Chapter - 1
Insights from State of Email Survey conducted in 2025
Disclaimer: All the data in this report are estimations based on the survey and data we have collected. This report aims to provide a basic understanding of trends and benchmarks. The analysis, while based on real-life data, is not to be taken as standard fact. While we have done the analysis with the utmost care, we recommend you always check and contextualize this data for your industry and brand. In case of any doubts, feel free to write to us at zeeshan@mailmodo.com
How was this survey conducted?
The survey was conducted on socials, emails, communities, and 'Help a B2B' platform to invite interested marketers to participate.
The survey targeted Mailmodo’s subscribers, customers, general marketing audience, and previous years respondents through email, social media, and other channels. We also sought input from email marketing thought leaders and experts.
The collected data from 130+ marketers was compiled and prepared into insights by our in-house team for this report.
What were the survey topics?
The survey included 50+ questions covering email marketing objectives, deliverability and infrastructure, email design, email marketing strategy, email copywriting, AMP emails, and AI in email marketing.
The survey was crafted with conditional forms, tailoring survey questions to the respondents' expertise. For example, if the respondents were deliverability experts, the form would only ask them questions about Deliverability/Infrastructure.
About our respondents
We contacted several email marketers, developers, designers, and deliverability experts worldwide. Our surveyors hail from various B2B and B2C companies, such as Dell, ActionRocket, G2, Klenty, etc.
What did we learn from our survey?
Let’s dive deep into what we learned from our survey and how you can use this data to improve your email marketing.
The top 3 marketing channels for respondents were email marketing, organic search, and organic social in 2024. Email marketing has featured at the top, a consistent trend from all our past surveys.
Email marketing objectives that marketers have set for 2025
The primary objective for most marketers is to generate more leads through email marketing in 2025.
Deliverability/Infrastructure
- 38.9% of respondents spent 30-45 days on domain warm-up
In 2023, only 6.7% of the respondents didn’t do any warm-up. In 2024, the number has increased to 22.2%, which is pretty bad. It’s a record high compared to the data from our surveys from the past three years.
It means more email marketers might no longer be warming up their domains, and the other 33% are not doing it for the necessary time.
⛑️ Action item: Warm up your new domain to send emails for at least 30-45 days before you start sending massive campaigns.
💡 Way Forward: Read up on why domain warm-up is important and the process to get started with domain warm-up with our guide – A Step-by-Step Domain Warm-Up Guide
- 44.4% of respondents used a base volume of 100-500 subscribers when they started domain warm-up
Most respondents send emails to 100-500 subscribers at the start of their domain warm-up.
The base volume depends on the size of your contact list. We recommend starting with a lower base volume (~100) and progressively increasing it to warm your domain. Sending a large volume of emails at the start may damage your sender reputation.
⛑️ Action item: Build your domain warm-up schedule. Here is a typical warm-up plan, assuming we are looking at a scale of 300K/day.
- 38.9% of respondents did not know about Google Postmaster in 2024
Google Postmaster is a tool that you can use to track email campaigns sent to Gmail users and get information on metrics like domain and IP reputation, delivery errors, spam rate, etc.
However, not many marketers know about it or use it to its potential. We discovered that 38.9% of the email marketers surveyed do not know what Google Postmaster is.
⛑️ Action item: Read up on what Google Postmaster is and how to use it to improve your email deliverability.
💡 Way Forward: If you are a Mailmodo customer, you can integrate with Google Postmaster to check your domain and IP reputation directly in Mailmodo. You can learn more about this here
- 16.7% of respondents didn’t know about authentication in 2024
Email authentication verifies an email's legitimacy using protocols to ensure it originates from the claimed sender and remains untampered. This prevents threats like phishing and spoofing.
Ensure your email campaigns land in inboxes, not spam folders, by prioritizing authentication in 2025. Gmail and Yahoo now require SPF, DKIM, and DMARC protocols, boosting email security and improving deliverability. Collaborate with your tech team to implement these protocols and build trust with mailbox providers, ensuring your messages reach your audience effectively.
- Antoinette Jackson, Creative Director & Founder, SuperBee
💡 Way Forward: Learn all about these protocols and how to implement them in this guide – Understanding Email Authentication Protocols: SPF, DKIM, and DMARC
- 61.1% of respondents used paid tools to track their deliverability in 2024
Email deliverability cannot be tracked by the email service provider (ESP) used to send emails. You would have to create a seed list with the email IDs of your team and send the emails to them to check if it’s landing in inboxes or the spam folder, and then you can get an approximate estimate of your deliverability.
Our survey found that only 11.1% of respondents did not track their deliverability. But among those who did, most of them used paid tools. Paid tools provide their own email IDs to test where your emails land, giving you a rough estimate of deliverability. However, this method isn’t entirely reliable, as it represents only a small portion of your audience.
In our survey, we found that 11.1% of respondents did not track their deliverability, and among those who did, most of them used paid tools to do so.
⛑️ Action item: Create your own seed list to check your deliverability before you send it to your actual list.
💡 Way Forward: Read up on how to create a seed list and what to do after sending emails to the seed list with our guide - What Is a Seed List? And Create One For Email Marketing
Email Design
- 15.8% of respondents used AI to create emails
36.8% of respondents depended on template creators to design their emails. AI established its presence, with 15.8% of respondents using it for email design. Traditional coding saw usage amongst 10.5% of the respondents.
In previous years, the number of people coding their emails was comparable to those using other methods. In 2024, this drastically reduced as many have started using other tools including AI.
- 36.8% of respondents found that the hybrid layout had worked best for them in 2024
In past years, the single-column layout consistently won the popular vote by a large margin. However, the trend has shifted in 2024, as many preferred the hybrid layout. Even the inverted pyramid is now a close competitor to the single-column layout.
Note this statistic is about the perceived effectiveness of these layouts and not their absolute usage, which is covered in the Email Benchmarks chapter of this report.
In 2025, less is more. Simplify your email layouts to focus on key messages and visuals, ensuring a fast-loading, mobile-friendly experience. Minimalism cuts through inbox clutter and keeps your audience engaged with clear, impactful content.
- Anna Nielsen, Marketing Director, OGLF
- 36.8% of respondents didn’t optimize their emails for dark mode
While nearly 40% of users open emails when in dark mode, only 63.2% of marketers optimize their emails for dark mode. This means many emails will land in dark mode inboxes, appearing odd or mismatched.
Not only information may be lost, but the overall experience would be far from ideal.
⛑️Action item: Check and optimize your emails for dark mode before you hit the send button. This tool can help you check for dark mode issues - Dark Mode checker.
- 37.14% of respondents rely on manual checks to test the responsiveness of their emails.
In 2023, most respondents used their ESP’s native feature to preview an email. However, in 2024, majority of marketers opted to do it themselves by manually checking on different devices.
- 26.3% of respondents said it typically takes them 3-5 hours to build an email from scratch
However, this tied with 26.3% of respondents, who said it takes them 1-2 hours to create an email from start to finish. It probably varies based on several factors like the complexity of the design, the purpose, who’s the target audience, and so on.
