Your inbox is full of noise. But one email stands out: the one with a subject line so sharp it feels personal, a headline that promises something real, and copy that makes you want to click without thinking.
That’s not luck. That’s David Ogilvy, the “Father of Advertising,” working behind the scenes.
Even in 2025, his rules still shape the most effective emails, ads, and campaigns. And the best part? You don’t need decades of experience to use them.
Let’s break down 11 of Ogilvy’s timeless principles, adapted for modern email marketers who want to boost open rates, improve engagement, and drive more sales.
1. The Subject Line Is 80% of the Work
“On average, five times as many people read the headline as read the body copy. When you’ve written your headline, you’ve spent eighty cents out of your dollar.”
— David Ogilvy
In email, this means if your subject line fails, your message dies unseen.
✅ Strong:
How We Cut Reporting Time by 63% (And You Can Too)
❌ Weak:
An update from our team
Why it works: It’s specific, benefit-driven, and feels like a story worth opening.
- Pro Tip: For mobile optimization, keep subject lines under 50 characters and boost opens by testing power words like “you,” “free,” “new,” and “how.”
Ogilvy knew that people don’t buy products; they buy feelings. This rule isn’t just a tactic; it’s rooted in psychology.
💡 Want to master subject lines that get opened?
Learn proven formulas like the question format, how-to, and list, plus real-world examples, in our complete guide: How to Write Subject Lines That Get Opened
2. Use Numbers & Data
Numbers grab attention, create structure, and promise tangible results.
✅ Strong:
Save $75 On Your First Order.
3 Mistakes Killing Your Open Rates
❌ Weak:
Great deals inside
Why it works: Numbers provide clear, measurable proof. They feel more trustworthy than vague claims and help the reader quickly grasp the value, making their decision to open feel more rational and justified.
According to industry research, emails with numbers in the subject line generate 27% higher CTR.
3. Be Specific, Not Vague
Swap generic claims for a clear benefit or outcome.
❌ Weak:
Boost your sales today
✅ Strong:
+30% sales with this tool. Here’s how.
Specificity builds trust. Vagueness gets deleted.
Why it works: Specificity builds trust. When you provide concrete data, you show that you understand the reader’s problem and have a real solution. Vagueness, on the other hand, gets deleted because it feels like a hollow promise.
4. Lead with the Benefit
Answer the reader’s silent question: “What’s in it for me?”
❌ Feature-focused:
Check Out Our Product Update
✅ Benefit-driven:
Get your free analytics dashboard today
Why it works: People buy outcomes, not features. By focusing on the benefit, you directly connect with the reader’s self-interest. You show them how your product or service will make their life better, easier, or more profitable. This emotional connection is what drives action.
5. Tap Into Emotion
Emotion drives action. Use FOMO, curiosity, fear, or desire.
✅ Don’t Let Tax Season Stress You Out
✅ Meet the Jeans You’ll Never Want to Take Off
Why it works: When you trigger emotions like humor, urgency, and personal relevance, you cut through the noise and create a deeper, more memorable connection with your audience. These feelings work because they feel human.
“The best ideas come as jokes. Make your thinking as funny as possible.”
— David Ogilvy
Want to learn how to use emotional triggers like curiosity, FOMO, and trust to make your emails more persuasive? Read our guide: How Emotions Drive Action in Email Marketing
6. Always Be A/B Testing
Ogilvy wrote dozens of headlines before choosing one. He tested, split, and refined.
In email marketing, that’s A/B testing.
Try two versions to see which gets more opens:
• Get your free trial
• Join 12,341 marketers using our tool
Why it works: Testing takes the guesswork out of marketing. Instead of relying on intuition, you base your decisions on real data. This is the most reliable way to find what works and maximize your results.
💡 Speed up your process with Nova Express. Our AI generates dozens of subject line variants in seconds, so you can test more and find winners faster.
7. Show, Don’t Tell (The Rolls-Royce Rule)
Ogilvy didn’t say, “Rolls-Royce is quiet.” He said:
“At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock.” — David Ogilvy, 1958
That’s storytelling.
