Email Marketing in 2024: Still a Powerhouse for Customer Engagement

Email marketing might seem old-fashioned in a world of social media ads and chatbots, but it’s far from dead. In fact, as we look toward 2025, email marketing continues to be one of the most effective ways to engage customers. With inboxes overflowing and constant notifications bombarding users, emails still stand out – thanks to its stability, control and affordability.

Why email still works in 2025

With 4 billion daily email users globally, email provides a unique opportunity to connect with customers at a lower cost compared to other digital channels. Despite the rise of newer platforms, most customers still prefer email over other forms of communication, especially when businesses get the frequency right. On average, weekly emails hit the sweet spot, keeping customers engaged without overwhelming them (although it’s important to keep an eye on your open rates from different segments to ensure everyone is happy). 

Not only is email still relevant, but it continues to offer one of the highest returns on investment of any marketing channel. Get your strategy right, and you could see $36 to $40 in returns for every dollar spent.

Why consumers love email marketing

The reason for email’s staying power is simple: it’s permission-based. Customers opt into your emails, and that means they’re already interested in what you have to say. Outbound marketing can interrupt a user’s experience. I don’t know about you, but those YouTube and Spotify ads kill me, especially when I’m paying for an ad-free experience and still getting served directly from the channel. It usually has the opposite effect of its goal and makes me more likely to not buy from the business. 

On the flip side, email is typically inbound – your audience has actively requested your content. This allows businesses to communicate with a willing audience, building trust and loyalty over time.

But with email fatigue becoming real, businesses need to stay on top of trends and best practices to keep their strategies effective.

Email marketing trends in 2025

As we move into 2025, several key trends will continue to shape the future of email marketing.

Mobile optimisation

More people are checking emails on their smartphones and approximately 70% of them will delete an email if it doesn’t display correctly on their device. Worse, some may even unsubscribe due to a poor experience. Ensuring emails are mobile-friendly is essential for maintaining engagement. This means considering layouts and features like dark mode, as well as ensuring wherever your call to action is pointing to is optimised for mobile too.

Curated content

The internet is constantly flooded with new content, and standing out has become increasingly difficult. Curated content – collecting and sharing existing resources in a meaningful way – can help your emails rise above the noise. Whether it’s featuring relevant blog posts, industry news, or podcast recommendations, email offers the perfect channel for sharing curated content that adds value to your audience.

Tighter privacy laws

Privacy has been a growing concern, and new regulations, like Apple’s Mail Privacy Protection, are changing the way marketers track their campaigns. While customers now have more control over their data – like masking IP addresses and blocking email open rates – they’re also showing more trust in email compared to social media ads or banners. This could be influenced by email’s reliance upon first-party data rather than third-party cookies. Whatever the reason, the shift is making email marketing more valuable than ever.

Personalisation and segmentation

One-size-fits-all emails won’t cut it anymore. By segmenting your audience based on factors like purchase history, engagement and click-through behaviour, you can tailor email content to individual preferences. Segmented emails lead to 30% more opens and 50% more click-throughs than non-segmented ones. Personalisation is also key – customers are more likely to stay subscribed when they receive relevant, personalised content based on their interests.

Automation and AI

Automation tools are becoming more sophisticated, allowing businesses to set up personalised email workflows that trigger based on user actions. Abandoned cart emails, for example, can be three times more effective than other automated emails. AI-powered predictive analytics can also help forecast customer behaviour, letting you send timely, relevant emails that boost conversions and reduce churn.

Overcoming email fatigue

While email remains one of the top marketing channels, email fatigue is a real challenge. Consumers are overwhelmed by the sheer volume of emails they receive, with 67% creating junk email accounts to dodge unwanted messages. To combat this, it’s crucial to manage frequency, offer value in every email, and provide easy ways for subscribers to adjust their preferences.

According to Gartner, too many emails is the number one reason consumers unsubscribe. However, 40% of consumers said they’d stay subscribed if they received fewer emails. By allowing your audience to set their own preferences and using insights from past interactions to tailor frequency, you can maintain strong engagement without overwhelming your audience.

How to build and maintain a quality email list

Building a strong email list takes time, but the effort pays off. Most customers sign up for email lists because of the incentives—whether it’s discounts, loyalty programs, or exclusive content. For example, 65.9% of consumers sign up to join a loyalty or rewards program, while others are looking for deals like free shipping or percentage-off discounts.

To keep your subscribers engaged long-term, it’s essential to offer varied content and incentives that cater to different preferences. Test different offers, tailor content to specific audience segments, and keep up with what your customers find most valuable.

Why email marketing is here to stay

Even with the constant evolution of digital marketing, email remains a cornerstone of customer engagement in 2025. Its high ROI, customer trust, and ability to personalise make it an essential tool for any business looking to build lasting relationships.

By embracing trends like mobile optimisation, personalisation and automation, and adapting to new privacy regulations, businesses can ensure their email marketing strategy remains effective in the years to come.

At Flowsense, we specialise in helping businesses maximise the impact of their email marketing with CRM integration, automation tools, and personalised content strategies. Let us help you futureproof your email marketing for 2025 and beyond.