15 Email Marketing Trends For 2025 You hould Adopt

With all the new stuff out there (social media, apps, new shiny platforms), you’d think that email would be dead. But nope. Email is still going strong. This is reflected through top email marketing trends. Today 4.48 billion people use email and by a few years, it will grow to almost 4.73 billion. Email gets you almost half the world.

It’s not only about how many people use it. It’s about the return. With email marketing, you can make $36 for $1. You can’t easily ignore that. Email gives you a direct line to people; it’s personal but not in your face.

Heading into 2025, email marketing is not just hanging on; it’s actually growing. It’s getting smarter in the way businesses use it. This is new tech, and they’re using it to make it work even better, and they’re keeping customers interested in a way that is so much more than just the norm. Today, I want to talk about why email still works, what’s changing, what top email marketing trends are, and where they are going.

Email marketing is not dead.

If you run a business then you already do email marketing. About 81 percent of companies use it. Why? Because it works. Simple as that.

People’s inboxes get filled with emails. Almost everyone checks their email every day. Frankly, we check it a little too much: For work or for fun, 88% of people check their inbox at least often. That also means it’s a great way for businesses to connect and build a relationship, and yes, sometimes sell something without being too pushy about it.

The thing about email is that you’re not spamming out a message to anyone who will listen. You’re targeting people. You can see who opened and who clicked and then adjust on the fly. You decide who can see your message. If people even see your post, social media is decided by algorithms. With email, it’s all on you.

That’s why email is so cost-effective. Even for smaller businesses, you don’t need a giant budget to make it work. Email is a great way to promote products, and it doesn’t cost you a fortune, which is why 64% of small businesses use email. You can also make your emails feel more like a one-on-one conversation instead of a mass marketing one.

Will email marketing be relevant in 2025 too?

Absolutely. The thing about email is it’s not as flashy as TikTok and Instagram, it’s been around forever, and it’s not going anywhere. Because email does what it’s supposed to do, it’s here to stay.

Look at the stats. Email is the most effective channel, according to half of all marketers. No, it’s not social media, it’s not ads, it’s email. And that’s why it works – it’s personal. A well-done email doesn’t feel like spam. It feels like you’re talking to someone who knows what you need and gives you helpful information or an offer that actually makes sense.

Almost 90% of marketers plan to spend the same or more on email this year. In fact, marketers are also strategizing to keep up with email marketing trends. They wouldn’t be doing that if email wasn’t still pulling its weight.

Looking to start? Read about Successful Email Marketing for Ecommerce: It Starts With Knowing What An Email Subscriber Is Worth

What does email marketing look like in 2025?

Email marketing is not dead, but it is changing. To help you stay current and let your emails do more of the work for you, here are a few key email marketing trends to keep in mind in 2025. These aren’t ‘nice additions’ to your strategy – they are essential to staying relevant and successful with your emails.

1. Hyper-Personalization: Making every email count.

The very first email marketing trend we have observed is hyper-personalization.  By 2025, hyper personalization will have gone beyond the ‘Hi [First Name]’ subject line. Now they are mining customer data even deeper to create emails that fit like it’s from someone in the know, just for that one particular person. It’s not just their name, it’s understanding how they behave, who they are, how they buy.

Marketers can use AI and automation to generate dynamic emails that adjust depending on what a recipient did in the past. So that product, that email might have seen those products, might have made that purchase, whatever, but the email will adapt to that. When brands do this, people feel the brand really gets them, and that creates more engagement, which in turn leads to more conversions.

Example: In a similar way, Spotify uses the music you’ve listened to in the past to create your custom playlists and music suggestions. They’re so relevant because they’re laser-focused on your taste, and you’re much more likely to click through and find new music. It is super hyper-personal and keeps people engaged but brings real value into their inboxes.

2. AI-Powered Campaigns: This is the way of smarter, not harder automation.

But AI isn’t just making email marketing faster; it’s making it smarter. 2025 campaigns are a big part of AI from start to finish. AI removes a lot of the guesswork from the process, from when to send emails to what kind of content will work best.

Marketers can take mountains of data and find patterns in real-time with AI. It will tell you what your subscribers would probably engage with based on what they’ve done before. It also means your emails are being sent out at the right time and are full of content that your audience actually wants to read.

Example: Netflix is one prime example following this email marketing trend religiously. It looks at what shows and movies you’ve watched and recommends things based on your personal tastes. These are custom recommendations that make people come back for more, and show how AI can take personalization to the next level.

3. Interactive Emails: How your audience can participate.

The future email marketing will not be static; it will be interactive emails. It’s about making your emails just a bit more than a read. People have a reason to hang out and engage from within their inbox without ever leaving it with quizzes, polls, surveys, or carousels.

This email marketing trend of interactive elements help your users remember your emails and spend more time in your emails. On top of that, humans are more curious when there’s something to interact with, so they will increase your click through rates.

Example: Interactive emails are a great example of it. For a while now, they’ve been embedding quizzes directly into their emails, and it’s genius. Instead of just seeing someone’s name and a few words of text, the recipient can go into a quiz, answer a few questions, and be engaged without ever leaving the inbox.

