Email Marketing Best Practices For 2025 – The Ultimate Guide

Here’s My List of Email Marketing Best Practices for 2025 (and Beyond!)

If you’re running a business in 2025—big or small—you’ve probably heard that email marketing is still king. And it’s true. Here’s my list of email marketing best practices for 2025″.

Despite all the various social media platforms (and the HUGE influx of creator content), email remains one of the most effective ways to connect with your audience, build trust, and drive sales.

It’s virtually impossible to get blocked on email, whereas these days, social media platforms are locking people out of their accounts at a whim.

Or marketing agencies lock their ex-clients out of the Google Ads account.

Successful email marketing isn’t about blasting generic emails to random lists. It’s about strategy, relationships, and understanding what actually works.

Your email list is everything in business, so let’s break it down.

This guide will show you:

• Why Email Marketing Matters
• Email Marketing Best Practices for 2025
• Email Marketing FAQs
• Common Mistakes Businesses Make
• Email Marketing Statistics in 2025

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Why Email Marketing Matters

Before we get into the nitty-gritty, here’s why email marketing should be a priority:

• Growing Market: According to Statista, “In 2020, the global e-mail marketing market was valued at 7.5 billion U.S. dollars and the source projected that the figure would increase to 17.9 billion by 2027.”
• High ROI: Email marketing generates an average ROI of $35 for every $1 spent.
• Direct Connection: You’re landing straight in someone’s inbox, not fighting for attention on a noisy social feed.
• Long-Term Asset: You own your email list. Unlike social media, you’re not at the mercy of algorithm changes or violating ToS.
• Scalable: Whether you’re a solopreneur or a global company, email marketing has been proven year after year to work.

But only if you do it right.

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Email Marketing Best Practices (2025 Update)

Let’s start with the essentials. These email marketing best practices will help you create engaging, high-converting email campaigns.

1. Know Your Goal Before You Hit Send

Every email needs a purpose. Ask yourself:

• Are you trying to drive sales?
• Build brand awareness?
• Nurture relationships with existing customers?
• Promote a new product or service?
• Send customer reminders about payments, processes, or course updates?
• Welcome customers to your business?

If you don’t know your goal, your audience won’t either.

2. Should You Buy an Email List For Marketing?

Buying email lists might sound tempting, but it’s almost always a bad idea. Here’s why:

• People didn’t opt-in, so your emails will likely get marked as spam.
• You could damage your sender reputation (and get blacklisted).
• It’s illegal in many places (like under GDPR).

Better ways to collect emails:

• Offer a free eBook, guide, or discount (e.g. a lead magnet) in exchange for sign-ups.
• Use a pop-up or exit-intent form on your website.
• Run social media contests.
• Ask at checkout (if you run an eCommerce store).
• Offer a newsletter with valuable content (not just sales pitches).

3. Personalisation is Key

People expect personalisation. If you’re still sending “Dear Customer” or “Hello” emails, you’re leaving money on the table.

Simple tweaks like:

• Using their first name (e.g. Great to have you here, Sarah!)
• Sending product recommendations based on their purchase history.
• Customising content based on location or interests.

CRM software (Customer Relationship Management) can help you track this data, like Mailchimp, Shopify, Kit, and others.

4. Focus on Value (Not Just Selling)

Nobody wants to be sold to 24/7. Instead, build trust by offering value:

• Educational content.
• Insider tips.
• Industry updates.
• Entertaining stories.

This is where relationship emails come in—they’re designed to build rapport, not push a sale.

Example: A travel brand sending “Top 5 Secret Beaches You Need to Visit” vs. “Book Your Next Flight Now.”

5. Nail Your Subject Line

If your subject line doesn’t hook them, your email won’t get opened. It’s that simple.

What works in 2025:

• Weird and Wacky: “I left the front door of my house open today…”
• Personalisation: “John, you’ll never guess what happened last night.”
• Curiosity: “I finally look forward to Mondays and here’s why.”
• Urgency / Specificity: “Only 3.74 Hours Left!”
• Emojis (sparingly): “🔥 Firing Up the Grill For a Huge Sale This Weekend!”

Avoid spammy phrases like “FREE” or “WIN BIG.”