⛑️ Action item: To speed up template creation time, look up some premade templates to help get a jump start.
💡 Way Forward: Get access to 500+ ready-to-use email templates here at our Email Template Library
- 47.4% of respondents prioritize mobile users when creating email designs
Mobile email users can account for 26 to 78% of email opens, depending on your target audience, product, and email type. (Source: emailmonday)
So, unless you are sure that most of your audience uses a desktop to read the email, you should also optimize it for mobile.
⛑️ Action item: Check how your emails render on mobile and optimize it to look good on most mobile devices
Marketing strategy/ops
- 58.9% of respondents say their average email open rate was 20-50% in 2024
On average, most marketers saw more than 20% open rates in 2024, and some even more than 50%.
Compared with the performance data we’ve gathered and analyzed in Chapter 2 of this report, this seems to be accurate. In that analysis, we found that the average open rate for all industries was around 29.2%.
This could be because people have done well with their email marketing strategies, such as personalization, segmentation, and targeting. A pointer to note here- in case most of the subscribers of the respondents used Apple Mail, it could also be because of inflated open rates due to Apple MPP.
💡 Way Forward: Learn about Apple’s MPP update and how it influenced email strategies in this guide - Apple Mail Privacy Protection: What It Means For Email Marketers
- Post MPP, 20.5% of respondents still used open rates to determine the success of their campaigns in 2024
In the post-MPP world, where open rates are seen as a less effective performance indicator, most respondents used metrics like CTR and conversion rate to measure their campaign performance in 2024. However, 20.5% of them still use open rates despite their unreliability. And this number has increased compared to 2023 when only 9.9% used open rate to determine campaign success.
⛑️ Action item: If you are still using open rates to measure the success of your campaign, it’s time to set up a backup KPI for your email marketing, especially if your subscribers might be using Apple Mail. Depending on your needs and use case, you can use some of the other email metrics mentioned above, like CTOR, CTR, ROI, or reply/submission rate.
Marketers will need to rely more on clicks, conversions, and customer feedback instead of open rates. With the rise of privacy features like Apple's Mail Privacy Protection, traditional open rate tracking has become less reliable. Focusing on engagement metrics provides a clearer picture of campaign success and helps refine strategies to better connect with audiences.
- Alex Ladouceur, Co-Founder, Webineering
- Newsletter was the most common email campaign sent by 13.7% of the respondents in 2024
For the past two years, newsletters have been the most common email campaign sent by our respondents, and the same is true in 2024.
- 24.3% of respondents observed Tuesday as the best day to send emails
Majority have voted ‘Tuesday’ as the best day to send emails. This has remained the same over the past two years.
Surprisingly, Sunday has also been ranked higher, which could be because of B2C businesses whose customers might be more active on weekends.
⛑️ Action item: Sending time must be validated and tested for your audiences, as it might depend on many factors. Experiment and see what day works well for your audience.
- 37% of respondents sent 4-8 emails/month on average to each subscriber in 2024
In previous years, most people sent 1-4 emails per month to each subscriber, which might approximate to maximum of 1 email per week.
But in 2024, they sent more campaigns to their subscribers.
⛑️ Action item: Avoid sending too many emails to your subscribers and inform them about your email frequency when they sign up. Test your email sending frequency before settling on it, as every brand’s audience reactions differ across brands, demographics, and industries.
- 52.1% of respondents said they track unsubscribe rates as a negative metric
While we usually track the campaign's success, it’s important to track a negative metric to see if your campaign is going wrong somewhere.
Tracking the unsubscribe rate can be a good way to see if people are not interested in certain types of emails or if it’s a bit too frequent.
⛑️ Action item: While tracking unsubscribes is good, tracking spam complaints or bounces and fixing any issues if they are high is crucial. This will ensure you don’t face deliverability issues in future email campaigns.
- 32.9% of respondents said that their email marketing ROI improved by 2X in 2024
Most respondents reported seeing at least 2X improvement in their email marketing ROI in 2024.
So, if you think that email is not working for you, review your strategy to check if there are issues that you can fix.
⛑️ Action item: Read our guide to get ideas on what strategies you can use to improve your email marketing efforts in 2025.
- 42.4% of respondents have integrated their CRM tools with their ESPs
Most respondents have integrated their CRMs and CDPs with their ESPs to pull the data into the email platform, allowing the respondents to create more robust targeted campaigns.
22.2% of them have also integrated email validation tools with their ESPs to ensure the email IDs in their lists are valid and exist, which helps reduce bounces.
⛑️ Action item: If you are on the fence about pulling data from CDP or CRM into your ESP, this could be a good nudge to do it, as it will enrich your email marketing results.
- 46.58% of respondents said that the CMOs/Marketing Heads are the ones who sign off on their strategies
Owners/Founders were a close second in finalizing the company’s strategy.
- 65.8% of respondents said that they create email strategies for each month/quarter
This indicates that 65% of them are more fluid by constantly changing their strategy. However, it is not a great practice to change your strategy too frequently in a short period.
⛑️ Action item:
- Do a proper audit
- Create a solid strategy based on your previous performance data
- Focus on what metrics to improve and optimize different aspects of the campaigns accordingly by A/B testing, segmenting, personalizing, and so on.
Email copywriting
- 47.4% of respondents said they sent more than half of their campaigns with subject line personalization in 2024
This number is lower than 2023 when more than 60% personalized more than 50% of their campaign subject lines.
⛑️ Action item: Personalize your campaign subject lines to stand out, strengthen your relationship with your audience, and increase engagement.
💡 Way Forward: Try our AI subject line generator, which can give you several subject line ideas for your specific campaign with personalization.
- 42.1% of respondents sent more than half of their emails in local languages in 2024
Although 31% of respondents didn’t localize their emails, the majority did, indicating a strong focus on local segmentation. This could also suggest that, for many, the language of their business aligns with their audience’s lingua franca.
⛑️ Action item: Send emails in the language your audience understands better. If you get a good response, implement this more often when applicable.
- 21.4% of respondents found that CTAs that created a sense of urgency worked best in 2024
In 2023, actionable CTAs were the winners, but in 2024, the CTAs that create a sense of urgency have more votes.
⛑️ Action item: Explore more on email CTAs and experiment with them, as what works for some might not work for all. Read more such ideas about email CTAs and determine what works best for you.
- 84.2% of respondents used CTAs and social media links in their email footer
Over two-thirds of participants used CTAs and social media links in their email footers.
⛑️ Action item: Links in footers are usually added as they might help businesses acquire leads or customers passively. For example, by adding a CTA to download their ebook in the email footer, their audience is made aware of the ebook and would download it to see what it is about. You can try adding a CTA in the email footer as a hyperlink, asking readers to take action like signing up for your newsletter, demo, ebook, etc.
Interactive/AMP emails
- 32.6% of respondents sent interactive emails in 2024
This number shows that interactive emails are gaining traction among marketers. By enabling subscribers to take actions, like filling out forms or RSVPing to events, directly within the email, they create a smooth, friction-free experience.
