30 Best Tips for Email Marketing to Increase Conversions in 2025
30 Best Tips for Email Marketing to Increase Conversions in 2025
Table of Contents
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Email marketing remains one of the most reliable channels in 2025 for lead generation, conversion, and retaining customers, delivering exceptional ROI and long-term engagement.
According to Litmus (2025), it delivers an impressive ROI of $36 for every $1 spent, making it one of the most cost-effective marketing strategies available today.
However, the competition for attention is only getting tougher. By 2025, the number of emails sent daily worldwide is expected to reach 376 billion. That means your subscribers’ inboxes will be more crowded than ever.
The real challenge isn’t just sending emails, it’s sending the right message to the right audience at the right time.
In this guide, we’ll walk through 30 proven email marketing tips backed by best practices, data, and real-world examples to help you cut through the noise and drive more sales and conversions in 2025.
Top Email Marketing Tips to Use in 2025
1. Build Permission-Based Lists
The foundation of every successful email marketing campaign is a quality subscriber list.
Buying or renting email lists might seem like a shortcut, but it usually backfires, leading to low open rates, spam complaints, and even legal risks under GDPR and CAN-SPAM laws.
Purchased lists are typically filled with contacts who have no prior relationship with your brand. They haven’t asked to receive your emails, and as a result, they are far more likely to:
- Ignore your emails.
- Mark them as spam.
- Delete them without opening.
That’s why you should instead focus on organic list growth. Use sign-up forms on your website, social media, and checkout pages.
Always use a double opt-in process where subscribers confirm their email address.
This ensures you’re only emailing people who genuinely want to hear from you, and they have an interest in your brand, which leads to consistently higher open and click-through rates.
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2. Segment Your Audience Deeply
Not every subscriber is the same, so your emails shouldn’t treat them that way.
Many businesses still rely on basic demographic segmentation (age, gender, location), but the real power comes when you use psychographics such as values, motivations, and behaviours.
For example, instead of sending the same promotional email to your entire list, segment it into:
- New subscribers → send a welcome series.
- Frequent buyers → reward with loyalty perks.
- Inactive subscribers → run re-engagement or win-back campaigns.
Campaign Monitor reports that segmented campaigns can achieve up to 760% more revenue compared to non-segmented blasts.
Source: Campaign Monitor
The more relevant your emails are, the more likely subscribers are to open, click, and convert.
Action Tip: Use past purchase data, browsing history, and email engagement (opens/clicks) to create smarter segments that match intent.
3. Personalise Beyond the First Name
Using “Hi, [First Name]” is no longer enough. Today’s customers expect deep personalisation that feels tailored to their journey.
You can personalise by:
- Recommending products based on purchase history.
- Showing local deals or events based on geographic location.
- Sending reminders tied to browsing behaviour (e.g., abandoned cart).
Research shows 82% of marketers report an increase in open rates through email personalisation.
But personalisation goes beyond subject lines; it’s about making subscribers feel understood and valued.
For example, Netflix sends personalised viewing recommendations via email. E-commerce brands can do the same by highlighting “Because you bought this, you might like…” suggestions.
Digital Marketing, SEO & PPC
- SEO to boost rankings and capture high-intent, AI-driven traffic
- Performance Marketing to run ROI-focused campaigns that convert
- Content Marketing to drive clicks, earn links, and build authority
4. Leverage AI for Email Creation
Artificial Intelligence (AI) is no longer a “future trend”, it’s already here, transforming how marketers create emails.
As of August 2025, the majority of marketers now use AI tools to automate repetitive tasks and speed up content creation. This frees up time for more strategic work.
And in email marketing, AI tools can help you:
- Generate catchy subject lines and preview text.
- Suggest different email layouts based on your goals.
- Optimise send times to match when subscribers are most likely to engage.
But remember: AI is a helper, not a replacement. Use it to speed up content creation, but always add a human touch to ensure accuracy and brand alignment.
Action Tip: Test AI-generated subject lines versus human-written ones. You may find AI versions boost open rates, but your edits make them feel authentic.
5. Always Fact-Check AI Output
While AI tools can speed up email creation, they are not perfect. Drafts generated by AI may contain inaccuracies, generic phrasing, or even compliance issues if left unchecked.