4. Mobile-First Design: How to send emails: emails that fit the devices people use.

If anything, you can’t ignore that over 40% of emails are opened on mobile devices and you need to see how your emails look on smartphones. A non-negotiable email marketing trend in 2025 will be the first mobile design. Basically, you’re going to have to write emails that are easy to read, easy to click, and easy to navigate on a phone or tablet.

Short subject lines, large buttons, and layouts that respond to whatever screen they’re being viewed on are all features of mobile-first emails. A big chunk of your audience you’re missing out on is optimizing your emails for mobile. It’s just an idea to make sure that your message gets through, regardless of what device that person uses.

Example: Starbucks mobile emails are worth checking out. Their designs are clean and simple and they have big easy to click buttons on things like redeeming rewards or checking out special offers. It’s the same experience whether it’s on your phone or your computer, that’s the kind of thing we want.

5. AI-Powered Predictions: What your customers want before they do.

Predictive analysis is one of the cool things AI is doing in marketing. In other words, it’s telling you what your customers will do next. They have AI that can look at what they’ve done in the past and tell you pretty well when somebody is going to buy something, open your email, or jump on a new offer. It’s a crystal ball for marketing. The best part of this email marketing trend? With that, you can be in front of them at the right time (when they’re ready to act) with the right emails. That’s a win-win: Customers feel like you’re reading their minds (in a good way), and you end up with more conversions.

Predictive analysis is not about doing things after customers do; it’s about being a step ahead. You’re not throwing things at the wall to see what sticks; you’re moving on calculated things that your customers actually want at that moment.

Example: Doesn’t it seem like Amazon knows what you need? If you’ve been shopping for camera gear, don’t worry if you get an email recommending tripods, memory cards, or cases. They are just using predictive analysis to predict what you will do next, and they are right almost every time. They do that so you buy before you need to go out hunting for it, and that’s how they stay in touch.

6. Email Segmentation: The bullseye of your audience.

So what does email segmentation mean now, and why is it considered an email marketing trend despite being an age-old strategy? Basically, it’s simply about breaking down your email list into smaller, more targeted audiences. You segment your content rather than sending the same message to every single person, and instead reach different groups based on things like where they live, what they’ve purchased from you before, or how much they interact with your brand.

This concept went up a step in 2025 with micro-segmentation, which lets you narrow down even further with your targeting. The good news is that the emails you’re sending here actually matter to the person reading them, and that results in higher open rates, more clicks, and (ideally) more sales.

In other words, you’re not sending just another generic email. You are discussing not only your customers’ preferences but every message. Essentially, it’s about making them think you see them and a more personal connection.

Example: Nike’s got this down. If you do run, you’ll find yourself being emailed about the latest running shoes. If you’re more of a basketball fan, they’ll tell you about the latest basketball gear. Nothing about track and field means that you’re going to be seeing yoga pants in your inbox. That, therefore, makes it work and relevant.

7. Celebrating Customer Milestones: A few gestures that go a long way.

The next email marketing trend on our list is milestones. It’s simple to let your customers know you care with anniversary and milestone emails. It doesn’t have to be fancy or anything, but you can do, you know, send them something on their birthday or ‘thank you’ on the anniversary of their first purchase. These little things remind customers that they’re valued, and valued customers are more likely to stick around. Special offer or discount? Add it in, and you’re done.

These milestone emails don’t just say thanks; they build a personal connection with your customers. People will keep engaging with your brand if they feel like they’re anything other than a number.

Example: Dropbox does this really well. They’ll email you happy little ‘happy anniversary’ emails reminding you how long you’ve been on the platform. Even some personalized stats and a little bit of a nudge to upgrade their service are included. They are a good way to show users you appreciate them without being too much on the salesy side.

Also read 20 Of The Best Email Marketing Tools Of 2025

8. Gamification: How to spice up your emails.

Isn’t a little fun nice? When you add rewards, competitions, or challenges to your email marketing campaigns, you’re gamifying it. People are so much more likely to interact with something in an email if there’s something fun in there, and if they can win something or get a discount. Turn it into a game and you’re not just opening the email, you are playing it. Email marketing trends like gamification are taking this to the next level.

It’s scratch-offs, spinning wheels, or trivia. It’s exciting, interactive, and, most of all, it makes people click through to see what they get.

Example: This is all over Urban Outfitters with their ‘spin the wheel’ promos. Customers are sent an email with the chance to spin a virtual wheel and win a discount or exclusive offer. It works, and it’s simple and fun. And who doesn’t want to take a spin for a deal, quick?

9. Newsletters: More than just promotions.

In our day and age, newsletters are less about selling stuff and more about giving people content they actually want to read. Email marketing trends are shifting towards building trust and engagement, and newsletters are perfect for this. Brands are using newsletters as a way to keep customers engaged and build trust. You can’t just be a hard sell, it’s about proving that you’re a pro and then having something to share.

If you continually give them useful, interesting, or even just entertaining content, you’re not only keeping them reading, you’re building loyalty with them over time. Who do you think they’re going to think of when they’re ready to buy?

