What your email open rate is really telling you about your brand

When open rates drop, most businesses rewrite the subject line. Sometimes that helps. Usually the problem started months earlier.

People open emails from senders they expect value from. Every email you send builds that expectation or wears it down. Send three promos in a row and your name starts to mean "sale", not "worth reading".

So an open rate is really a trust score. It measures what your last ten emails taught people to expect from the next one.

Businesses with loyal inboxes send fewer, better emails: a useful tip, a real story, an honest update. Offers still work. They just land better as the exception.