Email marketing explained: The comprehensive guide for 2025

Despite the rise of social media platforms, messaging apps, and influencer marketing, email marketing remains one of the most reliable and results-driven communication channels for businesses to connect with their audiences. While it has been around for decades, email has evolved significantly in the past few years. Its effectiveness has been amplified by artificial intelligence (AI), automation, and enhanced personalization tools that were once considered the stuff of the future.

For brands eager to thrive in an increasingly competitive digital space, understanding how email marketing works and how to leverage its latest innovations can make all the difference. This guide provides a comprehensive understanding of email marketing, breaking down the latest developments, strategies, and best practices shaping email marketing in 2025. We’ll explain how to grow and maintain a healthy subscriber list, create compelling content, and deliver messages at precisely the right time using automated workflows.

We will also highlight how GetResponse’s AI-powered email marketing tools can streamline your efforts by giving you a platform to build emails, landing pages, and signup forms that capture attention and convert visitors into loyal customers.

Main takeaways from this article:

• Email marketing remains a powerhouse in digital marketing, offering high ROI, customizable audience targeting, and effective automation.
• Successful email campaigns require strategic planning, from carefully segmented lists to compelling content and measured performance analysis.
• Future trends in email marketing will focus on hyper-personalization and AI-driven content creation to enhance customer engagement.
• With privacy concerns on the rise, leveraging AI tools like GetResponse can help optimize deliverability and maintain compliance with data protection laws.

What is email marketing?

Email marketing is the practice of sending targeted email messages to a group of subscribers who have willingly shared their contact information. These messages range from promotional materials to informative newsletters, product updates, or transactional confirmations. The goal is to cultivate interest, build and nurture relationships, and drive conversions through desired actions such as purchasing, registering for an event, or sharing a referral.

The value and impact of email marketing for brands

The traditional practice of sending email blasts to broad lists is no longer effective; businesses need to personalize the experience for each recipient, no matter where they are in the customer journey. Dedicated email marketing services enhance relationship-building with potential and existing customers, which contributes directly to the company’s growth. Here are key advantages that underscore the effectiveness of email marketing for businesses:

High return on investment (ROI)

Year after year, studies from industry analysts confirm email marketing’s impressive ROI. According to some estimates, brands can expect to see an average return of up to $36 for every $1 spent. This outperforms many other digital channels, including social ads, and underscores the significance of building strong, consistent communication with a well-maintained email list.

By targeting leads with precisely the right message at the right moment, you boost conversions while reducing wasted ad spend and broad-reaching campaigns that fail to resonate.

Owned communication channel

Unlike social media platforms, where algorithms can shift and cause sudden visibility declines, email lists are assets you own and provide a direct line of communication with your audience. You have full control over the way you contact your subscribers, free from external algorithmic changes.

This level of autonomy offers stability and predictability, so if you develop a loyal base of engaged subscribers, you can consistently reach them with minimal risk. A business that invests in building relationships through email has much more resilience when external platforms or paid advertising guidelines change.

Hyper-targeted audience segmentation

Modern email marketing platforms provide advanced segmentation tools that allow you to group your audience by demographics, behaviors, interests, purchase history, and more. Rather than blasting generic messages, you can deliver relevant content tailored to each subscriber’s needs.

Hyper-targeted segmentation leads to higher open rates, click-through rates, and conversion rates. Not only will your subscribers see an increase in the value and relevance of your messages, but you will also garner more trust and loyalty by continually sending them the content they want.

Automated nurturing at scale

An effective email marketing strategy doesn’t rely on manual sending of individual messages. Instead, you build automated workflows that trigger emails based on specific user actions or milestones. This could be a welcome series for new subscribers, follow-ups for those who clicked on a particular link, or re-engagement sequences for dormant subscribers.

Dedicated email marketing platforms like GetResponse allow you to create powerful, visual automation workflows that run around the clock. These workflows help you nurture leads and customers at scale without constant oversight. By automating these touchpoints, you ensure every subscriber receives consistent, timely communication tailored to their stage in the buyer’s journey.

Boosted conversion rates

Email marketing is highly effective at converting prospects into paying customers. This is because the recipient is often in a focused state when they receive these messages, such as when checking their inbox at work or during downtime, which leads to a higher level of engagement.

Thoughtful subject lines, compelling copy, and strong calls-to-action guide subscribers toward a specific goal, whether it’s purchasing a product or signing up for an event. With personalization, segmented lists, and AI-driven optimizations, the likelihood of conversion increases even further.

Drives ecommerce sales

Ecommerce businesses greatly benefit from email marketing in driving product awareness, announcing sales, and recovering lost revenue from cart abandonments. Features such as abandoned cart emails and AI-driven product recommendations have proven especially powerful, leading to direct increases in sales by encouraging would-be customers to complete their purchases.

Integrations with platforms like Shopify, WooCommerce, and other ecommerce systems enable them to automate personalized messages that highlight products based on each subscriber’s browsing or purchase history.

Supports cross-channel campaigns

Email works beautifully alongside other digital channels, such as social media, paid ads, and content marketing, by combining them into cohesive cross-channel campaigns. For instance, you might promote a webinar on social media but use an email follow-up to deliver the replay and gather additional data.

With a single platform like GetResponse, you can unify your marketing messages across email, SMS, web push, and more. This holistic approach ensures that your audience receives consistent communication wherever they interact with your brand, increasing overall impact.

Enhances brand credibility and authority

Consistently delivering valuable insights, news, and offers via email builds trust and positions you as an authority in your field.

Over time, your subscribers will associate your brand with valuable content, which will enhance your credibility. This can help you get repeat purchases, positive reviews, referrals, and long-term customer loyalty, all of which are great for any business that wants sustainable growth.

