What can email marketing do in a modern digital landscape where complex storytelling and AI-powered search engines are increasingly taking over? The answer is: quite a lot.
Because even though email is close to being the oldest form of digital marketing, it is still one of the most important parts of an effective marketing strategy.
Like the rest of the marketing world, email marketing is constantly evolving. We therefore guide you on what you should focus on in your email marketing in 2025.
Why e-mail marketing?
97% of the population aged 16-74 uses the internet to send and receive emails. There is therefore enormous potential, and it can be a valuable resource if used correctly.
With email marketing, you can increase your brand awareness through direct communication with your leads and customers – without spending money. In addition, you get access to unique first-party data that you can use to target and adapt to users and where they are on the customer journey.
If you want to generate more traffic, emails are also a beneficial tool. Especially if you make sure to have a clear purpose, clear CTAs, links and the like, which will guide the user to your website – your article, product, etc.
As a bonus, you can also increase your sales, as you can hit the user right where they are: regardless of whether it is a potential customer who needs inspiration for their first purchase, a previous customer who needs to be motivated to make another purchase – or a loyal customer whose interest needs to be maintained.
The list could go on – but instead, let’s look at what you should focus on in your email marketing the coming year.
Your focus for 2025
Most companies today have a newsletter. That’s why it’s important that you have a clear understanding of what it takes to ensure that users don’t unsubscribe from yours. Here are three of the trends we predict for email marketing in 2025.
Hyper personalization
Maybe you’ve already made sure to personalize the emails you send by adding the recipient’s name. Today – and in the future – that’s far from enough. Users have high expectations when it comes to personalization and companies’ understanding of their needs.
That’s why hyper-personalization is the way forward: customized content based on the user’s specific preferences, behavior, past interactions, and real-time data.
In addition to creating a closer connection between user and brand, the chances of conversion also increase.
Most email automation systems have built-in features that allow you to segment audiences based on preferences, behavior, and demographics. This allows you to send more relevant, engaging, and personalized emails that feel more like conversations than the typical generic email sent to everyone on your mailing list.
Interactive elements
As well as personalization being a part of most emails, interactive elements are also part of it in the form of a “click here” button or similar. However, these are not quite the kind of interactive elements that we are talking about here. Instead, they are elements such as image carousels, quizzes, games, purchases and much more, directly in the email – without the recipient being redirected to a website.
Don’t let your inner plaything run away with you, filling your emails with them. Their use must make sense. Otherwise, it can become irrelevant and cause more irritation than benefit for the recipient.
In addition to increasing interactions and engagement, interactive elements can also provide access to even more data about your customers and leads.
AI as a helping hand
We can’t avoid it: Artificial Intelligence, better known as AI. The possibilities for using it in your email marketing are constantly evolving – opportunities you should seize.
AI can be a beneficial tool that, among other things, can help you find the most optimal sending times based on analysis of customer behavior. However, this is now an old acquaintance – especially if you also have your hands in social media. Some of the newer things that AI can contribute are recommendations for:
- Setup
- Content
- Segmentation
- Target groups
- And much more.
No one is saying that your content must be purely AI-based – but let it inspire you.
