The internet is always changing, and marketing platforms are no different. But let's be honest: email marketing isn't the most forward-thinking when it comes to new ideas. Not at all. Email is that reliable friend we return to after the excitement of the current trend wears off. Does that mean email won't change in 2025? Without a doubt not. There may not be a big change in email this year, but we still expect some fun changes in email marketing over the next 12 months. We're ready to break down the email marketing trends that will shape 2025, from green campaigns to better inbox security. The future doesn't wait for anyone, not even email, so let's jump in.
Brands still find email marketing to be one of the most useful digital tools they can use. The platform Litmus recently released a study called "The 2024 State of Email in Lifecycle Marketing Report." It says that this method is changing to meet the needs of the market and people's changing habits.
Email is still a way to connect with people, even though other digital tools like social media and instant messaging are becoming more popular. This is because it can offer communication that is personalized, scalable, and measurable. The Litmus study says that 77% of marketing professionals polled use emails for B2B, B2C, or both strategies. This shows that emails can be used for a variety of business models.
Brands can be involved with email at all stages of the customer lifecycle, from getting the customer for the first time to keeping them as a loyal customer. This is possible because it can divide viewers into groups and send very specific messages to each group. Also, improvements in automation and data analytics have made it more useful, letting companies make ads that are smarter and more relevant.
The "State of Email in Lifecycle Marketing Report" says that these will be the most important trends in 2025:
Interactive emails are revolutionizing how brands engage with subscribers by integrating elements that encourage immediate interaction, such as quizzes, polls, carousels, and embedded forms. These dynamic features enhance user experience and increase click-through rates, as they provide recipients with opportunities to actively participate without leaving the email. For example, an e-commerce brand might include a product recommendation quiz where users select preferences directly within the email, generating personalized suggestions on the spot.
Hyperpersonalization uses advanced AI and machine learning to deliver tailored content based on a user’s behavior, preferences, and past interactions. By leveraging data such as browsing history, purchase patterns, and engagement metrics, brands can craft highly relevant emails that resonate with individual recipients. For instance, an online clothing retailer might send personalized product recommendations based on an individual's previous purchases or items they’ve shown interest in, increasing the likelihood of conversion.
Zero-party data refers to information that customers intentionally share with a brand, such as preferences, feedback, or survey responses. In contrast to third-party data, zero-party data is voluntarily provided, fostering trust and transparency. Consent-based marketing ensures that consumers have full control over what data they share and how it’s used. An example of this would be a beauty brand asking customers to complete a short quiz on their skin type, then using that information to send personalized skincare recommendations, with clear consent from the user.
Brand newsletters are becoming increasingly popular as a way for companies to directly communicate with their audiences and build ongoing relationships. These newsletters typically offer a mix of valuable content, such as industry insights, product updates, and exclusive offers. For instance, a travel agency might send out a weekly newsletter featuring new destination guides, seasonal travel deals, and customer testimonials, all while fostering a sense of community and exclusivity among subscribers.
Sustainable email marketing focuses on minimizing environmental impact while maintaining effective engagement. This includes optimizing email design for smaller file sizes to reduce energy consumption and using eco-friendly email service providers that rely on renewable energy. Additionally, brands can promote sustainability efforts within their emails, such as encouraging customers to make eco-conscious purchases or offering digital product options to reduce physical waste. For example, a sustainable fashion brand might highlight their eco-friendly materials and ethical manufacturing processes in their email campaigns.
The integration of email and omnichannel marketing allows brands to create seamless customer experiences across multiple touchpoints. By coordinating email campaigns with other channels like social media, SMS, and in-store experiences, companies can deliver a consistent message and boost customer engagement. For example, a retailer might send an email promotion for a sale, followed by a retargeted ad on Facebook, and then a personalized SMS reminder as the promotion nears its end, ensuring that the customer is constantly engaged throughout their journey.
Brand Indicators for Message Identification (BIMI) is a new email authentication standard that allows brands to display their logos alongside their emails, enhancing trust and brand recognition. By implementing BIMI, companies demonstrate their commitment to security and help recipients easily identify legitimate messages, reducing the chances of phishing attacks. For example, a financial institution could implement BIMI so that their customers can instantly recognize their official emails by seeing their logo next to the message in the inbox, ensuring a safer and more branded experience.
Email marketing can be very effective, but it comes with some common challenges. One major issue is low open rates. If your subject lines aren’t catchy or your emails don’t feel relevant, people won’t open them. To solve this, create subject lines that grab attention and make sure your content matches the interests of your audience. Segmenting your email list based on customer behavior and preferences can also help you send more targeted, useful content.
Another problem is high bounce rates, which happen when emails are sent to invalid addresses. You can avoid this by regularly cleaning your email list and using double opt-ins to ensure your subscribers actually want to receive your emails. Another challenge is low click-through rates (CTR), where recipients open the email but don’t click on any links or take action. This can be fixed by using clear, action-oriented calls to action (CTAs), like "Shop Now" or "Learn More." Personalizing your emails based on subscriber interests also encourages interaction.
Additionally, unsubscribes can happen if people feel overwhelmed or annoyed by too many emails. Allowing recipients to control how often they hear from you can help keep them engaged. Lastly, email deliverability can be a problem if your emails land in spam folders. To solve this, authenticate your email domain and avoid spammy language in your emails. Consistently sending high-quality, relevant content will improve your sender reputation. Tracking your email performance and following legal guidelines like GDPR and CAN-SPAM also helps ensure your emails reach the right people and stay compliant.