Provides deep performance insights

Every aspect of an email campaign can be measured and analyzed, from open rates and click-through rates (CTR) to conversions and revenue generated. Marketers can quickly see what’s working and what isn’t and then optimize accordingly.

Modern platforms offer real-time analytics, intuitive dashboards, and automation performance reports that let you pinpoint high-performing campaigns to design future campaigns and weed out underperformers.

How email marketing has changed in 2025

Email marketing is vastly different from what it used to be a few years ago. The transformation is driven by innovations in AI, evolving consumer expectations, and the pressing need for stronger privacy and data protection.

More personalization

Personalization in email marketing strategies is no longer limited to simply inserting a recipient’s name in a predefined template; brands now leverage vast amounts of data to deliver tailored content to deliver real value in every communication. Marketers segment their audiences based on a variety of factors, including purchase history, browsing behaviors, and engagement levels, and create messages that resonate on a deeper level. This move toward hyper-personalization has enhanced the user experience and boosted engagement rates.

Incorporating dynamic content also greatly improves personalization efforts. Retailers can create emails with products or offers targeted to audience segments that are delivered in real time. For example, a retailer might showcase different offers based on a user’s past purchases or browsing history, enhancing the likelihood of conversion.

AI content generation

There are more brands now that are increasingly using AI-driven tools to generate subject lines, body copy, and personalized recommendations with unprecedented efficiency. These tools analyze user data to identify trends and preferences, allowing marketers to create highly relevant and engaging content tailored to individual subscribers.

AI enables continuous optimization through automated testing and data analysis. For instance, AI algorithms can evaluate the performance of various email elements, such as subject lines and calls to action, to determine which resonates best with specific audience segments. This data-driven approach allows brands to refine their messaging in real time, ensuring that each email is targeted and compelling enough to drive engagement.

Privacy-first strategies

With growing concerns over data privacy and consumers becoming increasingly conscious of how their personal data is used, brands are adopting privacy-first strategies that prioritize transparency and ethical practices. They are compelled to establish clear communication about data collection and usage and must comply with regulations such as GDPR and CCPA.

Privacy-first strategies encourage businesses to adopt consent-based marketing approaches. Instead of focusing solely on list size, brands are now prioritizing the quality of their subscriber lists. By promoting double opt-in processes and providing clear value propositions for subscribing, businesses can ensure that their email lists consist of engaged individuals who are genuinely interested in their content. This leads to higher open and click-through rates and also establishes trust for long-term customer relationships.

How to build an email marketing strategy from the ground up

Building an effective email marketing strategy from the ground up requires a structured approach, critical thought, and a deep understanding of your audience. Below are the core steps to guide you from an empty subscriber list to a flourishing, conversion-driven program.

Align email with your overall marketing strategy

Email marketing should never exist in a vacuum. Instead, integrate it into your broader marketing objectives.

If your primary goal is to increase awareness of a new product line, shape your email content around product education, trial invitations, or special offers. If you want to drive more webinar attendees or grow a membership community, craft an email series promoting these upcoming events and highlighting the benefits of joining. Make sure that messaging is consistent across your website, social channels, and email campaigns.

Set measurable goals

Establishing clear, measurable goals is essential for tracking your email marketing performance. Goals range from increasing engagement rates, boosting conversion rates, or improving customer retention. By defining what success looks like, you can create targeted campaigns that measure progress against these objectives.

For example, aims such as improving engagement could be quantified by increasing open rates or click-through rates (CTR), while conversion goals might focus on measuring the number of subscribers who complete a purchase after receiving a specific email campaign. Regularly evaluating your goals can help you fine-tune your approach and optimize performance.

Choose the right KPIs

To effectively measure the success of your email marketing efforts, it’s crucial to identify and monitor key performance indicators (KPIs). Common KPIs for email marketing include the following:

• Open rate: This measures the percentage of recipients who opened your email, indicating the effectiveness of your subject line and preheader text in attracting attention.
• Click-through rate (CTR): The CTR, which measures the percentage of recipients who click on one or more links within your email, offers insights into the relevance and appeal of your content.
• Return on investment (ROI): Calculating the ROI of your email campaigns helps assess the financial effectiveness of your strategy. Tracking income generated from campaigns relative to costs incurred provides valuable insights into profitability.
• Unsubscribe rate: This metric indicates the percentage of subscribers who opted out of receiving future emails. Monitoring this can help identify issues with content relevance or frequency, enabling you to make necessary adjustments.

Identify your target audience

Understanding your target audience is fundamental to crafting effective email campaigns. Begin by developing detailed buyer personas that encapsulate your ideal customers’ demographics, preferences, pain points, and behaviors.

Gather data from customer interactions across various touchpoints, such as website analytics, customer feedback, and social media engagement. This comprehensive understanding enables you to tailor content that not only resonates but also feels personal and relevant to each subscriber.

Segmenting lists effectively

Once you’ve identified your target audience, the effective segmentation of your email lists is essential. Segmenting allows you to group subscribers based on common characteristics or behaviors, such as demographics, purchase history, engagement levels, and interests. By sending tailored content to these specific segments, you can enhance the relevance of your communication. 

For example, offering exclusive discounts to lapsed customers or sending product recommendations based on past purchases can significantly improve engagement and conversion rates.

Leveraging GetResponse’s powerful segmentation tools enables you to efficiently categorize and manage your subscriber lists, ensuring that each audience group receives targeted messaging that resonates with their unique preferences.

