proven email marketing best practices to boost open rates in 2024/25

in the ever-evolving digital marketing landscape, email marketing continues to be a cornerstone strategy. while newer channels like social media and SMS marketing are on the rise, email remains one of the most effective ways to connect with customers and drive conversions. in fact, as we move into 2025, email marketing is expected to deliver one of the highest returns on investment (ROI) among digital marketing channels.

but as inboxes become more crowded, how can you ensure your emails are opened and read? in this article, we’ll explore the best email marketing practices to help you increase open rates and keep your audience engaged in 2025.

why email marketing still matters in 2025

email marketing has stood the test of time because of its unmatched ability to deliver personalised, direct messages to consumers. despite the emergence of new platforms, email marketing remains relevant due to its adaptability and effectiveness in reaching a broad audience.

the continued ROI of email marketing

in 2025, email marketing continues to offer a high ROI for every rand spent, making it one of the most cost-effective marketing tools available. this high return stems from the ability to send highly targeted, personalised messages directly to consumers’ inboxes—messages that can be easily tracked and measured for success.

advantages of email marketing in 2025:

• direct communication: email allows brands to speak directly to their audience, bypassing algorithms that dictate visibility on social platforms.
• personalisation and segmentation: advanced data collection and AI make it easier than ever to send personalised messages based on user behaviour, preferences, and demographics.
• automation capabilities: with marketing automation tools, businesses can schedule, segment, and personalise emails at scale, improving efficiency and engagement.

with its ability to nurture leads, build relationships, and drive conversions, email marketing remains an indispensable part of any digital marketing strategy.

crafting compelling subject lines

the subject line is the first impression your email makes, and in 2025, it’s more important than ever to stand out in a crowded inbox. if your subject line doesn’t grab attention, your email will be ignored or worse, sent straight to the trash.

tips for writing subject lines that increase open rates:

1. keep it short and direct: with more users checking emails on mobile devices, subject lines need to be concise. aim for 6-10 words or under 50 characters to ensure the entire subject is visible on all screens.
2. create urgency: subject lines that convey urgency or limited-time offers, encourage users to open the email right away. phrases like “last chance” or “only a few hours left” can boost open rates.
3. use personalisation: including the recipient’s name or specific details about their preferences (such as “don’t miss this, Sarah!”) adds a personal touch that can significantly improve open rates.
4. ask questions: posing a question in the subject line piques curiosity and encourages the recipient to open the email for answers. for example, “ready to save 20% today?”
5. incorporate emojis: emojis can help your subject line stand out visually. just make sure the emojis you use align with your brand voice and message.

examples of effective subject lines:

• “unlock your 15% discount—expires tonight!”
• “John, your next workout just got easier”
• “3 tips to boost your productivity today”
• “🎉 special offer just for you!”

a strong subject line is key to enticing your audience to open your email, so take the time to experiment with different styles and approaches to see what resonates best.

personalisation: the key to engagement

in 2025, personalisation is no longer a “nice-to-have” in email marketing—it’s essential. consumers expect content that is relevant to their needs and preferences, and emails that lack personalisation are more likely to be ignored or marked as spam.

why personalisation matters:

• increases engagement: emails with personalised subject lines see a 26% higher open rate and personalised content can improve click-through rates significantly.
• builds trust: when consumers feel that a brand understands their needs, they are more likely to engage and stay loyal to that brand.
• improves conversions: personalised emails are more likely to lead to conversions because they provide relevant offers or information based on the recipient’s behaviour or preferences.

effective personalisation tactics:

1. use customer names: including the recipient’s name in the subject line or greeting creates a more personalised experience.
2. behaviour-based triggers: send emails based on user actions, such as abandoned cart reminders, product recommendations based on past purchases, or follow-up emails after a user visits a specific webpage.
3. dynamic content: use ai and automation tools to dynamically change email content based on the recipient’s location, preferences, or past interactions. for example, showing different product recommendations to different segments of your list.
4. segmentation: divide your email list into smaller groups based on demographics, behaviour, or past purchases. this allows you to send more relevant content to each group.

example of personalised email:

• subject: “Tom, don’t forget to complete your purchase!”
• body: “hi Tom, we noticed you left these items in your cart. complete your purchase now and enjoy 10% off!”

personalisation fosters a deeper connection with your audience, leading to higher engagement and improved ROI for your campaigns.

optimising for mobile devices

as mobile usage continues to dominate, email marketing in 2025 must prioritise mobile optimisation. with nearly 60% of all email opens occurring on mobile devices, failing to optimise your emails for mobile means missing out on a significant portion of your audience.

best practices for mobile optimisation:

1. responsive design: ensure your email templates automatically adjust to fit different screen sizes. use a responsive design that looks great on both mobile and desktop devices.
2. keep it simple: on mobile, less is more. use a clean, simple layout with a clear hierarchy that makes it easy for readers to scan and interact with your content.
3. large, tappable buttons: small buttons or links can be difficult to tap on mobile screens. ensure all your CTAs (call to actions) are easy to click by using large, tappable buttons.
4. concise copy: mobile users are often on the go, so keep your email copy short and to the point. break up text into short paragraphs or bullet points for easier readability.
5. fast load times: large images or heavy email elements can slow download times on mobile, leading to higher bounce rates. compress images and limit the use of heavy design elements to ensure quick loading.

mobile-first approach:

• test across devices: before sending your email, test how it appears on various mobile devices and email clients to ensure it looks great everywhere.
• use mobile-friendly fonts: ensure the text is readable on smaller screens by using larger font sizes (at least 14px for body text and 22px for headers).

with mobile users making up the majority of email opens, optimising for mobile is no longer optional—it’s essential for the success of your email campaigns.

a/b testing to improve performance

a/b testing, also known as split testing, is a powerful way to optimise your email marketing efforts. it involves sending two variations of an email to a small subset of your list and determining which version performs better based on key metrics like open rates or click-through rates.

elements to a/b test:

1. subject lines: test different subject lines to see which style, tone, or length generates higher open rates.
2. email layout: experiment with different layouts or designs to see which drives better engagement. for example, try a single-column layout versus a multi-column one.
3. call-to-action (CTA): test different CTAs, such as varying the button text or colour, to see which prompts more clicks.
4. send time: try sending emails at different times of the day or different days of the week to determine when your audience is most likely to engage.
5. personalisation: test the impact of personalised subject lines versus generic ones, or experiment with dynamic content to see if personalised offers drive more conversions.

how to implement a/b testing:

1. choose one element to test: focus on testing one variable at a time (such as the subject line) to isolate the impact of that element on your campaign’s success.
2. test with a small group: send your two variations to a small percentage of your email list to minimise risk.
3. measure results: use email marketing analytics to track the performance of each version based on metrics like open rates, click-through rates, and conversions.
4. apply insights: once you identify the winning variation, apply those insights to the rest of your email list or future campaigns.

a/b testing enables you to continuously improve your email campaigns, ensuring that you’re always optimising for the highest performance possible.

conclusion: the role of email in a comprehensive digital marketing strategy

in 2025, email marketing will continue to play a central role in any successful digital marketing strategy. despite the rise of new platforms, email remains a powerful tool for engaging customers, driving conversions, and building long-term relationships. by focusing on best practices like crafting compelling subject lines, personalising content, optimising for mobile devices, and leveraging a/b testing, you can ensure your email campaigns perform at their best.

as email marketing evolves, staying ahead of trends and continuously refining your strategy will be key to maximising your ROI and remaining competitive in the digital marketplace.

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