The creation of marketing emails is constantly evolving. Every year, new creative possibilities emerge, giving us more opportunities to capture attention and maintain contact with our customers. It is therefore essential to understand the current trends.
In 2025, email marketing is shifting towards an approach that combines performance, engagement, and responsibility—driven by evolving data protection regulations in Europe and a growing environmental awareness among readers. Here are a few trends to adopt to meet these expectations:
USE OF ARTIFICIAL INTELLIGENCE
Artificial Intelligence helps improve email performance with minimal effort. Thanks to advances in this field, we can generate content in just a few clicks, saving time and personalizing our communications. However, its use must remain responsible and strategic, as it cannot replace the human creative process.
AI makes it possible to tailor our messages to customers’ needs by incorporating natural language and adjusting the tone of our communications.
With Probance, the integration of AI into automation is just around the corner, making it easier to generate email subjects for automated scenarios and newsletters—while optimizing results, reducing production time, and ensuring each email remains truly personalized.
PRIVACY
Privacy and digital ethics are at the heart of consumer concerns, making them increasingly demanding when it comes to data protection and corporate transparency.
Data protection and compliance with new regulations are more than just a trend—they are top priorities. Providing our customers with transparency and protection regarding these regulations is a key tool for earning their trust.
Respecting these concerns can be demonstrated through clear messaging in our emails and links to our policies and data processing practices. Additionally, it is essential to offer our customers a clear and easily accessible option to unsubscribe from our emails and to honor their preferences, as this fosters trust and a sense of security.
OMNICHANNEL STRATEGY
Omnichannel marketing refers to communication strategies that use multiple channels to connect with customers. To make the most of this approach, it is essential to maintain a consistent message and brand image across all channels, so that customers can easily recognize and identify us.
Furthermore, connecting the channels is a key element of this strategy: allowing customers to subscribe to the newsletter from the website, discover social media through emails, easily locate physical stores via communications, inform about our app within emails… With Probance, you can also unify text messages and web notifications, ensuring perfect coordination with the rest of your communications. Want to learn more about these options? Contact your account manager!
This way, we enable our customers to interact with us across multiple channels, thereby integrating our company into their daily lives.
INTERACTIVE CONTENT
One way to improve the click-through rate of our emails is to offer content that sparks our customers’ interest and encourages them to continue interacting with our brand. Images, CTAs (Call To Action), and personalized products are effective ways to achieve this, but as emails evolve, we can take things even further.
One of the most effective ways to achieve this is through UGC (User Generated Content). The best way to incorporate it into emails is by using animated GIFs that highlight customer reviews of our brand.
Thanks to animated images, we can also showcase a carousel of brands or categories available on our website, or even include video snippets to extend interaction with our brand.
We can also encourage interactivity by combining text and buttons — for example, by highlighting limited-time offers or sharing tips and trends to explore with our products.
BRAND ENGAGEMENT AND SUSTAINABILITY
When we commit to one or more causes, it is essential to highlight this commitment in our messages. This gives it visibility and helps our customers become aware of it and join us, thereby creating a connection with our brand and the wider community.
To achieve this, our messages must reflect that commitment. For example, if our brand is committed to the environment, we can invite our customers to delete our emails after reading them, or remind them how our products embody this commitment—highlighting the positive impact their choice can have.
Eco-design of emails is also becoming an important trend, with a focus on lighter, optimized messages to reduce the carbon footprint of digital marketing. Additionally, we can contribute to this cause by cleaning our mailing lists, which will lower our carbon footprint. To do this, it is essential to inform our customers about the option to unsubscribe from our emails, but it is also very important to perform manual clean-ups when necessary.
ACCESSIBILITY
The accessibility of our emails allows our message to reach a larger number of customers, making it a key element in the design of our campaigns.
To make our emails more accessible, we must take users’ needs into account. It is essential to ensure sufficient color contrast for optimal readability, as well as clear and understandable messages, highlighting key words to facilitate quick identification at a glance.
Additionally, one of the most important elements to make our emails more accessible is the use of image descriptions, or alternative text, as these images may not display due to issues with the recipient’s mail server, but they also serve as an aid for customers with visual impairments.
For images containing text, it is very important to include that text as ALT Text, and if the image serves a specific function, that function should be described in the alternative text. For images whose description is already included in the adjacent text or that do not provide any essential additional information, it is preferable to avoid adding a description to prevent irrelevant information or repetition.
Finally, a key tool for the accessibility of our emails, offered by Probance, is device adaptability, which allows us to ensure the readability of our emails across different platforms. Additionally, it provides us with the possibility to create different versions of the same email to guarantee the clarity of our message.
