According to Litmus , 78% of marketers consider email marketing a key tool for customer retention. This is confirmed by research: the average ROI of a mailing is $36 for every dollar invested. So in 2025, email remains an effective communication channel.
Following global changes in communication, the requirements for mailings are also changing. We tell you what worked in 2024 and what email marketing trends can be traced in 2025.
How Email Marketing Has Changed in 2024
Deeper personalization . Previously, brands focused on subscriber behavior on USA Electricians Email List the site: reminders about forgotten products, the appearance of a favorite product, etc. Now they use all available information to make mailings more relevant and increase profits. For example:
They collect information about the subscriber from social networks to better understand his interests and recommend suitable products.
They use geolocation – when a client is close to a store, they send out sales emails.
They analyze whether the client buys more often with or without discounts. If only with discounts, then they add promo codes to the letters, if without discounts, they do not add coupons so as not to lose profit.
Befree notifies subscribers when a favorite item is back in stock
Befree notifies subscribers when a favorite item is back in stock
Human-touch: less gloss, more humanity . The trend for newsletters in the format of a personal message is strengthening year after year. For example, clothing brands often write on behalf of their founders or employees, share behind the scenes, and tell stories about the creation of collections.
Also, more and more brands are reducing the distance with the reader. For Business To Business Mailing Lists example, Invisible communicates with the subscriber in a friendly manner in its newsletters, does not use complex layout, and sometimes does not add banners at all – only text. Due to which the letters become similar to personal correspondence.
This email format creates a sense of closeness to the brand, as if a friend were sharing cool information
This email format creates a sense of closeness to the brand, as if a friend were sharing cool information.
More benefits, less sales . There are more emails in the mail that do Bulk Database not rush you to buy, but help you make a choice, provide some benefit, and give you some advice. A good example is Chitai-gorod. In 2023, most of the emails were announcements of promotions and promo codes, and in 2024, the brand focused on reviews, selections, and personalized emails.
