In 2025, email marketing will still be a primary marketing channel for many brands because it has the best return on investment (ROI), however we’ll see several chances as technology, market, and user preferences evolve.
Email marketing trends
There are over 4.2 billion email users worldwide, and that includes all your current and future customers. A few years back, just having a newsletter was a big marketing activity and helped in conversions, but things are getting competitive and so are customer’s attention while reading a marketing email. This makes it all the more important to stay updated on email marketing trends in order to achieve the desired success.
Focus on privacy
Lately, there have been multiple changes in terms of privacy and email tracking. Both Gmail and Apple Mail have added smart categorisation (Primary, Promotions, Transactions, etc.) which is a bit more aggressive than before and might affect your email’s visibility.
Additionally, Apple released a new feature called “Mail Privacy Protection” which will preload all the email’s content (including tracking pixels) which might result in false positives in terms of open rate. This means email marketers will need to have keep a track of additional KPIs and data points such as conversions from email as a success metric.
Dark mode approach
Emails have primarily been designed for light mode and only a handful of designs were optimised for dark mode, but that will change in 2025.
A survey conducted by Litmus Analytics showed 29% of subscribers using MacOS, iOS, and Outlook for Mac were utilising Dark Mode in 2020. By the end of 2022, that percentage had increased significantly to 40%. The number is even higher for Android, 82% based on a 2020 survey.
This means that now it’s important for email marketers to optimise their designs for dark mode and ensure everything works as intended.
Mobile first
For a long time, desktop (including laptop) devices have been the primary mode for accessing emails, but that changed slowly. Almost one-third of emails will be accessed solely on mobile in 2025.
Email marketers and designers will now need to ensure that their designs are mobile-first. Without doing this, their email marketing campaigns are bound to suffer.
Use of UGC
The growth of UGC (user-generated content) started to get popular on social media in the form of short videos, and it slowly became an essential marketing tool for marketers. We’re now seeing them on landing pages in the form of testimonials and even ads are made using UGC.
This trend is growing and other marketing channels like email marketing are slowly adapting to add more UGC as it acts as a social proof. Currently, user-generated content is primarily used in the form of testimonials or case studies in email marketing, but we’ll surely see more variations in 2025 as marketers get more creative.
More extensive automation flows
Email automation flows have been a proven strategy when it comes to email marketing. They are a great way to onboard, nurture and upsell your customers with very little effort.
While email automation has long been a widely used feature, in 2025, email marketers are expected to adopt more aggressive automation flows. Brands will now have multiple email automation flows based on user interactions and preferences. They will replace the majority of current flows, which are mostly static, with very little customisation.
There will be more dependency on native platform integration and automation tools like Zapier and Make, which will be used to connect to email marketing tools for this kind of automation.
Brand-owned newsletters
Newsletters were mostly used by authors, influencers, or media companies, but brands rarely used them as they stick with just marketing and promotional emails, but that has been changing. Nowadays, most people are tired of seeing ads or anything promotional.
This is why many brands have started with a newsletter, where they share helpful content that might interest their target audience. For example, a fashion e-commerce business may have a newsletter about the latest fashion trends to help their audience stay in the loop. This helps them market their products in a much more organic way.
More personalisation
In 2025, everyone needs a personalised experience and email marketing campaigns are expected to adapt significantly to meet this expectation. Personalisation in emails will go far beyond the simple “Hello {{FirstName}}” greeting. Instead, email content and the entire user journey will be customised based on the recipient’s interactions and preferences.
These preferences can be either given directly by the user or collected through their interactions with the brand’s website, app, and emails. This will help make the email experience more engaging and relevant for each person, ensuring the content connects on a personal level and improves user satisfaction with the email campaigns.
Colour psychology and visual impact
In 2025, email marketing will see a fresh approach to colour use. Brands are trying vibrant contrasts and bold colour mixes while ensuring accessibility. This is said to affect user engagement positively.
Colour selection is more thoughtful now, with brands using flexible colour systems that fit user tastes and behaviours. The goal is to build emotional connections and keep the brand identity consistent across various platforms.
Conclusion
Take these pointers as a starting point and compare it with your existing email marketing strategy. Moreover, keep in mind that there might be several other email marketing trends based on specific industries — ensure you do a thorough research to stay updated.
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