With TikTok trends, AI content and influencer marketing firmly in the spotlight, you might think that email marketing is outdated – but data tells a different story. Email remains one of the most cost-effective and conversion-driven marketing options. And for brands that know how to use it well, it’s one of the most powerful tools in the digital marketing toolbox. But that’s the big question. How do you do email marketing well in 2025?
In this blog we’ll explore how consumer expectations around email have evolved – they now demand value, personalisation and relevance. It’s not enough to send generic updates anymore; it’s about building communities, sharing meaningful content, and establishing long-term engagement.
Why email still works
Despite being one of the oldest digital marketing channels, email remains one of the most effective. While platforms change and algorithms evolve, your email list is yours. And with 4 billion people using email daily – and that number is still growing – there’s no excuse not to be building on that list all the time.
When you use personalised email, you’re not competing with a feed full of distractions. You’re landing directly in someone’s inbox – a place they check every single day.
Brands that make good use of the widely available improved personalisation tools to deliver content that their audiences want, see open rates and click-through rates increasing.
Best of all, according to Statista, email marketing still delivers an average ROI of £38 for every £1 spent.
Why newsletters still deliver value in 2025
We’ve seen that email marketing still works, as long as you have meaningful content that people want, so how can you use this knowledge to create newsletters that deliver value to you AND your audiences?
First, let’s remind ourselves of the basics of why newsletters work:
- People Want Value, Not Noise
Audiences are savvier than ever. They don’t want sales spam, and they know how to spot it.. They want useful, relevant content. Short, sharp and to the point. Newsletters that offer insights, tips, inspiration, or exclusive perks become something people look out for. - Personalisation Has Levelled Up
In 2025, personalisation isn’t just using someone’s first name. It’s about sending the right content at the right time, based on behaviour, preferences, and engagement. Using data to drive smart segmentation allows you to deliver newsletters that feel tailored, timely, and useful. - Great for Relationship Building
Unlike paid ads or fleeting social posts, email builds long-term relationships. It gives your brand a direct, consistent voice. It’s where you share your story, showcase your expertise, and keep your audience warm between purchases. - Ideal for Nurture and Conversion
From onboarding sequences to check-in emails and value-led updates, email continues to play a critical role at every stage of the customer journey. It’s especially valuable for nurturing leads into loyal customers.
What Makes a Newsletter Work in 2025?
So what do you need to consider to turn your newsletter into a 2025 marketing tool that really hits the mark with your audiences?
- Be mobile-first (over 70% of emails are read on phones)
- Set clear goals for your newsletter – who are you engaging with? Is your primary goal to build awareness, create engagement or drive sales? Knowing what you want your newsletter to achieve will help you to select the most appropriate content
- Use simple, engaging copy and strong visuals (incorporating photos and/or video) to ensure your newsletter stands out
- Provide clear value – think tips, success stories, exclusive content, offers or curated updates
- Include one strong call-to-action (CTA) per issue (don’t overload people with confusing options)
- Consider your tone of voice – aim to make your content feel like a conversation, not a broadcast
So, no – email marketing isn’t dead. If anything, it’s having a renaissance. When done right, newsletters cut through the noise, deliver value, and deepen relationships in a way few other channels can.
How The Marketing Associates Can Help
We work with ambitious brands to create email marketing strategies that actually work. From segmentation and content creation to design and reporting, we help you engage your audience with the right message at the right time.
We take a data-led approach to ensure every email you send strengthens your brand, builds relationships, and drives action.
If you haven’t looked at your email strategy in a while, now’s the time. It’s not about adding more noise – it’s about adding more value.
To discuss how we could help you to harness the power of AI in your marketing, get in touch with us. While we’re all in favour of using AI, we can promise you a human will respond.
tabitha@themarketingassociates.co.uk or call 01233 720379
At The Marketing Associates, we specialise in strategic freelance marketing support for professional service practices, providing excellent quality advice on your marketing strategy to develop and grow your business on a retained basis.