6. Keep It Short & Sweet

People skim emails. They don’t read every word (people are BUSY these days). So:

• Write like you talk—keep it conversational.
• Use short paragraphs and bullet points.
• Make your Call-to-Action (CTA) clear. (e.g., “Shop Now” or “Download Here” or “Book a Call”).
• Keep it around 300-500 words. Try not to ramble 😅

7. Design for Mobile

Over 50% of emails are opened on mobile devices. If your email isn’t mobile-friendly, you’re losing customers (same applies for SEO).

• Use a responsive design.
• Keep images small and text easy to read.
• Make buttons tappable (big enough for thumbs).

8. Test Everything (A/B Testing)

A/B testing is when you send two versions of an email with a (single variable changed) to a portion of your list to see which one performs better. It’s one of the best ways to optimise your campaigns.

Start by testing:

• Subject lines (most common).
• CTA buttons.
• Images vs. plain text.
• Long vs. short emails.

First step: Choose one element to test, send it to a small segment, then roll out the winner.

9. Clean Your List Regularly

Don’t cling to inactive subscribers. Low engagement can hurt your deliverability.

• Remove subscribers who haven’t opened your emails in 6+ months.
• Give them a chance to stay with a re-engagement campaign first (e.g., “Still Interested?”).

Following these email marketing best practices in 2025 will help you stay ahead of your competitors.

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How Much Does Email Marketing Cost?

It depends on your business size, your list size, and the tools you use (e.g. automations, sequences etc).

Average costs:

• Email marketing software: $10 to $300+ per month.
• Freelancers/Agencies: $500 to $2,000+ per month (if you outsource).
• DIY: Time is your biggest investment.

Some great free tools:

• Mailchimp (free plan for up to 500 subscribers).
• Kit (free plan up to 10,000 subscribers)
• MailerLite.
• Brevo (formerly Sendinblue).

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Best CRM for Email Marketing (2025)

Choosing the right tools can make or break your strategy.

Best Email Marketing Software (All-in-One):

• Kit – Easy to use automations + sequences (my favourite).
• Mailchimp – Beginner-friendly.
• Klaviyo – Best for eCommerce.
• HubSpot – Great for larger businesses as an all-in-one marketing solution.

Best CRM For Email Marketing:

• HubSpot CRM – Powerful (but can get pricey very quickly).
• Zoho CRM – Affordable for small businesses.
• Keap – Good for automation-focused businesses.

Best for Shopify Stores:

• Klaviyo – Built for Shopify.
• Omnisend – Focused on eCommerce.
• Shopify Email – Simple and native.

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How to Create an Email Marketing Campaign (Step-by-Step)

1. Define your goal – Sales? Engagement? Brand awareness?
2. Build your email list – Website pop-ups, lead magnets, checkout prompts.
3. Segment your audience – Group subscribers based on behaviour, location, purchases, or interests.
4. Choose your platform – Kit, Mailchimp, Klaviyo, HubSpot, etc.
5. Create your email – Engaging subject line, clear CTA, value-driven content.
6. Schedule and send – Test the best times for your audience.
7. Track performance – Open rates, click-through rates, conversions, sales.
8. Optimise – Use A/B testing and tweak based on your results.

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Advanced Strategies for B2B & Automation

B2B Email Marketing Best Practices:

• Focus on solving business problems.
• Build relationships—less salesy, more helpful.
• Use LinkedIn + email combos for outreach.

Email Automation Best Practices:

• Welcome emails.
• Cart abandonment reminders.
• Re-engagement campaigns.
• Birthday or anniversary offers.

Automation saves time and keeps your audience engaged.

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How to Check Competitor Email Marketing Campaigns

Curious about what your competitors are doing? Here’s how to peek behind the curtain:

• Subscribe to their emails.
• Use tools like MailCharts or Really Good Emails for inspiration.
• Analyse their subject lines, frequency, and style.

Don’t copy—just learn what works and make it your own. What resonates for you? What feels spammy? You can even ask your customers what they want to hear about. (run a survey).

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How to Start an Email Marketing Business

Thinking of offering email marketing as a service? Here’s how to get started:

• Learn the ropes (free courses from HubSpot, Coursera, or YouTube).
• Build a portfolio (even if it’s personal projects).
• Check out Upwork and get a few small gigs under your belt.
• Offer services to small businesses, friends, and family.

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Email Marketing Best Practices — FAQs

Whether you’re launching your first campaign or levelling up your strategy, email marketing can feel like a maze. There’s a lot to get right—and a few pitfalls to avoid.

To help you cut through the noise, I’ve pulled together answers to the most common questions about email marketing, from costs and strategies to CRMs and competitor research.

