Email marketing trends in 2025

Email marketing trends in 2025

 According to Statistics, the global email marketing market was worth $7.5 billion in 2020 and is expected to grow to $17.9 billion by 2027.

If you want to excel in your industry, embrace the latest trends in email marketing. A business that stays on the cutting edge of industry developments is always more successful at drawing in customers.

#1: Email marketing automation

With email marketing automation, brands can keep a regular and smooth connection with their subscribers.

For example, think of a drip campaign. Instead of overwhelming users with lots of content all at once, each email is sent based on specific actions, making the messages feel more personal and welcoming. Also, since the content is shared in small, easy-to-read parts, readers won’t struggle with much text.

Here is how you can optimize your marketing efforts:

• Make use of email templates.
• Automate mailing list scrubbing.
• Send automated transactional emails to your customers.
• Automate the onboarding process with a series of email drips.
• Automate email lead nurturing.

#2: Ultra-personalization

No matter what’s popular in email marketing right now, the main goal of any campaign is to make more money. In the past few years, marketers have realized that one of the most effective methods to achieve this is through complete personalization of the user experience.

Let’s be real—given the sheer volume of content we face today, the last thing anyone wants to see in their inbox is another pointless email that doesn’t cater to their interests or requirements.

Now let the statistics speak.

• 88% of your customers check email every day
• 408.2 billion emails will be sent every day by 2027
• On average, customers spend between 2 and 8 seconds reading your email
• Tuesday is the favorite day for your customers to receive an email (35% of the respondents think so)
• 48% of your customers would gladly give their email address to receive a discount
• 79% of millennials and 57% of Gen Z members like being contacted by email

Lack of personalized email marketing campaigns can lead to a decline in mailing list quality and ultimately jeopardize the entire campaign, especially given the rising costs involved. The urgency for personalization is growing, making it a critical focus for businesses. By 2025, hyper-personalization is anticipated to emerge as a leading trend in email marketing, moving beyond mere personalization of certain elements.

To embrace 2025 email marketing trends, make personalization a key part of your strategy.

• Tailor messages and promotions by audience segment.
• Recommend products or content by audience segment.
• Send triggered emails based on visitor behaviour.
• Recommended products or content per individual.

#3: Artificial intelligence

Although AI is increasingly embraced as a key trend in email marketing, about 60% of marketers feel apprehensive about its implications. Remember, AI is not a replacement for your expertise; it’s a tool to refine your processes and expand your email marketing capabilities.

• AI helps to write subject lines.
• AI allows you to send personalized emails to each prospect.
• AI restructures your email campaigns to maximum effectiveness.
• AI cleans up email lists.
• AI helps to build mailing lists.

#4: Interactive emails

A rising trend in email marketing is the focus on interaction, a concept that has been gaining traction for some time but is set to become even more crucial in 2025. You may ask yourself, "What is the reason for this?" The answer lies in the fact that the most effective email marketing strategies incorporate interactive and responsive elements. These emails invite recipients to engage with the content and create a stronger connection with the brand. By 2025, we can expect that certain interactive features will be in high demand for email campaigns.

• Animated buttons and CTAs
• Rollover effects to showcase product offering
• Interactive image and product carousels, controlled by the user
• Accordion features are designed to make long-form emails more compact
• Surveys, polls and user-generated interactive content

#5: Mobile-first

The truth is clear: we live in a mobile-centric world. While marketers, designers, and copywriters may be creating those ideal emails from their roomy desktop computers, an impressive 68% of email campaigns are opened on mobile devices.

It’s not merely about adapting to the times; it’s about grasping where your audience is engaging. If your emails aren’t effective on mobile, you’re not just losing clicks; you’re forfeiting potential business. It certainly sounds like a concerning forecast for email marketing, wouldn’t you agree?

✍️📱 How to craft copy that works on mobile :

• Don’t write novels. Keep your texts crisp, clear, and compelling. Think bullet points, not essays.
• On mobile, you've got 25-30 characters to make an impression in the subject line. Make them count.

🎨📱 How to design with mobile in mind:

• Not all phones load images by default. Design with a no-image scenario in mind. Your message should still come across.
• Position your CTAs in the middle of the screen. And remember, fingers aren't as precise as mouse pointers. Size matters.
• Space things out. Avoid link clusters. Make it easy for your readers to tap the right link.