Always review AI-generated content for:
- Accuracy - ensure figures, product details, and claims are correct.
- Compliance - double-check GDPR, CAN-SPAM, and accessibility standards.
- Tone and brand alignment - AI can sound robotic; editing ensures a natural, human feel.
Action Tip: Use AI to generate first drafts or subject line variations, but always add a human layer of review to protect brand reputation.
6. Create Automated Opt-In Workflows
When someone signs up for your list, you have a golden opportunity to engage them early.
Automated workflows, such as welcome emails, nurture sequences, or bonus content reminders, help build relationships from day one.
Examples include:
- Day 1 → A welcome email introducing your brand.
- Day 5 → A value-driven content email (e.g., a free guide or tips).
- Day 10 → A light promotional email with an incentive to act.
Welcome emails consistently outperform standard campaigns, making them a crucial tool for engaging new subscribers.
Automated workflows also account for a significant portion of e-commerce revenue, often making up more than 30% of sales.
Action Tip: Always include personalisation tokens and a clear CTA in your welcome flow to set expectations early.
7. Send Replenishment Emails
For e-commerce brands selling consumables or repeat-purchase items (skincare, supplements, pet food), replenishment emails are a powerful driver of repeat sales.
These emails remind customers when it’s time to reorder, often paired with a quick “Add to Cart” button.
Data from Klaviyo shows replenishment emails achieve a 53.6% click-to-open rate, one of the highest across all campaign types. This makes them a must-have for brands relying on predictable re-purchase cycles.
Example: Chewy, the online pet retailer, sends replenishment emails with editable carts, personalised add-ons, and subscriber-only discounts to boost loyalty.
8. Offer Early Access Campaigns
Exclusivity creates urgency. Pre-launch or early-access emails give subscribers a sense of privilege and VIP treatment, which increases engagement and sales.
This tactic is especially useful since a significant majority of new products fail without sufficient promotion. Offering subscribers first access helps you build momentum and ensures your products don’t get lost in the noise.
Examples include:
- Early-bird discounts before a public sale.
- Priority access to new arrivals.
- Pre-order opportunities with limited quantities.
Pro Tip: Pair early access emails with countdown timers or “Only X left” messages to increase urgency and conversions.
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9. Use Drip Campaigns for Nurturing
Drip campaigns, a sequence of automated emails sent over time, are fantastic for building trust in a non-intrusive way.
Whether onboarding new subscribers, sharing educational content, or reactivating dormant users, these campaigns support your audience every step of their journey.
Behaviour-triggered emails like post-purchase or re-engagement messages can generate up to 10 times more revenue compared to generic broadcasts.
- Onboarding drip: Introduce your brand, share resources, and offer help.
- Educational series: Send bite-sized insights that build authority.
- Reactivation workflows: Offer incentives or value-driven content to re-capture attention.
10. Avoid “No-Reply” Addresses
A “no-reply@” address may seem professional, but it sends a message: “We’re not interested in hearing from you.” This can erode trust and hurt engagement.
Research shows that emails sent from a personal sender name (e.g., a real person at your company) can boost open rates by up to 35%.
Best practice: Use a friendly, recognisable sender (e.g., “Jane from [Brand]”), and make it easy for subscribers to reply or reach out.
11. Optimise for Mobile First
With smartphones dominating how people check their emails, mobile optimisation is non-negotiable.
According to MailerLite, 55% of emails are opened on mobile devices, up from earlier figures, and emails that are not mobile‑friendly risk being ignored entirely.
Best practices include:
- Single-column layouts for clarity and easy scrolling.
- Keeping the width between 500-650px to fit most screens.
- Short subject lines (ideally under 50 characters), to ensure they aren’t cut off.
12. Conduct Five-Second CTA Tests
Time is precious; most people spend mere seconds on an email. A quick test: show your email to someone briefly; if they can’t identify the main call-to-action in five seconds, it needs clearer positioning or design.
Aim for:
- Bold, distinct CTA buttons.
- Minimal distractions around the key message.
- Strong visual hierarchy that guides the reader’s eye.
