Introduction

You’ve got a killer subject line, a well-designed email, and a strong offer, but your open rates are still dropping.

Sound familiar? You’re not alone.

In 2025, email open rates are more volatile than ever thanks to Apple Mail Privacy Protection, Gmail AI filters, and sheer inbox overwhelm. But that doesn’t mean you should throw in the towel. It just means the rules of the game have changed.

As a marketing consultant working with ecommerce and service-based brands across the UAE and beyond, I’ve seen firsthand how strategic adjustments can revive even the stalest email list. This post breaks down what’s actually happening behind the scenes, and what to do about it.

What’s Causing Your Declining Open Rates?

1. Apple’s Mail Privacy Protection (MPP)

Introduced in late 2021, Apple’s MPP pre-loads email content, meaning many “opens” aren’t real. This inflates open rates artificially but can also make it hard to track actual performance.

Pro Tip: Open rate isn’t dead, but it’s no longer your most reliable metric. Focus on clicks and conversions instead.

2. Gmail’s Ever-Smarter Filters

If your emails are landing in the Promotions tab (or worse, spam), open rates naturally suffer. Gmail now uses behavioural signals like past engagement, sender reputation, and even emoji usage to determine placement.

3. Content Fatigue

Are you saying the same thing every week? Repeating the same CTA? Customers tune out when emails feel generic or predictable.

5 Smart Strategies to Improve Your Open Rates

1. Segment Your Audience Intelligently

One-size-fits-all lists are out. Start segmenting based on:

• Purchase history
• Engagement level
• Signup source
• Geography (especially useful for UAE-based audiences)

2. Resend to Non-Openers (the Right Way)

Don’t just hit resend. Change the subject line and resend to unopens 48–72 hours later. Keep an eye on unsubscribes.

3. Test Subject Lines Every Time

Split testing isn’t just for major campaigns. Try:

• Question vs. statement
• Emojis vs. no emojis
• Curiosity vs. clarity

4. Time Your Sends Thoughtfully

Use data to guide your timing. For UAE audiences, Sunday mornings or weekday evenings often perform best.

5. Clean Your List Quarterly

High bounce rates and unengaged subscribers drag your deliverability down. Remove or re-engage:

• Anyone who hasn’t opened in 90 days
• Contacts with soft bounces or invalid addresses

Metrics to Track Beyond Open Rate

Open rate is now just a starting point. Here’s what to prioritise:

• Click-through rate (CTR): Shows intent
• Conversion rate: Measures results
• Revenue per recipient: The ultimate performance metric

Unsubscribe rate: Monitors list health

Want expert eyes on your email performance? Book a free call and let’s take a look together.