1. Consistency is key: trust wins

Yes, we all love the thrill of new tactics and fresh ideas. But what was already apparent in 2024 will become even clearer in 2025: consistency and reliability pay off. Your subscribers want to know what to expect from you—whether it’s the timing of your emails, your content style, or the quality of your offers. In an age flooded with new tools and platforms, trust in proven and reliable email campaigns is regaining value.

2. Shorter, sharper, better

The average attention span keeps shrinking—that’s no secret. And the way we consume emails is changing: mobile reading continues to dominate, and no one wants to scroll endlessly to get to the point. 2025 makes it clear: the more concise and focused your message, the better. Long text blocks are being replaced by clear paragraphs, meaningful subject lines, and strong calls to action. Your subscribers will thank you with higher click rates and greater engagement.

3. Less gimmick, more substance

Forget overloaded, complex layouts with countless images, animations, and decorative elements. The trend for 2025 is simplicity. Clean, uncluttered designs help your recipients focus on what matters. A clear structure and easy-to-read font sizes ensure your message doesn’t get lost in the design jungle. Remember: your content and offer should be the star—not the design.

4. A look back at 2024: what’s here to stay?

Some trends from 2024 will stay relevant in 2025. Personalised content has proven to be more effective—not just inserting a first name in the greeting, but offering tailored content based on subscriber behaviour and preferences. Segmentation also continues to deliver: those who segment wisely and target specifically see better engagement. And let’s not forget the focus on data privacy and security—a topic growing in importance not only due to legal changes in 2024 but also because users are more aware than ever.

5. Rethinking automation

Automated workflows and trigger campaigns aren’t new, but they’ll become even more refined in 2025. Smart automation isn’t just sending a birthday greeting automatically—it’s about providing relevant, personalised content throughout the customer lifecycle, from the first opt-in to reactivating inactive subscribers. When used intelligently, automation not only saves time but also boosts campaign effectiveness.

6. Sustainability and authenticity

More and more recipients value brands that act authentically and sustainably. That’s reflected in email communication, too. A casual, natural tone resonates well. And if you show that your company takes responsibility—through sustainable practices or social initiatives—you’ll strengthen your relationship with your audience. Credibility and honesty are values that will continue to pay off in 2025.

7. AI keeps gaining ground

Data-driven marketing, artificial intelligence (AI), and machine learning have been central topics in digital marketing for years. AI offers huge potential for optimisation by analysing existing data, predicting customer behaviour, delivering personalised ads, and increasing conversion rates. In 2025, large companies in particular will rely more heavily on AI in their marketing strategies, with a focus on intelligent data analysis and precise personalisation.

That said, despite marketing automation and smart algorithms, don’t forget the importance of good design. In the past year, many users embraced dark mode with light typography on a dark background. It’s easier on the eyes during long screen sessions and reduces fatigue. Since Windows, macOS, Android, and iOS all support dark mode, it’s great to see more email templates taking this into account.

8. Accessibility is a must, not a maybe

One of the most important trends in 2025, driven in large part by the new EU regulation, is accessibility. The idea: everyone should be able to read and understand your content—regardless of physical limitations, technical barriers, or individual preferences.

Here’s what matters for accessible content:

• Alt texts for images

When using images, make sure to include meaningful alternative texts so screen readers can interpret the content accurately.

• Readable font sizes and contrasts

High contrast between text and background makes reading easier, especially for users with visual impairments.

• Simple and clear language

Avoid jargon and long, complex sentences. Clear and easy-to-read language benefits everyone.

• Accessibility testing

Use tools to regularly test your emails for accessibility. There are various software tools that can point out areas for improvement.

By focusing on accessibility, you show that you’re thinking of your entire audience—and that not only builds trust but also improves the effectiveness of your campaigns.

With these trends in mind, you’re well prepared to take your email campaigns to the next level. Remember: not everything new is necessarily better. Often it’s the fundamentals—clarity, trust, and authenticity—that make the real difference.

Make things as easy as possible for yourself and your recipients, and you’ll be successful in 2025 too.