Email isn’t dead. In fact, it’s thriving.
With over 4.4 billion daily email users and a whopping $42 ROI for every £1 spent, email remains one of the most powerful tools for UK businesses — if you use it right.
Here are 7 expert-backed email marketing tips every UK business should apply in 2025.
1. Focus on List Quality, Not Quantity
Stop obsessing over list size.
A smaller, engaged list will outperform a bloated, unresponsive one.
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Use double opt-in
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Regularly clean inactive subscribers
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Segment based on behaviour
💡 Pro tip: Use tools like Mailchimp or Klaviyo to auto-remove unengaged subscribers after 90 days.
2. Nail Your Subject Lines
Your subject line = your first impression.
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Use curiosity (“Don’t Open This If You Love Discounts”)
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Add emojis strategically
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Keep it under 9 words
Test every subject line — what works for a Gateshead retail store may flop for a London SaaS startup.
3. Segment and Personalise Everything
UK consumers expect brands to know them.
Segment your list by:
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Location (e.g. Gateshead vs Manchester)
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Purchase behaviour
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Email engagement
Then, personalise:
“Hi Jane, we noticed you loved our August sale…”
4. Automate Smartly
You’re losing money without automation.
Set up:
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Welcome series
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Cart abandonment
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Birthday discounts
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Re-engagement campaigns
📈 Automation boosts email revenue by up to 320% (Statista, 2025).
5. Make It Mobile First
72% of emails in the UK are opened on mobile.
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Use single-column layouts
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Large, tappable CTAs
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14–16px font size minimum
If your email looks bad on phones, it is bad.
6. Add Interactive Elements
In 2025, emails can do more than just inform — they engage.
Try:
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Polls
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Countdown timers
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Animated buttons
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Image carousels
It boosts click-throughs and makes your brand memorable.
7. Test, Track, Optimise
Don’t assume. Test everything.
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A/B test subject lines, CTA buttons, and timing
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Track open, click, bounce, and conversion rates
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Optimise based on real data
Use tools like ActiveCampaign or ConvertKit for detailed analytics.
Final Thought
Email marketing in 2025 is about precision, automation, and connection.
You don’t need fancy tricks — just smart execution.
Need help building high-converting email campaigns?