💡 Way Forward: If you are not using interactive emails, try them out in 2025. Create them in minutes with Mailmodo. You can create interactive AMP emails with forms, polls, quizzes, surveys, spin-the-wheel, and many other games inside email. Try it for free here.
- 57.1% of respondents use AMP-based interactive emails in their email marketing campaigns
- 62% of our respondents saw a 2X or more conversion rate increase after using AMP emails
More than 64% of respondents saw at least a 2X increase in conversions after using AMP emails. This is because AMP emails help reduce friction, making it easier for readers to take the desired action.
For example, when you send an AMP email to get webinar registrations, people can register for it within the email. So you’ll get more registrations than you would have if you had to redirect them to a landing page to get them to register.
💡 Way Forward: Read up on AMP email and its benefits to fully use it to your advantage.
- 43.8% of surveyors used a no-code tool/editor to create interactive emails
The majority of them used a no-code tool to create interactive emails. However, around 35% of respondents still had to code interactive emails as their email marketing platforms don’t yet have a drag-and-drop creator for interactive emails.
Tools like Mailmodo have simplified interactive email creation, allowing non-developers to design AMP email components within minutes.
- 38.1% of respondents indicate they assess the effectiveness of interactive emails by tracking submissions
- 19.8% of the respondents found forms as the most useful AMP email component/widget
This was followed by polls and calendar invites, which got 13.2% and 9.0% of the votes, respectively.
In previous surveys, almost 80% of respondents had voted for forms as the most useful AMP widget. In 2024, the number who found AMP forms most useful is slightly reduced possibly because they might have started using other widgets as well.
⛑️ Action item: Explore the different AMP components/widgets available to determine experiment and learn which ones may be more engaging for your users at different customer journeys.
- 32.58% of respondents didn’t send AMP emails because they didn’t have developers to code them
The major reason respondents didn’t send AMP emails was the lack of development bandwidth to code them. But there are ways to easily create really good AMP emails without using code or a developer with no-code tools like Mailmodo.
⛑️ Action item: Use Mailmdo’s no-code email editor to create interactive emails without coding them. To get started, check out some of our premade interactive templates.
AI in email marketing
- 72.5% of respondents used AI in their email marketing in 2024
In 2023, only 48% utilized AI in email marketing.
As AI continued to gain traction across various sectors in 2024, email marketing also saw a notable surge, with a 24.5% increase in AI users. Email Service Providers (ESPs) have introduced AI-driven tools for generating content, crafting subject lines, automation and improving segmentation capabilities.
- 36.6% of respondents said that AI has helped them increase efficiency and automation in email marketing
⛑️ Action item: AI tools have become essential in a robust email marketing strategy. They enable you to save time and enhance productivity. Explore this guide to discover how to effectively utilize AI in email marketing.
- 22.64% of surveyors utilize AI to create email copies
This is followed by 20.6% of respondents who used it for writing subject lines.
💡 Way Forward: Try AI Email Writer, Mailmodo’s free AI email writer, to write email copies in various tone options for your campaign.
- 29.17% of respondents cited the poor quality of generated content as the reason for not using AI
⛑️ Action item: The quality of AI-generated content depends on your prompt and ability to refine the output. Master prompt writing, and you’ll see the difference in your results.
💡 Way Forward: We’ve collected 300+ AI prompts from AI marketers and built a free library for the community. Check it out and try using AI with the help of these experts today.
Chapter - 3
Advice for Email Marketers Going Into 2025
As per me, with all the short form content going around, emails in 2025 too need to adopt this sort of a strategy to increase CTR. Keep it short, to the point, be witty in the subject line but don't just divert away from the topic altogether just to get open rates. And what have worked for us is a very good combination of educational newsletters and promotional. so would advise the same. Feel free to prune this quote!
- Aanchal Parmar, Content Marketing Manager, Quso.ai
As we head into 2025, email marketers will want to focus on creating emails that look like emails from friends and family — while using animations, rich text, and computer generated images (CGI) from artificial intelligence (AI) to a minimal degree.
The reason being is that the market is currently saturated in AI-generated content, and so a return to basic email copy — sans AI-generated images or animations — tend to convert well.
With that being said, separating one sentence of email copy with a line of blank space will also help readers keep their attention on the page, as breathing space between lines of copy can give readers a chance to digest the material with clarity and focus.
Using AI and CGI is not prohibited, and in fact may even help email marketers create emails that convert, so I would say continue to do so, but do so only when needed to convey the essence of the product or service you're trying to sell — and only if doing so matches the user's search intent.
- Aaron, Marketing Copywriter, Marketing Reel
Make emails personal. Using customer data is necessary to deliver highly relevant content. Make emails interactive with features like hover effects. Optimize for mobile as more people read on smartphones. Leverage AI to automate and personalize at scale. Collect preferences directly from customers. The email landscape is changing fast. Staying flexible, data-driven, and focused on customers is the only way forward.
- Abdul Basit , Content writer, myCred
As a blogger, I believe the key to successful email marketing in 2025 will be hyper-personalization and respect for privacy. Recently, I increased my client's open rates by 35% by segmenting their email list based on user behavior and crafting highly personalized subject lines. We must focus on delivering value through targeted content, embrace AI for better timing and segmentation, and strictly adhere to data protection regulations. Mobile optimization remains crucial, as I've noticed over 70% of our emails are now opened on smartphones. The future belongs to those who can balance automation with authentic human connection.
- Abdullah Prem, Blogger, Bloggersneed
Automated email campaigns, such as drip campaigns, are essential for sending the right message at the right time without manual effort. For the hospitality industry, leveraging these campaigns enhances the guest experience and fosters long-term loyalty.
Key automated strategies include welcoming new subscribers, building pre-stay excitement with local tips and upsells, engaging guests during their stay with targeted offers, and following up post-stay for feedback and future bookings. Additionally, re-engagement campaigns can revive interest from inactive subscribers.
With automated emails generating 320% more revenue than non-automated ones (Omnisend, 2023), adopting these campaigns in 2025 can significantly enhance guest satisfaction and drive repeat bookings.
- Adam Klein, Managing Director, New Ventures West
Email marketing is not just welcome emails. Or nurture emails. Or launch emails. It's about the entire journey your audience takes with you (while they're on your list, ofc). So go beyond automated sequences and understand the "chapter" your subscriber is currently in. True email impact happens when you deliver timely insights and spark clarity when they need it most. Also, segment those lists relentlessly!
- Aiza, Lifecycle Marketer, CaaSocio
When executed right, canned responses can be the biggest email marketing game changer in 2025 as it saves time and allows for effective communication. They’re perfect for getting answers to questions, informing customers of the status and answering common questions such as product reviews or other solutions. Short, accurate emails establish trust while staying productive. The trick is to keep them simple and make them feel personal when necessary so that they don’t sound artificial.