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What Is a Relationship Email in Email Marketing?

A relationship email is designed to build trust and connect with your audience—not just sell (much like a relationship with a friend).

These emails might:

• Welcome new subscribers.
• Share valuable tips or updates.
• Offer behind-the-scenes insights into your business.
• Celebrate customer milestones (like birthdays).

Example: A travel brand sends “5 Hidden Beaches You’ll Love” instead of “Book a Trip Now.”

It’s about playing the long game—engaging your audience so that when they’re ready to buy, you’re top of mind.

Consistently emailing your list will help with this, whether it’s every day, 3 times a week, or weekly.

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B2B Email Marketing Best Practices

B2B (business-to-business) email marketing is different from B2C. It’s less emotional and more problem-solving.

What works for B2B in 2024:

• Focus on value: Solve pain points, don’t just sell products.
• Data-driven decisions: Use analytics to refine your approach.
• Personalised outreach: Address decision-makers by name.
• Longer nurture sequences: B2B sales cycles take time.

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What Is the Most Effective Email Marketing Campaign Strategy?

The best strategies combine personalisation, automation, and relationship-building.

Here’s what works:

• Welcome series: Introduce your brand and set expectations.
• Product education: Help subscribers get the most from your offerings.
• Exclusive content: Special deals or insider tips.
• Re-engagement emails: Win back inactive subscribers.

Example: A clothing brand sends a welcome email with styling tips, then follows up with a “10% Off Your First Purchase” coupon (valid for 30 days).

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How to Write a Marketing Email

Crafting a great marketing email doesn’t need to be hard.

Structure to follow:

1. Catchy subject line – Hook readers in.
2. Personal greeting – Use their name.
3. Engaging intro – Get to the point fast.
4. Value-driven content – Educate, entertain, or offer something useful.
5. Clear CTA – Tell them what to do next (e.g., “Shop Now” or “Download Guide”).
6. Mobile-friendly design – Keep it clean and easy to read.

Pro tip: Write like you’re emailing a mate—friendly, helpful, and human. Short, entertaining stories always help!

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Why Start with Your Goal Before Planning Your Strategy?

Simple—if you don’t know what you want, you won’t get there.

Common goals:

• Drive sales.
• Build brand awareness.
• Boost website traffic.
• Nurture customer loyalty.
• Book calls
• Educate customers

Knowing your goal shapes your subject line, content, and CTA.

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What’s the First Step in Performing an A/B Test?

Start by choosing one variable to test.

Examples:

• Subject line.
• CTA button text.
• Email design (plain text vs. image-heavy).

Step 1: Pick one element at a time to test.
Step 2: Split your audience into two groups.
Step 3: Send both versions.
Step 4: Analyse the results.

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How to Collect Emails for Email Marketing

Forget buying lists—build your own.

Best methods:

• Lead magnets (e.g., free eBook or discount).
• Website pop-ups.
• Social media ads.
• Checkout opt-ins.
• Hosting webinars or workshops.

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How to Increase Click Rate in Email Marketing

Clicks = conversions. Here’s how to boost your click-through rate:

• Clear CTA: Make it stand out.
• Minimal distractions: Keep the focus on your CTA (not fancy images that take ages to load).
• Segment your audience: Send relevant content.
• Use buttons: People like tapping buttons more than text links.
• Personalisation: Tailor the message to the reader.

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What Are Onboarding and Strategic Emails?

• Onboarding emails: Welcome new subscribers, set expectations, and guide them through your onboarding process.
• Strategic emails: Carefully planned, goal-oriented emails—often part of a broader campaign (e.g., a product launch series).

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Benefits of Using Email Templates

Templates:

• Save time.
• Ensure consistent branding.
• Reduce design errors.
• Speed up the creation process.

Most platforms offer customisable templates or you can create your own.

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Should You Buy an Email List?

No. 100% don’t do it.

It’s risky, ineffective, and often illegal (e.g., under GDPR). Yo ucan get blacklisted and risk your emails ending up in spam.

People don’t like receiving emails they never subscribed to.

Build your list organically instead.

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How Can Email Marketing Fuel Your Inbound Strategy?

Emails nurture leads after they discover you. They keep your customer thinking of and engaged with your brand.

Example: Someone finds your blog → Signs up for your free guide → Receives nurture emails → Becomes a customer.

It keeps your brand top-of-mind.

Common Email Marketing Mistakes to Avoid in 2025

Whether you’re sending your first email or your 500th, these mistakes can wreck your results.

