Is email marketing making a comeback in 2025?

While other digital marketing channels can change overnight, your email marketing list is owned by you – and this gives you control. Whether you’ve got a new product launch or want to share some behind the scenes news, email can be a reliable way to reach people who really care about your business.

We might not be sending as many personal emails these days, but email marketing for business is a trusted method to reach targeted audiences. With fast-moving social channels it can be easy to chase the likes and shares – and there’s time for this too – but nurturing a list of contacts you own can’t be underestimated.

But how effective can email marketing be in 2025?

Summary of article

AI can be a useful tool to plan and create email content for you
emojis in subject lines can add flair and personality, but if used incorrectly they can look spammy or unprofessional
people will be more likely to give you their email address if you give them something in return
Tools like HubSpot and Mailchimp can help you schedule and send emails

This guide will cover everything you need to know about email marketing, for beginners and small businesses right up to growing businesses looking for new strategies to try:

What is email marketing?
Tips for writing subject lines that work
How to build your email list – five strategies you can try today
Email marketing tools for small businesses
Can AI email marketing save you time and money?
Benefits of email marketing for small businesses
Creating your first email marketing campaign
FAQs

What is email marketing?

Email marketing is a form of digital marketing that is used for sending direct messages to a targeted list of people. It can be to promote products or services, and build customer loyalty.

It’s a marketing strategy that involves sending emails to a list of subscribers who have signed up to receive marketing messages from you. These could be one-off emails about a particular product or service you’re offering, or a series of emails to promote your brand.

Regular newsletters or sales emails can have a different role but all play a part in building your audience.

Boosting open rate with killer subject lines

A good subject line is essential for effective communication. It’s the hook of your email, a teaser of what’s to come, and a reason to open it and read more.

But what makes a compelling subject line?

Urgency – a reason to read the email now, for example using phrases like ‘don’t miss out’ or ‘sale ends soon’
Curiosity – asking a question in the subject line can invite someone to want to know more, for example ‘How can email marketing help you reach more customers?’
Relevance – it should be clear why you’re sending this email to them
Personalisation – email marketing tools (more on this below) can help you personalise an email to attract attention, such as adding a first name in the subject line or introduction of an email

What about emojis in subject lines?

Emojis can be effective in subject lines, but it depends on the context and your audience.

When they work: Emojis can add visual flair, convey emotion, and make a subject line stand out in a crowded inbox. They’re effective at creating a friendly and relatable tone in marketing emails and retail communication. They can express urgency (🚨), celebrate an achievement (🎉), or highlight a specific topic (✈️).
- Example: “Summer sale! ☀️ Up to 50% off”
- Example: “You’re invited to our webinar! 💻”
When they don’t work: Avoid emojis in formal or corporate settings. Overusing emojis can also look unprofessional or spammy. A good rule of thumb is one relevant emoji in a subject line, and not to use them in every email you send.

A good subject line is purposeful and crafted with the reader in mind. It balances a clear message with a strategic hook to encourage the open, and emojis can be a powerful tool when used appropriately.

Building your email list – 5 strategies you can try today

Here’s a few email marketing ideas for small businesses and strategies you can use to grow your email list:

make it easy to sign up on your website – add a section inviting people to sign up to your email newsletter (and include a reason why, such as access to behind the scenes updates and exclusive offers)
include an invitation as part of your sales process – invite people sign up to your marketing list (tick box) when buying something on your website
running competitions or events – could you give away something to the first few people who sign-up, or run an event closely related to your business to grow your email list?
give away free downloads – create a guide or checklist related to your business and offer it to people in exchange for an email address
access to exclusive content – recording exclusive content like podcasts, videos, or even in-depth guides for subscribers can be compelling reason to sign up

Having a large list of email addresses with people who are genuinely interested in your business is the goal here. And make sure you write an email marketing plan so your messages are consistent – remember to always include a call to action (like a link to buy a product or read your blog).

Email marketing tools for small businesses

There’s a range of email marketing platforms and tools you can try, including many that have free plans and are easy to jump into as a beginner.

