Despite the rise of social media, SMS, and chat apps, email marketing remains the most profitable and trusted digital channel.
- Email marketing drives an average ROI of $36 per $1 spent (Statista)
- 88% of marketers use AI in their daily marketing tasks (SurveyMonkey)
- 51% use AI to optimize email content like subject lines and segmentation
As adoption grows, AI for email marketing is becoming a standard, helping brands personalize, automate, and scale without burning resources.
This blog post is your 2025 email marketing playbook to scale personalization, maximize ROI, and grow, without losing the human touch.
What is email marketing, and how does it work today?
Email marketing is the practice of sending targeted messages to your contacts to welcome, educate, sell, or support. Unlike social platforms, it gives you direct access to your audience, free from algorithms or third-party control.
But in 2025, it's evolved.
Top email marketers agree: smarter inbox filters, rising customer expectations, and tighter privacy laws have made mass-blast emails ineffective. Relevance, timing, and personalization are now essential.
As email strategist Chase Dimond puts it:
"Most brands treat email like an afterthought. The ones printing money treat it as a revenue channel."
When done right, email marketing helps you:
- Build trust with your audience
- Stay connected across the customer journey
- Drive conversions, repeat purchases, and long-term growth
Key types of email campaigns marketers use today
Modern email marketing efforts revolve around automation and user behavior.
For any marketing manager looking to boost results, choosing the right format can significantly improve engagement, conversions, and customer loyalty.
Here are the most common email marketing campaigns you can create:
- Newsletters: Keep your target audience informed with updates, tips, or product insights that nurture relationships with both leads and existing customers.
- Drip campaigns: Create email marketing campaigns that deliver timely, automated sequences based on actions like sign-ups, downloads, or inquiries.
- Transactional emails: Build trust by confirming purchases, sending receipts, or providing status updates for orders or account changes.
- Behavioral emails: Trigger messages based on real-time behavior, such as cart abandonment, product views, or content interactions.
- Promotional emails: Announce limited-time offers, seasonal discounts, or new product launches to drive action from your audience.
- Lifecycle emails: Onboard new users, re-engage inactive ones, and retain existing customers using automated email marketing flows tailored to each stage of the journey.
When personalized to the right segments, these emails create meaningful touchpoints that feel relevant, not intrusive.
Let's move to learn how to do email marketing the right way in today's AI-assisted era.
How to create a high-performing email marketing strategy in 2025
As part of a broader digital marketing strategy, email remains one of the most direct and profitable marketing channels for nurturing leads and driving conversions.
Also, email marketing in 2025 is now only about sending smarter messages that resonate; anything less than personalization won't cut it for success.
Here's how to structure your email marketing process for real results.
Step 1: Define your email marketing goals
Before segmenting lists or drafting campaigns, ask yourself:
What's the single most important result I want from this channel?
Common answers:
- Increase product trials or demo signups
- Improve engagement from existing customers
- Reactivate cold leads
- Drive upsells or renewals
Set measurable goals. Don't just aim for "more engagement," aim for 30% more click-throughs on upsell campaigns in Q4. This level of clarity sharpens your targeting, messaging, and design choices.
Step 2: Understand your audience
High-converting email programs are built on behavior, not just demographics.
You need to know:
- Who they are (job role, lifecycle stage, industry)
- What have they done (visited pricing page, opened previous email)?
- What pain are they solving (saving time, cutting costs, increasing visibility)?
This level of insight powers personalized email marketing that feels like a conversation, not a broadcast.
Tap into customer data from your CRM, email platform, or Google Analytics to identify patterns and pain points.
For example, fetch data like first-time buyers with high AOV, repeat users who haven't purchased in 90 days, or customers who viewed a feature but didn't activate it, etc.
This way, "smart emails" outperform generic ones by adapting message and timing to user behavior in real time.
Step 3: Create a relevant customer journey
Instead of treating emails as isolated campaigns, think in terms of connected email marketing customer journeys.
These journeys should match the user's mindset and needs at each stage.
Stage | Email objective |
|---|
Awareness | Educate using blog posts, industry tips, or guides |
Consideration | Share comparisons, testimonials, or how-to demos |
Decision | Send targeted offers, case studies, or sales nudges |
Post-purchase | Deepen relationships and encourage customer loyalty |
This approach helps you run automated campaigns that feel personal and timely, not disruptive.
Step 4: Plan your campaigns and triggers
Once journeys are mapped, build campaigns that respond to real actions.
Email marketing automation keeps your brand connected without manual effort. Instead of sending emails one by one, automation lets you build workflows triggered by user behavior, like signing up, booking a demo, or going inactive.
For example, when a lead fills out a form, they can instantly receive a thank-you email, followed by a sequence that showcases your product's value.
If someone abandons their cart, they might get a reminder a few hours later, possibly with a time-limited offer.
These workflows run automatically once set up, keeping your communication consistent, timely, and relevant, without daily intervention.
Examples:
- Abandoned checkout? Send two reminders + a testimonial.
- Viewed pricing? Trigger a product comparison email.
- Cold for 60+ days? Launch a re-engagement campaign.