Create compelling offers or lead magnets

To grow your email list and capture interested subscribers, consider creating compelling offers or lead magnets. These valuable resources can include ebooks, whitepapers, webinars, discount codes, or exclusive content that addresses specific problems or interests of your target audience. Effective lead magnets provide a clear value proposition for subscriptions, enticing visitors to share their email addresses in exchange for valuable content.

See how animation expert Josh Comeau promotes his latest blog posts to subscribers below:

Using GetResponse’s landing pages and signup forms can streamline this process. By integrating these tools, you can create optimized landing pages showcasing your lead magnets with persuasive calls to action, facilitating conversions, and effectively growing your email list. Compelling offers serve as a powerful tool in your email marketing strategy, enhancing list growth and fostering initial engagement.

Choosing the right email marketing software: What to look for

Choosing an effective email marketing platform is an important step that can make or break your email marketing efforts. Here are the features you should prioritize when deciding on a platform:

Automation

Modern marketers need robust automation capabilities that can handle everything from simple autoresponders to complex, multi-branch workflows. Platforms like GetResponse provide a full suite of marketing automation tools that allow users to create behavior-based triggers, define multiple paths, and segment subscribers into different journeys.

Whether you’re segmenting your subscribers based on purchasing behavior, open rates, or the time since the last purchase, GetResponse allows you to do so.

AI personalization

AI personalization goes beyond simple name personalization and leverages data on purchase history, preferences, and user behavior to create dynamic, relevant content tailored to individual recipients. As a result, brands can create targeted communications that resonate on a deeper level with their audience, enhancing customer engagement and loyalty.

Check out the AI tools that brands and marketers are using in email marketing below:

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GetResponse features an AI Email Generator that can quickly produce copy and subject lines based on your industry, tone preference, and campaign goals. This shortens email writing time while improving relevance to ensure that messages both reach the inbox and captivate the recipients’ attention.

Deliverability tools

If your emails land in the spam folder, even the most well-crafted campaign won’t make an impact. It’s important to choose an email marketing platform with robust deliverability rates that manages bounces, authenticates your emails, and effectively maintains list hygiene. 

With GetResponse, you can enjoy peace of mind knowing your campaigns are built on a solid foundation. Boasting an impressive 99% deliverability rate, the platform supports your efforts with continuous monitoring and reliable infrastructure. It also offers guidance on establishing a strong sender reputation and implementing essential authentication protocols like SPF, DKIM, and DMARC.

Template libraries

Predesigned templates accelerate your email design process and help you achieve a cohesive and professional look, showcasing your content in the best light possible. By incorporating professionally designed templates into your email marketing strategy, you can enhance your campaigns’ visual appeal and keep your audience’s attention, building a stronger connection with your brand.

GetResponse offers over 200 customizable, responsive templates, featuring a user-friendly drag-and-drop editor for effortless modifications. Whether you’re creating a newsletter or a promotional email, you can select from various themes and industry-specific styles to ensure alignment with your branding strategy.

Integrations

Email marketing must function within a broader ecosystem. Seamless integration with ecommerce platforms, CRM systems, and analytics tools is crucial to a holistic marketing strategy. These integrations ensure that your campaigns are informed by comprehensive data and enable enhanced tracking and personalization capabilities.

GetResponse offers one-click integrations with industry staples like Shopify, WooCommerce, Magento, and PrestaShop. For businesses with unique requirements, the platform offers an open API, allowing developers to craft custom connections to meet the needs of their specific businesses. This level of connectivity streamlines marketing efforts and also optimizes performance across all channels, ensuring a cohesive and efficient approach to engaging your audience.

Types of marketing emails you should be sending

Not all emails serve the same purpose. By diversifying your campaign types, you can engage subscribers at every stage of their relationship with your brand. Understanding the various types of marketing emails is essential to creating a comprehensive email marketing strategy.

Welcome emails

Welcome emails create the first impression of your brand and have a 91.43% open rate. A well-crafted welcome email expresses gratitude, outlines what subscribers can expect, and may offer a small incentive like a discount code or a free resource. This email can also highlight brand values and community guidelines.

See how Canva uses their welcome email to keep readers engaged and upsell them on new product offerings: 

Effective welcome emails often include a call to action (CTA), inviting subscribers to explore your website, follow your social media channels, or take advantage of a special offer. 

With GetResponse’s automation workflows, you can schedule a series of welcome emails to progressively introduce subscribers to various aspects of your brand and create a deeper connection to enhance their overall experience.

Newsletter emails

83% of B2B marketers employ email newsletters in their content marketing efforts. These emails typically deliver educational or entertaining content, company news, and updates to build consistent engagement and keep your brand top-of-mind. By regularly sending newsletters packed with industry insights or helpful tips, you build your authority in your niche.

In creating newsletters, focus on providing educational content that resonates with your audience’s interests. This could include blog articles, whitepapers, or curated content from credible sources. GetResponse allows you to segment your email lists, enabling you to tailor newsletters based on specific interests or demographics and ensuring that your content remains relevant to each subscriber.

Promotional campaigns

Promotional emails are geared toward driving immediate action, whether that’s a product launch, a seasonal sale, or an exclusive discount. These emails highlight offers that encourage subscribers to make a purchase, so the content should clearly convey the value of the offer, including any special deals or limited-time promotions. 72% of people prefer email to social media and other channels when receiving promotional material. 

When planning promotional campaigns, using GetResponse’s automation workflows allows you to send targeted messages to specific segments of your audience, such as loyal customers or those who have shown interest in particular products, to enhance the effectiveness of your promotions.

Transactional emails

Transactional emails provide necessary information related to a customer’s transaction and typically include order confirmations, receipts, shipping updates, and follow-up messages. While they serve a functional purpose, transactional emails are also an opportunity to reinforce your brand’s image.