❌ Weak:
“Our tool saves time.”
✅ Strong:
“How we cut reporting time by 63%, and you can too.”
Why it works: Storytelling makes the benefit feel real. Instead of listing features, you create an experience that helps the reader visualize how your product will improve their life, so they feel the benefit before they even open the email.
Ogilvy’s most famous ad is pure storytelling, zero fluff.
8. Front-Load the Value
On mobile, only the first 35–50 characters are visible. Put the strongest words first.
✅ Strong:
Ends Tonight: 50% Off All Styles
❌ Weak:
We’re Writing to Let You Know About Our Sale…
Why it works: In a crowded inbox, you have a split second to grab attention. Front-loading the value ensures your key message is seen immediately, even if the reader doesn’t open the email. It’s about respecting their time and getting straight to the point.
9. Personalize When Possible
People open emails that feel like they were written just for them.
✅ [Name], Your VIP Discount Expires Tonight
✅ Your Favorites Are Back in Stock
Why it works: Personalization isn’t magic; it’s respect. It shows that you see the reader as an individual, not just a number on a list. This makes the communication feel more human and builds trust.
Studies show personalized email titles get opened up to 26% more often.
💡 Read more: How Personalization Increases Email Conversion Rates
10. One Powerful Word > Three Weak Ones
Ogilvy hated fluff:
“Weak words kill advertising.” — David Ogilvy
❌ Weak:
Check Out Our Exciting New Product Update
✅ Strong:
Meet the Tool That Saves 5 Hours a Week
Why it works: Fluff dilutes your message. Using powerful, specific words makes your copy strong, clear, and more persuasive. It gives your offer weight and makes it more memorable.
11. Build a Swipe File (Your Secret Weapon)
Ogilvy kept a file of every great ad he saw. He studied them, reused ideas, and stayed inspired.
Do the same for email.
Collect the subject lines that made you open.
Save the ones driven by curiosity, urgency, or emotion.
Why it works: A swipe file is a library of proven ideas. Instead of reinventing the wheel, you can learn from successes and accelerate your own creative process to write emails that work faster.
Or skip the work: use the built-in swipe library in Nova Express, filled with Ogilvy-style templates.
💡 Dive deeper: How to Increase Open Rates in Email Marketing covers subject lines, segmentation, send times, and mobile optimization.
Frequently Asked Questions (FAQ)
Q: Why are David Ogilvy’s email rules still effective in 2025?
A: These rules are grounded in human psychology, not fleeting trends. People will always respond to clarity, specific benefits, emotional triggers, and powerful headlines. When an email meets these core needs, it gets opened, read, and acted upon regardless of the era.
Q: How can I get more people to open my emails fast?
A: Start with the first thing they see. Make it specific and benefit-driven, add numbers or a sense of urgency and curiosity, and keep it under 50 characters for mobile devices. Even a single small change, like adding personalization, can boost open rates by 30% overnight.
Q: What makes an email highly converting in 2025?
A: Successful emails lead with value, speak to the reader’s needs, and sound human. Use simple language, emotional triggers (like FOMO or desire), and time-tested principles like Ogilvy’s rule that “five times as many people read the headline as the body copy.” Your email should make an honest promise that your product can deliver and back it up with a real benefit.
Final Thoughts
Great emails aren’t magic. They’re built on proven principles, many of which were defined decades ago by David Ogilvy. The inbox has changed. But human psychology hasn’t.
People still want:
- Clarity over cleverness,
- Benefits over buzzwords,
- Trust over tricks.
By applying these 11 rules, you’ll write emails that don’t just get opened; they get results.
Ready to turn these rules into real campaigns?
Browse our ready-to-send email templates in Nova Express. Each one follows Ogilvy’s principles so you can launch faster, convert more, and stop guessing.
Great roundup! Ogilvy’s advice is still spot-on. Really appreciated the parts about A/B testing and hard numbers, so basic, yet so often overlooked.