Most emails arrive like unwanted guests. Ignored, deleted or worse, sent straight to spam.

But the best ones? They’re anticipated. Expected. Even welcomed.

So, what makes the difference?

It’s not just a clever subject line. Not just personalization. It’s something deeper, psychological momentum.

When a subscriber consistently receives emails that deliver value, spark their curiosity and feel made for them, it creates a shift. They don’t just see your email in their inbox, they expect it. They anticipate something worth their time. And that anticipation drives higher open rates, time and time again.

And here’s the kicker: People don’t open emails because of the subject line, they open them because of the brand.

68% of consumers open emails based on brand recognition, compared to 59% who are drawn in by the subject line. That number has been climbing year after year, proving that brand recall is the single most powerful trigger for engagement. When people trust that your emails will be worth their time, they open them at 48% higher rates

Consistency builds curiosity. Curiosity drives action.

The brands with the highest email engagement rates don’t just send emails.

They create rituals.

Apple doesn’t just announce a product; they build suspense.

Netflix doesn’t just send recommendations; they feed a habit.

Patagonia doesn’t just sell gear; they tell stories people want to read.

And then there’s Vollebak, masters of turning every email into an experience.

They don’t just drop a product update into your inbox. They send you on a storytelling journey.

Whether unveiling their latest innovation or inviting you to explore a new frontier, Vollebak’s emails feel like an exclusive, must-read moment.

The difference?

Their emails are an extension of their brand philosophy: pushing limits and defying expectations. 

One day, it’s a wooden jacket, a fusion of nature and technology. Another, is gloves built for megastorms, designed to withstand the harshest elements on Earth. And a Shielding Suit, engineered to block electromagnetic radiation. They read like something from a sci-fi novel.

And if that wasn’t enough, theres Wormholes. Secret pathways leading to archive products, hidden discounts and unexpected discoveries. It’s not just a sales tactic. It’s an experience. One that keeps their audience hooked, always wondering what’s next?

Every email they send tells a story, that spark curiosity and make their audience feel like part of an elite group exploring the future of outdoor gear.

So, the real question isn’t how to make someone open your email. It’s why they should care in the first place.

That’s where the magic happens.

So how do you make your emails unmissable?

Here’s our top 5 tips to help turn your emails into something people crave, not just another inbox notification..

1. Turn your emails into anticipated events

Forget “just another email”, make each send an event. The best brands create a rhythm, a reason to open, and a sense of “what’s next?” Tease upcoming surprises, weave storytelling into your emails, and build a reputation for delivering the unexpected. Done right, your audience won’t just open your emails, they’ll watch for them.

2. Give first, sell later

People don’t open emails to be sold to. They open them for inspiration, exclusivity and something worth their time. Whether it’s an insight they won’t find elsewhere, a tool that makes their life easier or a story about an industrial belt that cna hold 4 tonnes, give them a reason to open before you ever ask for anything in return. The result? A loyal, engaged audience that wants to hear from you.

3. Subject lines that spark an instant reaction

Your subject line isn’t just a headline, it’s the bait. The best ones create curiosity, urgency, or a feeling that they can’tignore. Think of it like a movie trailer: a taste of what’s inside, just enough to hook them, but never giving it all away. Would you open it? If not, rewrite it.

4. Make every email feel like it was written for one person

Personalization goes beyond just using a name. The most effective emails make people feel seen. Know their habits, their interests, their needs. Speak directly to them, whether through tailored recommendations, dynamic content or a conversational tone that makes it feel like a one-on-one message rather than a mass send.

5. Create emails that stick with people

Boring emails die in the inbox. But emails that inspire, challenge, or entertain? Those get remembered. Use bold storytelling, share ideas that shift perspectives or deliver insights that make people think, “I need to share this.” If your emails feel like a mini experience, your audience will keep coming back for more.

Big ideas don’t happen by chance, they happen through THE right strategy, creativity and most importantly, the right partnerships.Let’s explore what’s possible for your brand. Book a free 1:1 discovery session and unlock new opportunities, fresh perspectives and game-changing insights.

 Book a FREE 1-to-1 discovery session today and let’s unlock your brand’s full potential together.