Example: Take Morning Brew. They’ve taken a daily newsletter and turned it into an entire business delivering interesting, digestible business news. Every day the subscribers await that email, and it reminds them of the brand in a way that’s much more than just marketing.

10. Privacy and Data Security: Keeping it real gains trust.

Privacy is a big deal, and your customers need to know you’re serious about it. Data laws like GDPR and CCPA protect customer information, and email marketing trends are adapting to this by prioritizing data transparency and security. Today, people are more aware than ever of how their information is being used, and they want brands to be transparent. Those companies that put privacy first will earn trust by 2025, and that trust is what will drive growth.

It’s honesty towards your customers. Tell them what you’re doing with their data, let them pick their preferences, and leave them at ease when using your brand. But if you get this right, you avoid penalties and strengthen the relationship with your customers.

Example: Apple is pretty much the gold standard here. Anytime they want customer engagement, they better make sure that their privacy policies are being highlighted in their emails, and they should make it extremely evident what the data is being used for and how the customer can opt out. People love this kind of transparency and come back to this brand and trust this brand.

11. Video in Emails: That’s exactly how to get people to actually pay attention.

Right, we all know video is huge. And it’s now happening in email marketing, too. That makes sense, sometimes people just want to watch more than read. Email marketing trends in 2025 show that incorporating videos in emails will be a game changer. Product demos, customer shoutouts, or a quick teaser for something cool you’re about to launch can grab attention much faster than a wall of text.

Videos in emails just make things easier. Without them, you would bore people when you were trying to get your point across. On top of that, they help your emails to stick in someone’s mind a little longer. It’s a little like storytelling, but faster and more enjoyable to watch.

Example: Wistia does this all the time. Now, as a video platform, it makes sense for them to throw in some videos inside their emails to show off new features or help people see how to use their products. It works. They watch. They click. They engage.

12. Green Marketing: It’s not just a trend anymore.

These days people are so picky about where they are spending their money. They aren’t just looking for a good product, they want to support a company that shares their values. If your brand does anything remotely eco-friendly or ethical, you better be screaming it from the rooftops and even more from email. In 2025, email marketing trends will push sustainability messaging even further.

Discuss how the products are sourced, what eco-friendly initiatives you’re running, and anything you’re doing to help the planet. It’s not just bragging, it’s about meeting with people who care about the same things as you.

Look at Patagonia. They’re pros at this. They’re checking their emails, telling stories about how they’re recycling and donating profits to environmental causes, and just generally caring. And their customers? They love it, and it feels real.

13. Automating Emails: The boring stuff, let the bots do that.

Automating with email marketing is lifesaving, especially because emails can be sent at the perfect time. You don’t want to be manually sending out welcome emails, post purchase follow ups or reminders, let automation take care of it. Once you set it up, boom, it runs. Once it’s set up you don’t have to lift a finger: people will continue engaging with your brand.

The cool thing about this email marketing trend is that it’s personal. You’re not working on your work, but the emails still go out at precisely the right moment, based on what your customers are doing. Feels pretty personal, right? It also frees you up to focus on other bigger things, too.

Sephora does this so well. They automate the entire customer journey – from ‘Hey, welcome!’ emails to reminders to restock the skincare product they bought last month. It’s all automatic and customers feel like the brand cares.

14. Dark Mode: Stop hurting people’s eyes.

Now everyone is using dark mode for their phone, or their email. If you’re not optimizing your emails for this email marketing trend, they’re going to look bad. You can have a bright color that pops on a white background, but becomes a big neon mess on a black background. The goal? In fact your emails should appear just as they do, regardless of if someone has their setting on or not.

2025 is the time by which you should be designing your emails for light and dark mode. The only things you have to do is use transparent images, test those first and make sure your messages are crisp.

In fact, Google has gotten on this. Gmail’s dark mode looks awesome and reads just as well in any light or dark setup.

15. Zero-Party Data: I guess I only feel comfortable being personal without being creepy?

This email marketing trend is something everyone is talking about. And of course, the more companies use your data, the more you see people freak out. The answer is well: zero party data. It’s data that your customers have chosen to share with you: What do they like, what interests them, what are they after…. If they hand it to you willingly it’s even better since you don’t seem quite as invasive.

In 2025, brands will begin using this kind of data. It’s more personal and it also shows customers that you aren’t hiding with their information. They don’t give it to you, they give it up, using what they give up to get you to give them something they really want.

Look at Glossier. You ask customers questions through quizzes and surveys, and based on what you share, they’ll send you personalized emails with product suggestions. It’s more direct, honest, and all around more trustworthy than any other random data collection in the background.

Wrapping it up

Email marketing in 2025 isn’t about throwing spaghetti at the wall and seeing what sticks. It’s about being smart, being relevant, and being interesting. But we’re looking for emails that talk to people, whether through video sustainability efforts or through personalized content. You’ll lose their attention quickly if you’re not on their wavelength. So, always keep your emails interesting, make them personal, and never stop learning from what your audience needs. That’s how you win by keeping up with top email marketing trends.