Set up automation to send these emails at the moment they're most relevant, not just on your marketing calendar.
-> Avoid this trap: "Sending when you have something to say."
-> Do this instead: "Sending when the subscriber is most likely to care."
Cut costs, not campaign impact
Get powerful email automation, CRM, and AI tools in one platform without breaking your budget
Step 5: Optimize and measure performance
The best email marketing strategies focus on improving email marketing ROI through smart segmentation, timely automation, and clear attribution.
Modern email marketing KPIs to focus on:
- Revenue per recipient (not just open or click)
- Time to first conversion from email
- Flow contribution to total email revenue
- Cost per acquisition (especially important for email marketing lead generation efforts)
Benchmark performance by segment. If churned users aren't responding to re-engagement flows, rework the offer or cadence.
3 Top email marketing platforms to give a free trial in 2025
In 2025, email marketing tools are expected to do more than deliver messages; they should automate journeys, personalize touchpoints, and align closely with your broader strategy.
The best ones help you act on customer data, engage on mobile devices, and optimize for email marketing revenue without needing a dozen disconnected tools.
Must-have features to implement successful email marketing campaigns in 2025:
- Trigger-based automation
- Smart segmentation and tagging
- AI-powered content and analytics
- CRM and sales pipeline sync
- Real-time reporting and A/B testing
Try these three email marketing solutions with a free trial to see which fits your strategy best:
1. Salesmate
Salesmate simplifies email marketing management by combining automation, AI, CRM system, and messaging into one streamlined system.
It's built for teams that want to act fast, from setting up behavior-based emails to syncing follow-ups across SMS and web chat.
With its drag-and-drop builder, Salesmate makes automated email marketing simple to set up and scale across multiple channels.
Here's what the performance of an active email and SMS sales campaign looks like inside Salesmate:
AI features like auto-written emails and predictive insights reduce manual work and help improve engagement across mobile devices and desktops. Built-in sales tools ensure your marketing connects directly to outcomes.
Key features:
- AI writing assistant for personalized emails
- Automated workflows with behavior triggers
- Segmentation, lead scoring, and tagging
- CRM with pipeline, meetings, and call tracking
- A/B testing and performance reports
- SMS and email marketing with device tracking
Pricing starts at $23/user/month (billed annually)
Write, optimize, and follow up, without lifting a finger
Use AI Employee to generate personalized emails, suggest next steps, and engage leads automatically
2. ActiveCampaign
ActiveCampaign positions itself as more than a tool; it's an AI-powered engine that builds, optimizes, and executes your email marketing strategy based on data, not assumptions.
Whether you're scaling a new segment or coordinating social media marketing, it adapts to your goals.
Its intelligent agents offer real-time content suggestions, optimize send times, and surface next steps, all while syncing with your CRM, WhatsApp, and SMS channels.
Key features:
- AI-guided marketing strategy and execution
- Multi-channel campaigns (email, SMS, WhatsApp)
- Visual workflow builder with branching logic
- Built-in CRM and conversion tracking
- Personalized onboarding and migration
Pricing starts at $49/month (for 1,000 contacts, billed annually)
3. Brevo (formerly Sendinblue)
Brevo helps businesses grow through smarter email and SMS marketing, backed by AI and multi-channel reach. From email subscribers to live chat users, Brevo supports engagement at every stage, powered by its Aura AI.
It's especially useful for companies replacing expensive, outdated systems. With strong analytics and a unified customer data platform, Brevo supports lean teams that want smarter targeting without overcomplicating the stack.
Key features:
- AI-driven content creation and send-time optimization
- Email, SMS, and WhatsApp campaign builder
- CRM with pipeline and call tracking
- Smart segmentation and automation triggers
- Customer data platform with analytics
- 150+ integrations and low-lift migration tools
Pricing starts at $25/month (for 20,000 emails)
Want more?: Explore the 20 Best email marketing software to grow your business
Email marketing best practices for boosting response rates
Once your strategy is set and your email marketing software is ready, execution becomes the key differentiator.
These best practices help your marketing emails rise above the noise, land in inboxes (not spam folders), and turn clicks into conversions.
1. Write clear, useful subject lines
The subject line is your first impression. If it's unclear or overused, your email won't make it past the inbox preview.
- Keep it under 50 characters
- Focus on a clear benefit or urgency
- Avoid misleading clickbait
Avoid: "Quick question" or fake threads like "RE: Your account"
Try: "You left this behind" or "How we reduced churn by 18%"
Consistent A/B testing helps improve open rates over time. Strong subject lines paired with relevant content are the foundation of effective email marketing.
2. Write effective email copy that feels personal and clear
No matter how well-timed or segmented your email is, poor copy can kill engagement.
Your message should be easy to read, relevant to the reader's context, and lead to one clear action.
Tips for better copy:
- Hook early: Your first line should offer value or relevance, skip generic greetings.
- Speak like a human: Avoid jargon and buzzwords. Write how you talk.
- Use short paragraphs: Keep it punchy. Stick to 1–2 ideas per paragraph.
- One email, one goal: Don't overwhelm, guide readers to a single clear CTA.