- Alan Muther, Founder and Digital Marketing Specialist, Ardoz Digital
We really focused on segmentation in 2024 after an explosive growth spurt in late 2023. Especially after Google's new delivery guidelines, knowing which person to message with each type of content is the name of the game. This year, we're doubling down on that with customized automations for each journey to maximize the engagement out of each contact
- Alejandro Arango , Ecosystem Lead, Aleo Foundation
Marketers will need to rely more on clicks, conversions, and customer feedback instead of open rates. With the rise of privacy features like Apple's Mail Privacy Protection, traditional open rate tracking has become less reliable. Focusing on engagement metrics provides a clearer picture of campaign success and helps refine strategies to better connect with audiences.
- Alex Ladouceur, Co-Founder, Webineering
To continue capturing leads and retaining subscribers throughout 2025, your focus should be on micro-segmentation. Broad audience segments are no longer enough to stand out in inboxes; hyper-personalization will drive that missing engagement. Use behavioural triggers like product views, abandoned carts, or specific content interactions to build micro-audiences. Then, tailor emails to these smaller, behaviour-based groups with content that speaks directly to their actions.
For example, instead of just sending a one-size-fits-all discount offer to your entire list, send a reminder about the specific product category the subscriber browsed, or offer a personalized incentive to recover abandoned carts. To roll this out effectively, you can invest in AI-powered tools to analyse user behaviour and help automate these more segmented campaigns.
- Alex Ugarte, Operations Manager, LondonOfficeSpace.com
It’s time to double down on first-party data and stop leaning on third-party cookies. First-party data is your data, and it’s far more reliable and valuable in the long run. Start by giving customers a clear reason to share their information with you. Think exclusive discounts, early access to sales, or tailored content they’ll actually want. Make the process easy and transparent by letting people know what you’ll use their data for and why it benefits them.
Once you have that data, use it wisely. Pay attention to customer behaviors, like what emails they click on or what products they browse, and use that to personalize your messaging. Using customer data platforms (CDPs) can help you organize this information, connect the dots across channels, and build a full picture of your audience.
- Aljay Ambos, Head of Marketing, Twixify
Email marketing in 2025 will continue to evolve with advancements in technology, changes in consumer behavior, and stricter data privacy regulations. Focus should be on personalization beyond first names, automation and AI integration, interactive and AMP emails, privacy-first marketing, mobile, content that adds value, deliverability, Zero- and First-Party Data Utilization, omnichannel integration
- Allegra, Miele The Bedford Group
Mobile first emails are a must in 2025 because more than half of all emails are opened from mobile devices. It is not an option any longer to make your emails look perfect and work on all devices from mobile devices to tablets and desktops. Stay short copy, big, visible CTA’s and keep your fonts clean and easy to read for a fluid mobile experience.
- Anders Bill, Founder and CPO, Superfiliate
Content is still King! If you want to grow your email list and boost revenue, engagement is non-negotiable. But keeping your subscribers engaged requires more than just constant discounts and offers—it’s about delivering content they genuinely value.
Start the year strong by brainstorming value-driven ideas in January. Build a portfolio of engaging content you can use throughout the year. Think FAQs, behind-the-scenes insights, company history, or meet-the-founder stories—these are the kinds of pieces that create meaningful connections with your audience. By focusing on valuable content, you’ll keep subscribers engaged and eager to hear from you.
- Andrew, Founder, Email Love
Here are 4 top tips for b2b email marketers going into 2025:
Leverage Intent and Zero-Party Data
Encourage prospects to voluntarily disclose relevant information, such as product interests or challenges. This "zero-party"data enables the creation of more precise, customised campaigns that can shorten sales cycles.
Embrace Multi-Touch Journeys
Combine email with other channels like LinkedIn, content syndication, and targeted ads for a seamless customer journey. When email is integrated into a broader, coordinated approach, conversions happen faster and often with greater value.
Measure True Business Impact of Email
Move beyond basic metrics like opens and clicks to assess the effect on sales pipeline speed, deal size, and closing rates. These measurements are key to refining tactics and proving tangible ROI to management.
Strengthen Data Integrity and Compliance
Regulations on privacy and security are becoming stricter. Prove your commitment by implementing strong authentication like DMARC and where relevant consider BIMI for brand recognition in the inbox, that alongside transparent data handling to foster trust with sophisticated business clients should pay dividends.
- Andrew Bonar, emailexpert
For successful email marketing in 2025, focus on hyper-personalization, interactive content, and aligning email with other channels. Embrace AI for testing and predictive insights, prioritize value-driven content, and stay compliant with evolving privacy laws.
- Anja Trajkova Mitevska, Email marketing lead, Hyperight
I think the time for heavily designed emails is gone, people are looking for the "Tik Tok" of emails. Keeping it raw, authentic with a touch of originality.
- Anjali Joshi, Content Manager, Recoup
As we move into 2025, email marketing must shift from superficial personalization to scalable experiences that drive action. Especially in B2B, you don’t need to hyper-personalize for individuals. Instead, tailor stories to personas by aligning with their shared goals, challenges, and pain points. By matching stories to personas, you can deliver relevant, impactful content that resonates without over-complicating the process. This approach makes personalization meaningful while keeping automation scalable and effective.
- Ankita Bhatia Dhawan, Founder, Hiya Global Group
In 2025, I expect to see a stronger focus on hard metrics. The success of email marketing will be increasingly measured by metrics like conversions, sales, demo schedules, and opportunities. Soft metrics like open rates and CTR will be used more for month-over-month comparisons. This shift will drive greater cross-department collaboration and elevate the strategic importance of email marketing, positioning it as a key player in conversations at the C-suite level.
- Anna Levitin, CRM & Lifecycle Marketing Lead, DoorLoop
In 2025, less is more. Simplify your email layouts to focus on key messages and visuals, ensuring a fast-loading, mobile-friendly experience. Minimalism cuts through inbox clutter and keeps your audience engaged with clear, impactful content.
- Anna Nielsen, Marketing Director, OGLF (Our Good Living Formula)
Ensure your email campaigns land in inboxes, not spam folders, by prioritizing authentication in 2025. Gmail and Yahoo now require SPF, DKIM, and DMARC protocols, boosting email security and improving deliverability. Collaborate with your tech team to implement these protocols and build trust with mailbox providers, ensuring your messages reach your audience effectively.
- Antoinette Jackson, Creative Director & Founder, SuperBee
If you're using AI for email copywriting, even if you're doing some heavy, detailed prompting, be careful to not rely on it heavily - you'd risk sounding generic with no personality. Always ensure the last round of checks in AI-generated copy is to sense check for your brand tone.
- Asma, ABM Marketing (Email), Netcore Cloud Inc.
My advice to email marketers for 2025 would be to leverage AI - in the way that best suits your business. Email is a channel where very little marketing budget is utilised, so being able to find alternative and cost-effective ways to enhance email means AI is incredibly useful.
