How to Maximise Your Email Marketing ROI in 2025: 8 Proven Strategies for Higher Conversions

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Have you ever wondered if there’s a straightforward way to get more clicks, sales, or sign-ups from your emails? Good news: there absolutely is! According to the latest report from the Data & Marketing Association (DMA), email marketing can bring in a whopping £42 for every £1 you spend. Sounds impressive, right? Yet, most businesses only scratch the surface of what’s possible.

March 20 - 2025

Article 5 min read

Evelyn Fagbemi

Strategy

So, if you’re ready to learn how email can truly boost your bottom line, you’re in the right place. Here’s 8 ways to help you move the dial:

1. Get their attention with a winning subject line

We’ve all seen dull subject lines in our inboxes, the kind that prompt an instant “Delete” before even a glance at the body. The subject line is your first (and sometimes only) shot at grabbing attention. If it doesn’t stand out, your email might end up in the abyss of unread messages. So, make it fun, intriguing, and on-theme. Here are a few ideas:

“Limited-Time Offer: Your Exclusive Access Starts Now”
“You’re on our VIP List! Here’s Your Special Deal”
"Discover The Secret to Better Shopping"

2. Start with quality, not quantity

Let’s face it: nobody enjoys getting random emails from businesses they never asked to hear from. Instead of buying lists (which is basically the digital equivalent of cold calling someone), build your own opt-in list. You’ll not only have subscribers who actually want your content, but you’ll also dodge the spam folder more often.

Lead magnets: Give people a compelling reason to trust you (and share their email). Think freebies such as eBooks, discount codes, or access to exclusive content.
Promote everywhere: Make your sign-up forms visible on your homepage, within blog posts, and across social media. The key is to offer plenty of easy entry points.

3. Segment, segment, segment

Imagine you’ve just joined a mailing list expecting helpful tips or special offers on something you love, only to find your inbox flooded with every product under the sun, from buggies to high-end appliances you’ve never shown interest in. Not exactly a great experience, right?

This is how your subscribers feel when you send the same generic blast to everyone. By segmenting your email list based on demographics, past purchases, or even browsing behavior, you can make each subscriber feel like you truly “get” them. And when readers receive content that actually resonates with their interests, they’re far more likely to stay engaged, click through, and ultimately convert.

4. Make it personal

Hands up if you enjoy being called “Dear Valued Customer”?...

Personalisation isn’t just a fancy marketing word; it’s what makes your subscribers feel like you’re talking directly to them, not the masses.

Whether it’s using their first name, referencing past purchases, or offering curated product suggestions, personal touches can turn a generic message into a conversation that resonates.

5. Think mobile first

Chances are, you're checking most of your emails on your phone as opposed to a desktop computer, maybe while running errands or waiting for a train. With an average of 50-60% of emails now opened on mobile, ensuring they’re optimised for smaller screens isn’t just important, it’s essential! Otherwise, your subscribers might hit delete before even reading them. Here are some top tips to improve your email for mobile:

Responsive designs: Make sure images resize nicely and text doesn’t run off the screen.
Single column: Too many columns get messy on small screens. Keep it simple.
CTA buttons: Give customers a big, tappable button that’s easy to hit with a thumb on the go.

6. Test, test, and test again

Think your email looks fantastic, but not getting the results you hoped for? That’s where A/B testing comes in. It’s all about experimenting to see what truly works with your subscribers. You could try sending two versions of the same email, maybe change the subject line or tweak the call-to-action button, and compare the results.

You might also experiment with different send times or days to figure out the best window for opens and clicks. Throughout it all, watch metrics that can be crucial to your business like open rates, click-through rates, conversions, or unsubscribes to find what matters most to your current needs.

If something works, keep it up; if not, adjust and test again.

7. Embrace Automation

Picture having a virtual sidekick that sends out important messages exactly when they’re most relevant, without any extra effort on your end. That’s the power of email automation. Whether it’s a welcome series that greets new subscribers or a gentle nudge to shoppers who abandoned their carts, automated email flows keep your communication timely and consistent. In a nutshell automation does the heavy lifting, so you can focus on strategy and relationship-building.

8. Define ROI on Your Terms

Sure, we’d all love every email to deliver a huge spike in sales, but the truth is, ROI can mean different things. It’s not just about the final click; sometimes it’s about spreading awareness or nurturing a lead who becomes a customer later on.

Instead of focusing on last-click attribution, think about how a timely email might prompt someone to follow you on social media, which could lead to a purchase weeks down the road.

Set realistic benchmarks and celebrate each small improvement, whether it’s a better open rate or a new social media connection. Above all, remember to look at the big picture, emails that build long-term loyalty can be just as valuable as those that drive immediate conversions. Define ROI in a way that makes sense for your business goals, and you’ll get a clearer view of what truly matters.

Start small

Email marketing can feel overwhelming at first, especially if you’re trying to juggle list-building, crafting subject lines, and figuring out automation all at once. But once you focus on delivering the right message at the right time, and make it feel personal, you’ll start turning casual subscribers into loyal fans.

Every small improvement, whether it’s a clearer subject line or a well-timed follow-up, brings you closer to seeing the results you’ve been aiming for.