- Make it scannable: Use bullets, bolding, and spacing to aid readability.
Josh Braun, a well-known sales coach, broke down a cold email to show why each line works. It's a brilliant example of how smart copy triggers attention, emotion, and action, lessons you can apply to any sales-focused marketing email.
Pro tip: Use AI to get a first draft fast, but always humanize and refine. Clarity and tone matter more than word count.
3. Make your content skimmable and to the point
Formatting matters as much as the message itself. Most readers scan rather than read, especially in B2B email marketing, where clarity and structure are essential for engagement.
• Use short paragraphs (2–3 lines)
• Break up text with subheadings
• Highlight key points with bullet lists
• Stick to one clear call to action
Whether you're onboarding new subscribers or nurturing leads, skimmable content keeps them engaged.
4. Design for mobile first
Most email subscribers check their inboxes on mobile devices. If your design doesn't adapt, you're losing conversions.
• Use a single-column layout
• Make buttons easy to tap
• Choose legible fonts and ample spacing
• Test across devices before sending
Good email marketing design focuses on readability, responsiveness, and visual clarity, especially on mobile.
5. Send with intention, not volume
Email frequency impacts engagement. Sending too often can cause fatigue, while infrequent emails can make subscribers forget your brand.
• Newsletters: once a week or twice a month
• Lead nurturing emails: every 2–3 days
• Seasonal marketing emails: based on calendar events
Give readers control with preference centers. Offering "less frequent updates" reduces unsubscribes while keeping your list healthy.
6. Clean your list and protect your sender's reputation
A clean list protects your sender reputation and improves email marketing deliverability, helping campaigns land in the inbox, not spam.
• Remove inactive or invalid contacts regularly
• Run re-engagement campaigns for cold leads
• Use double opt-ins to prevent fake signups
• Authenticate your domain with SPF, DKIM, and DMARC
Most email service providers highlight issues like rising bounce rates or falling engagement, and address them before they impact your results.
7. Prioritize value, not just announcements
The fastest way to be ignored is by sending emails that only talk about you. Instead, focus on helping your audience.
• Share useful guides, tools, or tips
• Recommend content based on behavior
• Highlight customer success stories
• Tailor content using insights from market research
When every email feels helpful, your audience stays engaged, and your email marketing revenue grows with it.
Get more: 15 Best email marketing tips & practices for 2025
Email marketing examples to inspire your campaigns
Sometimes the best way to improve your email campaigns is to see what's already working and adapt it to your audience.
Whether you're selling software, services, or products, the core principles are the same: deliver timely, relevant messages that move people closer to action.
Below are real-world business email marketing use cases with ideas you can borrow and build on.
1. Case study: Personalized email marketing in healthcare
Industry: Pharmaceutical | Type: B2B email engagement | Source: Deloitte
The challenge: A major pharmaceutical brand was sending excessive, irrelevant emails to healthcare providers, leading to high opt-out rates and poor engagement.
The solution: Deloitte utilized machine learning to analyze five years of data across 700,000+ providers. In 10 weeks, they built a system that personalized email content, timing, and frequency based on individual preferences.
The result:
- 50% drop in email opt-outs
- Higher engagement and reach
- Scalable personalization across all brands
Why it worked: Focused, relevant emails replaced mass blasts, improving trust and digital engagement at scale.
2. Case study: $9.4M in email revenue for a high-ticket ammo brand
Industry: eCommerce (ammunition) | Source: Budai Media
The challenge: Strict ad restrictions meant no paid acquisition. The brand had one abandoned cart flow, no segmentation, and low engagement.
The solution: Budai Media built 20+ automated email flows, including welcome, post-purchase, VIP, and back-in-stock. They also introduced content-focused campaigns and list segmentation.
Results:
- $9.4M in email revenue in 24 months
- $4.4M from campaigns
- $5M+ from automated flows
- $622K from the Welcome Flow alone
- Open rates rose to 49.2%, click rates to 7.7%
- Some content emails drove $25K+ in sales
Key takeaway: Well-timed automation, segmentation, and value-driven content helped email generate 58.7% of total store revenue, without ads.
3. Case study: $26.5K/month in email revenue for luxury leather brand Von Baer
Industry: Luxury eCommerce (leather accessories) | Source: Siim Pettai
The challenge: Von Baer had no formal email marketing strategy. They relied on a single basic checkout abandonment flow, resulting in poor email engagement and missed revenue opportunities. Maintaining luxury brand positioning without using discounts was critical.
The solution: Email marketer Siim Pettai implemented full-funnel automation: welcome series, abandonments, cross-sells, win-backs, and back-in-stock flows.
They utilized zero-discount popups, enhanced segmentation, and executed three personalized campaigns weekly. Copy focused on storytelling, brand origin, customer language, and status elevation.
Results:
- Grew email revenue from $2.9K to $26.5K/month in 3 months
- Increased total monthly revenue by 20%
- Boosted Klaviyo deliverability score from 49 to 86
- Increased email list size by 20%
- Improved customer retention by 31% over 12 months
- No discounts used, only exclusivity, personalization, and copywriting
Key takeaway: Luxury email marketing success doesn't require discounts. Strategic automation, engaging brand storytelling, and personalized messaging can drive massive growth while preserving premium brand equity.
