No matter how much digital marketing seems to evolve, email marketing remains one of the most powerful tools for connecting with your audience. And, now that we’re a few weeks into 2025, businesses are poised and ready to leverage this year’s emerging trends.
Here are the 8 email marketing trends we expect to grow throughout 2025, offering eCommerce brands relevant, actionable insights to stay ahead of the curve.
1. Hyper-Personalization Using AI
Personalization has always been key to email marketing, but recently it has reached new levels.
AI allows marketers to analyze large amounts of customer data, guiding eCommerce brands in crafting tailored, hyper-personalized email content for their customers. Klaviyo AI, for example, can help you A/B test features of your email campaigns, determining what lands best with your audience, and adjusting your sends based on those preferences.
In 2025, we predict eCommerce brands to pursue hyper-personalization using AI-powered solutions will become more popular and effective.
2. Emphasizing User Privacy and Data Protection
Data privacy and protection have grown increasingly important over the past several years.
Consumers have developed higher expectations for brands to respect their data, making it crucial for eCommerce brands to take privacy seriously. That’s where strategies like double opt-in and transparent, ethical email practices come in handy. Remember: companies also have legal obligations toward user privacy, through regulations like GDPR and CAN-SPAM.
In 2025, we predict eCommerce brands will emphasize user privacy and protection even more, leveraging new tools like TrustArc to ensure adherence.
3. Highly Engaging, Interactive Email Content
Interactive emails — such as those with polls or videos — are becoming more in demand.
These elements engage users directly within the email, reducing friction and boosting engagement metrics. That’s why interactive content will become a more frequent choice for brands seeking creative ways to captivate audiences, from in-email quizzes to help customers find their ideal product to clickable images showcasing a 360-degree view of an item.
In 2025, we predict eCommerce brands will get more creative (and more comfortable) with engaging their audience through interactive elements.
4. Better Integrating Email and Omnichannel Marketing
Successful email marketing has grown increasingly reliant on omnichannel integration.
Seamless integration of email marketing with other channels, such as social media, SMS, and web push notifications has become key for eCommerce brands, especially as customers become more wary of inconsistent messaging and brand efforts. Omnichannel marketing efforts also help amplify your brand’s reach, speaking to customers at all parts of the customer journey.
In 2025, we predict eCommerce brands to increase their focus on seamlessly integrating their email marketing efforts with omnichannel marketing.
5. Evolution of Stronger Segmentation Strategies
Segmentation isn’t new to email marketing, but its level of sophistication is.
In recent years, email marketers have moved beyond basic demographic splits to segment audiences based on more nuanced criteria like behaviors, preferences, and real-time actions. These advancements in segmentation strategies are helping eCommerce brands better reach their audiences, providing only the most timely, relevant content at all times.
In 2025, we predict stronger segmentation strategies will continue evolving, especially as eCommerce brands explore more in-platform features.
6. More Robust Use of Predictive Campaign Analytics
Over the past few years, predictive analytics have become more accessible to everyday marketers.
Brands like Salesforce and Klaviyo have built predictive analytics features into their platforms, making it easier for eCommerce brands to explore customer behaviors, anticipate trends, and tailor email campaigns accordingly. Plus, predictive campaign analytics can bolster customer lifecycle management, too, helping you find the “right” time to reach the “right” people.
In 2025, we predict eCommerce businesses will explore more robust ways to use predictive analytics in their email marketing efforts.
7. More Content Creation with Artificial Intelligence
Artificial intelligence (AI) isn’t just for data analysis; it’s also shaping email content creation.
Throughout the past year, we’ve seen more brands explore the power of AI in email marketing, using the tech to craft everything from compelling subject lines to overall email design. Email marketers have learned that AI tools like Jasper and Magic Design (by Canva) can simplify content creation — as long as there’s still a “human touch” to remain authentic and on brand.
In 2025, we predict eCommerce brands will continue experimenting with AI-powered content creation, finding the perfect balance of speed and authenticity.
8. Greater Focus on Accessibility and Inclusivity
Inclusive design is gaining traction as brands recognize the importance of accessible emails.
Prioritizing accessibility in email marketing ensures that every email you send is readable for all users, compatible with assistive devices, and compliant with your country’s accessibility regulations. Luckily, digital tools like Accessibility Checker make it easier for eCommerce brands to meet accessibility standards, reaching as many people as possible through their content.
In 2025, we predict more eCommerce businesses will explore digital tools to support their accessibility and inclusivity efforts.
Looking Ahead in 2025
In 2025, email marketing will be about embracing innovation while staying true to customer-centric principles.
Leveraging trends like hyper-personalization, interactive content, and advanced segmentation, will help eCommerce brands and email marketers deliver impactful campaigns that drive engagement and loyalty. But remember: staying ahead of this year’s trends requires experimenting with new technology, exploring what works best for your brand and audience, and adapting to how your audience responds.
So, with these eight trends in your back pocket and 11 months left to go in the year…
Are you ready to step up your email marketing in 2025?