In the UAE’s fast-paced digital space, email is still holding its ground as a reliable communication tool, especially for businesses trying to build real connections. Social media has its place, and automation is helpful, but nothing replaces the clarity and focus of a well-written email. Whether it’s a follow-up after a business meet-up in Dubai or a monthly update for long-time clients, email still works—when done right. The truth? A lot of companies miss the mark. Let’s explore what actually delivers results in 2025 for businesses in the UAE.

1. Understand How UAE Professionals Prefer to Communicate

Business etiquette matters in the UAE. Professionals here appreciate emails that are respectful, concise, and warm without being overly casual. Starting your message with a bilingual greeting—English and Arabic—shows cultural awareness and respect, especially when reaching out to senior contacts. Avoid overly casual phrases or slang unless you already have a close working relationship. Taking time to personalize your message based on the recipient’s title, industry, or previous interaction can make your email stand out.

2. Speak to Different Needs, Not Just One List

Sending one-size-fits-all emails is a common mistake. Every business has a mix of people on its mailing list—some are learning about its services for the first time, while others are ready to make a decision. Treating them the same won’t get you far.

Segmenting your audience helps you match your message to where they are in the journey. You can start by identifying who clicked on which links, who opened previous campaigns, or who showed interest in a particular topic. Even basic adjustments based on what they’ve shown interest in can lead to stronger engagement and more replies.

3. Think Mobile Before You Hit Send

More than ever, professionals in the UAE check emails on their phones—often between meetings or while commuting. If your message isn’t easy to read on a mobile screen, it’s likely getting ignored.

Keep your paragraphs short and your fonts readable. Make sure buttons are big enough to tap without zooming. If you’re adding visuals or logos, test how they load on smaller screens. And if your message includes Arabic, double-check that the layout supports right-to-left text properly—many templates get this wrong, and it reflects poorly. A clean, mobile-friendly design can make a big difference in how your message is received.

4. Play by the Rules

Even if the UAE doesn’t yet enforce GDPR-level email laws, best practices still apply. Never send unsolicited emails, and don’t purchase lists. Respecting user privacy builds brand trust—cutting corners does the opposite. Refer to the TDRA guidelines for updates on digital communication standards in the UAE.

5. Automate, But Stay Human

Automation saves time, but robotic emails don’t build relationships. Make your automated emails feel personal. Whether you’re sending a welcome email or a drip sequence post-webinar, make each message feel personal.

For example: “Hi Ahmed, I noticed you signed up for our Dubai webinar. Here’s a quick recap—and a link to book a quick Q&A with our team.”

That kind of message performs far better than a bland autoresponder.

6. Look Beyond Open Rates

Email open rates have become unreliable due to tracking blockers in apps like iOS Mail. Focus instead on more meaningful metrics: click-through rates, replies, demo bookings, and conversions.

Use HubSpot, ConvertKit, or MailerLite to track real outcomes and keep A/B testing subject lines and CTAs for better performance.

7. Serve the Right Content at the Right Time

Match your content to where the recipient is in the funnel.

• Just met your brand? A short blog or infographic works better than a case study.
•  Already engaged? Share pricing options, UAE-specific success stories, or an invite to a live demo. Align content with intent, and results follow.

Final Thought

Email marketing in 2025 is less about blasting messages and more about building trust. When your emails feel timely, respectful, and personal, people respond. Need help building campaigns that actually connect? Reach out to WaveRiser—we help UAE businesses like yours turn email into a high-performing channel.