Digital Marketing, SEO & PPC
- SEO to boost rankings and capture high-intent, AI-driven traffic
- Performance Marketing to run ROI-focused campaigns that convert
- Content Marketing to drive clicks, earn links, and build authority
13. Limit Emails to One Goal
Every email should have a single, clear objective, whether it’s booking a demo, downloading a guide, or completing a purchase. Multiple goals in one email create confusion and dilute the impact of each call to action.
The simpler the ask, the better your chances of conversion.
14. Clean Your List Regularly
Email lists decay fast; people change jobs, abandon inboxes, or unsubscribe. Independent studies show annual list decay in the ~22–28% range, with one large analysis pegging 2024 decay at 28%.
Regular cleaning protects deliverability and keeps metrics honest.
Why this matters in 2025:
Gmail and Yahoo now enforce stricter rules (e.g., keep spam-complaint rate under 0.3%), so mailing disengaged contacts is riskier than ever. Authenticate, honour one-click unsubscribes, and prune inactivity.
Action steps
- Suppress hard bounces immediately; sunset contacts inactive for 90–180 days.
- Run win-back/re-permission once, then remove non-responders.
- Monitor Google Postmaster Tools and complaint rates.
15. Resend to Non-Openers (Smartly)
- Change subject + preheader; consider a shorter variant or different hook.
- Shift send time/day; exclude anyone who already clicked.
- Keep an eye on the 0.3% complaint ceiling (Gmail/Yahoo).
16. Use A/B Testing Consistently
Systematic testing is one of the most reliable ways to lift performance.
Litmus analysis has long shown that brands that A/B test every email see meaningfully higher ROI (~37% historically), and Litmus’ latest ROI guidance still lists frequent A/B testing among the top levers for return.
Source: Litmus
What to test (one variable at a time)
- Subject line & preheader → open rate.
- CTA copy/placement → click-through & conversion.
- Content/layout → time-to-click, scroll depth.
Marketing Research & Strategy
We help you understand your market and build smart strategies to attract more customers and grow faster.
- Detailed research into your competitors, customers, and market
- Custom marketing and growth plans that drive real results
- Clear action steps to increase traffic, leads, and sales
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17. Focus on Copywriting as the Sales Driver
Great copy turns attention into action. Story-led, value-first emails build trust and lift downstream metrics (retention, donations, repeat purchase).
In a recent storytelling case study, a non-profit saw a 28% increase in donor retention after shifting to authentic impact narratives.
Values-aligned messaging also matters: consumer research shows strong intent to support brands that reflect their values, fuel for persuasive, story-driven emails.
Action steps
- Lead with the customer’s problem, then show the transformation.
- Use concrete proof (reviews, numbers) and a single, strong CTA.
- Keep copy scannable: short paragraphs, clear sub-heads, active voice.
18. Optimise Subject Lines & Preheaders
Your subject line and preheader act as a duo to persuade readers to open. According to research by EmailOctopus, using a preheader can boost open rates by up to 30%, as it provides extra context and entices action.
Best practices:
- Keep preheaders concise, around 50–100 characters, depending on the email client.
- Use urgency, clarity, or tease an offer to maximise interest.
- Ensure your subject and preheader complement each other (think of them as a matched pair).
19. Avoid Spam Trigger Words
Triggers like “Free,” “Money,” or “Urgent” can raise red flags with email filters. And as we above mentioned, Gmail and Yahoo now expect a spam complaint rate below 0.3% to maintain deliverability.
Best practice: Choose persuasive yet subtle phrasing, like “Latest offer,” “Your guide,” or “Just for you”, to avoid being flagged while maintaining impact.
20. Make Emails Visually Branded
Inboxes are crowded (typically over 120 emails per day), and visuals help you stand out. Including your logo and a consistent colour scheme reinforces brand recognition and trust.
Always prioritise clarity: avoid clutter and ensure your visual branding supports, not distracts from, your main message and CTA.
21. Align Emails with Landing Pages
Consistency between your email and landing page (design, messaging, CTA) reduces friction and boosts conversions.
Industry research consistently shows that aligning your email’s message and design with its landing page is a crucial factor for success.
Best practice: Use the same hero image, headline tone, and offer details, so your subscribers feel continuity, not confusion.
