The future of email marketing: what’s working in 2025

In 2025, email marketing is still just as prevalent as in previous years - and the good news is that it’s still just as effective as it’s always been. Email marketing plays a critical role in the success of your business, but it can be hard to know where to start or what’s going to work for your audience.

Email marketing looks different to how it looked a few years ago, and it’s important to stay up-to-date with current trends so that you have the best chance at success. These are some of the new developments we’ve been seeing in the email marketing space this year, as well as what we predict will be continuing into the future.  

Here’s what’s working (and what’s not) so that your business can leverage email marketing, boost your ROI and convert customers.

First Things First: What’s Email Marketing?

This might seem like a pretty basic place to start, but before you embark on your email marketing journey, it’s important you know exactly what you’re signing up for. In short, email marketing is a strategy used by businesses to send direct messages to their customers to entice purchases, bookings, or boost customer loyalty.

Think about your own email inbox, chances are good you get multiple emails from different businesses almost daily. Whether it’s about new products, items you’ve looked at that have come back into stock, exclusive launches or anything in between. Email marketing is a cost-effective choice for businesses that want to reach a large number of people through more personalised communication.

Photo credit: Unsplash.

What’s Working In The Email Marketing World?

When it comes to what we’re seeing this year in email marketing, it really is all about personalisation. Consumers and customers are getting smarter and smarter, so bog-standard ads just aren’t going to cut it anymore.

Here’s a deep dive into what we’re seeing work in 2025:

Personalisation, Personalisation, Personalisation

As we mentioned above, personalisation is becoming a key factor in successful email marketing. When you tailor content to individual users, you can build stronger bonds and relationships, which can lead to returning customers and increased loyalty.

You should try to tailor your content and offers to individual users, whether they’ve abandoned their cart, set reminders about a product that’s set to come back in stock, or you’re able to offer them recommendations based on previous purchases. Personalisation is key.

AI Automation Is Everywhere

Personalising emails can be incredibly time-consuming, but luckily, as AI automation becomes more commonplace, it becomes even easier to personalise emails for your users. Predictive personalisation makes it easy for you to automate your emails, as AI algorithms can predict the future actions of your customers.

By predicting these actions, you can know the kinds of content to deliver as well as the best times to send emails to your customers.

Mobile-First Design Is The Priority

Most of us probably exclusively check our personal emails on our phones, rather than on computers, so mobile-first design is reigning supreme in 2025. You really need to make sure you’re optimising your emails for mobile devices so that your customers can have a seamless experience, whether they’re on their phones or their laptops.  

Interactive Emails  

Interactive emails have been seeing more success than standard email marketing copy. This once again plays into the element of personalisation that we’re seeing. By adding interactive elements, like surveys or quizzes for personalised recommendations, you can boost not only your open rate but also your overall engagement.

Utilise Multiple Channels

Make sure your emails allow for seamless integration with other channels (like your social media) so that even if your emails don’t lead to a customer off the bat, they may lead to a follow on your accounts.

Also, ensure it’s easy for your customers to sign up for your mailing list, advertise your emails on your social media platforms and showcase how they provide genuine value to your customers with recommendations or exclusive discounts.

Work With The Experts For Best Results

If you’re entirely new to the email marketing game, you may find it most beneficial to work with an expert email marketing agency in London when you get started. Experienced agencies are able to give you a better guide to what’s been working for similar businesses so that you’re not just flying blind.

Whether email marketing is something you’ve been considering or it’s a completely new concept for your business, one thing’s for sure - it’s a must do for businesses wanting to level up their digital marketing strategies.