Leveraging GetResponse to automate these messages helps ensure timely communication with your customers, enhancing their overall experience. Providing updates throughout the purchasing process can positively impact customer satisfaction and foster trust in your brand.

Behavioral triggers

These trigger emails are designed to respond to specific actions taken by subscribers, enhancing engagement through timely communication. One of the most effective types of behavioral triggers is the abandoned cart email, which targets users who have added items to their shopping cart but did not complete the purchase.

Similar to abandoned cart emails, browse abandonment emails target subscribers who have shown interest in specific products without taking action. By sending tailored messages featuring the products they viewed, you can rekindle interest and encourage them to revisit your site.

GetResponse’s abandoned cart email creator simplifies this process, allowing you to set up automated reminders that prompt users to return and complete their transactions. These emails typically include reminders of the items left in the cart, often accompanied by a sense of urgency or a special discount to encourage completion.

Re-engagement emails

Over time, some subscribers may go silent. Re-engagement emails (also known as “win-back” campaigns) work to rekindle interest—often by asking for feedback, offering a discount, or sharing exciting updates about your brand. This audience is already familiar with you, so the message should focus on reminding them why they subscribed in the first place and what they have been missing out on.

See how Too Good To Go leverages “win-back” messaging to reengage inactive subscribers:

Feedback requests can also be incorporated into re-engagement strategies. Asking former customers for their insights or reasons for inactivity can gather valuable information on how to improve your offerings and communications. By understanding the disconnect, you can adjust your approach and re-engage your audience more effectively.

Building a subscriber list: Best practices and tips

A subscriber list is the lifeblood of any email marketing effort. A healthy list of genuinely interested contacts ensures better engagement, higher conversions, and fewer spam complaints. Below are proven methods for building that list effectively.

1. Use lead magnets that solve real problems

Offer your site visitors a compelling reason to sign up for your newsletter. This could be an in-depth guide, a free consultation, or an exclusive coupon. The key is relevance: if your audience sees true value in what you’re offering, they are more likely to provide their email addresses. By addressing specific pain points or needs, your lead magnets can become powerful tools for capturing interest and converting visitors into subscribers.

2. Place opt-in forms strategically

Make sure your website has clear calls to action. One way to do this is to make it convenient for people to discover and complete your signup forms. Some popular places for opt-in forms include your website homepage, blog sidebars, and exit-intent popups.

You want your opt-in forms to be noticeable but not intrusive. Placing forms where users are most likely to engage, such as after a piece of valuable content, can enhance conversion rates. GetResponse simplifies form creation and testing, making it easy to design popups or embedded forms that look great on all devices and capture leads at the perfect moment.

3. Create dedicated landing pages

When building a landing page, the primary goal should be acquiring email subscribers. Eliminate unnecessary distractions, such as social media links, other navigation links, or advertisements. Instead, clearly demonstrate the benefits of subscribing to the email list.

This singular focus makes it easier for you to capture the attention of the user and encourages them to sign up for your email list, without becoming distracted.

4. Offer multiple subscription entry points

Some people prefer opting in during checkout, while others might sign up after attending a webinar or event. Provide various subscription options: from website pop-ups and event registrations to quiz results pages and specialized forms integrated into your blog content. This flexibility caters to different user preferences, maximizing your chances of capturing leads.

5. Use double opt-in for quality assurance

The double opt-in process mandates that new subscribers verify their subscriptions by clicking a confirmation link sent in an email. This extra step helps validate email addresses, reduce spam complaints, and ensure your list is filled with engaged subscribers who genuinely want to hear from you. This practice enhances the quality of your email list, leading to better engagement in the long run.

6. Promote your email list on social media

Encourage your social media followers to subscribe for exclusive content or offers. Occasionally post reminders with links to your opt-in landing pages. This cross-promotion can capture leads who already have an interest in your brand but aren’t on your email list yet, expanding your audience through established relationships.

7. Leverage gated content

Gated content is a way to attract subscribers by providing them with premium resources like e-books, whitepapers, and deep-dive videos in exchange for their contact information. This method can be particularly effective for attracting subscribers who are deeply interested in a specific topic, providing value in exchange for their contact information.

8. Host webinars or virtual events

Live events are an excellent way to generate leads. Promote your event across your website, social media, and partner networks. If you are hosting a live event, ask registrants to provide their email addresses when they sign up. You can then add them to your email nurturing workflows to keep your brand at the forefront of their minds after the event.

GetResponse’s Webinar feature is integrated directly with its email marketing platform, so you can easily collect attendee information, automate follow-ups, and nurture leads post-event.

9. Add referral or share incentives

Encourage your existing subscribers to share your signup links with their networks. Providing a small incentive (discounts, exclusive content, or freebies) if they successfully refer a new subscriber can create a broader reach for your email list. Your existing subscribers can become your best promoters, so don’t neglect them.

10. Make your signup experience mobile-friendly

Many people discover brands on devices  like smartphones or tablets. Ensure that your forms and landing pages are responsive and easy to fill out on small screens. Testing across different devices is essential to avoid any friction that could deter potential subscribers.

11. State the value of subscribing

People receive countless emails daily. Quickly communicate why your messages stand out. Emphasize exclusivity, frequency (e.g., “weekly tips”), or whatever unique angle you offer so subscribers know exactly what they’re signing up for. Clear value propositions can significantly increase the likelihood of conversion.

12. Optimize thank-you pages and confirmation emails

After someone subscribes, guide them toward the next step. A thank-you page or confirmation email can invite them to follow your social media accounts, explore best-selling products, or browse popular blog posts. This not only enhances the user experience but also keeps subscribers engaged with your brand immediately after they sign up.

