The Email Marketing Mistakes UAE Businesses Keep Making
If you’ve ever opened your inbox on a Monday morning and been smacked in the face by 27 promotional emails—half of them from brands you don’t even remember subscribing to—you already know: email marketing in the UAE is broken.
And the wild part? It’s not because email doesn’t work. It’s because businesses here keep making the same avoidable mistakes, over and over.
Let’s talk about them.
Problem: Why Email Feels Broken for UAE Consumers
Every day, UAE residents juggle more digital noise than they can handle. From WhatsApp group pings to app notifications to newsletters, we’re drowning in “open me now” pleas.
Email is supposed to cut through the chaos. Instead, it’s become just another layer of spam for too many businesses.
The result? Low open rates, high unsubscribe clicks, and frustrated customers who roll their eyes every time they see “Special Offer Inside!!!” in the subject line.
Agitate: The Frustration of Bad Emails
Here’s what I mean.
- You sign up for a newsletter hoping for tips, but instead you get blasted with five generic offers in one week.
- You open an email from a car insurance company, but the content has nothing to do with your actual policy—it’s just another blanket sales pitch.
- You click on an “exclusive” promotion, only to find it’s the same discount plastered all over social media.
It’s disappointing. Worse, it feels lazy. And in a competitive market like Dubai or Abu Dhabi, laziness doesn’t just get ignored—it gets punished.
Solution: Smarter, Human Email Marketing
Then the dispatch still works.
In fact, Statista reports that ROI on dispatch marketing can hit$ 36 for every$ 1 spent. But only if you do it right. And “ right ” does n’t mean complicated robotization software or million- dirham budgets, it means avoiding the same tired miscalculations that keep sinking UAE juggernauts.
So, let’s break down the biggest dispatch marketing miscalculations UAE businesses keep making — and how to fix them.
1. Treating Everyone Like the Same Customer
This one’s huge. A new expat from the Philippines doesn’t want the same email as a 15-year Dubai resident with three cars and two mortgages.
The mistake: Blanket blasts. One email for everyone.
The fix: Segmentation.
- By location (Dubai vs. Sharjah offers).
- By behavior (clicked on “money transfer,” then followed up with remittance offers).
- By demographics (students vs. working professionals).
In a country with 200+ nationalities, one-size-fits-all is the fastest way to hit delete.
2. Forgetting Mobile Optimization
Let’s be real: most of us check emails in line at Starbucks, not on a desktop. Yet so many UAE businesses send emails that look like they were designed on Windows XP.
The mistake: Clunky designs, tiny fonts, images that don’t load on 4G.
The fix: Mobile-first design.
- Use responsive templates.
- Keep subject lines under 40 characters.
- Test across iOS and Android (because yes, your layout can break differently on each).
Remember: if your email isn’t mobile-friendly, it isn’t friendly at all.
3. Writing Boring, Salesy Subject Lines
“Special Offer Just for You!!!” screams desperation. And yet, how many UAE businesses still use it? Too many.
The mistake: Subject lines that sound like spam.
The fix: Get personal, playful, or urgent—but keep it honest.
- “Your car insurance renewal just got cheaper (really).”
- “Dubai renters: Don’t miss this tip.”
- “We saved you 20 minutes today—click to see how.”
It’s about sparking curiosity, not begging for clicks.
4. Ignoring Timing and Frequency
I once had a UAE gym send me three promotional emails in a single day. By the third, I unsubscribed faster than you can say “protein shake.”
The mistake: Over-sending.
The fix: Test and respect your audience.
- Once or twice a week is plenty for most industries.
- For urgent sectors (like finance or insurance), time it around the customer needs—reminders for renewals, not random midnight blasts.
Because nothing kills loyalty like inbox harassment.
5. Failing to Add Value
This is the most important one. Too many businesses treat email like a megaphone—“Buy! Buy! Buy!” But if you never give, why would anyone stay subscribed?
The mistake: Only sending sales promos.
The fix: Add actual value.
- Car insurance company? Share a “Top 5 Tips for Driving in Dubai Traffic” guide.
- Bank? Send expats advice on saving money while transferring dirhams home.
- Real estate? Share a checklist for first-time renters in Abu Dhabi.
Value builds trust. Trust builds loyalty. Loyalty builds sales.
Comparison Table: Bad vs. Good Email Marketing
| Factor | Traditional Ads | AR Filters |
| Engagement | Passive (scroll past) | Active (play, share) |
| Cost | High per click/view | Lower with viral reach |
| Brand Recall | Short-lived | Stronger due to interactivity |
| Loyalty Impact | Transactional | Emotional, lasting |
UAE-Specific Email Pitfalls
- Ignoring Multilingual Audiences
Many UAE businesses forget that not everyone prefers English. Arabic translations—or at least bilingual campaigns—make a big difference. - Overlooking Finance & Insurance Customers
These are high CPC industries, yet their emails often feel robotic. Personalization (like reminders about renewal dates) could massively improve conversions. - Not Linking With Everyday Life
UAE expats juggle jobs, family abroad, and money transfers. Emails that acknowledge those realities (“Need to send money this weekend? Here’s the cheapest way.”) stand out.
FAQs: Email Marketing in the UAE
Q1. Does email marketing really work in the UAE anymore?
Yes—if done right. Despite social media, email remains one of the highest ROI channels for UAE businesses.
Q2. What’s the best time to send emails in Dubai?
Research suggests weekday mornings (9–11 a.m.) perform best, but always A/B test with your own audience.
Q3. Should UAE businesses write emails in Arabic or English?
Both, ideally. English reaches expats, while Arabic builds trust with locals. Bilingual campaigns win.
The Future of Email Marketing in the UAE
Expect to see more AI-driven personalization—emails that know what you need before you do. Finance and insurance brands will tie offers to behavior (like adjusting premiums or suggesting savings tools).
Even remittance services will use email not just for promos but for financial literacy tips, helping expats stretch their dirhams when sending money home.
Basically, the brands that win will treat email as a conversation, not a loudspeaker.
Conclusion: Don’t Be “That” Brand
Here’s the takeaway: email marketing in the UAE isn’t failing—businesses are failing at email marketing.
Stop blasting. Start segmenting. Respect inboxes. Provide value.
Do that, and you’ll stand out in a city where inbox fatigue is the norm. Your emails won’t just get opened—they’ll get remembered.
Want to grow smarter in the UAE? [Compare car insurance quotes here] or, if you’re an expat supporting family abroad, [see the best UAE-to-Bangladesh money transfer services] to make your dirhams go further.
