MBA2726 Q&A Wednesday: How Do I Increase My Email Open Rates? - The $100 MBA Show Recap

Podcast: The $100 MBA Show

Published: 2026-01-07

Duration: 16 minutes

Summary

To increase email open rates, focus on being a valuable person that subscribers look forward to hearing from, rather than using gimmicky subject lines.

What Happened

Omar Zenholm kicks off the episode by challenging the common belief that clever subject lines are the key to increasing email open rates. He emphasizes that the real strategy is to make yourself worth opening. The focus should be on becoming a person subscribers want to hear from, akin to how people are eager to open emails from friends or celebrities they admire.

He credits Matthew Kimberly, an expert in email communication, for teaching him essential strategies to make emails engaging and irresistible. According to Kimberly, the three main reasons emails aren't opened are because they don't sound authentic, they're infrequent, and they lack delight. By writing emails as if you're communicating with a friend, you create a more genuine connection.

Consistency is crucial. Infrequent emails lead to subscribers forgetting who you are, resulting in lower open rates. Omar shares that writing delightful emails that provoke emotion or entertain can significantly increase engagement and retention.

The 'delight rule' from Kimberly advises delighting recipients at three stages: when they see your name, while reading your email, and when they recall it later. This lingering impact is a powerful indicator of valuable content.

To become a person of value, it's essential to build a relationship with your audience. Instead of overloading with content, share personal insights, stories, and experiences. This approach fosters a personal connection, making your emails feel less like information dumps and more like meaningful conversations.

Omar highlights the importance of not overteaching. Emails should not be textbooks but rather personal messages that build relationships. This shift in mindset can make writing emails less daunting and more enjoyable for both the sender and the receiver.

Key Insights

• Email open rates improve when the sender is perceived as someone valuable and relatable, similar to a trusted friend or admired celebrity, rather than relying solely on clever subject lines.
• Emails that are authentic, frequent, and delightful are more likely to be opened, as they create a genuine connection with the recipient and maintain engagement.
• The 'delight rule' suggests that emails should delight recipients at three stages: when they see the sender's name, while reading the content, and when recalling the message later, enhancing the overall impact.
• Building a personal connection through sharing insights, stories, and experiences in emails, rather than overloading with content, fosters a relationship that encourages higher open rates.