How to Write Emails People Actually Want to Read | 2025 Guide

How to Write Emails People Actually Want to Read (2025 Guide for UK Businesses)

Let’s be honest… most emails are boring.
Too long. Too salesy. Too cluttered. Too formal.

But the truth is:
👉 Email is still one of the highest-converting marketing channels for UK businesses - when it’s done properly.

So why do some brands get 40–60% open rates… while others struggle to get 10%?
Simple: one writes emails people love to read.
The other writes emails people can’t wait to delete.

If you want to write emails that cut through the noise and actually get results in 2025, this guide is for you.

Let’s keep it simple and impactful - the way your emails should be. 👇

Why Email Still Works in 2025

Email is far from dead. In fact:

• It has one of the highest ROIs in marketing
• It’s algorithm-proof
• You own your audience
• People check emails more than any other platform
• It builds long-term trust and repeat business

But only good emails work.
So let’s make yours good.

1️⃣ Start With a Subject Line That Creates Curiosity

Your subject line determines whether someone opens your email - or scrolls straight past it.

Strong subject lines are:

• short
• intriguing
• benefit-led
• conversational

Examples that work:

• “You’ll want to hear this…”
• “A small tip that made a big difference”
• “We need to stop doing this in 2025”
• “Quick question for you…”

If your subject line is dull, your email doesn’t stand a chance.

2️⃣ Write Like a Human (Not a Corporate Robot)

People read emails from people.
Not brands. Not marketing departments. Not corporate committees.

Keep your tone:

✔ friendly
✔ clear
✔ warm
✔ simple
✔ conversational

Think “sending a message to a customer you actually like,” not “Dear Sir/Madam…”.

Human emails outperform polished ones every time.

3️⃣ Keep It Short, Visual and Scannable

No one opens an email hoping for a wall of text.

Use:

• short paragraphs
• line breaks
• bold for emphasis
• emojis (sparingly)
• bullets for clarity

Your reader should be able to skim your email in 10 seconds.

If they want more detail, they’ll keep reading - but give them the choice.

4️⃣ Deliver Value First - Sell Later

This is the biggest mistake we see businesses make.

Every email isn’t a sales push.
Your audience won’t stick around if all you do is shout offers at them.

Examples of value-led content:

• tips
• insights
• how-tos
• behind-the-scenes
• customer stories
• local updates
• your lessons learned

Earn attention before you earn revenue.

5️⃣ Use One Clear Call-to-Action (Not Ten)

Don’t overwhelm your reader.

If every email has five links, three buttons and a paragraph of “learn more here”… they won’t click anything.

Choose ONE goal:

• read the blog
• watch the video
• shop the product
• book a call
• get the freebie

A clear CTA = higher conversions.

6️⃣ Tell a Story - It’s the Secret to High Engagement

Storytelling is what keeps people reading.

It doesn’t need to be dramatic.
It just needs to be real.

Story ideas:

• something a customer told you
• a mistake you made
• a behind-the-scenes moment
• a lesson you learned
• a problem you solved

Stories make people feel.
And when people feel something, they buy.

7️⃣ Personalise When You Can (But Don’t Overdo It)

People love feeling seen - but they hate feeling stalked.

Use natural personalisation:

• first name
• relevant interests
• location
• past actions

But keep it subtle.
No “We noticed you were on our website at 2:14pm on a Samsung Galaxy S22…”

Creepy ≠ conversions.

8️⃣ Don’t Forget the Preview Text

Preview text is your second subject line.

It appears right under the title of your email in inboxes and can double your open rate.

Keep it:

• short
• enticing
• curiosity-led

Example:
Subject: Something exciting for you…
Preview text: And yes, it’s actually worth opening.

Small details = big impact.

9️⃣ Make It Feel Like a Conversation - Not a Newsletter

Emails perform best when they feel like a one-to-one message.

Even if you’re emailing 5,000 people, write like you’re emailing one person.

No corporate templates.
No overly designed layouts.
No generic broadcast tone.

Just you → helping them.

Test Different Styles Until You Find Your Winning Formula

Every audience is different.

Some love short emails.
Some love stories.
Some love quick tips.
Some want direct value.

Test everything:

• subject lines
• email length
• tone of voice
• CTA placement
• sending times

Your audience will tell you what works through their clicks.

📞 Book a free discovery call

Let’s build an email marketing plan your audience will actually want to read.