Email Marketing Tips: How to Get Noticed in the Inbox

Marketing trends come and go. One day it’s social media ads, the next it’s artificial intelligence. Yet while businesses chase the latest platforms, one of the oldest digital channels continues to deliver reliable results: email.

It may not feel as exciting as social media, but email is still one of the most cost-effective and personal ways to reach people. Research shows it generates an average return of £42 for every £1 spent—a figure that’s difficult to ignore.

Why Email Still Matters

Unlike social platforms, where algorithms decide who sees your posts, email gives you a direct line to your audience. If someone has chosen to hear from you, your message lands in their inbox. That ability to cut through the noise makes it a powerful tool.

And it’s not tied to one demographic. From managing purchases and appointments to keeping up with news and community updates, most people check their inbox daily—and for many, it’s one of the first things they do.

So with this in mind, how can you use email effectively?

Email Marketing Tips

Build Relationships, Not Just Sales

The fastest way to lose subscribers is to treat email purely as a sales pitch. Promotions have their place, but if every message demands a purchase, readers will quickly unsubscribe.

Instead, approach email as a way to build relationships. Share useful or enjoyable content alongside offers: a café might send a seasonal recipe, a salon could provide haircare tips, or a garden centre might suggest what to plant this month. These simple touches build trust and keep your business in mind.

Crafting Subject Lines That Work

Your subject line is the shop window for your email. If it doesn’t catch attention, the rest won’t be read. Keep it short, clear, and specific—“Save 20% this week” will always perform better than “Special promotion.” Including a name or local reference can also boost open rates.

Timing matters too. Sending an email mid-morning on a weekday often works well, but the key is to test what resonates with your audience and adjust accordingly.

Personalise & Provide Value

Nobody wants to feel like just another name on a list. Personalise where you can—segment your audience, tailor updates to their interests, or reference past purchases. Even small details can make emails feel more relevant.

Above all, make sure every message offers value. Whether that’s practical advice, local updates, or exclusive discounts, readers need a reason to keep opening. Too much sales talk, and they’ll switch off.

Keep It Short & Mobile-Friendly

Most people skim emails. Use headings, short paragraphs, and clear calls to action like “Book now” or “Find out more.” Don’t bury your message in long text.

With more than half of emails opened on smartphones, mobile-friendly design is also essential. Keep layouts simple and always check how your email looks on a phone before sending.

Test, Learn, Improve

One of the biggest advantages of email marketing is measurability. Platforms like Mailchimp show who opened your message and what they clicked. Use this data to experiment with subject lines, test different content, and refine your timing. Small adjustments build up to deliver big improvements over time.

The Local Advantage

Email also offers the chance to connect more personally. Mention community events, highlight local partnerships, or showcase loyal customers. These details help your emails feel authentic, standing out from the generic campaigns of bigger brands.

With autumn underway, there are plenty of opportunities to put this into practice. Halloween promotions, seasonal tips, or Christmas previews all feel timely and relevant, giving people another reason to engage.

In Summary

Far from being outdated, email is thriving. It remains a low-cost, high-impact way to connect with your audience, build relationships, and keep your brand visible.

If your mailing list has been gathering dust, now is the perfect time to refresh it. Start small, focus on relevance, and always deliver value. Done well, email marketing doesn’t just generate sales—it creates loyalty, one message at a time.