You spent time on your email subject line, it’s performing with a 40% open rate… but no clicks, no conversions. What’s the point of capturing attention if nothing happens next? What if the real problem isn’t the open rate, but what follows? Too often, we confuse curiosity with real engagement. To understand why your emails remain ineffective despite a good start, and especially how to remedy this, read on.
A good open rate, and then?
Having an email that shows a 40% open rate may seem like a victory. After all, it’s well above the industry average, which typically hovers around 20 to 25%. Yet, this flattering statistic can mask a much less engaging reality: a nearly zero conversion rate. Why? Because the open rate is just an entry point, not proof of sustained interest.
The open rate: a biased indicator
It’s important to understand that this rate relies on the loading of an invisible pixel in the email. If the recipient opens their message without displaying images, the open won’t be counted. Conversely, some email clients, like Apple Mail since the iOS 15 update, automatically load this pixel, artificially inflating the statistics. The result: you think your email is performing well, when in reality, you may be speaking to a void.
The content doesn’t follow the promise
A good subject line can generate curiosity, but if the content doesn’t align with that promise, interest drops immediately. Take an example: a subject like “-50% today only” can generate a spike in opens. But if, upon opening the email, the offer isn’t clear, or targets another segment, you lose your audience’s trust.
The reading context: a often ignored factor
An email can be opened… but not read. Opened while commuting, in between meetings, or on mobile at a time not conducive to action. This doesn’t mean the content is bad, simply that the moment wasn’t right.
How to turn opens into actions?
An opened email is just a point of contact. For it to become a conversion lever, it must lead to an action: click, sign-up, purchase, reply… To achieve this, you must optimize each component of the message, from content to structure, including segmentation.
Maintain the promise to the end
The email subject must be an extension of the message, not an isolated hook. If you attract attention with a strong promise, you must fulfill it from the very first lines of the email.
Examples of good practices:
- Remind of the subject at the beginning: “As promised, here’s your priority access…”
- Use the inverted pyramid: key info at the start, details follow.
- Don’t dilute the message: one offer, one goal, one call to action.
Clarify and simplify the action to be taken
A recipient hesitates when they don’t know what to do or why to do it. Each email should contain a clear, visible, and motivating call to action.
To do this:
- One main CTA, clearly visible (button or distinct link).
- An explicit benefit: “Enjoy -20% now” is more effective than “Click here”.
- No overload: avoid multiple links that dilute attention.
Segment to better target
The same offer can resonate differently depending on the recipient’s profile. Personalization shouldn’t stop at the first name: it should involve content, tone, and timing.
Key tips:
- Use behavioral data (previous clicks, purchase history).
- Adapt the message to each segment: need, maturity level, preferred channel.
Test, then test again
The best performances come from iteration. A/B testing your emails allows you to identify what really works.
To prioritize testing:
- The text of the CTAs
- The order of content blocks
- The length and tone of the messages
A good open rate is just the beginning. What matters is what your readers do after clicking. With Dripiq, design coherent, engaging, and conversion-oriented email sequences. Don’t settle for just being read: start converting for real.
