The Dos and Don’ts of Email Marketing in 2025

The Dos and Don’ts of Email Marketing in 2025

Email remains one of the highest-ROI channels, but the landscape keeps evolving. To stay ahead, you need to leverage new technologies (AI, interactive AMP embeds, etc) while honoring subscriber trust and privacy. Here’s an updated playbook for your 2025 campaigns:

Dos

1. Hyper-Segment with Zero- and First-Party Data
   • Beyond basic demographics, use purchase history, on-site behavior, and preference centers to create micro-segments.
   • Ask subscribers directly (zero-party data): “Which topics interest you most?” to fuel dynamic content blocks.
2. AI-Powered Personalization (Ethically)
   • Use AI to craft subject lines and preheader text tailored to each segment’s language patterns.
   • Always human-review AI outputs to prevent tone-deaf or off-brand phrasing.
3. Leverage Interactive & AMP Elements
   • Embed polls, product carousels, or mini-forms directly in the inbox to boost engagement without extra clicks.
   • Use caution: provide a plain-HTML fallback for email clients that don’t support AMP.
4. Optimize for Accessibility & Dark Mode
   • Ensure semantic HTML structure, proper alt text, and 14pt+ font sizes.
   • Test your designs in dark mode! Colors invert differently, and CTAs can disappear if not optimized.
5. Respect Subscriber Preferences & Timing
   • Let recipients choose send frequency (daily, weekly, occasional).
   • Use AI-driven send-time optimization to hit inboxes when each person is most likely to open.
6. Maintain List Hygiene & Deliverability
   • Regularly prune inactive addresses (e.g., 180-day non-openers) to preserve your sender reputation.
   • Authenticate with SPF, DKIM, and BIMI to boost trust and avoid spam folders.
7. A/B Test Beyond the Subject Line
   • Experiment with interactive elements, email length, or layout changes.
   • Track metrics like click-to-open rate (CTOR) and engagement time in addition to opens and clicks.

Don’ts

1. Don’t Rely on Purchased or Rented Lists
   • They damage deliverability and violate privacy regulations (GDPR, CCPA, Canada’s PIPEDA).
   • Focus on organic list growth via gated content, referral programs, and zero-party surveys.
2. Don’t Spam With Irrelevant “Batch-and-Blast” Sends
   • One-size-fits-all messaging gets deleted – or worse, marked as junk.
   • Always personalize content and match messaging to each segment’s stage in the customer journey.
3. Don’t Ignore Privacy & Consent
   • Even non-EU audiences expect GDPR-style transparency: clear opt-in checkboxes and easy unsubscribes.
   • Update your privacy policy and cookie-banner copy to reflect any new data-sharing practices.
4. Don’t Overload with Images & Large Files
   • Bulky emails slow load times, especially on mobile or low-bandwidth connections.
   • Balance visuals and text; compress images and use modern formats like WebP.
5. Don’t Forget Plain-Text & Fallbacks
   • Not every client supports advanced CSS or AMP. Always include a clean, well-formatted plain-text version.
   • Inline critical info (e.g., appointment links) so it’s accessible even in minimalistic email interfaces.

Bottom Line

By combining ethical AI, interactive experiences, and subscriber-first practices, you’ll maximize engagement and ROI while safeguarding trust.

Need help modernizing your email strategy?
Urge Interactive’s marketing experts can audit your current setup, recommend AI-driven optimizations, and build interactive templates that convert.

📞 Call us at (888) 348-3113 or request a free email marketing audit today!