The existence of email marketing seems self-evident, as it has been around for over 40 years. It has been “buried” several times, but it is still relevant in 2025. Moreover, both medium and large companies are actively incorporating it into their marketing plans. Research conducted at the end of 2024 revealed that every dollar invested in this type of marketing generates approximately $36 in profit. This is higher than contextual advertising or even social media targeting.
But the approach to email marketing has changed. It used to be a mass mailing of identical letters — now, this can ruin your reputation and land you in spam. Companies now utilize dynamic content — this is a definite trend for 2025. A letter tailored to a specific user is what you need. Spotify, for example, offers digests with personalized listening statistics that are just begging to be posted on social media. The open rate for personalized emails is as high as 70%, which is a good indicator.
At the same time, automation has become the norm. User behavior serves as the basis, and email scenarios are developed accordingly. For example, if a user has registered but not confirmed their email address, they will receive a reminder email after a short period. If an item is left in the cart but the order is not placed, an email with a discount promo code is sent. Almost all large projects have such scenarios. At the same time, it is not necessary to hire a programmer for this, since everything, from the welcome series to the reactivation chains for inactive subscribers, is built automatically.
Another modern trend is the integration of email marketing with other channels, meaning it is no longer a standalone system, but rather an integral part of the user experience. CRM systems utilize product analytics to create targeted mailings. Within communication chains, which include social networks, email newsletters are becoming the main channel of communication with consumers.
Email marketing is actively used not only by commercial companies but also in the entertainment industry. For example, this tool remains the primary channel for notifying users at bookmakers and online casinos. It is used to distribute not only advertising and promotions, but also information about bonuses and loyalty programs. For example, users of 1win app in India receive information about the results of current bets via email marketing.
Changes have also been made to privacy policies, and these must be taken into account. It is becoming increasingly complex for marketers to determine whether users have opened an email. As a result, they have refocused on other activities, such as clicks and engagement on the website. Many services have also adapted their reporting. A particularly popular method is collecting data from users who provide it voluntarily.
The format of emails has been significantly simplified, as one of the marketers’ tasks is to prevent users from getting tired. Simple layouts or even plain text now work more effectively than messages that are overloaded with animation and effects. At the same time, email marketing works effectively not only for large corporations but also for private professionals.
Today, one of the mandatory requirements is database segmentation. By 2025, email marketing will simply not survive without segmentation. Setting up a mailing list is easy using specialized services, and the business itself performs segmentation in a manner that is convenient and profitable for them.
An interactive format, such as AMP emails, is also becoming popular. They allow you to perform specific actions directly within the message. In 2025, many companies will incorporate this feature into their mailings — for example, you can now leave a review without needing to click on a link to the website. AMP emails also achieve high conversion rates, which are 35-50% higher than those of traditional emails.
Another new trend is the integration of artificial intelligence tools into email marketing.
A channel such as email newsletters allows businesses to control their audience entirely. Even if the email is not opened, the brand will still be in the potential customer’s field of vision, so at the very least, the email will work to build recognition and trust.
It must be noted that modern email marketing is no longer just about sending messages, as it is now used as a channel for building long-term, trusting relationships with customers.
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