{"id":207682,"date":"2025-07-09T11:20:59","date_gmt":"2025-07-09T09:20:59","guid":{"rendered":"https:\/\/spotler.com\/blog\/winning-with-email-marketing-in-2025"},"modified":"2026-01-28T21:10:12","modified_gmt":"2026-01-28T20:10:12","slug":"winning-with-email-marketing-in-2025","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-au\/blog\/winning-with-email-marketing-in-2025","title":{"rendered":"Winning with email & cross\u2011channel marketing in 2025: 5\u00a0must\u2011do\u00a0tactics"},"content":{"rendered":"

Here’s the good news: Email marketing is still performing great in 2025. Open rates are rising, click-through rates are solid, engagement is strong, and brands continue to send more emails than ever. But success depends on doing it right.<\/strong><\/p>\n

In this article, we’ll explore the five key strategies your team should focus on to stay ahead with email marketing and cross-channel communication in the second half of 2025.<\/p>\n

Dynamic email segmentation: the new standard in 2025<\/h2>\n

The days of basic targeting like “female aged 25\u201335” are long gone. High-performing brands are embracing advanced dynamic segmentation<\/strong>, using both website behaviour and device-level signals to personalise messaging. <\/p>\n

For example, if a subscriber opens on an Apple device, segmentation can adjust in real time. Cross-device, real-time segmentation is now a baseline expectation<\/strong>, not a luxury.<\/p>\n

What to do:<\/strong> Start building real-time, intent-based segments using a Customer Data Platform (CDP)<\/a>. A CDP is a system that collects data from all your customer touchpoints, like email, website, and CRM and brings it together in one place. Spotler CDP makes it easy to get a complete view of each customer, so you can create smart segments based on real-time behaviour and intent. As customer behaviour changes, your segments automatically adapt, driving higher relevance and engagement.<\/p>\n

Email marketing automation: your revenue growth engine<\/h2>\n

Automation powers today’s most profitable email marketing programs.<\/strong> Automated flows like abandoned cart recovery, browse abandonment, and post-purchase sequences consistently outperform traditional newsletters.<\/p>\n

By optimising trigger timing (often 1\u20133 hours after an event), delivering personalised product recommendations, and fine-tuning email copy, brands are achieving substantial revenue growth, entirely within email.<\/p>\n

What to do: <\/strong>Conduct a thorough audit of your current automation flows. Test variations in timing, subject lines, and personalised offers to maximise performance before expanding into additional channels.<\/p>\n

WhatsApp marketing: an untapped engagement opportunity<\/h2>\n

As your email automation matures, WhatsApp emerges as a highly engaging messaging channel<\/strong>, especially in European markets where adoption is growing rapidly. Recent benchmarks show click-through rates often ranging between 15% and 40%, depending on audience and campaign type.<\/p>\n

While email remains the foundation of customer communication<\/strong>, WhatsApp adds immediacy and interaction, which is ideal for time-sensitive promotions, reminders, or service updates.<\/p>\n

What to do:<\/strong> Experiment with short, clear WhatsApp messages featuring strong calls to action. These perform exceptionally well for flash offers, abandoned carts, or appointment reminders. With Spotler Message<\/a>, you can fully integrate WhatsApp into your automation flows and trigger real-time conversations based on customer behaviour.<\/p>\n

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\"Using<\/figure>\n<\/div>\n

Zero-party data collection: Start early for stronger personalisation<\/h2>\n

Zero-party data: the information customers voluntarily share with you is becoming essential for effective personalisation.<\/strong> If you’re not yet using preference centres or progressive profiling, now is the time to start.<\/p>\n

This approach builds trust while allowing customers to shape their own experience with your brand. With Spotler CDP, you not only collect but also activate zero-party data in real time, enabling highly personalised email and cross-channel campaigns.<\/p>\n

What to do: <\/strong>Add low-friction popups on high-intent pages. Start simple, for example: “What topics would you like to hear more about?” and expand your data collection over time.<\/p>\n

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\"Winning<\/figure>\n<\/div>\n

Click-to-open rate (COR): your most reliable engagement metric<\/h2>\n

Open rates have become less reliable due to factors like Apple’s Mail Privacy Protection. Click-to-open rate (COR)<\/strong> offers a much stronger signal<\/strong> of how compelling your email content is after a subscriber opens.<\/p>\n

Rather than focusing only on send volume or open rates, tracking opens versus clicks provides deeper insights into content performance<\/strong>.<\/p>\n

What to do:<\/strong> Make COR a core metric in your email reporting. Regularly test subject lines, content layouts, product blocks, and CTAs to drive higher click engagement.<\/p>\n

In conclusion: why email marketing remains a powerhouse in 2025<\/h2>\n

Email continues to deliver outstanding results, but only when supported by:<\/p>\n