Email Isn’t Dead: 5 Fun Ways to Make Customers Actually Open Your Mails
Every year, someone declares that email marketing is dead. And yet, here we are , billions of emails are sent (and opened) daily. For small businesses in South Africa and Eswatini, email marketing is still one of the most affordable ways to reach customers.
The challenge? Getting people to actually open your emails. The good news: with a little creativity, your emails can feel less like spam and more like a personal invitation. Here are five ways to make it happen.
1. Nail the Subject Line
Your subject line is the email’s first impression. Make it fun, intriguing, or personal.
Instead of: “Monthly Newsletter – September”
Try: “We baked something new this week (and it’s delicious)”
Tip: Keep subject lines under 50 characters and avoid ALL CAPS SHOUTING.
2. Add a Personal Touch
Customers love to feel seen. Tools like Mailchimp or Sendinblue let you personalise emails with names.
Example: “Hey Sipho, ready for our Heritage Day special?”
Bonus: Segment your list (e.g., loyal customers vs. new sign-ups) so you can tailor offers.
3. Keep It Short and Visual
- Nobody wants to read an essay. Emails should be skimmable and visually appealing.
- Use bullet points.
- Add product images, GIFs, or short videos.
- Keep paragraphs under 3 sentences.
- Example: A boutique clothing store in Mbabane shares 3 outfit ideas in pictures instead of long descriptions.
4. Give People a Reason to Open (and Keep Opening)
- Reward your subscribers: Exclusive discounts (only via email).
- Early access to sales.
- Helpful tips they can’t get elsewhere.
- Example: “Subscribers-only discount: 15% off your year-end function booking at Yellowstone.”
5. End with a Call-to-Action (CTA) That Feels Fun
Instead of the boring “Click here,” try:
“Save your seat at the braai table.”
“Snag your spot before we run out.”
“Say yes to cake (and our specials).”
Real-World Wins
Tourism lodge in Eswatini: Weekly “This Weekend at the Lodge” emails increased bookings by 22%.
Bakery in Cape Town: Subject line “Free cupcake Friday” had a 45% open rate.
Consulting firm: Sent short, insight-driven emails instead of long whitepapers , doubling engagement.
The Takeaway
Email is far from dead , it’s just evolving. For SMEs, it’s still one of the most effective (and cheapest) marketing tools. The secret is to treat your subscribers like VIPs, not an email list. Make your mails feel like a conversation, not a billboard.
About Hero Digital Lab
Hero Digital Lab is a boutique marketing agency helping ambitious brands in Southern Africa show up in a big way! Supercharge your business growth with big energy marketing. Louder, smarter, unforgettable. From social media and SEO to websites, Google Ads, and PR. Our mission is simple: to make bold, human-centric marketing accessible (and fun) for SMEs.
