A BEST PRACTICING GUIDE TO EMAIL MARKETING IN 2025

In this ultimate guide to email marketing for business, our email marketing agency will dive into the essential strategies, insights, and email marketing best practices to help you navigate the changing landscape of email marketing in 2025.

Email marketing is an established cornerstone of digital marketing, and despite the rise of newer platforms, it remains a powerful tool with a predicted 4.89 billion email users worldwide by 2027.

For B2B companies, email marketing is still the most effective way to connect with prospects, with 73% of marketers using it to build lasting relationships.

As we explore the strategies that work best for both B2B and B2C, this email marketing guide will ensure you’re equipped with the knowledge to create engaging email campaigns that generate high conversions and resonate with your audience.

TRIED AND TESTED EMAIL MARKETING BEST PRACTICES

In this email marketing best practice guide, our team of experts will guide you through the tried and tested strategies for email marketing success in 2025.

CREATING ENGAGING AND AESTHETIC CONTENT

Attention spans are short, so making an immediate impact with your email marketing is crucial. With 61% of consumers spending eight seconds reading each email (Forbes), standing out is more important than ever.

This is where the design and content of your email campaigns play a vital role in capturing attention. Personalised emails, for example, can increase open rates by 26%. By using strong subject lines, concise wording, clear CTAs, and engaging visuals like graphics and images, businesses can create more meaningful connections with their audience, leading to higher open rates and stronger engagement.

This statistic proves the importance of tailoring both design and messaging to individual preferences and behaviours. When content feels relevant to the audience, it not only grabs their attention but also encourages further engagement with the email.

While AI can be a convenient tool, don’t rely solely on it to write your emails. Consumers respond best to personalised, human-sounding content. Instead, lean into writing tailored messages based on specific audience segments to make a more impactful connection.

Our email marketing guide recommends focusing on content that resonates with individual recipients to achieve better results.

SEGMENTING YOUR AUDIENCE DATA LISTS:

Effective audience segmentation is key to creating more personalised and impactful email marketing campaigns. By updating your existing audience segments to include customer data and preferences, you can tailor content based on specific purchasing behaviours.

This approach, known as hyper-segmentation, helps you organise vast amounts of data to create more niche segments, ensuring that your emails align with the unique wants and needs of each segment.

Recent updates, such as Apple iOS 18’s ‘priority messages’ feature, penalise brands using generic audience segmentation. This new feature uses AI to identify urgent messages, prioritising those deemed important and displaying them at the top of your lock screen. Priority Notifications also summarise key information to highlight the most important parts of alerts. As a result, it’s crucial for brands to refine their audience segmentation, focusing on customer behaviours and interactions with their brand.

Here are some tips to help improve your segmentation strategy:

• Industry type: Different sectors have different pain points, so tailoring your content to address each sector’s unique needs will be more effective.
• Role or position within a company: Segment by seniority to tailor messaging for different roles. For example, a Managing Director or CEO will have different decision-making powers to a Personal Assistant.
• Behavioural data: Use past interactions, like pages viewed on your website, to segment your audience. This can easily be tracked using tools like Google Analytics.
• Geographical location: Regional trends and needs can be addressed with emails based on geographical location, to help increase relevance and engagement.
• Customer Journey: Your audience needs to be targeted with different content at each stage of their journey. Segment your audience accordingly, for example, use educational content for the awareness stage and sales-driven messaging for the decision stage.
• Audience Interests: Collecting first-party data through email surveys helps you understand your audience’s preferences and interests, allowing for more targeted email segmentation. This is a key component of any email marketing best practice guide.

EMBRACE AI-POWERED ANALYTICS AND REPORTING

Analytics and reporting are crucial components of any successful email marketing strategy. Without them, it’s difficult to understand the effectiveness of your campaigns or identify areas for improvement.

Tracking key metrics such as open rates, click-through rates, and conversion rates gives you valuable insight into how well your emails are performing. These metrics help you understand what resonates with your audience and what doesn’t, enabling you to fine-tune your approach for better results.

More advanced reporting tools can offer deeper insights into your audience’s behaviour, such as time spent reading emails, geographic location, and device usage. These details allow for more targeted segmentation and personalised content, improving engagement.

In 2025, making use of analytics and reporting will be an essential part of your email marketing strategy, particularly when it comes to automating your campaigns and responding to real-time data. By continually analysing your email performance, you can optimise campaigns and ensure you’re delivering the right message to the right people at the right time.

This is especially important for businesses following an ultimate guide to email marketing for business.

KEEP MOBILE FRIENDLY EMAIL DESIGN FRONT OF MIND

With 55% of emails now being read on mobile devices it’s essential to optimise your email design for mobile viewing.

For businesses, this can lead to higher engagement rates by improving the user experience, ensuring decision-makers can easily access your content anytime, anywhere.

• Prioritise a mobile-first approach with single-column layouts for better readability on mobile devices.
• Ensure links and buttons have a minimum target area of 44×44 pixels for easier accessibility on mobile screens.
• These simple adjustments will improve functionality and encourage higher user engagement on mobile devices.

Want to know how to optimise your blogs for mobile viewing? Read our blog on how to make your emailers mobile responsive, part of our guide to B2B email marketing.

EMERGING TRENDS IN EMAIL MARKETING FOR 2025

• Increased AI automation
• More niche audience segments
• An influx of first-party data

We believe that AI automation will drive a significant rise in audience segmentation, revolutionising the way brands approach email marketing. As AI technology continues to evolve, we can expect a dramatic increase in its use for refining audience segmentation.

In the near future, brands will not only use AI to better understand their audiences but also use it to capture and analyse first-party data more effectively. This data will allow for highly personalised and granular targeting, enabling businesses to send tailored content to the right individuals at the right time.

The ability of AI to process vast amounts of data quickly and accurately will enable marketers to make more informed decisions and optimise campaigns in real-time. It will be fascinating to watch how AI impacts the future of email marketing as it continues to evolve.

Gone are the days of third-party cookies. Our team predicts a significant shift towards first party data, as brands compete to collect more information about their audiences.

However, with stricter data privacy laws and growing concerns over how customer data is handled, businesses must become more transparent in their data collection practices. Adapting to evolving regulations like GDPR is essential for maintaining your brand’s reputation and maintaining strong relationships with your prospects.

HOW EDGE CREATIVE CAN ELEVATE YOUR EMAIL MARKETING

As email marketing continues to evolve with new technologies and shifting consumer behaviours, our team are here to ensure you stay ahead of the curve. With over 20 years of experience, we specialise in personalised, segmented campaigns that drive high response rates and maximise ROI.

We target the right audience with the right message at the right time, creating visually appealing, on-brand emails that stand out in any inbox. Our responsive designs work across all devices, while personalised content encourages engagement and drives sales.

Through A/B testing and optimisation, we refine your campaigns for the best results. Our automation tools ensure timely, relevant content reaches prospects, even when you’re not actively managing campaigns.

Let us support your email marketing efforts and help you achieve meaningful results. Get in touch with us to explore how we can enhance your campaigns and implement the best practices from our email marketing guide.