Sometimes you meet someone who just has it. That magnetic spark. The ability to cut through noise, grab your attention, and keep you there.
You’re in a room full of voices, chatter, energy—but yet they still manage to shine.
That? That’s openability in email marketing form.
Openability is your first impression. It determines whether your message gets seen or slips quietly into the digital abyss of “maybe later” (which, let’s face it, usually means “never”).
In a world where inboxes are flooded with over 100 emails a day, openability is the thin line between visibility and invisibility. Even with privacy tools like Apple Mail Privacy Protection muddying open rate accuracy, openability still tells you one thing: whether your message sparks curiosity in an instant.
Why Openability Matters More Than Ever
You can have the most stunning design, the cleverest copy, the most generous offer—but none of it matters if no one opens the email.
And let’s not forget the domino effect: a stronger open rate usually means more reads, more clicks, and more conversions. It’s the trigger that sets everything else in motion.
According to Campaign Monitor, emails with personalised subject lines are 26% more likely to be opened. Small changes, big payoff.
The DORC Framework: Openability in Context
At Chimp Answers, we don’t just talk about results—we measure them through our trusty framework: DORC.
-
Deliverability – Did it make it to the inbox?
-
Openability – Did they feel compelled to open it?
-
Readability – Can they scan, skim, or soak it up?
-
Clickability – Do they take action?
Think of it as a journey. Deliverability is the foot in the door. Openability is the moment of decision. Readability is your message being consumed. And Clickability is where the magic happens.
What Drives Openability?
When it comes to openability, it’s about creating an immediate connection and sparking curiosity.
Much like how the charisma of a magnetic individual draws you in at a party, the components of openability—subject line, sender name, and preview text—work together to craft an authentic and irresistible enticement.
Before diving into tactics, think of this metaphor: your email is like a letter. What the recipient sees first is the envelope. That envelope determines whether it gets opened now, later—or not at all.
Robin Adams, our very own Chimpmaster General, wrote about this in the blog Your Email’s Envelope: The Key to Getting Opened (and Avoiding the Bin) and puts it this way: “An email that doesn’t get opened is an email that doesn’t work.”
So what makes a great envelope?
-
Sender Name – Arguably the most powerful openability signal. Real names, consistent branding, and familiarity matter.
-
Sender Email Address – Adds legitimacy. Avoid no-reply addresses and stay consistent.
-
Subject Line – Your headline. Is this worth my time? Does it give value or spark curiosity?
-
Preview Text – The supporting act. Use it to expand on the subject, not just repeat it.
Just like physical envelopes, some stand out more than others:
-
A prepaid brown envelope with a printed code.
-
A plain white window envelope.
-
A bright yellow envelope with a handwritten note.
Which one do you open first?
Your email has the same challenge: stand out, build trust, and invite curiosity—all at once.
And with AI now influencing inbox sorting, your envelope is more important than ever. It’s not just for people anymore—it’s for machines too.
Get it wrong, and even your most beautifully crafted email goes unopened. Get it right, and you’re in.
Build Trust to Boost Opens
Openability isn’t about tricks—it’s about trust. And trust is earned.
Here’s how:
-
Consistent Sending – Be expected.
-
Great Content – If previous emails were worth the read, the next one gets opened.
-
Respectful Frequency – Don’t vanish or spam.
-
Smart Personalisation – Go beyond {FNAME}; add context.
-
Segment Like You Mean It – Relevance increases trust.
Test, Don’t Guess
Every email is an experiment. The only way to know what works is to test.
Focus on:
-
A/B Testing Subject Lines – Curiosity, tone, structure, length.
-
Experimenting with Send Times – Your audience may surprise you.
-
Using CTOR (Click-to-Open Rate) – Formula: Unique Clicks ÷ Unique Opens × 100.
-
Refining, Not Reinventing – Small tweaks > sweeping changes.
A quick example:
Improve each step by just 5%:
-
850 delivered
-
255 opened
-
140 read
-
77 clicked
That’s a 54% increase in clicks—without rewriting the whole email.
And remember: no email gets opened by accident.
Keep an Eye on the Right Metrics
Open rates aren’t perfect—they can be tripped by bots or previews. But they’re still your best proxy for curiosity.
Don’t just track opens. Also watch:
-
Clicks
-
Conversions
-
Replies
And for deeper insight, calculate CTOR:
CTOR = (Unique Clicks ÷ Unique Opens) × 100
Example: 500 opens, 75 clicks → CTOR = 15%
This gives you a much clearer picture of how compelling your content is after it’s opened.
How to Ensure High Openability
Think of your email like a guest at a dinner party. You only get one chance to make an impression.
-
From Name – Consistent, human, familiar.
-
Subject Lines – Tease, don’t tell. Keep under 9 words.
-
Preview Text – Expand on the subject, not repeat it.
-
Timing – Test, refine, segment by time zone.
-
List Hygiene – Remove inactive/bounced addresses.
-
Segmentation – Make messages relevant.
-
Consistent Schedule – Build expectation.
-
Avoid Spam Triggers – Don’t look like spam.
-
Earn Interest Over Time – Deliver consistent value.
-
Track, Test, Tweak – Always iterate.
In short: openability is about being relevant, timely, consistent, and valuable. Not magic—just process.
Final Thoughts
Openability is like that charismatic person who shines in a crowded room.
It isn’t about gimmicks. It’s about being human, timely, and relevant.
You work hard on your emails. Don’t let weak subject lines or poor timing waste that effort. Make openability your top priority, and you’ll see ripple effects throughout your campaigns.
The DORC Framework: How Small Improvements Lead to Big Wins