How to create content for successful email marketing campaigns

Creating valuable content that captivates and converts is fundamental to any successful email marketing campaign. Use these strategies to write an email that not only engages your subscribers but also drives them toward desired actions:

Start strong with a magnetic hook

The opening line of your email is crucial for capturing your audience’s attention. A captivating hook, whether it’s an intriguing question, a surprising fact, or a bold statement, can entice readers to continue.

When you engage your audience right from the start, you increase the chances of them being invested in what you have to say, so they will read through to the end. However, avoid clickbait that misleads readers; authenticity is key if you want to retain trust.

Focus on one clear message or goal

It can be tempting to cram multiple ideas and promotions into one email, but clarity always wins. If your objective is to drive traffic to a new product page, make that the central focus. Provide context, features, and a single clear call-to-action (CTA) that directs recipients toward that product.

Whether you’re announcing a new product, sharing a helpful tip, or promoting a special offer, having a clear goal will guide your content and help subscribers understand what action you want them to take.

Use conversational language

Although the tone should remain professional, using approachable and friendly language helps demystify complex topics and makes your brand sound more human.

Email marketing excels when it feels like a direct conversation and your audience can interact comfortably with your content, so limit jargon, speak plainly, and engage your audience with content that feels personal.

Format for readability and skimming

Many readers skim emails, searching for information that interests them, so you want to make it easy for them to scan what you’ve written. A well-structured format enhances readability and makes it easy for subscribers to locate key information at a glance, increasing the likelihood that they will engage with your content.

To engage with readers and keep their attention, use white space. This means breaking up large blocks of text with short paragraphs, subheadings, and bullet points. This will highlight key points and CTAs and will make your writing easier to read.

Add personalization and dynamic content

To make your emails more relevant, incorporate personalized elements, such as the recipient’s name or tailored recommendations based on their past behaviors.

With GetResponse’s tools, you can integrate dynamic content and customize each message based on individual subscriber preferences. This level of personalization can enhance engagement and foster a more loyal audience.

Tell stories, don’t just push promotions

It is easy to focus on promotions when writing an email marketing campaign, but sometimes it’s better to engage customers in a way that creates a relationship and a genuine connection. Using narrative is one way to establish this kind of emotional bond.

Share customer success stories, behind-the-scenes details of your brand, and relatable anecdotes to create a strong connection with your readers. When you shift the focus from promoting your product to connecting with your customers, they remember your story and your brand.

Write compelling CTAs

Your CTAs should be clear, actionable, and visually appealing, which is crucial for driving conversions.

Use concise language, encouraging readers to take immediate steps, such as “Shop Now,” “Sign Up Today,” or “Download Your Guide.” A well-placed and designed CTA can significantly enhance click-through rates and encourage engagement.

Use visuals strategically

Incorporate relevant images or graphics to enhance your emails and help communicate your message more powerfully. Visuals can break up text and maintain engagement, but be mindful not to overwhelm your audience.

Make sure that your visuals are aligned with your branding and appropriately sized for various devices to maintain a polished appearance.

See how Visual Electric uses visuals to keep readers engaged and advertise their services in a consistent way:

Deliver value in every send

The key to engaging subscribers in the long term is consistency. Don’t just send out emails for the sake of sending them.

Each email should deliver value to the subscriber, whether it’s a valuable deal or helpful, useful information that establishes you as a reliable authority on a subject they care about. The only way to truly engage your audience is to first gain their trust and respect.

Use AI to accelerate content creation and testing

AI is a valuable tool that allows us to streamline the content creation process and also improve the quality and relevance of our campaigns.

GetResponse’s AI tools enable users to create tailored subject lines, conduct smart A/B testing on email body copy, and personalize content at scale by analyzing user behavior. This data-driven strategy helps identify effective variations and content types, enhancing performance and minimizing manual effort.

What are the core elements of a successful email?

Creating quality emails involves using various elements in a clear structure. By paying attention to the following key elements, brands can forge meaningful relationships with their audiences.

A recognizable “From” name and address

One of the first things a recipient sees is the “From” name and email address. Ensure that your brand name is readily identifiable to establish trust and credibility. Consistency in your sender details helps recipients recognize your emails immediately and reduces the chance of them being mistaken for spam.

A compelling email subject line

The subject line is critical in determining whether your email gets opened or ignored. Craft a compelling and concise subject line that piques curiosity or emphasizes the value of your message. It should indicate what the email contains, encouraging readers to click through.

Using GetResponse’s drag-and-drop email editor, you can easily test alternate subject lines and optimize them based on performance insights.

Informative preview text

Preview text (or preheader text) appears next to or beneath the subject line in most inboxes. Use it to expand on your subject line, offering a sneak peek of what’s inside. Avoid wasting this space with phrases like “Having trouble reading this email?”

Personalization elements

Incorporating personalization into your emails can enhance engagement. Addressing recipients by name or tailoring content to their preferences makes the message feel more relevant. GetResponse simplifies this process with segmentation and tagging tools that allow you to store a wealth of subscriber data and create personalized experiences that cater to individual subscriber needs.

A clear headline or hook

Inside the email, start with a strong heading that immediately tells readers what they’re getting. This is your second chance to grab attention and encourage them to read more. Make sure it is clear and reflective of the email’s main message or offer.

A strong headline or hook can further entice readers to dive deeper into your content and keep them engaged. 

Body content with a focused message

The body of your email should present a clear and focused message. Present information in a well-structured manner, using short paragraphs and bullet points to enhance readability. Ensure that the content directly supports the email’s objective, whether it’s sharing information, promoting a product, or inviting engagement.