Whether it's email design, copy, subject lines or reporting, AI has many tools that can be successfully used to automate, optimise or make more efficient your email efforts. So whether you use Google G-Suite (where Gemini can be used as part of the package) or a CRM like HubSpot, where AI is built in to the system in almost every 'hub' (and it's cost effective) or use tools like ChatGPT if preferred, could be really useful (and time-saving) to your email marketing efforts this year!
- Ben, Email Marketing, Code Institute
Don't worry too much about the standard email metrics anymore - such as open rate, click rate and click through rate. Instead, focus on what you can control, make sure you have a strategy in place, know your audience, and simply right message, right time to the right person. Add that to deliverability and making sure you're up to date with the latest in email, and you're sure to be a success.
- Ben Whitehouse, Email Marketing Manager, Code Institute
Email marketers should strive to combine the power of imagination and data in 2025. Embrace AI to create highly personalized experiences beyond names — learn from behavioral content. Step away from sending email blasts, and start creating emails journeys that are more conversations than campaigns. Engage with content and dare to experiment with formats. But don’t let privacy fool you, transparency and trust are your biggest ask.
- Benjamin Tom, Editor and SEO Writer, Electricity Monster
Think about email as part of the bigger picture—it’s the glue that holds your funnel together. In the middle, it’s your go-to for nurturing leads and building trust, but it also gives you data to shape what you do at the top and bottom of the funnel. If you’re not looking at email engagement to see what’s working and what’s not, you’re leaving insights—and revenue—on the table.
- Brandi Starr, Chief Operating Officer, Tegrita
Check accessibility before sending. Some email testing tools include accessibility checks. If you check your message before sending, you’re making the most of every email. Accessibility testing can include: visual impairment filters to assess how your emails appear to users with various visual color blindness; Automatic accessibility testing for alt-text, text justified, table-roles and more; and, NVDA screen reader preview.
- Caleb John, Director, Exceed Plumbing
Email marketing never dies; it evolves with personalized emails that speak directly to customer needs.
- Cansu Kurt, Digital Marketing Specialist, Mentorink
My advice for email marketers - you learn by doing. If you haven't tried a specific strategy, don't be afraid to test it out. The goal is to connect with your customers with your emails and make them feel part of your business story.
- Cheenee Carmela Luarca, Full Stack Email Marketer / Email Designer, Your Email Muse
Leveraging and adapting to AI to produce efficient and ethical email marketing in the coming years.
- Chino, Content/Copywriter, CEO Virtual Services
Don't just push products, but offer value. Always. Inspire.
- Christoph Trappe, ChristophTrappe.com
As email marketing becomes more competitive in 2025, achieving the ideal balance between images and text will be crucial for both engagement and deliverability. With evolving spam filters and increasing mobile usage, a 40:60 or 50:50 image-to-text ratio remains essential. Overloading with images risks spam classification, while excessive text can overwhelm readers. Leverage advanced image compression tools to keep file sizes small without sacrificing quality, ensuring quick load times and a seamless user experience. In 2025, a balanced email design will set your campaigns apart in crowded inboxes.
- Craig Focht, CEO, All Pro Door
Double down on hyper-personalization powered by AI and first-party data. The days of generic mass email blasts are long over—consumers expect tailored, timely, and relevant content delivered directly to their inbox. AI tools now make it easier to analyze customer behaviors, purchase patterns, and preferences, enabling you to craft messages that speak directly to individual needs. For instance, dynamic content blocks allow for personalized product recommendations, while predictive analytics can optimize send times for higher engagement.
- Dan Ben-Nun, CEO of Adspace Agency, Adspace Agency
I believe mail marketers should focus more on integrating AI-driven insights to deliver smarter, more dynamic campaigns. Personalized subject lines, content, and offers based on user behavior can significantly boost engagement. Make use of advanced segmentation to create tailored experiences, not just for customers but also for potential partners. Interactive email elements like countdown timers or live product availability updates can drive urgency and engagement. Also, focusing on email accessibility, like optimizing for screen readers and easy navigation, will help expand your reach. Lastly, align your emails with omnichannel marketing strategies for consistent messaging across platforms.
- Dan Tabaran, Head of Marketing, Influencity
Going into 2025, focus on maintaining an engaged email list. Remove unresponsive subscribers with a sunset policy to boost deliverability and ensure your messages reach those who truly care. Segmentation and reducing the frequency of emails to inactive contacts can help salvage some relationships while improving overall campaign performance. A clean, lean email list is key to better results in the new year!
- Danilo Miranda, Managing Director, Presenteverso
Stick to the basics and look after your audience first! Make sure you keep audience and subscriber engagement as the North Star of your strategy - The rest will fall into place if you keep your audience in mind with every email action you take.
- Des, Founder, Email Expert Africa
In 2025, email marketers should explore voice-activated emails, where recipients can interact with the content through voice commands. This technology can make emails more accessible and engaging, especially for users on mobile devices or those integrating emails into their smart home systems.
- Dimitri Zobnin, Managing Director, House of Enki
Stay consistent about any experimentation you're doing. The content should be short, relevant, and consistent. This works wonders especially for a brand that's just getting off the ground.
- Dipika, Co-founder, Blursday
Test often, and narrow your segmentation/targets. Many standards and practices that have been taken as optimal for the last several years seem to be shifting - things like optimal engagement times are different depending on the segment targeted and the CTA.
- Eli Ouimet, Manager, Database marketing and analytics, Ducks Unlimited Canada
Maintain an image-to-text ratio of 40:60 or 50:50 to enhance deliverability and readability while avoiding spam triggers. Balanced ratios ensure emails are visually appealing without overwhelming recipients or triggering filters. Optimize images with compression tools to maintain quality while reducing load times, keeping your emails efficient and user-friendly. Prioritizing this balance will help improve engagement and ensure your messages reach the inbox.
- Erin Hendricks, President, Sammy's Milk
In 2025, email marketers will need to combat shrinking attention spans by transforming emails into micro-experiences. Instead of simply delivering information, emails should become immersive, offering captivating moments within the inbox itself. This can be achieved by incorporating interactive elements like animated product demos that showcase features without requiring users to click away, gamified content such as quizzes or puzzles to boost engagement, and mini-surveys to gather instant feedback and understand preferences. By creating these mini-experiences within the email, marketers can capture attention, increase interaction, and ultimately drive conversions.
- Ganesh Shanmugam, Performance Marketing Manager, 7 Eagles
Build more intelligence for every email address so you can segment and target more effecvtively. Do not just rely on firmographics.
- Gautam M, CEO, EmailAddress.ai
Email marketers can explore real-time content in emails. With the ability to refresh email content automatically once sent, in response to changing data or user actions, marketers can be confident that their subscribers are getting the latest and most up-to-date information even when they open the email several days later.
- Gavin Bent, Marketing Executive, Ponds By Michael Wheat
I would advise email marketers not to shy away from AI because of some preconceived notions of it creating low-value content. With good prompts, generative AI tools can craft extremely impactful emails and even personalize them for your audience. The trick is to create a system where you combine your strengths with those of these tools. For example, you could use AI to generate subject lines and call-to-action suggestions, while you focus on adding more value by incorporating insights from your customer data. This strategy has the potential to pay incredible dividends.
