Email marketing: the must-have strategy for 2025

Even if it may not seem as trendy as TikTok or Instagram, e-mail marketing is still a highly effective channel. According to a McKinsey study, it is even 40 times more effective at acquiring new customers than Facebook and X (Twitter) combined.

So why deprive yourself?

What is e-mail marketing?

Definition Email marketing refers to the targeted sending of promotional, informative or transactional messages to a list of contacts (customers or prospects). It can meet a number of objectives: awareness, conversion, loyalty, re-engagement or customer support.

Why adopt email marketing in 2025?

1. An ultra-profitable channel

The average ROI is 36 $ per dollar invested. Quite simply, it's one of the most effective channels in any digital strategy. And unlike paid advertising, email marketing doesn't require a huge budget.

2. A huge, active audience

• 90 % of Internet users check their e-mail box daily
• Emails are often read in 15 minutes upon receipt
• The users prefer receive offers by email rather than through social networks

3. Surgical targeting

Thanks to segmentation (by behavior, purchase history, demographics, etc.), each message can be ultra-personalized and relevant, boosting open and click-through rates.

4. Efficient automation

No more manual shipments! Modern tools like Mailchimp, HubSpot, Omnisend or Sendinblue allow campaigns to be automated based on user behavior, at strategic times (👀 Tuesdays, for example, are the best-performing days).

7 steps to a successful email marketing strategy

1. Define clear objectives

Some examples of objectives:

• Attracting traffic
• Promoting a product or service
• Send offers or promotions
• Building customer loyalty
• Re-engaging an inactive audience
• Offer valuable content (articles, videos, e-books)

2. Identify your target customers

Create personas to personalize your messages:

• Who are your subscribers?
• What do they want from you?
• What content will interest them?

The more your e-mails are tailored to your audience, the less likely they are to be considered spam.

3. Choosing the right email marketing management tool

4. Create an irresistible email headline

Visit e-mail subject is crucial. It must :

• Be short
• Use powerful words: free of charge, exclusive, new, save…
• Addressing the reader directly
• Integrate an emoji (😎) for fun... without going overboard

Examples of effective titles:

• "🎉 25% off your next order - today only!"
• "Thank you for your purchase! Here's a surprise... "
• "5 tips to improve your productivity now"

5. Writing compelling content

• Use a natural tone, engaging and personalized
• Add attractive visuals and a clear design
• Include a call to action (CTA) strong: "Discover the offer", "Book now", "Read the article".

6. Intelligent automation

Automatic emails can be triggered by :

• One registration
• An abandoned basket
• A birthday 🎂
• Prolonged inactivity
• A recent purchase (to offer a complementary product)

7. Measure your performance

Visit KPI to watch out for:

• Open rate
• Click-through rate
• Conversions (sales, registrations...)
• Churn rate
• Income generated

What kind of e-mails should I send?

The last word 💬

Email marketing isn't dead - it's evolving.
With the right tools, the right strategy and a dash of creativity, you can create effective, sustainable and profitable campaigns.

Need personalized support?
Use our content marketing agency to launch (or boost) your email marketing campaigns.