Explore more: 21 Brilliant email marketing examples to elevate your campaigns
High-performing email marketing templates to copy and customize
These plug-and-play email templates are designed for results, whether you're onboarding users, recovering lost revenue, or reviving inactive leads. Copy, personalize, and deploy them in your next campaign.
1. Welcome email (post-signup or trial start)
Subject line: Welcome to {{ProductName}}. Let's get started.
Hi {{FirstName}},
Thanks for signing up for {{ProductName}}. You're one step closer to solving {{PainPoint}}.
To help you hit the ground running, here's your quick-start checklist:
- Set up your profile: [Insert Link]
- Explore key features: [Insert Link]
- Book a free onboarding call: [Calendar Link]
Got a question? Just reply. We respond fast.
CTA: Go to your dashboard →
Copy tip: Swap {{PainPoint}} with a real value proposition. Example: "wasting hours on manual reporting."
2. Abandoned cart email (eCommerce)
Subject line: Complete your order, items are still available
Hi {{FirstName}},
We saved your cart so you don't miss out.
Here's what's inside:
{{Cart Items Summary}}
Complete your checkout today and get free shipping with code FREESHIP.
CTA: Return to cart →
Copy tip: Add urgency with a line like "Only a few left in stock" or "Offer expires in 24 hours."
Insightful read: eCommerce email marketing guide - Boost conversions in 2025
3. Re-engagement email (cold leads)
Subject line: Want to pick up where we left off?
Hi {{FirstName}},
It's been a while since we connected. If {{ProductName}} is still on your radar, we've got new features designed to make your life easier.
Highlights:
- {{New Feature 1}}
- {{New Feature 2}}
- {{Customer Benefit}}
No pressure, we'd love to show you what's new.
CTA: See what's new →
Copy tip: Personalize with behavior data, like "You last viewed our pricing page 45 days ago."
4. B2B follow-up email (post-demo)
Subject line: Recap + next steps for {{CompanyName}}
Hi {{FirstName}},
Thanks again for the demo, it was great learning about your goals at {{CompanyName}}.
Quick summary:
- Pain point: {{PainPoint}}
- Solution: {{Recommended Plan or Feature}}
- Outcome: {{Expected Result}}
Let's get your trial started and show what {{ProductName}} can deliver.
CTA: Start your free trial →
Copy tip: Link to your pricing, demo replay, or implementation checklist right below the CTA.
5. Upsell or cross-sell email
Subject line: Ready to unlock advanced features?
Hi {{FirstName}},
You're doing great with {{CurrentFeature}}, and many users like you are taking the next step around now.
With the {{NextPlanName}} plan, you’ll get:
- Advanced reporting
- More integrations
- Priority support
Let's schedule a quick walkthrough to see if it's the right fit.
CTA: Compare plans →
Copy tip: Add a short quote from a similar customer: "Upgrading helped us cut time spent by 40%."
How to future-proof your email marketing for 2026 and beyond
The rise of AI in email marketing has changed the game from manual broadcasting to intelligent communication.
In 2025, AI will enhance your campaigns in three key areas:
- Content generation: AI tools now help you write subject lines, generate content, and send smart emails that truly resonate. Most email marketing platforms, like Salesmate, offer this native so that you can move from idea to execution quickly.
- Send-time and engagement optimization: Instead of guessing when to hit send, AI analyzes each contact's behavior and delivers emails at the moment they're most likely to engage. This small tweak can dramatically improve open and click rates over time.
- Conversational follow-ups: Advanced marketing automation tools take it a step further with AI agents that send personalized follow-ups, qualify leads, and even schedule meetings, all automatically, based on where the contact is in your pipeline.
If you're starting, begin with one use case, like AI-generated subject lines or timing optimization, and build from there.
Still chasing leads manually?
Let Salesmate automate your nurturing emails, follow-ups, and scoring while you focus on closing deals
Wrap up
Marketing by email remains one of the most powerful tools in your marketing stack, but only when it's strategic, personalized, and aligned with the customer journey.
In 2025, success isn't about sending more emails. It's about sending the right emails at the right time, backed by automation, enriched by AI, and built around value.
If you're looking for a platform that brings everything together, email marketing, CRM, automation, and AI agents, consider trying Salesmate. It's built for teams that want more than just clicks; they want conversions, clarity, and scale.
Next step? Start with one campaign. Map it to a goal. Automate it with intent. Then build from there.
Frequently asked questions
1. Is email marketing still effective in 2025?
Absolutely. With ROI as high as $36 for every $1 spent, modern tools and automation have made email marketing even more effective today than in previous years. When combined with personalization, segmentation, and AI, it remains a top-performing digital channel across industries.
2. Why is email marketing important?
With 87% of marketers using it for content distribution and open rates as high as 91% on welcome emails, the value is clear. Backed by strong email marketing statistics, it remains the most reliable channel for personalized outreach, customer retention, and long-term growth.