Digital Marketing, SEO & PPC
- SEO to boost rankings and capture high-intent, AI-driven traffic
- Performance Marketing to run ROI-focused campaigns that convert
- Content Marketing to drive clicks, earn links, and build authority
22. Use Behavioural Triggers
Emails triggered by subscriber actions, like abandoned carts or wishlist reminders, perform well because they’re timely and relevant.
- ConvertCart data shows that abandoned cart emails deliver a 41.18% open rate, 21% click-through rate, and a massive 50% conversion rate.
- Hotjar/SaleCycle reports indicate the average open rate for cart recovery emails is around 39%, with a 23% click-through rate.
These high-performance stats stem from relevance and immediacy, reminding users exactly when they are most likely to act.
When to send: Start within 30–60 minutes of cart abandonment. Early follow-ups can significantly increase recovery.
23. Incentivise Feedback
Offering incentives significantly boosts survey response rates. Research shows that providing a reward can double completion rates, essentially delivering a 100% increase, even without follow-up prompts.
That said, balancing the incentive value is key, too small, and it’s ignored; too large, and it may bias results.
Action Tip: Embed short surveys directly in emails and pair them with small rewards, like discount codes or giveaway entries, for meaningful, honest feedback.
24. Incorporate Loyalty Program Perks
Loyalty programmes keep customers coming back. Mystery deals, rewards progress tiers, and exclusive tips make subscribers feel valued, encouraging repeat purchases and brand advocacy.
While exact figures vary by industry, brands emphasise that loyalty-based email campaigns consistently outperform one-time promos in engagement and lifetime value.
Action Tip: Send tier-based reward emails or “just for you” surprise perks that align with previous interactions or spending milestones.
25. Cross-Sell and Upsell Post-Purchase
The post-purchase window is ideal for suggesting complementary products.
Email marketing generates 40 times more sales than social media campaigns thanks to targeted offers like “Frequently Bought Together” or “Buy Again” reminders.
Action Tip: Use dynamic content blocks to insert related items based on purchase history, and support with social proof,e.g. “10,000+ customers recommend this.”
26. Gamify Email Experiences
Gamification, adding playful, interactive elements to emails, can dramatically boost engagement. Recent data show that gamified emails can:
- Increase open rates by up to 30%.
- Lift revenue by 15%.
- Raise conversion rates by 15%.
- Possibly deliver ROI uplift of up to 300%.
Simple games like “spin-to-win” wheels or progress bars add fun and prompt action.
Action Tip: Integrate minimal, light-hearted game mechanics tied to a real benefit, like a chance to win a small discount, to engage subscribers instantly.
27. Balance Promotional & Value Emails
A relentless stream of promotional emails can lead to fatigue and unsubscribes. Instead, aim for a balanced mix of sales, education, and appreciation.
Even older research emphasises this blend as fundamental for relationship-based channels.
Today, subscribers expect authenticity and value, not just offers.
Action Tip: Consider a cadence like:
- Email 1: Educational or how-to content,
- Email 2: Soft promotion or testimonial,
- Email 3: Appreciation or lighter messaging.
This pattern sustains interest and strengthens long-term engagement.
28. Manage Email Frequency with Calendars
Striking the right balance between staying present in your subscribers’ inboxes and avoiding fatigue is essential.
Research consistently shows that sending 2–3 emails per week tends to maximise engagement, while fewer than that can result in loss of momentum and more than that risks higher unsubscribes.
Moreover, average unsubscribe rates remain low at about 0.08%, indicating that a thoughtful cadence coupled with relevant content keeps audiences engaged.
Action Tip: Use a content calendar and segment by engagement level. For highly engaged segments, 3 emails a week may work, but for newer or quieter customers, limit outreach to once per week.
Marketing Research & Strategy
We help you understand your market and build smart strategies to attract more customers and grow faster.
- Detailed research into your competitors, customers, and market
- Custom marketing and growth plans that drive real results
- Clear action steps to increase traffic, leads, and sales
ADWORDS ROI
Cut Ad spend
29. Track Key Metrics Religiously
Email performance isn’t about fluff, it’s about accurate tracking. Key metrics to monitor include open rate, click-through rate (CTR), conversion rate, bounce rate, unsubscribes, and deliverability.
These insights guide every campaign optimisation.
Research from A/B testing platforms consistently shows that refining CTA copy and placement can lead to double-digit improvements in click-through rates.
