Email marketing in 2025 is not just mass mailings, but point-to-point communications where artificial intelligence and engagement psychology work in tandem. According to Statista, the email marketing market will reach $17.9bn by 2025 and competition for attention in the Inbox will tighten.
Why it's important.
- 60% small businesses call email marketing a key sales channel (Salesforce).
- Personalised mailings increase conversions by 26% (Aberdeen Group).
- 35% users open emails just because of the subject line (Convince & Convert).
But the old strategies don't work anymore. Let's look at how to adapt.
Which letters no longer work and what has replaced them
Obsolete formats (and why they are ignored)
- "Buy it now!" without context - such emails get spammed or deleted. Users are tired of aggressive appeals.
- Uniform promotional chains - if everyone gets the same offers, the discoverability drops below 10%.
- Long texts without visuals - 65% people perceive information better through images or video (Venngage).
Trends 2025: what works
- Mini-courses in email - e.g. a series of emails with product usage tips and tricks. This approach increases loyalty on a 40% (HubSpot).
- Dynamic content - blocks in the email change depending on the subscriber's behaviour (e.g. products viewed).
- Immersive stories - Instead of dry facts - "Before/After" cases with video testimonials.
Example: Sephora brand uses UGC content (photos of customers with products) in newsletters, which increases CTR by 27%.
Personalisation and automation: the must-have of email companies
Hyperpersonalisation: not just a 'Name'
Modern tools analyse:
- Geolocation - the offer of the nearest shop.
- purchase history - recommendations based on past orders.
- Social media data - like a birthday discount.
Top 3 services for automation:
- Klaviyo - Ideal for eCommerce, integrates with Shopify, predicts customer LTV.
- ActiveCampaign - AI triggers, automatic segments by behaviour.
- Brevo (ex. Sendinblue) - is convenient for startups with flexible tariffs.
Case: Netflix uses personalisation algorithms - each email contains a selection of content based on views.
Automation without loss of "humanity"
- AI theme generation - ChatGPT and Jasper help create chains, but the final email has to be edited by a human.
- Time triggers - sending at the time of maximum activity (e.g. in the evening for B2C).
Anti-spam filters and ways to bypass them
Why do emails end up in spam?
- Low engagement-activity (opens <15%, clicks <2%).
- Suspicious words in the subject line are "Urgent", "Free", "Guaranteed".
- Problems with domain authentication (missing DKIM/SPF records).
How to stay in the Inbox
- Double Opt-In - a confirmed subscription reduces the risk of complaints.
- Base cleaning - deleting inactive emails (once every 3 months).
- A/B tests - test topics and send times (tools: Mailchimp, Omnisend).
Important: Gmail and Yahoo are implementing AI filters that evaluate not only the text, but also the behaviour of users after opening an email.
The 3 cardinal rules of email marketing 2025
Insight: Forrester predicts that 70% companies will implement AI for email analytics by 2026. Start testing new tools now!
- Implement AI-personalisation
- Test interactive formats
- Optimise for mobile devices
- Set up end-to-end analytics
- Work on domain reputation
Statistics: Companies that have implemented these strategies see a 25-40% increase in conversions (Forrester, 2024).
P.S. Which trend will you implement first? Share in the comments!
Discover more from Web студия Kakadoo
Subscribe to get the latest posts sent to your email.
