11 tips to get better open rates for your marketing emails in Q4

As we approach Q4, the inbox has never been a more crowded and competitive space. Marketers are scrambling to get their messages seen, with Black Friday deals, end-of-year promos, and holiday campaigns bombarding customers. In this environment, getting emails opened is a challenge. But instead of sticking to the same old tactics, let’s flip the script and rethink what really makes someone click. Here’s a contrarian take on how to boost your marketing email open rates in Q4—because sometimes doing the opposite of what everyone else is doing might just be the key to success.

1. Ditch the Clickbait Subject Lines

Everyone loves a good hook, but by Q4 2024, most consumers are over clickbait. Phrases like “You won’t believe this offer” or “Open NOW for a surprise” feel cheap, and worse, they break trust. Instead, be straightforward. Tell them exactly what they can expect from the email. Transparency builds trust and, ultimately, leads to better open rates. Your subject line should promise value, not mystery. People appreciate knowing what they’re getting into—and that honesty can set you apart from all the gimmicky subject lines flooding their inbox.

2. Send Emails at ‘Weird’ Times

Everyone knows the conventional advice: send your emails on Tuesday mornings between 9 and 11 AM. But guess what? So does every other marketer. To stand out, try sending your emails at unusual times—think Saturday afternoon or even late at night. People check their emails at odd hours, too, especially in the Q4 rush. By hitting their inbox when it’s less crowded, you increase your chances of being noticed. Experiment with these off-hours and see how your open rates improve. Sometimes, the road less traveled works better.

3. Go Light on the Images

In a world full of colorful, image-heavy emails, consider a minimalist approach. Text-heavy emails that feel like a personal note, rather than a flashy ad, often stand out more. Sure, visuals are great, but in Q4, inboxes are stuffed with bright, banner-filled messages. A plain, text-based email might just be the unexpected change that grabs attention. It feels more intimate, like it’s coming from a real person instead of a brand’s marketing machine. Less is more, especially when everyone else is trying to do the most. Already created a bunch of images? No worries! You can easily use an AI image to text generator to convert these into useful text content.

4. Segment Based on Behavior, Not Demographics

We’ve all heard the importance of segmentation. But while most marketers still slice their lists by demographics, try focusing on behavior. Who clicked your last email but didn’t convert? Who opened but didn’t engage? By targeting behaviors instead of broad categories like age or location, you’re focusing on intent, which is far more powerful. People’s actions speak louder than their demographics, and targeting their interests or past behaviors can lead to significantly better open rates. It’s about relevance, not just age groups.

5. Forget the Fancy Email Designers

In 2024, there’s no need to get bogged down in email templates that look like they belong on a website. If you want your emails to be opened, make them look like real emails. Plain-text or simple HTML emails come across as more personal and less like a marketing pitch. When inboxes are full of hyper-designed newsletters, a simple, no-frills email feels like a breath of fresh air. Not everything has to look polished and perfect—especially in Q4, when users are craving authenticity amid all the noise.

6. Leverage Urgency—but Do It Sparingly

Yes, urgency works. But here’s the thing: if you cry wolf too often, people stop listening. Constantly telling your audience that something is “urgent” or that “time is running out” can desensitize them. Instead, save urgency for when it really matters. If every email in Q4 is a last-minute deal, then none of them feel truly urgent. Use scarcity and deadlines sparingly, and when you do, make sure it’s for a genuinely limited offer. This way, when you say “act now,” your audience knows you mean it.

7. Focus on Long-Term Engagement, Not Just Q4 Wins

While everyone else is laser-focused on immediate Q4 wins, think about playing the long game. Instead of bombarding your list with every sale and promotion, try weaving in emails that provide genuine value with no strings attached. A helpful guide, a case study, or even a holiday greeting can keep your audience engaged without them feeling like they’re being constantly sold to. This builds loyalty, and those loyal readers are far more likely to open your future emails—both now and after Q4.

8. Stop Over-Personalizing

Personalization has been the darling of email marketing for years. But in 2024, too much personalization can feel creepy. “Hey [First Name], we saw you were looking at our [Product] on [Date]…” can come off as invasive, especially when everyone’s doing it. Instead, scale back the hyper-personalization and focus on creating content that feels universally relevant. A great subject line doesn’t need to insert the recipient’s name—it just needs to be interesting enough to get them to click. Sometimes, generic is less invasive and more appealing.

9. Use a Real Person’s Name in the “From” Line

Instead of sending from “Marketing Team” or “Company Newsletter,” send your emails from an actual person within the company. People are more likely to open an email from “Sarah at [Brand]” than from a faceless organization. This small tweak makes your emails feel more personal and approachable. It’s a simple trick, but it can drastically improve open rates in Q4, when people are craving connection over corporateness. Humanize your brand, and your audience will respond.

10. Write Subject Lines That Sound Like a Human

If you wouldn’t say it to a friend, don’t use it in your email subject line. “Unlock Exclusive Holiday Deals Now” might be what you want to say, but does it feel real? Instead, try something more conversational: “Hey, thought you might like this deal” or “Quick question for you.” The more your subject line feels like a message from a person and not a marketing robot, the more likely it is to be opened. For example, if you’re trying to get your audience to participate in a survey, a personal subject line and a conversational survey can do the trick instead of a link with a lot of marketing buzzwords. You can use an AI survey generator to quickly create surveys that feel like speaking to a person.  In Q4, where every brand is shouting, a quieter, more personal approach can work wonders.

11. Cut Your List and Focus on the Engaged

Q4 intensity makes it tempting to cast a wide net, but email open rates often improve when you focus on your most engaged audience. Instead of trying to wake up inactive subscribers with desperate deals, prune your list. Remove people who haven’t opened your emails in the last 6 months. It sounds counterintuitive, but sending to a smaller, more engaged list can result in better overall performance. A lean, active list beats a bloated one any day—especially in the crowded Q4 season.

Conclusion

Q4 2024 is a battlefield for inbox attention, and to stand out, you might need to break some of the rules you’ve been taught. Instead of following the herd, embrace contrarian strategies that reflect where consumer behavior is heading. Focus on authenticity, experiment with unconventional times, and be strategic with your urgency. Marketing is as much about standing out as it is about understanding what your audience truly wants—and sometimes, that means flipping the usual script. Try these tips, and you might just see those open rates rise as the holiday intensity kicks into gear.