3. What are the benefits of email marketing?
Email marketing offers:
-
One of the highest ROIs of any digital channel
-
Full ownership of your contact list
-
Easy automation for consistent engagement
-
Personalization at scale
-
Great for both acquisition and retention
4. How do I start email marketing?
Choose an email platform, build a permission-based list, and create a simple welcome sequence. Start with value-driven content tied to your customer journey. Use segmentation and automation early, even with small lists.
5. How much does email marketing cost?
Email marketing costs range from $20–$50/month for up to 1,000 contacts. Advanced platforms with automation and CRM features may charge $100–$500/month, depending on list size and features.
6. How much is a 1,000 email list worth?
If engaged, a list of 1,000 can generate $1,000–$3,000/month for eCommerce and higher for B2B. Value depends on audience quality, offer relevance, and campaign strategy.
7. How to get email lists for marketing?
Build your permission-based email list using ethical methods. Avoid buying lists to protect deliverability and comply with laws. Best ways to get email lists for marketing:
-
Add signup forms to your website and blog
-
Offer lead magnets like ebooks or templates
-
Run webinars with email registration
-
Use popups and exit-intent forms
-
Share gated content on social media
-
Collect emails at checkout or sign-up
8. What is a good open rate or CTR in email marketing?
Open rates: 25–40%. Click-through rates: 2.5–5%. Use CTR and conversions to measure real performance. Track benchmarks by industry, list segment, and campaign type.
9. What is the 80/20 rule in email marketing?
Roughly 80% of email revenue comes from 20% of campaigns. Identify your highest-performing sequences (e.g., onboarding, reactivation) and optimize those first.
10. What are the key metrics for email marketing?
The most important email marketing metrics to track:
-
Open rate – Shows how many people opened your email (less reliable now due to privacy updates).
-
Click-through rate (CTR) – Measures link engagement and content relevance.
-
Click-to-open rate (CTOR) – Reveals how compelling your email content is.
-
Conversion rate – Tracks actions like purchases, sign-ups, or demo bookings.
-
Revenue per email – Connects each email to the direct revenue impact.
-
Bounce rate – Highlights delivery issues or poor list quality.
-
Unsubscribe & spam rate – Indicates content fatigue or deliverability problems.
![15 Best follow up email templates [With best examples]](/mm-images/follow-up-email-template-iquligf6.webp?width=295 "Follow up email template")
Key takeaways
Email still delivers the best ROI when your message is targeted, timely, and built around user needs.
AI tools help you write better emails, send at the right time, and automate smart follow-ups.
Inboxes are stricter now, so strong engagement and a clean, verified sender setup are must-haves.
The best results come from sending emails based on what people do, not just when you feel like it.
Despite the rise of social media, SMS, and chat apps, email marketing remains the most profitable and trusted digital channel.
As adoption grows, AI for email marketing is becoming a standard, helping brands personalize, automate, and scale without burning resources.
This blog post is your 2025 email marketing playbook to scale personalization, maximize ROI, and grow, without losing the human touch.
What is email marketing, and how does it work today?
Email marketing is the practice of sending targeted messages to your contacts to welcome, educate, sell, or support. Unlike social platforms, it gives you direct access to your audience, free from algorithms or third-party control.
But in 2025, it's evolved.
Top email marketers agree: smarter inbox filters, rising customer expectations, and tighter privacy laws have made mass-blast emails ineffective. Relevance, timing, and personalization are now essential.
As email strategist Chase Dimond puts it:
"Most brands treat email like an afterthought. The ones printing money treat it as a revenue channel."
When done right, email marketing helps you:
Key types of email campaigns marketers use today
Modern email marketing efforts revolve around automation and user behavior.
For any marketing manager looking to boost results, choosing the right format can significantly improve engagement, conversions, and customer loyalty.
Here are the most common email marketing campaigns you can create:
When personalized to the right segments, these emails create meaningful touchpoints that feel relevant, not intrusive.
Let's move to learn how to do email marketing the right way in today's AI-assisted era.
How to create a high-performing email marketing strategy in 2025
As part of a broader digital marketing strategy, email remains one of the most direct and profitable marketing channels for nurturing leads and driving conversions.
Also, email marketing in 2025 is now only about sending smarter messages that resonate; anything less than personalization won't cut it for success.
Here's how to structure your email marketing process for real results.
Step 1: Define your email marketing goals
Before segmenting lists or drafting campaigns, ask yourself:
What's the single most important result I want from this channel?
Common answers:
Set measurable goals. Don't just aim for "more engagement," aim for 30% more click-throughs on upsell campaigns in Q4. This level of clarity sharpens your targeting, messaging, and design choices.
Step 2: Understand your audience
High-converting email programs are built on behavior, not just demographics.
You need to know:
This level of insight powers personalized email marketing that feels like a conversation, not a broadcast.
Tap into customer data from your CRM, email platform, or Google Analytics to identify patterns and pain points.
For example, fetch data like first-time buyers with high AOV, repeat users who haven't purchased in 90 days, or customers who viewed a feature but didn't activate it, etc.
This way, "smart emails" outperform generic ones by adapting message and timing to user behavior in real time.
