Does email marketing still work in 2025? Absolutely – provided you do it right. While social media platforms keep tweaking their algorithms and ad prices continue to climb, email remains a reliable marketing channel with one of the highest returns on investment. But to stand out in your audience’s crowded inbox, a standard newsletter is no longer enough. The key? Relevance, personalisation and authenticity. Below, you’ll find eight practical tips to increase conversions from your email campaigns.
Personalising your emails is still essential for driving conversions. Simply addressing the recipient by their first name no longer cuts it. In 2025, personalisation goes far deeper.
AI analyses customer behaviour and preferences to decide which content, calls to action and visuals will resonate most with each individual recipient.
Example:
In the past, a clothing retailer might have sent a generic “new collection” email to all subscribers. Today, every recipient receives a tailored message featuring different products based on their browsing and purchase history.
Automation itself isn’t new, but its possibilities have advanced significantly. Manually scheduling newsletters? No longer necessary. Instead, use behavioural triggers such as:
This kind of automation makes email feel less like advertising and more like a personalised service.
Static emails are passé in 2025. Thanks to AMP for Email and sophisticated HTML5 templates, you can now enrich messages with interactive elements that boost engagement.
Examples include:
These features shorten the customer journey, enhance the user experience and drive higher conversions.
In an era when consumers are bombarded with commercial messages, storytelling outperforms hard-sell copy. People want to know who you are, what you stand for and how your product or service helps them move forward.
Use storytelling to position your brand as a conversation partner rather than a salesperson. Share customer stories, behind-the-scenes content or inspiring case studies. This builds emotional connection and increases the likelihood that readers will not only buy but also become loyal ambassadors.
Marketers have long asked: “When is the best time to send an email?” In 2025, AI-driven platforms take care of it for you. Instead of emailing everyone at once, the software determines the ideal send time for each subscriber to maximise opens and clicks.
You might schedule for 10 a.m., but another subscriber could prefer 9.30 p.m. after work. Automating this step boosts relevance and conversion rates.
TIP:
Check the latest GDMA International Email Benchmark. This annual study analyses millions of campaigns worldwide and highlights key trends. A striking insight from the most recent edition: in Belgium, weekdays between 2:30 and 4:30 p.m. often prove ideal for sending emails. Bear in mind that this varies by sector and audience, so testing remains crucial.
With stricter privacy regulations such as the GDPR and the European Accessibility Act, marketers must handle data more intelligently. Buying email lists is a thing of the past. Everything now revolves around first-party and zero-party data.
Combining these data types builds trust and allows you to send truly tailored content.
In 2025, accessibility is not only a matter of inclusion but also a legal requirement across the EU. Ensure your emails meet the guidelines:
This approach expands your reach and often improves deliverability: the likelihood that your emails land in the inbox rather than the spam folder.
Trust is a decisive factor in conversion. Consumers value fellow customers’ opinions more than a brand’s own claims. Include user-generated content such as:
This social proof lowers purchase barriers and boosts your brand’s credibility.
Email marketing in 2025 is no longer about sending as many messages as possible. It’s about delivering the right message, to the right person, at the right time. AI and automation enable hyper-personalisation, while storytelling, accessibility and user-generated content add a human, authentic touch.
Invest in valuable content, smart data collection and a customer-centred approach, and you’ll achieve higher conversions and lasting client relationships.
