The Email Open Rate Crisis
Average email open rates have been declining for a decade. Subject lines that once earned 30% opens now struggle to hit 18%. Memes offer one of the few proven ways to reverse this trend — both in subject lines that set expectations and in email body content that earns clicks.
Memes in Subject Lines
A meme-referencing subject line works because it is unexpected in the email medium. Most promotional subject lines use urgency, discounts, or names. A subject line that references a relevant cultural moment or uses a meme format creates pattern interruption — the reader pauses because it is different from the other 40 emails in their inbox. This pause translates to opens.
- Use meme references that are widely understood, not niche
- The subject line should feel like an insider reference, not an ad
- Test meme subject lines against control versions to measure lift
- Ensure the email body delivers on the subject line's energy
Memes in Email Body Content
A well-placed meme in an email body serves multiple functions: it rewards the reader for opening, it communicates a complex feeling quickly (especially useful for B2B content about shared pain points), and it increases time-on-email — a metric that influences future deliverability. Position memes after the main content point, not as a replacement for it.
Photo-Based Email Memes
For brand emails, using a real product photo with an AI-generated meme caption creates content that is simultaneously promotional and entertaining. A photo of your product in a relatable scenario, captioned with dry humour or a cinematic line, communicates brand personality in a way that product photography alone cannot. It also increases click-through rates when the caption creates curiosity about the product.
Metrics and Testing
Track open rate and click rate on meme emails versus standard emails. Run A/B tests with identical email structures where the only difference is the presence of a meme. Most email marketers who test this report a 15–30% lift in click rate on meme-inclusive emails. Test consistently over a 6-week period before drawing conclusions, since individual email performance varies with list fatigue and send timing.