A single, strong call-to-action (CTA)

A clear and compelling CTA is paramount in driving action from your audience. Ensure that your CTA stands out visually and uses actionable language to prompt immediate response.

Limit your email to one primary CTA to guide readers toward the desired action. Overwhelming subscribers with multiple CTAs can dilute your results. If you have multiple offers, consider sending separate emails or segmenting your audience instead.

Relevant images or visuals

Visual elements can enhance your email’s appeal and support the message. Use images or graphics that are relevant to the content and resonate with your audience. Using GetResponse’s drag-and-drop editor to add visuals, you can ensure that they fit well in your layout and align with your brand’s aesthetic.

Mobile-friendly design

With a significant portion of email opens occurring on mobile devices (nearly 60%), a mobile-responsive design is essential. Ensure your emails look great and are easy to navigate on all screen sizes.

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GetResponse automatically optimizes your emails for mobile viewing to ensure your emails look great and are easy to navigate on all screen sizes. If you create an email using this platform, you can rest assured that no matter what device readers are using, your message will come across perfectly.

Footer with compliance and contact information

Your footer should include a link where recipients can unsubscribe, your physical mailing address, and any other contact details. A well-structured footer provides transparency, enhances your brand’s credibility, and ensures it meets legal requirements.

GetResponse’s platform allows you to add a comprehensive footer that complies with relevant regulations (such as CAN-SPAM and GDPR) to the bottom of your emails.

Email templates and visual design best practices

Creating visually appealing emails requires attention to design principles. Here are some best practices to consider:

Layout and hierarchy

A well-organized layout is essential for guiding readers through your email content. Establish a clear hierarchy by prioritizing the most important information at the top and using appropriate headings to signal sections. This structure helps recipients scan the content, allowing them to find key messages or offers with ease.

Use visual breaks, such as horizontal lines or spacing between paragraphs, to enhance clarity. GetResponse’s drag-and-drop editor allows you to create a structured layout effortlessly, making it simple to emphasize different elements within your email.

Mobile-first email design

With an increasing number of people accessing emails on mobile devices, adopting a mobile-first design is critical. Ensure that your emails are responsive and optimized for various screen sizes. This includes using scalable images, appropriately sized buttons, and legible text without excessive scrolling or zooming.

Test your emails on multiple devices to ensure consistency in appearance and functionality. GetResponse’s design tools automatically adjust layouts for mobile optimization, simplifying the design process.

Pre-built vs. custom-designed email templates

When choosing between pre-built and custom-designed email templates, consider your branding and marketing goals. Pre-built templates offer the advantage of speed and ease and are a great option for those with limited design resources or tight deadlines.

Custom-designed templates allow for complete control over branding elements and user experience. If you have specific visual branding requirements or wish to create a unique aesthetic that reflects your personality or mission, GetResponse’s diverse selection of customizable templates will allow you to strike a balance between efficiency and personalization.

Accessibility, image-to-text ratios, and alt text

Designing for accessibility ensures that all recipients, including those with disabilities, can effectively engage with your content. Maintain a healthy image-to-text ratio, as relying too heavily on images may render your email ineffective, especially if the images do not load properly. A good rule of thumb is to use a mix of images and text to convey your message.

Incorporate alt text for all images in every email. Alt text should be descriptive yet concise, informing recipients of what the image depicts and its relevance to the content.

Email automation: What it is and how to leverage it

Email automation refers to sending email campaigns automatically based on triggers, rules, or schedules you set in advance. With automation, you can scale your outreach while ensuring that messages remain timely and relevant.

Understanding email automation

Automation saves time and effort by setting up automatic workflows for routine processes such as sending newsletters, follow-ups, and reminders. These can be set to trigger based on behavioral or time-based cues. For example, you could set up an email that automatically sends the moment a customer makes a purchase to follow up with additional questions about their experience.

GetResponse’s visual automation builder allows you to create sophisticated workflows through a drag-and-drop interface. You can set triggers, filters, and actions that guide subscribers along carefully designed journeys.

Common use cases

Understanding the various applications of email automation can help you effectively harness its power. Here are some common use cases that can elevate your email marketing strategy:

• Welcome sequences: Automating a welcome sequence allows you to send a series of emails to introduce new subscribers to your brand, share key information, and provide incentives tailored to their interests. This nurturing process ensures that new subscribers feel valued and engaged from the start.
• Abandoned cart flows: By automating this process, you can send follow-up emails at strategic intervals, offering incentives like discounts or reminding customers of the items they left behind. This timely communication can reduce cart abandonment rates and recover potential lost sales.
• Lead nurturing: Effective lead nurturing is essential for converting prospects into customers. By automating lead nurturing workflows, you can send personalized content and offers based on specific actions taken by the lead, such as downloading an e-book or attending a webinar.
• Birthday or milestone emails: Automated emails sent to mark important milestones, such as birthdays or anniversaries, can enhance customer loyalty and engagement. Creating a special email that includes a personalized message and an offer incentivizes recipients to engage with your brand on their special day.

The best times of day to send emails

Understanding optimal email send times is essential for maximizing engagement. Here are some recommendations:

• Mid-morning (9 am–11 am): This period is known as peak productivity hours for many professionals, making it ideal for capturing attention.
• Afternoon (1 pm–3 pm): Afternoon sends can serve as a follow-up or for newsletters, providing relevant content for audiences returning from lunch.
• Evening (7 pm–9 pm): This timeframe is conducive to engagement for B2C promotions, especially those related to deals or lifestyle content.
• Sunday evenings: A popular time for newsletters, Sunday evenings can prepare audiences for the upcoming week.

