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These are the critical shifts defining email marketing in 2025—and how to navigate them.
- Privacy-proofing for long-term compliance. To safeguard your programs, collect zero-party data via preference centers or polls, use double opt-in (DOI) and re-permission campaigns, remove Personally Identifiable Information (PII) where possible, adopt Brand Indicators for Message Identification (BIMI), and stay updated on privacy laws and ensure compliance with AI tools.
- Generative AI for efficiency and content creation. Use it to generate subject lines, images, and videos and streamline production cycles for faster email deployment.
- Lifecycle email automation. Build robust automation while monitoring for errors like broken links to maintain brand trust.
- Rethinking analytics and data management. Metrics like open rates are less reliable post-Apple MPP. Shift focus to unique click-through rates, conversion rates, and ROI.
- Email newsletters for retention. They build trust, strengthen relationships, and keep customers engaged. Deliver value through consistent, creative, and personalized content.
- Interactivity in emails. Use CSS-based interactivity like polls, sentiment trackers, or scratch-offs.
- Enhanced segmentation and collaboration. Move beyond basic segmentation (by engagement level) to advanced personalization tied to lifecycle stages. Align with sales or customer success teams to refine strategies and close retention gaps.
Check out the full guide by Litmus.
