Two rules to get more people opening your emails

Executive overview

Most marketing emails go unread because their subject lines are vague and offer no immediate reason to click. Donald Miller argues there are exactly two levers that drive opens: stating a clear benefit upfront, or posing an irresistible question that creates a story loop.

The subject line is the only thing standing between your message and the delete key — make it earn its place with a benefit or a curiosity hook.

Review your last 10–15 business emails against these two rules and rewrite any that fail the test; the payoff is more opens, more reads, and more sales.

Tell readers what is in it for them

• Vague lines like "it's that time of year again" give readers nothing to act on.
• Specific lines like "40% off sale ends tonight" remove all ambiguity.
• Concrete specificity — a name, a number, a deadline — drives the click.
• The benefit must be visible in the subject line, not buried in the body.

Open a story loop that demands an answer

• A story loop plants a question the reader must answer by opening the email.
• "Employee retention is really hard" is a statement — it closes, not opens.
• "The one thing every employee hates in a boss" is a question in disguise — it pulls.
• The hook must be clear and specific; a vague tease just reads as clickbait.

Audit and improve your existing emails

• Pull your last 10–15 sent business emails and score each subject line.
• Ask: does this state a benefit, or does it open a compelling story loop?
• If neither, rewrite it before sending again or repurposing the campaign.
• Even deleted emails expose your brand name — but opens drive revenue.