Email marketing trends to watch in 2025

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The inbox is no longer just a marketing channel—it’s a battleground for innovation, security, and sustainability. As 2025 unfolds, staying ahead means embracing smarter tools, tighter strategies, and a fresh perspective on what truly drives engagement.

Here are the 8 trends reshaping email marketing—and how you can ride the wave to success.

1. AI is Revolutionising Email Marketing

Artificial Intelligence (AI) is no longer just a helpful tool—it’s becoming a game-changer. By 2025, AI will take center stage in creating smarter, faster, and more creative email campaigns. Think of AI as your all-in-one creative team and data analyst, capable of generating compelling copy, designing eye-catching templates, and crafting hyper-personalized content that captures attention. Need a standout subject line? AI has you covered.

But AI’s role goes beyond creativity. It’s also enhancing efficiency. Studies show that AI tools can boost productivity by up to 30%, handling tasks like audience segmentation, automation, and performance tracking. This translates to faster campaign rollouts, better targeting, and improved results—all while saving valuable time.

👉 Actionable Tip: Start integrating AI-powered tools into your email creation process to streamline workflows and elevate your campaigns.

2. Email Security is Becoming Non-Negotiable

Cyber threats are on the rise, and emails are often the first target. To combat this, email authentication has become essential. In 2024, major providers like Gmail and Yahoo introduced stricter security requirements, including SPF, DKIM, and DMARC authentication. These measures help distinguish legitimate emails from phishing attempts, ensuring authenticated emails land in primary inboxes and build trust with recipients.

As we move into 2025, expect even stricter standards. More businesses will likely adopt DMARC’s p=reject policy and protocols like BIMI (Brand Indicators for Message Identification), which enhance brand visibility and trust.

👉 What You Can Do: Review your email security setup and invest in authentication protocols to protect your brand’s reputation and improve deliverability.

3. Domain Reputation is the New Key to Deliverability

Domain reputation is now the cornerstone of email deliverability. With Gmail and Yahoo prioritizing domain-based signals, marketers must shift their focus from shared IPs to building strong domain practices. Maintaining a good domain reputation isn’t complicated—it’s about mastering the basics:

• Authenticate your emails.

• Keep your email lists clean and up-to-date.

• Monitor engagement metrics like spam complaints and open rates.

• Use engagement-based segmentation to ensure relevance.

The payoff? Better inbox placement and increased trust from mailbox providers.

👉 Learn More: Check out Tyler Cook’s session, “Attitude Adjustment: Rehabilitating Your Domain Reputation,” for expert tips on repairing a damaged domain reputation.

4. Rethinking Email Metrics: Beyond Click-Through Rates

Click-through rates (CTRs) have long been the go-to metric for measuring email success. However, in 2025, they’re becoming less reliable due to bot clicks—automated actions by security systems that pre-check links for safety. While these bots protect against cyberattacks, they also make it harder to distinguish real engagement from artificial activity.

To adapt, consider these strategies:

• Focus on conversions rather than clicks to measure genuine interest.

• Use email tools with bot-detection features.

• Implement bot traps to filter out fake engagement.

👉 Pro Tip: Start tracking alternative metrics that provide a clearer picture of your email performance.

5. Apple Mail’s AI-Powered Inbox

Apple Mail’s latest updates are transforming the email experience. With iOS 18.1, Apple Intelligence is turning inboxes into AI-powered hubs. Features like Priority Messaging and Tabs organize emails by urgency and category, while AI Summaries condense lengthy emails into bite-sized highlights.

For marketers, this means rethinking email design. To stand out, your emails need to be sharp, relevant, and attention-grabbing. Start with a strong subject line, follow up with a compelling opening sentence, and keep your content focused and valuable.

👉 What This Means for You: Less inbox clutter means higher impact for well-crafted emails—if they align with Apple’s AI logic.

6. Accessibility is Now a Must-Have

Email accessibility is no longer optional—it’s essential. With the European Accessibility Act (EAA) taking effect in June 2025, all digital content, including emails, must be accessible to everyone, including those with disabilities. Unfortunately, accessibility issues remain widespread. According to the Email Markup Consortium, 99.9% of emails analyzed in 2024 had critical or serious accessibility problems, often due to misinformation and poor design practices like all-image templates.

Here’s how to make your emails more accessible:

• Use alternative text for images.

• Ensure proper color contrast and legibility in dark mode.

• Adopt semantic HTML for better readability.

• Test your emails with accessibility tools like Sinch’s Email on Acid.

👉 Next Steps: Start incorporating accessibility into your email strategy now to comply with regulations and enhance your audience’s experience.

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7. Sustainability in Email Marketing

Sustainability is becoming a priority in email marketing. Did you know a single email can emit up to 26 grams of CO₂? Multiply that by billions of daily emails, and the environmental impact is staggering. In 2025, more businesses will adopt sustainable practices, such as smaller email designs, fewer attachments, and initiatives like Zero Carbon Email’s Email Expiration Date.

👉 How You Can Help:

• Use lightweight email designs.

• Avoid unnecessary attachments.

• Educate your audience about reducing their email carbon footprint.

8. Simplified Designs for Maximum Engagement

In 2025, less is more. With inboxes becoming more streamlined, simplified designs, clear CTAs, and value-driven content will be key to engaging your audience. Focus on creating emails that are easy to read and deliver immediate value. Use dynamic content to personalize your messages and keep your audience coming back for more.

By embracing these trends, you can stay ahead in the ever-evolving world of email marketing and create campaigns that are not only effective but also secure, accessible, and sustainable.

Until next time, happy emailing!