It is important to understand how the target audience for your email marketing campaign engages with email and which devices and platforms they use to view emails.

B2B audiences are most likely to check emails during standard work hours, especially between Tuesday and Thursday from 9 am to 12 pm, while B2C audiences may be more active during evenings or weekends. Mobile-first users often check their emails during commutes, lunch breaks, or before bed, highlighting the importance of optimizing emails for mobile viewing.

With GetResponse’s AI-powered features like “Time Travel” and “Perfect Timing,” you can automate the sending of emails at times when each subscriber is most likely to engage. For instance, “Time Travel” can ensure that your email is delivered at the ideal local time for each recipient, ensuring everyone sees it at the intended hour. “Perfect Timing” takes this even further, using historical engagement data to pinpoint the optimal moment for each subscriber individually.

Email deliverability in a privacy-first world: What you need to know

With stricter regulations and heightened consumer expectations regarding data privacy, brands must maintain good deliverability while respecting user preferences. Here are the key considerations:

Engagement rates

Higher open rates and click rates signal to internet service providers (ISPs) that your emails are relevant and valued by recipients, which improves engagement rates. By utilizing GetResponse’s capabilities, you can track open rates, click rates, and overall engagement of your audience, allowing you to optimize your content accordingly.

Spam filters

Spam filters protect users from unwanted emails. ISPs evaluate content, subject lines, sender reputation, and user behavior to decide whether an email is spam. GetResponse provides insights into your spam scores, helping you make adjustments to your messaging and formatting that can enhance deliverability.

Sender reputation

Your sender reputation is crucial to your email deliverability success. Factors like engagement rates and spam complaints influence this reputation. GetResponse helps you monitor your sender reputation, offering guidelines to maintain a positive standing with email service providers.

Domain authentication (SPF, DKIM, DMARC)

Implementing domain authentication protocols such as SPF, DKIM, and DMARC secures your emails and ensures that your messages are recognized as coming from a trusted source. GetResponse offers tools to simplify the setup and management of these authentication methods, helping you maintain high deliverability rates.

List hygiene

Keeping your email list clean is vital for maintaining deliverability. Regularly removing inactive subscribers and invalid email addresses minimizes bounce rates and improves engagement. GetResponse offers automated tools and suggestions for segmenting inactive or unresponsive subscribers.

Bounce rate management

Monitoring and managing bounce rates is critical, as high bounce rates can negatively impact your sender reputation. GetResponse automatically tracks and categorizes bounces, allowing you to take prompt action to reduce them and maintain better deliverability.

Critical email marketing metrics you should be tracking

Tracking key email marketing metrics is essential for evaluating the effectiveness of your campaigns. By monitoring these metrics, you can gain insights that inform your strategy and improve overall performance.

1. Open rate (OR): This metric reflects the percentage of subscribers who open your email. While it doesn’t paint the full performance picture, it is a strong indicator of subject line effectiveness and brand reputation.
2. Click-through rate (CTR): This measures the percentage of email recipients who clicked on at least one link in the email. CTR reveals whether your content and CTA resonate. A high CTR typically signals relevant offers and clear calls to action.
3. Click-to-open rate (CTOR): Sometimes referred to as the “effective CTR,” CTOR compares the number of people who clicked to the number of people who opened. It isolates the impact of your in-email content on subscriber action.
4. Conversion rate: This metric tracks how many of those who clicked actually completed a desired action, such as making a purchase or signing up for a webinar. Conversion rate is a direct measure of how well your campaign drives business goals.
5. Bounce rate: This reflects how many emails were undeliverable. High bounce rates damage sender reputation and can indicate list-quality issues or a need to update email addresses.
6. Unsubscribe rate: Monitoring the unsubscribe rate reveals how often recipients opt out of your emails. A rising unsubscribe rate may indicate content misalignment or overcommunication, signaling the need for a strategy reassessment.
7. Spam complaint rate: This is a critical metric—if subscribers mark your email as spam, it hurts your reputation. Keep this rate minimal by sending emails only to subscribers who genuinely opted in and by offering easy unsubscribe options.
8. Email ROI: Calculating your email return on investment (ROI) provides insights into the financial effectiveness of your campaigns. Monitoring this metric helps guide resource allocation and strategy adjustments.
9. Email list growth: Regularly tracking your email list growth reveals the effectiveness of your lead generation efforts. This metric helps you understand the overall health of your subscriber base.
10. Engagement over time: Analyzing engagement trends over time empowers you to see how subscriber interest fluctuates, allowing you to tweak your content and strategy to maintain engagement.

Maintaining and increasing engagement over time requires a keen eye on the performance metrics that shape your email marketing strategy. GetResponse’s real-time analytics allow you to monitor these metrics effectively. By employing heatmaps, you can visualize how recipients interact with your emails, pinpointing which parts drive the most engagement. Automation performance reports shed light on every facet of your campaign’s performance, helping you discern areas that need improvement. 

GetResponse’s visual dashboards present a comprehensive view of all your metrics at a glance, highlighting high-performing content and flagging underperforming workflows. This accessibility allows you to quickly optimize your campaigns, ensuring that adjustments are data-driven and timely. Leveraging these tools allows you to refine your strategy continually, ensuring sustained engagement and improved email marketing results.

Challenges of email marketing in 2025

Although email marketing has benefits, there are many challenges, like privacy concerns and full inboxes that need addressing to secure an edge over the competition. Let’s look at these challenges below.

