Email Marketing Trends For 2025
Which trends and topics will dominate the email marketing industry in 2025? Take a look at these predictions from the expert email agency Jarrang.
December 18 - 2024
Article 5 min read
Here are our predictions for the biggest trends and important topics that will dominate the email marketing conversation in 2025.
Though there are a whole host of different ways to communicate with customers online, email remains king. In 2025, experts predict the total number of email users will grow to 4.59 billion – meaning more than half of the people on the planet use email in their day-to-day lives.
As the user base for email continues to grow, so too does the opportunity for email marketers who can harness the dramatic technological evolutions taking place this year and further ahead.
To help you stay ahead of these changes and to keep up with rising audience demands, we’ve collected some of the key trends and topics that will be important for email marketers in 2025. Unlike many lists you might read online, which focus on theory and speculation, we’ve made sure we focus on genuine issues and insights that you can actually put into practice in your own campaigns.
With that in mind, here are the trends you should be most aware of as a marketing professional looking to succeed with email campaigns in 2025 and beyond…
1. Hyper-personalisation
In 2025, standard personalisation is not going to be enough. Instead, we’re entering the era of hyper-personalisation and those who can’t adapt will fall behind.
Hyper-personalisation refers to customising your content around a user’s specific interests by leveraging real-time data, behaviour analysis and predictive insights driven by Artificial Intelligence. This allows brands to suggest specific products/services within an email based on a customer’s browsing history or tailor a custom offer based on previous purchases.
Traditional personalisation tactics like including a recipient’s first name in the subject line are no longer as effective. People are accustomed to these tactics, so they don’t help brands stand out from the crowd any more. Hyper-personalisation helps you grab your recipient’s attention and also genuinely cater to their contextual needs – firmly cementing it as a must-have in your email strategy for 2025.
Learn more about email personalisation in our dedicated guide.
2. Interactive email content
Customers are no strangers to email marketing and they are quick to ignore anything that seems too commercial and impersonal. To help drive engagement rates back up, email marketers must explore the potential of interactive email content – which can range in complexity from simple GIFS and embedded video through to truly interactive concepts like polls and quizzes.
The ability to embed quizzes, surveys and polls into your emails will help create a better two-way system between you and your recipients. It won’t just feel like your brand is asking them to buy your product or service, but is also genuinely interested in what they have to say. This will only work if you commit to actioning any insights, however – so don’t let them go to waste.
3. AI as a productivity tool
AI will play a clear role in hyper-personalisation and customer-facing content, but it will also boost internal processes too. For email marketers, harnessing the power of AI to analyse campaign performance and help devise new workflows, strategies, and approaches will help cut down on low-complexity time-intensive tasks and drive productivity gains for your team.
Though we don’t expect it to become common practice in 2025, AI Agents powered by concepts like Agentic AI are growing in utility and will continue to help users sort, read and digest emails and other aspects of their digital lives. Email marketers should be aware of this early on and start considering how they might adapt.
4. Privacy changes from Apple Mail
2024 saw some big changes from major email providers regarding how they treat email senders. One of the more significant shifts is still underway as Apple tweaks its Mail app ahead of a new iOS 18 release in 2025. In this new release, the Mail app will change how it categorises incoming emails and will also offer a ‘digest’ view for commercial emails. It will also impact how marketers measure open rates due to a concept called Mail Privacy Protection.
As an email marketer, you need to be confident you can adapt to changes like these, as each update from a major email provider will significantly impact your overall email deliverability and engagement rates. Considering Apple already holds a significant share of email users, this is one change you can’t miss. Learn more about these upcoming changes and what you can do about them here.
5. User-generated content
The more popular email marketing becomes, the less engaged customers are with any generic campaigns. Instead, they crave personalisation and a sense of authenticity from brands. To offer this at scale isn’t easy and will rely on the other techniques we’ve already mentioned, such as AI – but there’s another approach that brands can use to help build authentic relationships.
User-generated content is all about including content created by your users – from reviews and photography to longer case studies or even videos. Including UGC in your email will help build important trust signals and help demonstrate good customer relationships.
Not sure how to handle UGC in your campaigns? Our guide to user-generated content can help you start.
6, Omnichannel experiences
Customers are already accustomed to using several platforms and channels in their digital lives. As integrations improve, expect to see a more blended campaign from marketers who can link social media, direct messaging and email marketing together into a cohesive omnichannel experience.
In the near future, customers could in theory receive an email following up on a purchase, be able to reply to it via WhatsApp and then get an instant follow-up from an AI-led customer service agent over the phone.
7. Dark mode design
Dark mode is no longer a niche accessibility measure or fringe preference. It’s becoming a default option for many users, and it has been encouraged and adopted by mainstream UI and UX designers at teams like Android and Apple. Some sites predict as many as 82% of smartphone users chose dark mode in 2024.
With so many people using it, designers need to seriously consider how email campaigns will appear when a user’s email client or smartphone UI is set to dark mode. Lots of clients will display your email HTML content in whatever format you provide it, which may end up jarring against a user’s preferred mode.
We imagine lots of designers will spend time creating a dark mode variant of their main email to keep up with this changing trend.
Jarrang’s 2025 predictions
The trends we’ve just listed will all play a key role in shaping email marketing in 2025, but the best teams are already well ahead of these concepts. We expect that leading email marketers will continue to push boundaries with their creative content. They will continue to improve the relevance of their campaigns to appeal to an ever-impatient consumer who is continually bombarded with messages.
If you’d like to work with a team that is ahead of the curve, get in touch with us today to discuss your plan for 2025 and beyond.
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