9 Top Email Marketing Trends (2024 & 2025)
Whether email marketing is a proven channel for your business, or if you're just getting started with it, these are the top trends to follow.
Vanity metrics are out-of-date and personalisation is key
In digital marketing, metrics are a key component to any campaign - or so the industry has always believed. And while it was right, things have developed significantly. From click-through rates to open rates, marketers meticulously track every data point, in the hope of gauging successful campaigns. Then they optimise strategies based on findings.
Marketers brace for impact of summaries in Apple Mail, Gmail
Email is the top area where marketers are increasing their budgets. Some 62% of US B2B and B2C marketers had increased their email marketing campaign in the past 12 months, according to April 2023 data from SeQuel Response and ISG. But recent email updates from Apple and Gmail add new challenges to email marketing, especially for B2B marketers.