- Ghulman Hussain, Content Manager, OSHA Online Center
Expand on personalization beyond name to include title/role, lifecycle stage, preferences, past purchasing behavior etc.
- Hanna, Growth Marketer, Niceboard
In 2025, thrive by personalizing with smart segments, leveraging AI and automation, optimizing for mobile, continuously testing for improvement, and embracing new technologies.
- Himanshu Ganoliya, Business Development Manager, Ranosys
Leverage AMP emails to drice engagement and conversions
- Hrishikesh Tambe, Senior Analysts- Deliverability, WebEngage
Email marketing has long followed familiar patterns, but 2025 is the time to break away from tradition. Focus on creating interactive, engaging, and highly relevant experiences that truly resonate with your audience. Leverage zero-party data to validate assumptions and uncover deeper insights, keeping in mind that customer perceptions often vary. Remember, a majority preference for one option doesn’t mean it’s the best fit for every subgroup within your audience.
- Hugo, CRM Market Lead, Haypp Group
I highly advise email marketers in 2025 to prioritize mobile optimization as most emails are seen on mobile devices. A responsive design will help increase your click-through rates and improve user engagement. Plus, it will speed up loading time as greater conversion rates are associated with faster access on mobiles. Email marketers must give mobile adaptation top priority to effectively compete with customers who place a greater value on seamless experiences. Since people quickly stop responding to badly designed emails, this will result in a loss of engagement. So, adopting mobile-first tactics is crucial for email marketing success in 2025 and in the future.
- Jacob Edwards-Bytom, Founder, UltraLabs
I believe email marketers should consider using real-time data to make campaigns more timely and relevant. By integrating live content, such as breaking news or industry updates, emails can feel more dynamic and engaging. Using data-driven insights to anticipate customer needs, based on behavior or even external events, will make your content more compelling. Also, focus on creating short, snappy emails that get to the point quickly. People’s inboxes are busier than ever, so a concise message with clear value will stand out. Lastly, consider using user-generated content, like reviews or testimonials, to build trust and authenticity.
- Jakob Kapus, CMO, NewsAPI.ai
Be relevant, not annoying. In 2025, focus on segmentation, personalization, A/B testing, and email preference centers to ensure your campaigns resonate and keep subscribers engaged.
- James Mcnally, Managing Director, Self Drive Vehicle Hire
Make email accessibility a priority in 2025. Fix common issues like missing alt text, improper table roles, and reliance on color for links. Accessible emails boost engagement for all users and ensure compliance with laws like the ADA and the upcoming EU Accessibility Act.
- Jason Stellev, Digital Marketer, Filterbuy
With all the AI hype, remember to keep the fundamentals in mind, personalisation, segmentation with accessible, well designed emails, sent at the right time to the right person is the aim! AI can assist with that - but you are still the marketing brains behind the campaigns.
- Jay Oram, Head of Dev, ActionRocket
Email marketers should work on privacy-first, data-driven initiatives with emphasis on transparency and respect for consumer boundaries as we move into 2025. We all want to have more control over our personal data, so if we need to know how information will be used and how you can opt out, then that’s a must. Gather only the data you need — too much data will rot your relationship sooner than any well-planned campaign. executing tasks or posting feedback can energize action without directly marketing your brand.
- Jay Soni, Marketing Director, Yorkshire Fabric Shop
Boost your brand recognition in inboxes by adopting Brand Indicators for Message Identification (BIMI) in 2025. This protocol allows your verified logo to appear next to your email, building trust and helping your emails stand out. It’s a win-win for reducing phishing risks and improving deliverability.
- Kyle Kozlowski, Co-Founder, Eco Temp HVAC
I have so many thoughts about this! Ultimately, I think all email marketers need to step off the hamster wheel long enough to think about what their companies are actually trying to achieve and how their email marketing initiatives help the company get there. Things might look different if we're focused on growth vs account retention or expansion.
Other thoughts:
- We need to look beyond surface level metrics to understand what's working and guide our next iteration to be a teeny tiny bit closer to delivering a truly great experience for our readers — this goes for B2C and B2B!
- Everybody's fatigued with AI right now (and rightfully so!) because what we've experienced to date has been...underwhelming, to say the least. What I'm seeing as we enter 2025 is machine learning and AI being put to work on email data. It's faster and less expensive to compute than ever, and when it's crunched through the lens of an email practitioner, it's possible to not only find performance issues more quickly, but also to highlight areas of opportunity to: improve the recipient experience (which in turn also improves engagement and deliverability!)
- Deepen relationships with your subscribers, improving LTV
- Increase your email ROI (...even if you don't know exactly what it is!! Attribution sucks. 💌)
- Lauren Meyer, Chief Marketing Officer, SocketLabs
Deliverability is getting harder, its not enough to just send the same email to every subscriber at the same time.
The good news is that personalizing emails just got way easier, with ai you can now simply enrich your messaging so that your emails are more targeted and relevant for your subscribers. Your email system should also be able to send out at specific times for each individual subscriber based on when they normally engage (opens/clicks) your emails.
- Liam Austin, Co-Founder, Entrepreneurs HQ & Talks.co
In 2025, storytelling remains key to standing out in crowded inboxes. Generic email templates no longer capture the attention of savvy, digital-first consumers. Instead, your emails should tell a story that resonates, creating anticipation and a deeper connection with your audience.
Move beyond static content by weaving compelling narratives that unfold across campaigns. Engage readers with content that leaves them eager for the next email, transforming your brand’s communication into a story worth following.
- Lydia Valentine, Chief Marketing Officer, Cohort XIII
Ensure compliance and create confidence in 2025. As privacy laws are becoming more rigorous, compliance with GDPR, CAN-SPAM, and other legislation is more important than ever. Transparency and trust in your subscribers’ data will foster trust, which is the foundation of long-term success and a crucial component of email marketing strategies.
- Matthew Goulart, Founder and Digital Marketer, Ignite Digital
Permission based and relevant emails never fail to delivery as your recipients are requesting this content, fail to honour their consent and you're walking down the path to delivery heartache.
- Matthew Vernhout, Principal Email Advisor, Email Industries
Always use design tool before creating any design directly on email editor. It saves time and give more freedom for creativity
- Mayank, Ux designer thedroid.io
Personalize and stand out. Keep it short. Add value.
- Mayank Kumar, Head, Marketing and Partnerships, QuickEmailVerification
Always be researching and looking at marketing trends and how you can better improve the experience for your constituent/end user/customer.
Always be looking for opportunities to engage your constituents with your email.
Be the leader in your circle with your data. I jokingly like to say he who holds the data rules the world. And let your data do the talking. Your data will tell you what the constituent likes, wants, and they are interacting with your email.
And finally trust the process.
- Melanie Hurst, Indiana University Foundation
As we roll into 2025, email marketers should try out ephemeral content, mirroring the fleeting nature of social media stories. Brands can create a sense of urgency and exclusivity in their emails by delivering content for a certain period of time that increases open rates and response.