Privacy restrictions and data protection laws

The growing emphasis on data privacy and protection laws poses a challenge for email marketers. Regulations like GDPR and CCPA demand greater transparency and user consent, making it necessary for businesses to revisit their data collection and usage strategies. Adhering to these laws while still delivering personalized experiences requires a thoughtful approach.

Inbox overload and shrinking attention spans

With the average individual receiving dozens, if not hundreds, of emails daily, inbox overload is a major hurdle. Coupled with shrinking attention spans, capturing and maintaining the audience’s interest has become more challenging. To combat this, brands must craft compelling subject lines and engaging content that stands out.

Pro tip: Leverage GetResponse’s AI-powered subject line generator to create eye-catching subject lines that boost open rates and help your emails get the attention they deserve.

Declining list quality

Over time, email lists can become outdated or less effective, leading to declining engagement rates. Factors such as spam complaints, outdated subscriber information, and unengaged recipients contribute to this decline.

To address this issue, brands should prioritize list hygiene and regularly clean their lists. GetResponse offers robust list hygiene features and automation tools that trigger win-back campaigns for inactive subscribers, helping you rejuvenate your list and maintain a high-quality audience.

Deliverability issues

Ensuring emails land in the inbox rather than the spam folder is an ongoing concern for marketers. Factors affecting deliverability include sender reputation, list quality, and content relevance. As ISPs become more stringent, monitoring deliverability and making adjustments is essential for email success.

Creating enough high-quality content

Many businesses struggle to consistently produce high-quality content that resonates with their audience. The pressure to maintain a steady stream of valuable communication can lead to burnout and diminished creativity.

GetResponse’s AI Email Generator can help speed up campaign creation, providing automated content suggestions and streamlining the process of crafting effective emails.

Poor integration with other marketing tools

Email marketing works best when integrated with other marketing platforms. However, many marketers face challenges ensuring seamless communication between their email platforms and other tools, hindering campaign efficiency.

GetResponse integrates with popular platforms like Shopify, WooCommerce, Salesforce, and more, enabling cohesive marketing efforts across channels and simplifying the overall workflow. 

Difficulty scaling personalization

While personalization is essential to engaging your audience, scaling these efforts across large audiences can be overwhelming. As consumers come to expect tailored experiences, brands need to find efficient ways to deliver personalized content to each segment of their audience without relying on exhausting manual effort.

Measuring success in a privacy-first world

As third-party cookies and tracking capabilities become more restricted, gathering engagement data is tricky. In this new environment, direct email metrics like opens, clicks, and conversions grow more essential.

Tools like GetResponse’s analytics suite help fill in data gaps by revealing exactly how subscribers interact with your messages.

Future trends in email marketing

Although 2025 has brought significant advancements, email marketing shows no signs of slowing down. Emerging trends point toward an even more adaptive, personalized, and interactive future.

Hyper-personalization

Using advanced AI and machine learning, email content will become extremely personalized. The personalization process will start with the subject line and extend to dynamic product recommendations. Each subscriber will receive a unique experience based on past behavior, predicted interests, and real-time context.

AI-driven send-time optimization

Enhanced algorithms will consider time zones, browsing patterns, and personal circadian rhythms to deliver emails at optimal moments. By sending emails when recipients are most likely to engage, brands can significantly improve open and click-through rates.

Real-time content in emails

Incorporating real-time content updates in emails boosts engagement. Subscribers will appreciate dynamic content that reflects time-sensitive information, such as live event updates, inventory levels, or product recommendations. Expect more live-updating elements—like countdown timers, real-time inventory alerts, or local weather-based suggestions.

Interactive elements

Future email marketing campaigns will incorporate interactive elements, such as polls, shopping carts, and customer reviews within the email. These features allow subscribers to engage meaningfully without leaving their inboxes, improving overall user experience and encouraging immediate action.

Launch high-performing email marketing campaigns with GetResponse

Launching high-performing email marketing campaigns is essential for engaging your audience and driving conversions. GetResponse provides a comprehensive toolkit for brands of all sizes—from solopreneurs to multinational corporations—making it straightforward to design, automate, and optimize email marketing at scale.

GetResponse’s intuitive features include:

• AI-powered Email Generator
• Smart Automation Workflows
• 99% Deliverability
• Robust Template Library
• Ecommerce Integrations
• Webinar Hosting
• SMS and Web Push Functionality

With these tools in your arsenal, you can keep up with all the emerging trends while maintaining a solid foundation for your email marketing strategy.

Ready to take your email marketing to the next level?

FAQs

How important is the email subject line?

Subject lines are crucial because they determine whether your subscribers open your emails. A strong subject line that grabs readers’ attention can drive open rates by piquing their curiosity, creating a sense of urgency, or being immediately relevant. 

When is the best time to send a marketing email?

There is no universally perfect time—it depends on various factors, including audience demographics, location, and daily routines. For B2B companies, sending an email at mid-morning on weekdays might be the most effective approach. However, B2C brands often have more success by sending emails in the evenings or on weekends.

What is a good open rate for email campaigns?

Typical open rates range from 15% to 25%, depending on your industry and list quality. A rate higher than 25% often indicates strong subscriber engagement and relevant content, while lower rates suggest areas for improvement in content targeting or subject lines.

How often should I send marketing emails to existing customers?

A good rule of thumb is to keep emails between one and two per week. The goal is to provide value without overwhelming your audience with excessive outreach. To find the balance that works for you, monitor open and unsubscribe rates.

What is the best email marketing tool for creators?

Many creators need an email marketing platform that simplifies email list building, automates workflows, and provides robust analytics. GetResponse’s email marketing service stands out with its user-friendly interface, AI-driven content creation, landing pages, forms, and comprehensive automation features, making it the go-to choice for all creators.