2024 was a shifting landscape for email marketing, with AI gaining traction with both exciting tools and a flood of (let’s be honest) awful, generic content. World events have impacted the business marketing sector, with government changes both in the UK and abroad and global climate changes making us re-evaluate how we see everything.
We head towards the second quarter of the century with an avalanche of change at our heels – how is it going to affect email marketing?
I have a few thoughts on what you can expect in 2025…
Artificial Always, Intelligent Sometimes
I’m a big fan of AI when it’s used properly for things it’s good at and in impassioned opposition when it’s not. That can make me feel a bit like a yo-yo for opinions if taken out of context – is AI great? Yes. No. Yes. No. Yes…
No matter what I think about AI and what it should be used for, the fact is, it’s here, and in the email marketing world, it’s making a huge impact.
Let’s take a look at what’s good and what’s bad and how it will improve in the coming year.
The Rise of AI-Powered Marketing…
When it comes to efficient email marketing tools, AI is a friend I wish we’d always had. The ability of AI to analyse statistics and provide detailed reports on email marketing to tell us (the human marketeer) what works and what doesn’t is second to none. Only a few years ago, collating data and putting it all into a spreadsheet to get some meaning out of it was a laborious task that could take hours or even days. Disconnected systems meant trying to merge information from one place with differently formatted data from another – even the memory of it is making me shudder!
Now, we can access accurate metrics within seconds, track email engagement and bounce rates as it happens, segment email lists for tailored content with increasingly impressive targeting, automate tasks in a clear and sensible way, and much more…
And it’s only going to get better as the next generation of AI models reaches us – and for fast-moving technology like AI, ‘generations’ happen every year, if not faster!
…And the Noise It Brings
But please, everyone, stop thinking you can type something like ‘write me an email about how to file your taxes’ or ‘give me 20 possible subject lines for an email with a special offer’ into ChatGPT and get perfect copy or subject lines you can use right away.
I love ChatGPT, Gemini et al, I really do, but I would never idly copy and paste anything from it for an email campaign or online content strategy. Why? Because while it may be technically accurate (sometimes!), it can also be phenomenally dull. It’s probably guessed at a few important details that might not be accurate. It’s also more than likely not in the tone of voice that you’d use.
Any content you generate will need refinement.
The flip side of this argument is that AI LLMs (Large Language Models) can also be great generators of ideas for writing. Chat with them for a little while, and they’ll spark your imagination, give you some inspiration, and help you write an exciting and engaging email.
Just please, no cut and paste!
Moving into 2025, will this change? I don’t think so. I’m hoping that AI gets a little more accurate when it is researching and there’s more of a trend now for it to cite sources properly (remember to always follow those up and check!), but AI doesn’t have the emotional depth needed to write content that feels authentic, and I can’t see this next generation breaking down that wall.
One other problem is that the more AI-generated drivel floods the internet, the more future generations of AI are going to start thinking that badly written (and often inaccurate) content is a legitimate source of knowledge. There’s a spiral effect here with AI learning from badly generated AI content made by previous AI and writing even poorer junk based on it, and on and on… It takes someone with genuine insight and smarts (that’s you or I) to filter what’s good from what’s not.
Hopefully, along with the new, improved AI for 2025, we’ll see more regulations about having to mark AI-created work to differentiate it from genuine authoritative content – it’d help a lot.
2025 - The Year of YOU: Build Your Personal Brand
But all that noise can be leveraged in your favour – stand out from the bland with your brand. Be YOU.
When you are authentic, bring genuine expertise, and a real human personality to your marketing, then it rises far above the generic messaging of AI-generated content, striking an immediate and valuable connection.
Remember, whatever AI can and can’t do both now and in the future, it’ll never be you. You be you, and your marketing will thrive as a result.
Lights, Camera… Action!
It’s not just about the written word. Video remains a highly engaging and effective form of marketing that you can incorporate into your email marketing and social media strategy.
With AI support (see, I said the tools were great), it’s easy to master some basic video editing and add the sort of effects that would have been Hollywood-worthy a couple of decades ago.
Short-form video content, live streaming, and interactive video experiences are all going to trend upwards throughout 2025. Don’t be left behind.
Be Data Driven
Despite all our wishes, there’s every chance that 2025 is going to be another year of economic uncertainty that can lead to tighter marketing budgets. This means your email campaigns have to be especially effective – something that’s done by adopting a data-driven approach.
Take the time (and use those good ol’ AI tools) to really analyse your email marketing to see what messaging is working. Track open rates, click-through rates, conversions and unsubscribes, and use the information you receive to tailor your content so that it works more effectively.
Marketing cost-effectively is going to be essential – and with email marketing at the core of cost-effective marketing, 2025 is likely to be a great year for email marketing experts – just like you and me.
Any Other Emerging Trends to Watch Out For?
It’s not just AI and belt-tightening. Some of the other exciting things driving forward in 2025 include:
- Augmented reality, virtual worlds, and other immersive experiences (the ‘Metaverse’) - think about how you can leverage these exciting technologies to your benefit.
- Micro-influencing - With a subtle shake-up of the social media world, influencers are splitting away from the larger platforms and heading off towards niche social media arenas, with platforms like Discord (for gamers) and Strava (for runners) further segmenting audiences. This is great for email and social media marketers as it helps with targeted marketing and content focus.
- Sustainability and ethical marketing - Awareness of environmental and social issues has never been higher. Engaging in these global topics can help your marketing throughout 2025.
Email Marketing in 2025 with Nathan Littleton
I’m going nowhere! Marketing in 2025 is going to be busy and competitive, but I’m here to help your business succeed.
Book a meeting with me to discuss how you can improve your marketing for the coming year with AI tools, focused segmented email marketing, and comprehensive data analysis. I’m looking forward to speaking with you.
