn?

Resurs: Casper

Caspers ämnesrad ställer inte bara en fråga. E-postens ämnesrad tar det ett steg längre genom att ge dem en uppfattning om vad e-postmeddelandet handlar om. På så sätt vet mottagarna exakt vad de har att erbjuda och förväntar sig att hitta användbar information om deras sömnvanor när de öppnar e-postmeddelandet. Detta e-postexempel på ämnesraden markerar alla rutorna genom att kombinera en spännande fråga som väljer mottagarnas intresse och värdefullt innehåll som adresserar deras smärtpunkter. 

Catchy Email Subject Line Exempel

När det kommer till e-postämnesrader och de element du kan inkludera för att fånga dina läsares uppmärksamhet, är himlen gränsen. För att röra på er kreativitet kommer vi att presentera några av de mest catchy exemplen på e-postämnesraden som inte lämnade oss något annat val än att öppna e-postmeddelandena.

  1. Subject line: Glöm FOMO – se vad som väntar dig (Nike)

Letar du efter sätt att utnyttja FOMO (Fear Of Missing Out) i en ämnesrad för att fånga din mottagares ögon? FOMO är en psykologisk faktor som många marknadsförare förlitar sig på för att motivera sin målgrupp. Nike är vår vinnare här. Läsare vet att e-postinnehållet tillgodoser deras behov bara genom att läsa ämnesraden. Genom att be mottagarna att glömma FOMO får Nike dem att känna sig inkluderade och att de är på väg att gå in i en värld av exklusiva erbjudanden och övertygande produktrekommendationer.

  1. Subject line: Få historien bakom varumärket (Drizly)

Du kan ta en sak för given: människor älskar berättelser. Mottagarna har tröttnat på att företag går och fortsätter om sina säljförslag. Att dela historien bakom ditt varumärke ger en mänsklig touch till dina e-postmeddelanden. Dina prenumeranter är nyfikna på hur allt började. Drizlys ämnesrad är uppmärksammad och okomplicerad. E-postmottagare uppskattar att veta vad de kommer att läsa i förväg – i det här fallet insiderinformation som får dem att känna sig delaktiga i Drizlys spännande resa.

  1. Subject line: Frågesport: Vilken duschdoft passar dig bäst? (Harrys)

Frågesporter är bland de mest effektiva elementen som marknadsförare kan använda för att öka engagemanget. Även om en mottagare inte är intresserad av att köpa, kommer ordet frågesport i ämnesraden att få din e-post att sticka ut i en fylld inkorg. Det är därför Harrys ämnesrad belyser frågesporten som ingår och vad det handlar om. Frågesporten är relaterad till märkets produkter, så mottagarna kommer att uppmanas att ta det och hitta vilken duschdoft som matchar deras personlighet. Och varför inte köpa den, kan vi tillägga.  

  1. Subject line: Din korg har problem med att överge … 🙁 (Jack Wills)

Humor är, per definition, ett avgörande element att inkludera i en catchy e-postämnesrad. Företag som använder det i sina ämnesrader ser hur öppet priser och mottagarengagemang ökar. Den här e-postens ämnesrad från Jack Wills är smart och rakt på sak. Det sätter ett leende på läsarens läppar och motiverar dem att öppna e-postmeddelandet, gå tillbaka till sina övergivna föremål och fortsätta med köpet. 

  1. Subject line: Du frågade, vi svarade: Vad får jag som medlem? (Frodas)

Vi kan inte nog betona detta; din publik älskar att veta att du bryr dig om dem istället för att bara sälja. Ännu mer när du hör dem och är villig att ta itu med deras problem. Det är just därför den här ämnesraden från Thrive är så framgångsrik. Det ger exakt information om vad läsarna kommer att läsa i e-postmeddelandet, vilket betyder fördelarna de får som medlemmar. Prenumeranter uppskattar alltid att få svaren de bad om, och "Du frågade, vi svarade" är så kundcentrerat som det bara kan bli.

  1. Subject line: Dela dina tankar och få chansen till ett presentkort på $200! (Everlane)

Att inkludera undersökningar i dina e-postmeddelanden rekommenderas starkt för att öka mottagarnas engagemang. Undersökningar får kunderna att känna att deras åsikt är viktig och kan forma din marknadsföringsstrategi. I det här e-postmeddelandet är Everlane inte begränsad till att be prenumeranter att svara på enkäten. Varumärket tar det ett steg längre genom att lägga till ett övertygande incitament och framhäva det i e-postens ämnesrad. Mottagarna är ivriga att ge feedback till ett varumärke de redan har interagerat med. Ännu mer när det kommer med en chans att vinna ett presentkort på $200.


En e-postämnesrad är en kritisk komponent i varje e-postkampanj, vilket ger marknadsförare huvudvärk varje gång de börjar skapa en e-postkampanj. Det beror på att denna lilla del av innehållet uppmanar eller avskräcker e-postmottagare från att öppna ett e-postmeddelande. Och eftersom de får massor av e-postmeddelanden varje dag, måste du få den begränsade texten att räknas.

För att göra det, se till att studera din målgrupp och använda en varumärkeston som träffar deras mjuka fläckar. Skapa tidskänsliga erbjudanden, ställ frågor som de gärna svarar på och kom alltid ihåg att visa varför ditt e-postmeddelande är värt mödan. Vad du än gör, se till att du övervakar hur dina e-postämnesrader presterar. 

Allt du behöver är pålitlig programvara för e-postmarknadsföring med A/B-testning funktioner som låter dig kontrollera vad som fungerar och vad som inte fungerar. Även om du upptäcker att dina ämnesrader träffar målet, vila inte på dina lagrar och använd dessa insikter för att fortsätta att justera dina ämnesrader för att skapa långsiktig framgång. 


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