Action Steps:
- Use email analytics to benchmark performance.
- Track benchmarks like the 0.08% unsubscribe average and complaint rate ceiling of 0.3%.
- Always link improvements in metrics back to changes (e.g., subject line tweaks, segmentation, or design).
30. Prioritise UX and Accessibility
In our fast-paced world, clarity is king. Short, scannable copy with high-contrast CTAs and descriptive alt text ensures subscribers can understand and act quickly, even when multitasking.
Recent data shows that three out of five consumers check their emails on the go (mobile), with 42% deleting emails that aren’t mobile-friendly.
Action Tip:
- Keep emails concise and scannable.
- Use clear, legible fonts and accessible contrast for calls to action.
- Always include useful alt text for images in case visuals are blocked.
Conclusion
In 2025, successful email marketing is less about volume and more about precision, timing, and authenticity. With inboxes more crowded than ever, brands that stand out are those that:
- Build trust through permission-based lists.
- Use personalisation, behavioural triggers, and segmentation to stay relevant.
- Leverage AI and automation without losing the human touch.
- Maintain a healthy balance of promotional, educational, and relationship-building emails.
By applying these 30 best practices for email marketing, you’ll not only improve engagement but also turn subscribers into loyal customers and brand advocates.
The result: higher conversions, stronger retention, and long-term revenue growth.
FAQs on Email Marketing in 2025
Is email marketing still effective?
Absolutely. With low costs, high ROI, and flexibility, email marketing remains a cornerstone for both B2B and e-commerce strategies.
Is email marketing worth it?
Absolutely. With low costs, high ROI, and flexibility, email marketing remains a cornerstone for both B2B and e-commerce strategies.
Are mailing lists effective?
Yes, if built organically. Permission-based lists outperform purchased ones, driving higher open rates, click-throughs, and conversions while keeping deliverability safe.
How can email marketing help my business?
Email marketing can:
- Drive direct sales through promotional email campaigns.
- Build trust with newsletters and educational content.
- Re-engage inactive customers with drip campaigns or behavioural triggers.
What makes a good email marketing campaign?
A successful campaign has:
- A clear single goal (e.g., sales, sign-ups).
- Targeted segmentation.
- Engaging subject line and preheader.
- Strong CTA aligned with a landing page.
What are email marketing best practices?
Key best practices include:
- Building permission-based lists.
- Personalising content beyond names.
- Optimising for mobile first.
- Regularly cleaning your list.
- Testing and tracking metrics consistently.
What are email marketing strategies?
Strategies range from welcome sequences, drip campaigns, loyalty programmes, and replenishment reminders to more advanced tactics like AI-driven personalisation and behavioural triggers.
How to create an effective email marketing strategy?
- Define goals (sales, retention, engagement).
- Segment your audience.
- Plan content themes and cadence.
- Set up automation workflows.
- Track KPIs and refine continuously.
How to do email marketing step-by-step?
- Build a permission-based list.
- Choose an ESP (e.g., Mailchimp, HubSpot).
- Segment your audience.
- Design mobile-optimised templates.
- Write compelling copy with a clear CTA.
- Test, send, and measure performance.
How to do email marketing for clients?
Understand their business goals, set measurable KPIs, segment their lists, and build a calendar of promotional and value-based campaigns. Always report results clearly to show ROI.
What is the rule of 7 in email marketing?
It suggests a prospect needs to see your message seven times before acting. In email marketing, this means consistency and nurturing rather than one-off blasts.
What is the 80/20 rule in email marketing?
The Pareto principle applied to email: 80% of results often come from 20% of efforts. Focus on high-impact campaigns, your best segments, and optimised CTAs.
What are the 5 T’s of email marketing?
The 5 T’s are: Targeting, Timing, Testing, Tracking, and Tone,a framework for creating effective campaigns.
How to avoid marketing emails going to spam?
- Authenticate with SPF, DKIM, and DMARC.
- Avoid spam trigger words.
- Use double opt-ins and clean lists regularly.
- Keep spam complaint rates under 0.3%.
What is a common metric for email marketing success?
The most common are:
- Open rate → subject line effectiveness.
- CTR → content/CTA relevance.
- Conversion rate → true ROI.
- Bounce/unsubscribe rate → list health.
