Email remains a vital part of digital marketing and isn’t going away anytime soon. To reap the benefits of email marketing in 2025, it’s imperative to keep up with industry trends and predictions for the new year.
On this page, we’ll cover six of the top email marketing predictions and trends for 2025 that you should know about to keep your strategy in tip-top shape.
1. Interactive content within emails
Interactive emails have gained popularity, and we expect marketers to use interactive elements within email content.
An interactive email contains dynamic content, such as forms, accordions, carousels, calendars, and more, that allow for a website-like experience within the inbox. These elements help reduce friction in the sales funnel, increasing conversions.
If this isn’t interesting enough for you, you can also send emails with embedded games to capture users’ attention. Gamification in emails is an effective way to keep subscribers engaged and even increase conversion rates.
2. Data protection and privacy
Privacy and data protection are key considerations in email marketing, especially with the growing focus on regulations such as the GDPR (General Data Protection Regulation) and the CAN-SPAM Act. More and more people are aware that companies track and use customer data to generate sales through targeted ads.
It is a good practice not to ask for too much information. Only ask for data that is useful and necessary. Although cold emails are an effective lead-generation strategy, you should not overuse the data you have collected.
Your email recipients are more discerning than you think. Provide the necessary security and privacy for the information you have received (with consent) to prevent your users from mistrusting you.
3. Hyper-personalized email campaigns
Personalized emails have become a necessity for marketers. According to Statista, 33% believe it will be the most crucial aspect of marketing in the coming years.
As we head into 2025, our top tip for email marketers is to focus on personalization and segmentation. Data shows that emails tailored to individual preferences and behaviors can increase open rates by up to 26%.
Therefore, there is no doubt that you should incorporate personalization into your emails.
4. Use of bright colors in emails
Minimalism and neutral colors have been constant trends in recent years. However, marketers have started experimenting with bold colors in their emails.
If you want to try this trend and aren’t sure where to start, check out Pantone’s Spring/Summer 2022 report. It will give you an idea of the colors brands might use next year and inspire you to creatively align them with your brand identity.
5. Use of artificial intelligence (AI)
AI has been gaining ground in all technological fields in recent years and has become one of the biggest trends in email marketing. In this area, AI can help you with the following:
- Write marketing content such as copy, subject lines, and CTAs based on performance data.
- Analyze data points to create well-designed campaigns.
- Identify trends and create more personalized content for your audience.
- Reduce campaign creation time.
- Analyze customer behavior and understand what they expect from you.
- Restructure your marketing campaigns to make them more efficient.
- Clean email lists.
You can use various AI email marketing tools for different use cases and get the best results from your marketing efforts.
Newsletters have always been an important part of email campaigns and will continue to be essential. They help brands tell stories, share industry news, offer valuable insights, and much more.
They don’t have to be the long, boring paragraphs traditionally associated with newsletters. To make them more engaging, use animated GIFs, videos, or infographics to highlight information. You can even go a step further by creating targeted newsletters for different audiences based on their interests.
7. Open rate is no longer reliable
Apple recently launched a new privacy protection feature in Mail that says:
“In the Mail app, Mail Privacy Protection (MPP) prevents senders from using invisible pixels to collect personal information about you. The new feature helps prevent senders from knowing when you open an email and hides your IP address so it can’t be linked to other online activity or used to determine your location.”
This means that Apple will pre-load the content of your emails. As a result, tracking pixels will not provide accurate open data, and the data will reflect inflated open numbers by Apple Mail users.
8. User-generated content (UGC) in emails
User-generated content includes testimonials, reviews, comments, and case studies created by your customers. Including this type of content in your emails helps build trust and credibility, especially among new and potential customers.
9. Mobile-first design
In 2025, a mobile-first approach will be essential. Since most emails are opened on smartphones, failing to optimize your emails for mobile screens can significantly impact engagement and conversions.
Make sure that:
- Your email layout automatically adapts to different screen sizes.
- The message should be clear, concise and highlight the most important things.
- Use a single-column layout for easy reading.
- The font size should be comfortable to read on mobile devices (minimum 14 px).
- Images are optimized to load quickly.
- CTA buttons should be large, visible and easy to click.
By following these principles, you can create emails that offer a seamless and engaging experience for users on the go, improving open rates, clicks, and brand image.