- Michael Benoit, Founder, Contractor Bond
In 2025, brands will refine their strategies by segmenting email campaigns by age groups, tailoring messages to resonate with different generations. This approach mirrors how social media platforms use age for ad targeting.
With Gen-Z gaining more purchasing power, successful campaigns will adopt concise, authentic messaging to connect with this audience effectively. By customizing communication styles across age groups, brands can boost engagement, build loyalty, and drive better results.
- Michael Farah, Director, Farah Law Firm
As we head to 2025 email marketing is all about crafting personal and meaningful experiences. We at Cafely have experienced incredible results from sending special recommendations around what they love -- it's like sending an email especially done for them. And there is no better time than now for mobile optimization. If your emails don't look great on a phone, you are surely losing out. This year, we’re doubling down on storytelling, sharing heartwarming customer stories and the journey behind our products—it makes every email feel like a conversation. And keep in mind that customers value transparency and authenticity. Maintain ethical data collection practices to build trust. Most importantly, focus on content that inspires or teaches—not just sells. That’s where the magic happens!
- Mimi Nguyen, Co-Founder, Cafely
Focus on building a great brand. Then run targeted email campaigns. That's when you will get the most results.
- Naseef Kpo, Founder & CEO, Skalegrow
In 2025, ditch generic blasts—treat every inbox like a handshake. Leverage AI to anticipate needs, craft emails worth opening, and spark genuine connection. It’s not about sending more; it’s about meaning more.
- Nate Baber, Managing Partner, InjuredCT
As we head into 2025, I recommend email marketers focus on a few key strategies: Use AI for precise audience segmentation and create campaigns based on detailed data analysis and past behaviours to increase relevance and engagement. Always A/B test to refine your messaging and experiment with different delivery times if engagement is low. Staying adaptable to changing trends and consumer behaviors is crucial for ongoing success.
- Nicole Rossi , Marketing Specialist, Custom Neon
Push through. Lol. Seriously though. In no particular order:
- Emails work, but they’re only part of a the bigger brand. Our emails for a brand were working for a long time until we burned them out with nonstop product/course launches and increasing prices. This was for an online school. Too much selling happened. Additionally, client decided to change brand all of a sudden, which changed the direction of the offers, which meant no testing happened and we were just surprised open rates and click rates went down.
- Go for an ESP that can attribute results to you and your efforts. Otherwise, you will be constantly questioned if you actually did anything lol. Also, for better results get an ESP that can actually help you do more.
- People will read emails-unless you just keep sending to them that you updated your blog and you’re not selling anything. They may not care especially if they’re looking for updates to your software and features, not blogs.
- Open rates and click rates are vanity metrics at this point. The importance is conversion-if the reader actually does what you want them to do.
- Noel, LinkedIn profile
Make sure you align your sales and marketing teams. If these teams aren’t working together, there can be mismatches between messaging and branding so focusing on sales and marketing alignment this year may elevate you above your peers. Sales teams can use email marketing for targeted content, deals, and direct product sales, while marketing teams will find it useful for brand building. If you establish a channel with both teams in collaboration, you’ll know your business is getting the same message to every customer.
- Olivia Thomson, Marketing Operations Manager, ChamberofCommerce.org
Prioritize delivering genuine value in your email content instead of overwhelming recipients with daily promotional blasts. Tailor your content to the customer’s interests, past behavior, and offer highly relevant recommendations that will resonate more with recipients who are inundated with promotional messages.
- Pam Medina-Juan, Sr. Email Marketing Specialist, SmartSites
Video content in emails will dominate in 2025, with brands using embedded videos or animated GIFs to add dynamic movement and captivate readers. From showcasing products to telling compelling stories, videos foster emotional connections and increase retention.
Integrating videos directly into emails or linking to dedicated landing pages on your site can streamline the user experience, driving traffic and boosting engagement. Additionally, videos simplify complex messages, making them more digestible and memorable for your audience.
- Patrick Beltran, Marketing Director, Ardoz Digital
When measuring and optimizing for success, look beyond the usual metrics (open rate, click rate, etc) and understand the impact of email marketing on the KPIs that really matter: conversion, retention, CLV, AOV, purchase frequency, customer lifespan, etc.
Email marketing can help improve the bottomline and understanding how it impacts a business is the first step.
- Patrick Blanza, Co-Founder, Pitch Pulse
Focus on personalization driven by data, ensuring every email feels relevant, engaging, and tailored to the recipient's needs.
- Paul, Hr, Van Spaendonck (MKB Servicedesk)
Whatever you do, remember you're talking to people. Basic marketing comms rules still apply and will always apply
- Paul Bondsfield, Marketing Lead, PLN Group
As more email marketers leverage AI to improve relevance, personalisation, testing, efficiency, and content, the expectations from recipients will increase. Embrace AI or risk falling short of those expectations.
- Phil Newton, Manager G2
Not just focus on creating a value from prospects, focus on giving values through email marketing.
- Priyanshu, Seo Executive, Hip Xpert
In 2025, prioritize giving subscribers control over their email experience. Allow them to choose the content types they want—like tips, promotions, or updates—and adjust email frequency to match their preferences. Including these options in your email footer enhances engagement, reduces opt-outs, and builds lasting loyalty through a subscriber-first approach.
- Renato Fernandes, Founder, Saude Pulso
Make crisp emails, very direct on how you can help the recipient, add value in email
- Rohan Raju, Head Growth Marketing, Recur Club
As voice assistants like Siri, Alexa, and Google Assistant become integral to daily life, email marketing could evolve to include voice-activated interactions by 2025. This emerging technology can empower subscribers to engage with emails using voice commands, improving accessibility and offering a fresh, hands-free way to interact with your content. Brands adopting this innovation will likely stand out and enhance user engagement.
- Rosana Tejada Crespo, CEO, Tejada Solicitors
Focus on personalization and interactivity to engage audiences, and prioritize mobile optimization and value-driven messaging.
- Sagrika Jain, Content Marketing Lead, Recruiterflow
Email marketers looking into 2025 should use gamification to differentiate their campaigns and provide the user with an immersive experience. When you offer quizzes, polls, or mini-challenges, it is more engaging for readers to take part than just read. For instance, using a point system or providing rewards for completing tasks or feedback will motivate and promote your brand in a subtle way.
- Samantha Taylor, Marketing Manager, LLC.ORG
For 2025, email marketers should consider embedding short, silent videos that automatically play upon opening the email. This visual strategy can capture attention immediately and convey messages more dynamically than text alone, potentially increasing engagement rates.
- Sarah Gibson, Managing Director, Proactive Healthcare
In 2025, eco-conscious consumers will expect brands to reflect their values. By promoting sustainability through your email campaigns—highlighting eco-friendly products, reducing email frequency to lower digital carbon footprints, or sharing your sustainability initiatives—you can connect with ethically driven audiences. Embracing sustainability in your messaging isn't just responsible; it's a strategic way to align with consumer priorities.
