Our 2025 Marketing benchmark report reveals the latest trends and best practices shaping the email marketing landscape. As marketers navigate evolving customer expectations, privacy regulations, and technological advancements, several key themes have emerged.

Here are the top takeaways from this year’s report:

1. Deliverability is an essential area of focus

 

Ensuring that emails reach inboxes, and not spam folders, continues to be a top priority. In 2025, customer engagement and email deliverability are more intertwined than ever, with stricter ISP policies monitoring spam complaints and email authentication. Marketers must focus on:

• Maintaining a strong sender reputation and monitoring list hygiene to maximize inbox placement
• Incorporating Brand Indicators for Message Identification (BIMI) for improving trust and visibility
• Making using of one-click unsubscribe features so users can easily opt out

2. Privacy protection and compliance are key

 

With growing concerns around data privacy, brands must strike a balance between personalization and compliance. Key strategies include:

• Transparent opt-ins and clear consent mechanisms to build trust
• Regular audits to ensure compliance with evolving regulations like GDPR and CCPA
• Leveraging first-party data through loyalty programs and preference centers to drive personalized experiences without relying on third-party cookies

3. The importance of data and list hygiene

 

Maintaining a clean and engaged email list is crucial for improving deliverability and engagement. Brands should:

• Use engagement-based segmentation to focus on contacting their most active subscribers
• Deploy re-engagement campaigns for lapsed users while being prepared to remove disengaged contacts.
• Implement double opt-ins and bot prevention measures to ensure data accuracy

4. Automation and AI redefine efficiency

 

Automation continues to play a major role in optimizing email marketing strategies. AI-powered tools help brands:

• Trigger personalized emails based on customer behavior (e.g., cart abandonment, welcome sequences)
• Predict content and product recommendations based on past interactions
• Reduce manual workload by automating segmentation and personalization efforts

5. First-party and behavioral data are key to growth

 

With third-party data becoming less reliable, brands are investing in first-party and behavioral data strategies to deliver more relevant experiences. By tracking customer interactions, brands can:

• Provide tailored content and offers based on browsing and purchase history
• Improve conversion rates and customer lifetime value through targeted messaging
• Gain deeper insights into customer intent and preferences

6. Segmentation drives personalization

 

Advanced segmentation strategies are helping brands move beyond generic email blasts. Marketers are leveraging:

• Real-time behavioral intelligence to craft highly relevant campaigns
• AI-driven segmentation models to predict and adapt to customer needs
• Hyper-personalized product recommendations based on engagement data

As email marketing continues to evolve, brands that prioritize deliverability, privacy, automation, and segmentation will be better positioned to engage audiences effectively. Download our 2025 Marketing benchmark report to gain access to email strategies that will help you stay ahead in an increasingly competitive digital landscape. Or, tune-in to hear our experts discuss the report findings and offer their tips for success in the 2025 Benchmark webinar (see here for the UK and Europe version).