Step 3: Create a relevant customer journey
Instead of treating emails as isolated campaigns, think in terms of connected email marketing customer journeys.
These journeys should match the user's mindset and needs at each stage.
Stage
Email objective
Awareness
Educate using blog posts, industry tips, or guides
Consideration
Share comparisons, testimonials, or how-to demos
Decision
Send targeted offers, case studies, or sales nudges
Post-purchase
Deepen relationships and encourage customer loyalty
This approach helps you run automated campaigns that feel personal and timely, not disruptive.
Step 4: Plan your campaigns and triggers
Once journeys are mapped, build campaigns that respond to real actions.
Email marketing automation keeps your brand connected without manual effort. Instead of sending emails one by one, automation lets you build workflows triggered by user behavior, like signing up, booking a demo, or going inactive.
For example, when a lead fills out a form, they can instantly receive a thank-you email, followed by a sequence that showcases your product's value.
If someone abandons their cart, they might get a reminder a few hours later, possibly with a time-limited offer.
These workflows run automatically once set up, keeping your communication consistent, timely, and relevant, without daily intervention.
Examples:
Set up automation to send these emails at the moment they're most relevant, not just on your marketing calendar.
-> Avoid this trap: "Sending when you have something to say."
-> Do this instead: "Sending when the subscriber is most likely to care."
Cut costs, not campaign impact
Get powerful email automation, CRM, and AI tools in one platform without breaking your budget
Step 5: Optimize and measure performance
The best email marketing strategies focus on improving email marketing ROI through smart segmentation, timely automation, and clear attribution.
Modern email marketing KPIs to focus on:
Benchmark performance by segment. If churned users aren't responding to re-engagement flows, rework the offer or cadence.
3 Top email marketing platforms to give a free trial in 2025
In 2025, email marketing tools are expected to do more than deliver messages; they should automate journeys, personalize touchpoints, and align closely with your broader strategy.
The best ones help you act on customer data, engage on mobile devices, and optimize for email marketing revenue without needing a dozen disconnected tools.
Must-have features to implement successful email marketing campaigns in 2025:
Try these three email marketing solutions with a free trial to see which fits your strategy best:
1. Salesmate
Salesmate simplifies email marketing management by combining automation, AI, CRM system, and messaging into one streamlined system.
It's built for teams that want to act fast, from setting up behavior-based emails to syncing follow-ups across SMS and web chat.
With its drag-and-drop builder, Salesmate makes automated email marketing simple to set up and scale across multiple channels.
Here's what the performance of an active email and SMS sales campaign looks like inside Salesmate:
AI features like auto-written emails and predictive insights reduce manual work and help improve engagement across mobile devices and desktops. Built-in sales tools ensure your marketing connects directly to outcomes.
Key features:
Pricing starts at $23/user/month (billed annually)
Write, optimize, and follow up, without lifting a finger
Use AI Employee to generate personalized emails, suggest next steps, and engage leads automatically
2. ActiveCampaign
ActiveCampaign positions itself as more than a tool; it's an AI-powered engine that builds, optimizes, and executes your email marketing strategy based on data, not assumptions.
Whether you're scaling a new segment or coordinating social media marketing, it adapts to your goals.
Its intelligent agents offer real-time content suggestions, optimize send times, and surface next steps, all while syncing with your CRM, WhatsApp, and SMS channels.
Key features:
Pricing starts at $49/month (for 1,000 contacts, billed annually)
3. Brevo (formerly Sendinblue)
Brevo helps businesses grow through smarter email and SMS marketing, backed by AI and multi-channel reach. From email subscribers to live chat users, Brevo supports engagement at every stage, powered by its Aura AI.
It's especially useful for companies replacing expensive, outdated systems. With strong analytics and a unified customer data platform, Brevo supports lean teams that want smarter targeting without overcomplicating the stack.
Key features:
Pricing starts at $25/month (for 20,000 emails)
Email marketing best practices for boosting response rates
Once your strategy is set and your email marketing software is ready, execution becomes the key differentiator.
These best practices help your marketing emails rise above the noise, land in inboxes (not spam folders), and turn clicks into conversions.
1. Write clear, useful subject lines
The subject line is your first impression. If it's unclear or overused, your email won't make it past the inbox preview.
Avoid: "Quick question" or fake threads like "RE: Your account"
Try: "You left this behind" or "How we reduced churn by 18%"
Consistent A/B testing helps improve open rates over time. Strong subject lines paired with relevant content are the foundation of effective email marketing.
2. Write effective email copy that feels personal and clear
No matter how well-timed or segmented your email is, poor copy can kill engagement.
Your message should be easy to read, relevant to the reader's context, and lead to one clear action.
Tips for better copy:
Josh Braun, a well-known sales coach, broke down a cold email to show why each line works. It's a brilliant example of how smart copy triggers attention, emotion, and action, lessons you can apply to any sales-focused marketing email.
3. Make your content skimmable and to the point
Formatting matters as much as the message itself. Most readers scan rather than read, especially in B2B email marketing, where clarity and structure are essential for engagement.