In 2025, optimizing for mobile is not merely a best practice in email marketing; it’s essential. It’s all about connecting with your audience in their preferred space and ensuring you provide value with every click on ‘Open’. So, as you craft that ideal email, keep this in mind: prioritize mobile.

#6: Sustainable email marketing

Email marketing operates without paper, serving as a digital replacement for conventional mail and significantly reducing tree consumption. However, as we move deeper into the digital landscape, it’s important to acknowledge that emails, while paperless, are not fully sustainable. The reason? Each email sent requires energy for its transmission.

Think about the vast number of emails that companies send every single day—millions! This highlights why sustainability is set to become a key focus in email marketing by 2025. The bright side is that adopting this trend can not only help the environment but also enhance your lead generation efforts.

Here are some of the latest email marketing tips that can make your daily campaigns more sustainable:

• Update and clean your email lists regularly. Ensure that you are only reaching out to engaged subscribers. This lowers the energy lost on unopened emails and increases your open rates.
• Optimize. The larger the email, the more energy it consumes. Make images weigh less, simplify code, and ensure your emails are as light as possible without sacrificing quality.
• Tailor your emails to specific audience segments to ensure relevance and lower the number of emails ignored or deleted. This not only saves energy but also leads to higher user engagement.
• Make sure each email has a purpose. Review your automated email sequences. Redundant emails not only annoy subscribers but also waste energy.

Sustainable email marketing trends and best practices may appear minor and inconsequential when viewed in a larger context. However, every bit helps. The actions we take now for a sustainable future in email marketing can pile up and have an impact, much like recycling, which can have a significant beneficial impact over many years. Additionally, a sustainable approach frequently complements effective marketing techniques, which benefits both companies and the environment.

#7: Focus on privacy

This isn't just a passing trend; it's turning into a legal requirement. By 2025, data privacy and protection will be extremely important for email marketing. The General Data Protection Regulation (GDPR), which started in 2018, changed the email marketing industry by setting strict rules for sending unsolicited emails and building mailing lists. Even with these rules in place, 92% of consumers still worry about how companies manage their data.

To enhance data protection, give subscribers the choice to unsubscribe or modify their email preferences. Let them choose when and what they want to receive from you.

For example, on a landing page or welcome email, you can ask leads to complete a brief survey to indicate their preferred topic and mailing frequency. However, please don't force them to make a decision right away. Instead, include a link to the preference control center in each email so they can make changes at any time.

And here is what you get with this tip:

• More data to segment your subscriber database.
• A clean mailing list where every uninterested subscriber can easily unsubscribe.
• Improved email marketing performance; recipients get what they expect.

#8: Email content accessibility

In 2025, will email marketing still be effective? Yes, but only if your content is available.

Making your information easy to read for everyone is the main goal of accessibility. Because not everyone has the luxury of being able to read the emails without assistance.

Think about this: 15% of the population has a disability, and content that is accessible is essential for them. One-fourth of them may need screen readers to access web information because they are visually impaired. These tools read out material and navigate using page elements.

However, accessibility has advantages beyond assisting those with disabilities. It's also a strong motivator for enhancing emails and making them more audience-friendly.

By its sheer nature, accessible content is more organized, simpler to read, and more user-friendly for all. Excellent usability is a direct result of good accessibility, and this is great for business.

Here’s how to make your content more accessible:

• Make your subject line concise yet descriptive, giving readers a clear idea of the email's content.
• Ensure your content follows a logical order, especially when viewed on different devices. This is crucial for those using screen readers.
• Use headers, like H1 and H2. They help individuals using screen readers understand the content's hierarchy, allowing them to navigate your content efficiently.
• Good color contrast isn't just aesthetically pleasing; it's vital for those with color blindness. Aim for one text color against a contrasting background color.
• Ensure the most essential data isn't only in images or infographics. Complement images with descriptive text and provide transcripts for video content.
• Instead of generic "Click here" links, provide context. For instance, "Click to explore our holiday collection" offers clarity on what the link leads to.

Conclusion

We can already predict that 2025 will be a difficult yet fascinating year based on our analysis of email marketing trends. Older email marketing trends are still very much in use, but many new ones are starting to emerge. In any case, the decision to exploit them and dominate the competition rests with you.