Email marketing tool	Free plan available	Features	Best for
Mailchimp	Yes	Drag-and-drop email builder, landing pages, forms	Beginners up to those who want to use advanced personalisation and automation
Mailerlite	Yes – for up to 1,000 subscribers	Drag-and-drop editor, automation workflows, and landing pages	Beginners with a smaller budget but who want to send more than just newsletters
HubSpot	Yes	Free CRM that means you can store and manage customer data, personalised campaigns	Beginners up to advanced users with bigger budgets, looking for a full solution beyond sending emails

This guide to free email marketing services from Zapier gives a full overview of different software solutions you can use, along with pros and cons.

Can AI email marketing save you time and money?

AI tools like ChatGPT can help you plan and write emails to your customers. Our guide to writing ChatGPT prompts is a good starting point if you’re not sure how to get the best results.

Using AI for email marketing can help you:

create content at speed
tailor your emails for different audiences
analyse the best time to send your emails
automate workflows
track performance

Related article: 6 of the best free AI tools for small businesses

Benefits of email marketing for small businesses

If you haven’t already started using email as a marketing tool, here are a few reasons why you should consider it:

cost effective – and a high return on investment
build customer loyalty – if people relate to your brand and you send them helpful messages then they’re more likely to return again
speak directly to your customers – instead of competing with algorithms on social media
drive sales – emails are effective at promoting products, announcing sales, and driving visitors to your website
track effectiveness – it’s easy to see what messages have performed well so you can evolve your marketing strategy

Creating your first email marketing campaign

An email marketing campaign can simply be a series of messages you want to send at different times. For example, let’s say you’re launching a new product and need to let people know about it, building up excitement before launch and driving sales in the first few weeks.

An email marketing example for a product launch

Below is an example email marketing campaign you could use if you have a new product to bring to market. You can choose how many emails you want to send but the important thing to remember is to have a consistent message and call to action.

Email	When to send?	Key messages
Email 1	3 weeks before launch	Teaser about new product Behind the scenes of launching your product Link to read about it and pre-order
Email 2	1 week before launch	Key benefits of the new product Link to read about it and pre-order
Email 3	Day of launch	Buy now Link to website to buy it
Email 4	3 days after launch	Key benefit Join the [number of] people who have this already

Final thoughts

Email marketing is still not only relevant in 2025, but booming. It’s remained an effective way to reach a large number of people – and it’s relatively simple and affordable for businesses of any size.

While social media channels leave you at the mercy of the algorithm and traditional printed marketing is very expensive, emails can be created in minutes and sent to your whole subscriber list instantly.

All you need is a solid strategy, an engaged audience, and the tools to help you write, schedule and analyse your email campaigns. Then you’ll be well on your way to driving more sales and building a loyal customer base.

FAQs

When is the best time to send a marketing email?

The best time to send a marketing email depends on the type of business and audience you have, but there are some common trends that you can follow to begin with.

For consumer-facing emails, evenings and weekends can be effective as people are more focused on leisure than work. Late afternoon and evening, as well as weekend mornings can be a good time to reach an engaged audience.

If you’re emailing other businesses with your marketing messages, then mid-week is often a good time. Sending during work hours, particularly mid-morning and early afternoon when people might be taking breaks in their day.

The best idea is to test what works for you and your business to find the best time to send your marketing emails.

What is a good open rate for email marketing?

A good open rate for email marketing is typically between 17 and 28 per cent. This varies by industry and the quality of your email list. For example, if you have a lot of email addresses but they’re not necessarily interested in your business then your open rates will be lower.

Other influencing factors include the topic of your email, how you’ve targeted and segmented your audience, and the quality of the subject line.

How can you use email marketing for your business?

For a small business, email marketing is a direct way to build relationships and drive sales. Start by choosing an email marketing platform like Mailchimp or HubSpot. Create a sign-up form on your website offering a small incentive, like a discount to build your list.

Once you have subscribers, send regular, useful emails – and then track what works by monitoring open and click rates.