1. Going beyond the basics with hyper-personalisation
Gone are the days when including a recipient's first name in an email felt groundbreaking. In 2025, hyper-personalisation means leveraging behavioural data to create emails that feel tailor-made for each recipient. Using AI-driven predictive analytics, marketers can anticipate customer needs and deliver content that resonates deeply. Our partner Dotdigital emphasises that personalised campaigns generate up to six times higher transaction rates than non-personalised campaigns. Moreover, brands that focus on emotional connections achieve 306% higher lifetime customer value. By implementing these strategies, brands can foster loyalty and strengthen relationships that transcend individual campaigns.
2. Inclusivity: Ensuring accessible emails for all
Inclusivity is more than a buzzword; it’s an essential component of email design in 2025. With over 1 billion people worldwide living with disabilities, brands must prioritise accessibility to ensure no one is left behind. This includes designing content compatible with dark mode, optimising emails for voice technology, and simplifying language to cater to diverse audience. According to a report by Salesforce, 68% of consumers say their loyalty to a brand depends on how well they cater to their individual needs, including accessibility. By addressing accessibility gaps in email design, brands can demonstrate social responsibility, foster deeper emotional connections, and build long-term loyalty.
With the European Accessibility Act (EAA) coming into effect in June 2025, it is now business critical to ensure you are compliant.
This legislation will require brands to ensure their digital communications, including emails, are accessible to people with disabilities. Failure to comply could lead to reputational damage and missed opportunities to engage with a significant portion of the population.
For a detailed guide on preparing for the EAA, click here.
3. Doing more with interactive emails and accelerated mobile pages
Interactive emails are transforming static communications into dynamic experiences, enhancing both engagement and emotional connections. By embedding forms, quizzes, and carousels directly into emails, brands eliminate friction and encourage immediate interaction. Accelerated Mobile Pages (AMP) technology takes this further by enabling real-time updates and app-like functionality within emails. According to Salesforce, interactive content leads to a 73% higher click-to-open rate, as customers feel more connected and engaged when they can actively participate in the conversation. Interactive content also nurtures a sense of belonging, helping to build stronger relationships between brands and customers.
4. Building trust and advocacy with user-generated content
User-generated content (UGC) remains a powerful tool for building trust and authenticity in email campaigns. Featuring customer reviews, testimonials, and user-created images in your emails enhances engagement and creates brand ambassadors. UGC not only fosters a sense of community but also strengthens emotional ties between customers and your brand. Dotdigital highlights that 79% of people say user-generated content significantly impacts their purchasing decisions. By celebrating your customers and involving them in your story, you build trust and deepen their loyalty.
5. Sustainability: Eco-friendly email practices
As consumers become more eco-conscious, brands must align with their values by adopting sustainable email practices. Reducing carbon footprints through lightweight HTML, optimising image sizes, and avoiding unnecessary design elements are small steps with significant impacts. Transparency about your efforts can further strengthen your brand’s credibility and emotional appeal. Environmentally responsible practices increasingly influence customer loyalty, as consumers gravitate toward brands that reflect their values. By championing sustainability in your email campaigns, you not only meet customer expectations but also forge lasting connections built on shared commitments.
Getting your emails future-ready! How we can help
Excited about these trends but unsure where to start? Let us help you elevate your email marketing strategy for 2025.
Whether it’s crafting hyper-personalised campaigns, designing accessible emails, or adopting sustainable practices, our experts are here to guide you every step of the way.
Let’s work together to create emails that not only drive results but also build loyalty and meaningful emotional connections. Reach out to us today and take your email marketing to the next level!
