It is a new year, and with that comes a whole new range of ideas, marketing updates and trends to look out for. In the marketing realm, as we are sure you know by now, things are always rapidly changing, especially as new technology is developed.
For you, this means new tools and resources you can bring into 2025 to ensure you make the most out of your database. With so much happening in the world of email, though, how do you know which trends will help drive your marketing? We have detailed some to keep a keen eye on below.
The year ahead
Four email marketing trends worth watching this year.
The Trends to Watch
Long, long gone are the days when a one-size-fits-all approach works for email marketing. Your customers are smarter than that, and they want curated content that speaks directly to them. For this reason, AI-powered personalisation takes the cake.
This is not just about adding first-name metrics into emails. It is about creating a fully personalised experience with recommended products, smart segmentation and powerful email logic. It can go as far as changing your email backgrounds to your customer's favourite colour palettes (using segmentation) to inspire purchase.
Adding movement to your emails makes them all the more eye-catching, especially when you really need to grab your customers' attention. You can add GIFs to your buttons and hero banners to draw in the eye-line, or use snippets of your reels from TikTok or Instagram to encourage clicks.
Beyond GIFs, play with different layouts to entertain the movement of the eyes. Even something simple, like a right-to-left reading pattern, can keep the mind engaged and far more primed to purchase.
Customers are no longer interested in purchasing a product just because it is cute or caught their eye. They are now invested in buying the brand too. This shift is one of the key trends, as typical sales emails are slowly fading to the back of customers' minds, especially if that is the only type of email you send.
Brands focusing on selling their story in each email have more luck with conversions. Customers feel part of the mission and the journey, and they understand that shopping supports a local business owner they have formed a strong bond with.
Privacy laws in Australia are already pretty tight, and the rest of the world is beginning to follow suit. Data you could once easily collect does not come around as easily any more, and you will not be able to email customers as smoothly without their explicit consent. This makes your sign-up form all the more critical.
Many brands are already trying different strategies, including adding timers and one-time offers to their sign-up forms. They are also using different forms for various stages of the customer journey, so even if a customer does not sign up before purchasing, there is still a chance to capture them.