• Use short paragraphs (2–3 lines)
• Break up text with subheadings
• Highlight key points with bullet lists
• Stick to one clear call to action
Whether you're onboarding new subscribers or nurturing leads, skimmable content keeps them engaged.
4. Design for mobile first
Most email subscribers check their inboxes on mobile devices. If your design doesn't adapt, you're losing conversions.
• Use a single-column layout
• Make buttons easy to tap
• Choose legible fonts and ample spacing
• Test across devices before sending
Good email marketing design focuses on readability, responsiveness, and visual clarity, especially on mobile.
5. Send with intention, not volume
Email frequency impacts engagement. Sending too often can cause fatigue, while infrequent emails can make subscribers forget your brand.
• Newsletters: once a week or twice a month
• Lead nurturing emails: every 2–3 days
• Seasonal marketing emails: based on calendar events
Give readers control with preference centers. Offering "less frequent updates" reduces unsubscribes while keeping your list healthy.
6. Clean your list and protect your sender's reputation
A clean list protects your sender reputation and improves email marketing deliverability, helping campaigns land in the inbox, not spam.
• Remove inactive or invalid contacts regularly
• Run re-engagement campaigns for cold leads
• Use double opt-ins to prevent fake signups
• Authenticate your domain with SPF, DKIM, and DMARC
Most email service providers highlight issues like rising bounce rates or falling engagement, and address them before they impact your results.
7. Prioritize value, not just announcements
The fastest way to be ignored is by sending emails that only talk about you. Instead, focus on helping your audience.
• Share useful guides, tools, or tips
• Recommend content based on behavior
• Highlight customer success stories
• Tailor content using insights from market research
When every email feels helpful, your audience stays engaged, and your email marketing revenue grows with it.
Email marketing examples to inspire your campaigns
Sometimes the best way to improve your email campaigns is to see what's already working and adapt it to your audience.
Whether you're selling software, services, or products, the core principles are the same: deliver timely, relevant messages that move people closer to action.
Below are real-world business email marketing use cases with ideas you can borrow and build on.
1. Case study: Personalized email marketing in healthcare
Industry: Pharmaceutical | Type: B2B email engagement | Source: Deloitte
The challenge: A major pharmaceutical brand was sending excessive, irrelevant emails to healthcare providers, leading to high opt-out rates and poor engagement.
The solution: Deloitte utilized machine learning to analyze five years of data across 700,000+ providers. In 10 weeks, they built a system that personalized email content, timing, and frequency based on individual preferences.
The result:
Why it worked: Focused, relevant emails replaced mass blasts, improving trust and digital engagement at scale.
2. Case study: $9.4M in email revenue for a high-ticket ammo brand
Industry: eCommerce (ammunition) | Source: Budai Media
The challenge: Strict ad restrictions meant no paid acquisition. The brand had one abandoned cart flow, no segmentation, and low engagement.
The solution: Budai Media built 20+ automated email flows, including welcome, post-purchase, VIP, and back-in-stock. They also introduced content-focused campaigns and list segmentation.
Results:
Key takeaway: Well-timed automation, segmentation, and value-driven content helped email generate 58.7% of total store revenue, without ads.
3. Case study: $26.5K/month in email revenue for luxury leather brand Von Baer
Industry: Luxury eCommerce (leather accessories) | Source: Siim Pettai
The challenge: Von Baer had no formal email marketing strategy. They relied on a single basic checkout abandonment flow, resulting in poor email engagement and missed revenue opportunities. Maintaining luxury brand positioning without using discounts was critical.
The solution: Email marketer Siim Pettai implemented full-funnel automation: welcome series, abandonments, cross-sells, win-backs, and back-in-stock flows.
They utilized zero-discount popups, enhanced segmentation, and executed three personalized campaigns weekly. Copy focused on storytelling, brand origin, customer language, and status elevation.
Results:
Key takeaway: Luxury email marketing success doesn't require discounts. Strategic automation, engaging brand storytelling, and personalized messaging can drive massive growth while preserving premium brand equity.
High-performing email marketing templates to copy and customize
These plug-and-play email templates are designed for results, whether you're onboarding users, recovering lost revenue, or reviving inactive leads. Copy, personalize, and deploy them in your next campaign.
1. Welcome email (post-signup or trial start)
Subject line: Welcome to {{ProductName}}. Let's get started.
Hi {{FirstName}},
Thanks for signing up for {{ProductName}}. You're one step closer to solving {{PainPoint}}.
To help you hit the ground running, here's your quick-start checklist:
Got a question? Just reply. We respond fast.
CTA: Go to your dashboard →
Copy tip: Swap {{PainPoint}} with a real value proposition. Example: "wasting hours on manual reporting."
2. Abandoned cart email (eCommerce)
Subject line: Complete your order, items are still available
Hi {{FirstName}},
We saved your cart so you don't miss out.
Here's what's inside:
{{Cart Items Summary}}
Complete your checkout today and get free shipping with code FREESHIP.
CTA: Return to cart →
Copy tip: Add urgency with a line like "Only a few left in stock" or "Offer expires in 24 hours."
