Here’s a fact that might shock you: email marketing brings back ₱4,200 for every ₱100 you spend. That’s a 4,200% ROI—one of the highest in digital marketing. And yet, many companies either ignore email marketing completely or treat it like a spam machine.
In the Philippines alone, 70% of small business owners admit that they either don’t use email marketing or only send a newsletter once in a blue moon. That’s a huge missed opportunity.
Why? Because your email list is not just a list—it’s your most loyal audience. These people already raised their hands and said, “Yes, I want to hear from you.” You’re not interrupting them. You’re continuing a conversation.
In this article, we’ll break down one key area of digital marketing—email marketing—and introduce a simple, repeatable method called the OPEN Framework that will help you build relationships, increase sales, and make sure your emails actually get opened and acted on.
Let’s make your email list your secret weapon.
🤔 Why Email Still Works in 2025
With all the hype about TikTok, YouTube Shorts, and AI-generated content, you might be thinking: is email still relevant?
Yes. Absolutely. Here’s why:
- Everyone has email—even Gen Z and Boomers.
- Email is personal. It lands in your private inbox, not a busy feed.
- You control the list. No algorithm can hide it from your audience.
- It converts. Email is 40x more effective than social media for acquiring customers.
📊 According to Mailchimp’s 2025 data:
- Average open rate: 34%
- Average click-through rate: 4.2%
- Average ROI: ₱42 for every ₱1 spent
Compare that to organic Facebook reach (under 3%) and it’s clear: email is a goldmine when done right.
🚨 The Real Problem: Lazy, Generic Emails
If your open rates are below 15%, or nobody replies to your emails, you probably have one of these issues:
- ❌ You’re sending boring newsletters with no clear value.
- ❌ You don’t have a proper welcome series.
- ❌ You only send emails when you have something to sell.
- ❌ You don’t segment your list (e.g. new subscribers vs. loyal customers).
- ❌ You’re using spammy subject lines or outdated templates.
In short: you’re not building a relationship—you’re just broadcasting noise.
That’s where the OPEN Framework comes in.
✉️ The OPEN Framework for Email Marketing Success
OPEN stands for:
O – Offer Real Value
P – Personalize and Segment
E – Engage With Stories and Structure
N – Nudge Action With Clear CTAs
Let’s break down how you can use each of these steps to build emails your audience actually loves to receive—and act on.
O – Offer Real Value
📌 “Every email should feel like a gift, not a request.”
This is the number one reason emails get ignored: they don’t offer anything useful. If every email just says “Buy now” or “Promo ends soon,” your readers will stop opening them.
Instead, lead with value:
- Give tips, not just promos.
- Solve problems, don’t just sell.
- Inspire, educate, or entertain.
🛠 Tip: Use a mix of value-driven content like:
- How-to guides
- Checklists
- Behind-the-scenes updates
- Customer spotlights
- Event invites
- Subscriber-only perks
📍 Example:
A chapel brand like Aeternitas can email:
- “Planning Your Legacy: A 3-Step Checklist to Make It Easier for Your Family”
- “Subscriber Exclusive: 10% Off Vault Pre-Reservations for All Saints’ Week”
P – Personalize and Segment
📌 “One-size-fits-all is the fastest way to lose attention.”
Your audience is not one big group—they’re people in different stages of their journey.
Segmentation means dividing your email list into smaller groups based on:
- How they signed up (e.g. lead magnet, purchase, tour)
- How often they engage
- What they clicked on before
- What they bought (or didn’t buy)
Personalization goes beyond using their first name. It means sending the right email to the right person at the right time.
🛠 Tip:
- New subscriber? Send a warm 3-email welcome sequence.
- Repeat customer? Send exclusive loyalty offers.
- Ghost subscribers? Send a re-engagement email with a “We miss you” tone.
📍 Example:
If someone booked a chapel tour but didn’t purchase a vault:
- Send: “Your Reserved Vault is Waiting—Here’s What You Might Have Missed”
E – Engage With Stories and Structure
📌 “Your email should read like a conversation, not a corporate memo.”
Humans love stories. Stories pull people in, while facts push people away.
