Propel.Get the Open Rate Framework

Half your list never opens your email. It's usually not the list.

If your open rates are still at 10 to 15%, most of your patients aren't seeing what you send. Same list, same volume, a different result is possible.

15%→40%

What one telehealth brand did with no extra sends.

Get the Open Rate Framework
Email open rates climbing from 15% to 40%

At a 10 to 15% open rate, the email is the revenue, and most of it never gets seen:

  • ✕The refill reminder that would've kept them on treatment.
  • ✕The renewal nudge that would've saved the subscription.
  • ✕The cross-sell they'd have said yes to.

The audience isn't dead. The message just isn't earning the open.That part is fixable, and it comes down to a 6-part formula you can apply yourself.

The open-rate formula

The six changes we used to take one telehealth brand from 15% to 40% opens. Apply them to your own emails, one at a time.

1

Target by treatment, not by blast

A patient will always open an email about the treatment they're actually on. Someone with GLP-1 activity opens a subject line with "GLP-1" in it.

Do this: match each message to the treatment the patient already showed interest in, instead of sending one email to the whole list.

2

Put a number in days, not a vague promise

A subject line that names 30 or 90 days gives the patient a real timeline to measure their own body against, and that lifts opens more than any stronger adjective.

Do this: swap "Your results are coming" for "What changes in your first 30 days" or "Where you'll be at 90 days."

3

Frame value, don't shout discounts

"Free" and "% off" trip inbox filters and route you to the Promotions tab, where visibility collapses before anyone decides to open.

Do this: name what a patient saves and over what period. "You'll save around $240 over your next 6 months" stays in Primary and reads as worth, not a sale.

4

Describe their life, not an ideal

Copy that names what a patient is actually living through beats aspirational copy every time. You're describing their week, not a brochure.

Do this: use "Your partner has probably noticed the change" instead of "Become your best self."

5

Write in the present, not the future

Patients act on where they are now, not a version of themselves they have to imagine. The present tense feels true today instead of someday.

Do this: use "The change is already happening. Here's where you are this week." instead of "Picture yourself a year from now."

6

Ask a question they can't answer without opening

An open question makes the inbox itch. When the patient can't resolve it from the preview, the only way to settle it is to open.

Do this: try a subject line like "Is it seasonal blues or your thyroid?" where the answer matters and can't be guessed from the outside.

Want us to find where yours is leaking?

You've got the formula. If you'd rather see exactly where your own flows are losing opens and revenue, we'll run a free audit of your sends.

  • ✓Where your lifecycle flows are underperforming, and the revenue leaking with them.
  • ✓Which of the six you're already leaving on the table.
  • ✓The quickest wins your team can action this quarter.
Get your open-rate audit