9 Steps to Create an Email Marketing Strategy for 2025

Email marketing in 2025 isn’t about blasting your list—it’s about delivering value-packed messages at the right time, to the right people, with the right intent.

As Sara Du, co-founder of Alloy, puts it:

If you're ready to ditch the "spray and pray" approach and start building an email marketing strategy that actually works, you're in the right place.

Here are 9 essential steps to craft a high-performing email strategy for 2025—one that aligns with your goals, audience, and customer journey.

1. Start With an Audience & Content Audit

Effective email strategy begins with understanding who you're talking to and what they care about.

✔️ Conduct customer interviews
✔️ Review support tickets
✔️ Explore behavioral and zero-party data
✔️ Map out your buyer journey

Your goal? Uncover what your customers need at every stage—from unaware to raving fan—and align your content accordingly.

💡 Pro Tip: Use tools like Klaviyo benchmarks and MailCharts to evaluate your current email quality and spark content ideas.

2. Set Clear, Measurable Goals

What does success look like for your brand?

Here are a few example goals:

• Grow your email list with quality leads

• Improve engagement for better segmentation

• Drive more revenue with targeted campaigns

• Reduce cart abandonment

• Increase customer lifetime value (CLTV)

Data is key. Set goals, test consistently, and adjust only when you have the data to support the shift.

3. Choose Tools That Support the Entire Lifecycle

Your ESP should do more than send emails.

In 2025, look for tools that:

• Unify fragmented customer data

• Enable real-time, 1:1 personalization

• Power intelligent automations

• Deliver insights without extra complexity or cost

Platforms like Klaviyo are built for modern B2C marketers—connecting email, SMS, segmentation, and analytics into one powerful hub.

4. Build a Strong, Permission-Based Email List

An email list is owned media—no algorithm changes can take it away from you.

Use opt-in forms, quizzes, gated content, and incentives (like exclusive discounts or early access) to grow your list. Always focus on consent and value.

📈 Bonus: Want to scale faster? Use Klaviyo’s List Growth Guide for actionable tactics.

5. Segment & Define Your Audiences

Personalization drives performance—but it starts with proper segmentation.

Think beyond the basics. Segment based on:

• Demographics and geography

• Purchase history and browsing behavior

• Psychographic traits (like goals, interests, or pain points)

For example, are they pregnant? Do they run marathons? Are they skincare beginners? Use that information to tailor your content and recommendations.

6. Map Emails to Each Stage of the Customer Journey

Your customers aren’t all in the same place—so your emails shouldn’t be either.

Break down the journey:

• Subscribe → Welcome series

• Browse → Product education or quiz follow-up

• Add to cart → Abandonment series

• Purchase → Order confirmation, post-purchase check-in

• Repeat purchase → Upsells, loyalty offers

• At risk → Winback campaigns

Use a mix of campaigns and automations for the best results. Here’s what each can do:

Campaigns (manual):

• Promotional (limited-time offers, product launches)

• Informational (brand story, education)

• Retention-focused (win-back inactive users)

Automations (triggered):

• Welcome Flows – Avg 1.97% order rate

• Abandoned Cart – Highest RPR ($3.07 avg)

• Browse Abandonment – High click rates

• Post-Purchase – Reinforce loyalty, upsell

7. Design Thoughtful Emails & Optimize Frequency

Design matters. Your email should stand out while staying consistent with your brand identity—clear CTAs, mobile optimization, scannable layouts, and strong visuals.

Frequency is also key. Start with a regular cadence (weekly or bi-weekly), and test:

📉 High unsubscribes? You might be over-sending.
📈 Strong engagement? Try sending more frequently.

Monitor what works and evolve accordingly.

8. A/B Test Strategically—One Element at a Time

You can’t improve what you don’t measure.

Use A/B testing to refine:

• Subject lines (impact open rates)

• CTAs and button copy (impact click rates)

• Layouts or hero images (impact click-through and scroll depth)

Don’t test multiple variables at once. Stick to one change per test for accurate insights.

9. Monitor Metrics That Actually Matter

Tracking performance goes beyond opens and clicks.

Here’s what you need to monitor:

• Click rate – Who’s taking action?

• Revenue per recipient (RPR) – What’s converting?

• Deliverability – Are your emails even reaching inboxes?

• List growth rate – Are you attracting quality subscribers?

• Unsubscribe rate – Are you annoying your audience?

• ROI – Is email profitable?

Heads up: Since Apple Mail privacy changes, open rates can be misleading. Focus on engagement and revenue metrics instead.

LLC, S Corp, or Sole Proprietor? Download Besolo’s Free Guide

Each business structure has unique benefits, risks, and financial implications. Our definitive Solopreneur’s Guide breaks down LLCs, S Corps, and Sole Proprietorships in easy-to-follow terms, ensuring you’re fully informed to make strategic choices for your solo business.

Download Now

Finally!

Good email marketing is scheduled.
Great email marketing is strategic, segmented, and responsive.

By following these 9 steps, you’ll shift from just “sending emails” to building an email marketing engine that delivers long-term revenue and loyalty.

Need help implementing this strategy for your brand?
Let’s talk—hit reply and let’s explore how to take your emails to the next level