- Sheila Camp, Marketing Director, Addiction Resource
Email marketing in 2025 should be centered around personalization and engagement. Marketers should look forward to using data to provide tailor-made content that suits recipients. That is the basic level of personalization from the level of greeting. Personalization of the whole email experience should be based on user preferences and behaviors. Interactive elements like polls and GIFs will make it a lot more interesting and create space for interactions with a brand.
Consent and transparency will also be key. Educating subscribers on how data is used will help build trust, thus fostering a loyal audience. Automation also plays a significant role; marketers must implement advanced workflows that are able to adapt based on user interactions for timely and relevant communication.
Finally, the design of mobile-first should be used because most users check their emails using their phones. A neat and responsive layout will make a difference in the user experience and boost engagement rates. Such strategies will keep email marketers relevant in this competitive landscape.
- Sheraz Ali , CEO at HARO Links Builder, HARO Links Builder
My Advice for Email Marketers for 2025 campaigns are as follows:
- Make use of AI: Make use of AI as much as possible like automation, analysis of your campaign outputs, hints for writing headline, verify for grammatical errors with AI.
- Keep sending interactive emails: Use interactive emails in every 1-2 week by using polls, surveys or clickable content. To keep knowing your user thoughts/feedbacks and also to check how many users are actually reading your emails after opening them.
- Optmize more for mobile: Like in today's era there are thousands of differenrt devices with different resolutions. So, deliver your templates in such a way it can be clearly visible in any device mobile with any resolution/screen size, tab and monitors with any size as well.
- Deliver value on Sales email: While sending sales email it's important to see if you are clearly describing the value you are going to add if someone onboards as a client. The market is full of competitions and everyone is looking how much value they are getting from your product/service.
- Bulk testing: Be creative and keep testing your creativity by sending bulk email to know what a majority actually think about your creativity. Than analyse the output and optimiise next campaign accordingly.
- Shubham Agarwal, Founder, Online Outrun
Optimize emails for dark mode to ensure readability and accessibility, as 36% of email opens occur in this setting. Test designs in both light and dark modes for the best user experience in 2025.
- Thomas Franklin, CEO, Swapped ApS
I recommend considering harnessing the power of email wallpapers, where each message includes a unique, downloadable background image tailored to the content of the email. This adds a visual and personal touch that encourages subscribers to engage more deeply with the email and even carry a piece of the brand with them on their devices.
- Tom Hamilton Stubber, Managing Director, TutorCruncher
In 2025, email marketers should think about introducing 'choose-your-own-adventure' emails where recipients can dictate the flow of the content based on their choices within the email. This interactive storytelling can increase engagement by allowing subscribers to control their journey through the information or offers, providing a personalized experience that resonates with their interests and needs.
- Toni Norman, Senior Marketing Manager, Tingdene Residential Parks
E-mail marketers should have audience feedback at the center of their marketing strategy in 2025. Getting the subscribers’ real-time input via surveys or feedback forms can uncover what is most popular for your subscribers. Use specific questions such as content, email delivery, and general satisfaction to get real actionable data. I find that if you make just a couple of small adjustments for subscriber preference (such as changing send times or subject lines), the engagement is going to rise significantly.
- Tyler Hull, Email Marketer, Modern Exterior
Boost engagement by adding video content to emails—it's proven to increase click-through rates by 200-300%. Use videos to showcase products, share testimonials, or educate your audience.
- Tyler James, Founder, Bubblegum Flooring
For email marketers stepping into 2025, you must be able to adapt to consumer expectations and technological advancements. One thing I focus on is personalization. Gone are the days of one-size-fits-all emails. With AI and automation tools improving, it’s easier than ever to tailor messages based on past behavior, location, and even real-time data.
For example, at Salesforge.ai, I use data to predict what type of content will resonate most with each recipient. If a prospect recently interacted with a certain product, I make sure the follow-up email speaks directly to that interest, improving engagement and conversion rates. It’s all about meeting people where they are in the buyer's journey, with content that feels timely and relevant.
Lastly, keep an eye on privacy concerns. As stricter regulations around data collection roll out, marketers must be transparent and respectful of privacy preferences.
- V. Frank Sondors, Founder, Salesforge.ai
As always, email marketing is here to stay and will be one of the main channels for all marketers. Stay humble and incorporate AI in your work to slay in your industry. This way, you can generate more ideas and rely on efficiency and optimisation. Just make sure to always add your POV and brand tone of voice. Next, you should master omnichannel integration - spread your messages across different platforms for better reach and higher results. Last but not least, stay informed, adapt to the ever-changing landscape, and prioritise user experience above all.
- Veselin Syarov, Marketing Communications Manager, iCard
In 2025, email marketers need to focus on interactivity and driving long-term value. Static emails are out - interactive elements like polls, quizzes, and live-updating content are the future. These tools don’t just boost engagement; they help you gather valuable data about your audience to refine future campaigns.
But it’s not just about clicks - it’s about building relationships that drive CLV. Use email to create ongoing touchpoints that nurture loyalty, like personalized product recommendations, exclusive offers, or content tailored to past behavior. When every email adds real value, you’re not just driving short-term results - you’re creating customers who stick with your brand for the long haul.
- Victor André Enselmann, Founder, CEO, Modeva
Collecting and storing data is never an easy task, it’s not a "do this and that". Flexibility about what you’re asking customers to give you and in what form. Create your own ‘why’ for having collected certain data, and create a strategy for bringing it to life in a more personalized and contextualized customer experience. Surprise yourself how much content your subscribers are willing to give you when you show that you’re asking them questions in order to make their lives simpler or better.
- Victor Hernandez, Founder, Hurricane Safety Program
Always remember to segment your email sends and set performance goals for those unique segments. Loyal customers will obviously have different engagement with your emails than cold prospects. Know your data, lists, and benchmarks to make better decisions about which campaigns are truly the most effective.
- Whitney Deterding, Marketing Manager, CoSchedule
Email marketing doesn’t have a one-size-fits-all follow-up formula, and it’s normal to feel uncertain—whether it’s about not testing enough, innovating enough, or sending enough emails. If you need to focus on just one thing, prioritize ensuring that your emails are genuinely valuable. This is the key to a successful strategy. It doesn’t matter if your emails aren’t perfectly designed or highly interactive—if they provide value to your audience, they will convert.
- Yasmim, Content & Email Marketing, Resquared
Deliverability, Segmentation, testing in that order are the is the most critical nuances for 2025. these 3 packed together will drive better ROI
- Yogi Gnanavel, Director of GTM, Amaze
Email marketers in 2025 need to stop thinking of themselves as advertisers, and start thinking like storytellers. Behold the power of hyper-personalized stories — emails that adapt to customer journeys, not clicks.
AI predicts subscribers preferences before they know them. Do not limit yourself to just written content: add interactive features such as mini-questions or games to generate interest. Finally, keep up with privacy trends and make data transparency your company’s main competitive advantage. The future isn’t just in the email — it’s in the conversation.
- Zarina Bahadur, CEO and Founder, 123 Baby Box