What to do instead:
Build your list the right way—through lead magnets, website pop-ups, or asking customers directly.

1. Ignoring Mobile Optimisation

More than 50% of emails are opened on phones. If your email looks clunky or takes too long to load, people won’t bother.

Common mobile fails:

• Tiny text that’s impossible to read.
• Buttons too small to tap.
• Images that take forever to load.

What to do instead:

• Choose a responsive email template (most platforms offer this).
• Test your emails on your phone before hitting send.

2. Overloading Emails with Images

Sure, pretty graphics look nice—but heavy images can backfire.

Here’s why:

• Some email clients block images by default.
• Slow load times turn people off.
• A wall of pictures can distract from your message.

What to do instead:

• Balance text and images (especially if you’re service-based).
• Use alt text for images—so if they don’t load, readers still get your message.

3. “No-Reply” Email Addresses (The Silent Killer)

If your emails come from no-reply@yourbusiness.com, you’re telling customers:
“We don’t want to hear from you.”

It feels cold. Plus, what if someone actually needs to reply? It’s super frustrating for the customer.

What to do instead:

• Use a real email address like hello@yourbusiness.com or team@yourbusiness.com.
• Encourage replies! It builds relationships.

4. Sending Everyone the Same Email

Not all subscribers are the same.
Some are ready to buy, some are just curious, and others signed up ages ago and forgot who you are.

Sending everyone the same thing? That’s a fast track to low open rates and unsubscribes.

What to do instead:

• Segment your list—by interests, purchase history, or engagement level.
• Tailor your content to what they care about.

5. Forgetting the Call-to-Action (CTA)

Ever read an email and thought, “Okay… cool… but what do I do now?”

That’s what happens when there’s no clear CTA.

What to do instead:

• Be super clear: “Book a Call,” “Read More,” “Reply to This Email”.
• Use buttons—they get more clicks than text links.

6. Not Testing Before You Send

It’s the email marketer’s nightmare—you send an email, and:

• The link’s broken.
• There’s a massive typo in the subject line.
• It looks fine on desktop but is a mess on mobile.

What to do instead:

• Always send a test email to yourself first.
• Check it on desktop and mobile.
• Click every link.

Mistakes happen—but testing stops the avoidable ones.

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Email Marketing Statistics for 2025: What You Need to Know

Want to stay ahead of the curve? Here are the latest email stats shaping 2025:

1. Email is Still Growing (Big Time)

By 2025, there’ll be 4.6 billion email users worldwide. That’s over half the planet.
(Source: Statista)

2. People Check Their Emails Regularly.

On average, professional workers check their emails every 37 minutes, or 15 times a day.
(Source: Statista)

3. ROI? Still Insanely Good

Email marketing delivers an average ROI of $35 for every $1 spent.
No other channel comes close to that.
(Source: Statista)

4. 94% of Millennials and Gen Xers rely on email (more than any other generation!)

Email is seen by these generations as one of the most trusted and versatile communication methods.
(Source: Statista).

5. Personalisation is King

If you write emails with personalised subject lines, they’re 26% more likely to be opened and marketers have found a 760% increase in email revenue when running segmented campaigns.(Source: CampaignMonitor)

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Bonus Tips: What Will Set You Apart in 2025

Beyond avoiding mistakes and knowing the numbers, these tactics will help you cut through the noise:

1. Consistency Beats Random Blasts

Ever subscribe to something and hear… nothing… for months—then suddenly, BOOM, a random email?

That’s not how you build trust.

Instead:

• Choose a realistic schedule (weekly, fortnightly, monthly).
• Stick to it.
• Send a variety of emails: sales, news, stories etc.

2. Welcome Emails Matter (A Lot)

The welcome email is your first impression. It’s also when your leads are most engaged.

Open rates are often above 60%—so don’t waste it.

What to include:

• A friendly intro.
• What they can expect from your emails.
• A small “win” (e.g., a tip, resource, or quick action they can take).

3. Keep Learning

Email marketing is always evolving.
Stay sharp by researching email resources, analysing lists you’re subscribed to, and testing email variables.

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Final Thought: Play the Long Game

Email marketing isn’t a quick fix—it’s long-term relationship building. Focus on serving your audience, not just selling to them. The sales will follow.

Are you an accountant or financial services firm that needs help with email marketing? Struggling to get conversions on emails? I can help. Book a call with me here if you want to crush it with your email marketing.

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