Why Email Marketing Still Matters in 2025

I first wrote this post, originally titled: Why Email Marketing Should Remain in Your Marketing Plan, back in 2018. So, it was well overdue for an update! The fundamentals of the writing process remain largely the same, but there have been some strategic changes since then.

Now, we see algorithms constantly changing and organic reach on social media shrinking. But one channel continues to deliver consistent, measurable results: email marketing.

Despite inbox overload and the rise of newer platforms, email remains one of the most effective digital marketing tools. In fact, according to Litmus’s 2024 ROI report, email delivers $42 for every $1 spent.

Meanwhile, the DMA (Data & Marketing Association) Email Benchmarking Report highlights that email remains the number one marketing channel for purchase frequency. The DMA also says that charities and not-for-profit organisations particularly benefit from email marketing, stating: “…as highlighted by the DMA benchmarks, charities are well-positioned to stand out through smart, personalised email strategies.”

So yes, email marketing still matters in 2025. But only if you do it right.

Here’s how to make your email campaigns work harder for you:

1. Write bold or quirky subject lines that get clicked

The first hurdle? Getting your email opened.

Your subject line and preheader text (that little preview line next to the subject) need to grab attention in a crowded inbox. Skip the generic “Here’s our latest newsletter” and aim for something more engaging, benefit-driven, or curious.

Examples:

• “Still Googling this? Let us save you the time.”

• “What every [your industry] pro should know in 2025”

• “Your inbox called. It wants better content.”

Pro tip: Run A/B tests on your subject lines. Many email platforms make this simple — the data is gold.

2. Personalise beyond the first name

Previously, I advised to personalise for improved click-through. But now, it’s no longer just “Hi [First Name]”. Smart personalisation uses customer data to tailor content based on interests, behaviour, or past actions.

According to Litmus, emails with advanced personalisation deliver 122% higher ROI than generic ones. That could mean:

• Highlighting content based on past purchases — we’ve all seen those “Because you bought this, you may like this…” emails. We can make this relevant for B2B audiences as well as B2C

• Using dynamic content blocks to show or hide content for different customer contacts

• Sending based on time zones or activity triggers

Even segmenting your list by audience type (new leads vs. loyal customers) can significantly improve engagement.

3. Keep it short, focused, and mobile-friendly

Nobody wants to scroll through an essay in their inbox. Aim for:

• Design for mobile first — more than 70% of emails are opened on phones

• Stick to one core message per email

• For email newsletters, remember the 90:10 rule for best engagement — 90% educational and informative, 10% promotional

• Only one primary Call to Action (though secondary links are fine if clearly designed)

• Include bite-sized sections, bold headings, and plenty of white space

4. Think visually (but plan for no images)

Images and graphics can add energy to your emails, but don’t rely on them to do the heavy lifting. Some email clients block images by default, so always:

• Include Alt text

• Make sure your CTA isn’t just an image

• Use contrasting colours and legible fonts (especially for dark mode!)

A well-placed image or graphic can increase click-throughs, but your newsletter should still make sense if all someone sees is text.

5. Timing and frequency matter — but so does value

In 2018, my advice was: “Send no more than one email a week.” In 2025, it’s not about frequency — it’s about relevance.

If you’re sending helpful, well-targeted content, your audience won’t mind hearing from you more often. In fact, with automation, you can effortlessly send regular, tailored updates based on behaviour, timing, or preferences.

6. Respect your reader’s time and attention

A few simple things that make a big difference:

• Make your unsubscribe button easy to find — this is important and something many brands still forget*

• Always include a plain-text version of your email

• End with a strong CTA or a clear 'next step'

• And don’t forget a punchy P.S. — it’s often one of the most-read parts of an email!

*Don't be offended when people unsubscribe — they're not your target audience. Build your list with businesses that you want to work with, whose values are aligned with yours. This Mailchimp article on how to build an email list will help.

Your Quick Email Marketing Checklist for 2025

✅ Subject line that grabs attention

✅ Preheader text that complements the subject

✅ Personalised and segmented content

✅ Clear, concise copy with one main goal

✅ Mobile-first layout with lots of white space

✅ Alt text on all images

✅ Strong CTA (and maybe a cheeky P.S.)

✅ Honest unsubscribe option

Still feel like you’re guessing?

Email marketing isn’t just about sending a newsletter anymore — it’s a strategic tool for nurturing leads, building relationships, and driving conversions. If writing your campaigns still feels like a chore or a gamble, I can help you get clarity, consistency, and results.

Let’s make your email marketing easier (and more effective). Drop me an email today — after all, it is still our favourite form of communication!