3. Re-engagement email (cold leads)
Subject line: Want to pick up where we left off?
Hi {{FirstName}},
It's been a while since we connected. If {{ProductName}} is still on your radar, we've got new features designed to make your life easier.
Highlights:
No pressure, we'd love to show you what's new.
CTA: See what's new →
Copy tip: Personalize with behavior data, like "You last viewed our pricing page 45 days ago."
4. B2B follow-up email (post-demo)
Subject line: Recap + next steps for {{CompanyName}}
Hi {{FirstName}},
Thanks again for the demo, it was great learning about your goals at {{CompanyName}}.
Quick summary:
Let's get your trial started and show what {{ProductName}} can deliver.
CTA: Start your free trial →
Copy tip: Link to your pricing, demo replay, or implementation checklist right below the CTA.
5. Upsell or cross-sell email
Subject line: Ready to unlock advanced features?
Hi {{FirstName}},
You're doing great with {{CurrentFeature}}, and many users like you are taking the next step around now.
With the {{NextPlanName}} plan, you’ll get:
Let's schedule a quick walkthrough to see if it's the right fit.
CTA: Compare plans →
Copy tip: Add a short quote from a similar customer: "Upgrading helped us cut time spent by 40%."
How to future-proof your email marketing for 2026 and beyond
The rise of AI in email marketing has changed the game from manual broadcasting to intelligent communication.
In 2025, AI will enhance your campaigns in three key areas:
If you're starting, begin with one use case, like AI-generated subject lines or timing optimization, and build from there.
Still chasing leads manually?
Let Salesmate automate your nurturing emails, follow-ups, and scoring while you focus on closing deals
Wrap up
Marketing by email remains one of the most powerful tools in your marketing stack, but only when it's strategic, personalized, and aligned with the customer journey.
In 2025, success isn't about sending more emails. It's about sending the right emails at the right time, backed by automation, enriched by AI, and built around value.
If you're looking for a platform that brings everything together, email marketing, CRM, automation, and AI agents, consider trying Salesmate. It's built for teams that want more than just clicks; they want conversions, clarity, and scale.
Next step? Start with one campaign. Map it to a goal. Automate it with intent. Then build from there.
Frequently asked questions
1. Is email marketing still effective in 2025?
Absolutely. With ROI as high as $36 for every $1 spent, modern tools and automation have made email marketing even more effective today than in previous years. When combined with personalization, segmentation, and AI, it remains a top-performing digital channel across industries.
2. Why is email marketing important?
With 87% of marketers using it for content distribution and open rates as high as 91% on welcome emails, the value is clear. Backed by strong email marketing statistics, it remains the most reliable channel for personalized outreach, customer retention, and long-term growth.
3. What are the benefits of email marketing?
Email marketing offers:
One of the highest ROIs of any digital channel
Full ownership of your contact list
Easy automation for consistent engagement
Personalization at scale
Great for both acquisition and retention
4. How do I start email marketing?
Choose an email platform, build a permission-based list, and create a simple welcome sequence. Start with value-driven content tied to your customer journey. Use segmentation and automation early, even with small lists.
5. How much does email marketing cost?
Email marketing costs range from $20–$50/month for up to 1,000 contacts. Advanced platforms with automation and CRM features may charge $100–$500/month, depending on list size and features.
6. How much is a 1,000 email list worth?
If engaged, a list of 1,000 can generate $1,000–$3,000/month for eCommerce and higher for B2B. Value depends on audience quality, offer relevance, and campaign strategy.
7. How to get email lists for marketing?
Build your permission-based email list using ethical methods. Avoid buying lists to protect deliverability and comply with laws. Best ways to get email lists for marketing:
Add signup forms to your website and blog
Offer lead magnets like ebooks or templates
Run webinars with email registration
Use popups and exit-intent forms
Share gated content on social media
Collect emails at checkout or sign-up
8. What is a good open rate or CTR in email marketing?
Open rates: 25–40%. Click-through rates: 2.5–5%. Use CTR and conversions to measure real performance. Track benchmarks by industry, list segment, and campaign type.
9. What is the 80/20 rule in email marketing?
Roughly 80% of email revenue comes from 20% of campaigns. Identify your highest-performing sequences (e.g., onboarding, reactivation) and optimize those first.
10. What are the key metrics for email marketing?
The most important email marketing metrics to track:
Open rate – Shows how many people opened your email (less reliable now due to privacy updates).
Click-through rate (CTR) – Measures link engagement and content relevance.
Click-to-open rate (CTOR) – Reveals how compelling your email content is.
Conversion rate – Tracks actions like purchases, sign-ups, or demo bookings.
Revenue per email – Connects each email to the direct revenue impact.
Bounce rate – Highlights delivery issues or poor list quality.
Unsubscribe & spam rate – Indicates content fatigue or deliverability problems.
Sonali Negi
Content WriterSonali is a writer born out of her utmost passion for writing. She is working with a passionate team of content creators at Salesmate. She enjoys learning about new ideas in marketing and sales. She is an optimistic girl and endeavors to bring the best out of every situation. In her free time, she loves to introspect and observe people.