Your email should:
- Start with a personal hook
- Share a problem or lesson
- Connect it to your product/service
- End with a clear action
🛠 Tip: Use a proven structure like PAS:
Problem – “Here’s what people struggle with”
Agitate – “Here’s what happens if you don’t fix it”
Solution – “Here’s how we can help you”
📍 Example (for Bloom Boulevard):
🌸 “A customer once forgot her anniversary. We saved the day with a same-day bouquet delivery that made her husband cry (happy tears). If you’re the forgetful type, we’ve got your back. Order by 2PM for same-day delivery.”
That’s a story + solution = sale.
N – Nudge Action With Clear CTAs
📌 “If you don’t ask, they won’t act.”
Every email must have one main action you want the reader to take. Don’t bury the CTA or use weak language like “Click here.”
🛠 Tip: Use bold, action-driven CTAs like:
- “Book Your Free Consultation”
- “Reserve Your Vault Now”
- “Send Me the Checklist”
- “Claim My Discount”
Place your CTA in:
- A button
- A link inside the paragraph
- The PS line
📍 Example:
PS – Ready to see the chapel for yourself? Tap below to book a free, no-pressure tour.
[Reserve a Tour Slot Now] 🕊️
📧 Your 5-Day Email Sequence Blueprint
Want to get started fast? Try this 5-day sequence for new leads:
Day 1 – Welcome Email
“Thanks for signing up! Here’s what you can expect from us.”
Day 2 – Story Email
“Our journey: Why we do what we do (and who we do it for).”
Day 3 – Value Email
“5 things most people get wrong about [your topic]—and how to avoid them.”
Day 4 – Proof Email
“What our clients say: Real stories from real customers.”
Day 5 – Offer Email
“Here’s something just for you: [Exclusive offer] – Limited Time Only.”
Then space out follow-up emails weekly or bi-weekly to keep engagement.
🔨 Recommended Tools (Free & Paid)
Here are tools you can use to grow your email list and send great emails:
| Tool | Purpose | Cost |
|---|---|---|
| MailerLite | Email automation and landing pages | Free up to 1,000 subs |
| ConvertKit | Creator-friendly email platform | Free/Paid |
| ActiveCampaign | Advanced segmentation + CRM | Paid |
| Canva | Design beautiful email headers | Free/Paid |
| Typeform | Collect leads with forms | Free/Paid |
🧪 Real Story: From 0 to 127 Inquiries in 4 Weeks
A real estate broker had a 150-person email list and wasn’t using it. After applying the OPEN Framework:
- Created a 5-part email sequence
- Added a lead magnet (“10 Signs You’re Overpaying for Memorial Property”)
- Segmented into buyers, browsers, and booked
In 4 weeks:
- Open rates went up to 38%
- Replies increased 7x
- 127 total inquiries
- Closed 5 vaults, one chapel pre-plan
The secret? Stop shouting. Start building a relationship.
📈 What To Track (And What To Ignore)
Don’t get lost in vanity metrics. Focus on these:
✅ Open rate – Above 25% is good
✅ Click-through rate (CTR) – Aim for 3–5%
✅ Unsubscribe rate – Under 1% is great
✅ Reply rate – The most underrated stat. It shows engagement and trust.
✅ Conversion rate – Are they booking? Buying? Signing up?
Ignore:
- Email length
- How “pretty” it looks
- Fancy fonts or logos
Plain-text emails often convert better than overly designed ones.
🧭 Summary: From List to Loyalty
Here’s your quick checklist using the OPEN Framework:
✅ Offer real value
✅ Personalize and segment
✅ Engage with stories
✅ Nudge action with CTAs
Email isn’t dead. It’s just waiting for you to treat it with care. If you respect your reader’s time and inbox, they’ll reward you with attention—and eventually, action.
📞 Ready to Unlock the Power of Email for Your Business?
We help businesses turn boring email lists into gold. Whether you want help writing a sequence, creating a lead magnet, or simply setting up your first campaign—
👉 Give us a call to brainstorm your ideas.
🔥 Related Reads from JordanImutan.com:
- Why Strategy Fails Without Execution
- The Feedback Loop: How Fast Campaign Iteration Builds Brand Loyalty
- Attention Is the New Currency: How to Earn It Before Your Competitors Do
- The Launch Window: How Tesla, Netflix, and Local Brands Win by Releasing Fast
❓What’s one email you could write today that your audience would actually thank you for?
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