Email marketing is still one of the most powerful ways to connect with your audience — but only if people actually open your emails. For business owners and entrepreneurs juggling a dozen priorities, that’s often the biggest challenge.

You spend time crafting messages, designing graphics, and planning campaigns… only to see open rates hover around 20% (or less). The good news? You can change that — and it starts with writing emails your customers want to open.

Here’s how to make your emails stand out in a crowded inbox.

Start with Headlines That Spark Curiosity and Relevance

Your subject line is your first impression. It’s the one line that determines whether your message gets opened — or ignored. The key? Mix curiosity, clarity, and value.

Here are three headline styles to start testing right away:

  • The Curiosity Hook:
    “What Most Business Owners Get Wrong About Email Marketing”
    → Great for sparking intrigue and encouraging opens.
  • The Benefit-Driven Promise:
    “3 Email Tweaks That Could Boost Your Sales This Month”
    → Focuses on a result your audience actually wants.
  • The Personal Touch:
    “Hey [Name], I Think You’ll Like This Quick Win.”
    → Feels conversational, relevant, and tailored.

Avoid overused clickbait phrases (“You won’t believe…” or “This one trick…”) — they might work short-term, but they erode trust long-term. Your goal isn’t just to get the open — it’s to build credibility with every send.

Create Content That Serves, Not Sells

Think about your own inbox. Which emails do you open — and which do you delete instantly? Chances are, you open the ones that offer something useful, not just another sales pitch.

The most effective brands use email to educate, inspire, and inform their audience — and then, occasionally, to make a sale. That means your content mix should lean toward value-first communication.

A healthy email content mix might look like this:

  • 40% Educational Content: Teach your audience something they can apply immediately — tips, frameworks, or quick insights.
  • 30% Storytelling: Share client success stories, lessons learned, or a behind-the-scenes look at your business.
  • 20% Promotional: Announce products, events, or offers. Keep these clear, concise, and time-bound.
  • 10% Personal Connection: Humanize your brand — share a team update, a milestone, or a simple thank-you note.

The more value you give between promotions, the more responsive your audience becomes when you do make an offer.

Keep It Simple — and Personal

Your readers are busy.


So, make it easy to read and easier to feel something.

Write in short paragraphs. Lead with your point. Avoid corporate buzzwords. And end with a clear call-to-action, even if it’s just “reply and tell me your thoughts.

Personalization isn’t just about using someone’s name. It’s about understanding their problems and showing up with real solutions.

You don’t need to overhaul your email marketing overnight.
Start small. Test a few new subject lines. Try mixing your content types. And most importantly, write like a real person trying to help — not a company trying to sell.

At 2XM, we believe every business can build a stronger connection with its audience through authentic communication. Because when your emails feel human, your brand does too. Get your free consultation here: https://2xmomentum.com/get-your-free-consultation/