Inboxes are full, and attention spans are shrinking. Is your customer email going to break through the noise? 

Like a skilled archer, if you aim with precision, a good email will hit the target. Evidence still shows customers have a strong preference for email communications. In fact, 69% of worldwide consumers surveyed in June 2024 said email was the preferred communication channel. 

But, simply landing in the inbox isn’t enough to earn precious eyeball-time. To get opened, read, and acted-on, you need a plan for your email marketing that considers the latest trends and how you can apply it. Here’s your playbook for getting emails read in 2025. 

(Also, check out our 2024 version of this article here – it’s full of additional trends and tips that are still very relevant.)

Trend #1: Creating a consolidated customer view. 

Understanding customers in only bits and pieces is one of the chief obstacles to effective email marketing. Without a unified customer profile, the chances of sending an irrelevant message are high—and so are the chances of a dreaded unsubscribe. 

Identity graphing tools like MotusAudiences Connect consolidate disparate data points into a cohesive customer picture. Now, the real fun begins. Start crafting highly-personalized, in-context campaigns that make your audience feel like you really know them. 

When you’re ready to hit send, having that big-picture customer view helps optimize email frequency and timing. Identity graphing makes it possible to analyze when and how customers engage across different touchpoints and optimize email sends accordingly. This data-driven approach prevents fatigue and improves deliverability. 

Actionable Takeaway: If going from scattered pieces of customer data to single, comprehensive view feels like a quantum leap, start with a data audit. Determine which pieces of customer information you have today and organize them into a usable format. Then, a data marketing partner (like B2E Data!) can support you in filling in the gaps and building the complete audience picture that will drive your email results.

Trend #2: Segmenting based on real-time data.
It’s true, email segmentation has been around for years, and it’s one of the topics we identified when we covered this topic last year, too. But, now in 2025, we need to employ an even more dynamic approach. 

In addition to demographic, firmographic, or psychographic data marketers should look to segment lists based on real-time behavioral data, such as engagement levels and intent signals.  By identifying prospects who are actively researching products or services like yours, behavioral data helps marketers focus on high-intent recipients who are much more likely to engage with your emails. Knowing when your audience is in the market boosts results and prevents wasted marketing spend.

Actionable Takeaway: You can start paying attention to timely and important behavioral signals by first tracking website and visits and engagement with your marketing content. Then, experiment with creating dynamic email segments based on data such as website interactions and content downloads. If you’d like more support or take a more sophisticated approach, you can leverage a tool like MotusIP Intent with help from data scientists who can laser-target the members of your audience who are ready to engage. 

Trend #3: Making it Skimmable and Emotional 

Decision-makers have less time than ever, meaning your emails must not only get their attention, but quickly to the point. Data from 2025 shows 67% of consumers preferred shorter emails. The brands that do this best leverage succinct storytelling with emotional appeal in their communications, and these emails tend to outperform more transactional messages. 

When creating your emails, use white space, bullet points, and bold text to highlight key takeaways quickly. A well-structured email will guide the reader’s eye naturally, making it easy to absorb the most important information at a glance. By combining brevity with compelling storytelling, your emails will not only capture attention but also drive higher engagement and conversions.

Actionable Takeaway: Design your emails with skimmers in mind. Write compelling, concise subject lines. For the body of the email, make the format scannable, and include a clear call-to-action that’s easy to find. You can even use A/B testing to test a short email vs. a longer one, to see the effect on your unique audience. 

Trend #4: Thinking Omnichannel

It’s important to keep in mind that silver bullets are rare. Consumers don’t engage with brands in isolation—they move fluidly between email, social media, search, and in-person interactions. To maximize impact, email marketing should work seamlessly alongside other channels to create a unified customer experience.

Think of your email marketing in the context of the broader consumer journey, and how it reinforces other touchpoints such as digital ads, text messages, and social media. “Thinking omnichannel” helps ensure the messaging remains consistent. Your email promoting a new product can be complemented by targeted ads and social media posts, increasing the likelihood of conversions. Aligning email with other marketing efforts creates a more cohesive customer journey that meets your audience wherever they are. 

Actionable Takeaway: To put omnichannel thinking into action, choose one upcoming campaign and evaluate the messaging for consistency across your other channels. Use the same core visuals, headlines, and offers so the audience feels a unified experience, no matter where or how they engage. You’ll improve brand recall and reinforce the desired message.

Email marketing in 2025 is about deeper understanding, interpreting behavioral signals, making communications short and sweet, and seeing the bigger picture. If you want help with data-backed strategies that will not only get your email noticed, but drive more meaningful interactions, reach out to discuss the right approach for your business.