Email Marketing in 2025: What Still Works (and What Doesn’t)

So grab a coffee, because we’re going to go all-in on what really matters for modern email marketing.

Is Email Marketing Still Relevant in 2025?

Every year, someone declares that email marketing is dead. It’s usually the same story: “Social media is where everyone is now.” or “Nobody opens emails anymore.”

So I decided to test it myself.

I ran parallel campaigns — one on social media, one through email — for the same offer, the same product, and the same budget. The result? The email campaign outperformed the social campaign by more than 3x in conversions and nearly double the ROI.

That’s when I realized the issue isn’t that email doesn’t work. The issue is most people don’t use it right anymore.

When I say “email still works,” I don’t mean you can send out generic newsletters and hope for miracles. The difference in 2025 is how you segment, personalize, and automate without losing that human touch.

Let me break down what I’ve seen in my own work and from other marketers I collaborate with.

What I Discovered When I Compared Email vs. Social Media

In one test, I promoted a digital course. On Instagram, I got great engagement but low conversions. On email, I sent a simple sequence of three personalized emails over four days, and the sales kept rolling in even after the campaign ended.

Here’s what I learned:

• Emails build compound trust. Social media impressions disappear fast, but emails live in the inbox and can be reopened multiple times.
• Personalization actually means something. An email that starts with “I noticed you downloaded our last guide” performs miles better than a cold, generic one.
• Data tracking is cleaner. I know exactly who opened, clicked, and purchased, which helps refine every future send.

That kind of data clarity just doesn’t exist on social platforms anymore.

I’ll go deeper into ROI comparison and how to measure true campaign success in Analyzing Email Campaign ROI.

The ROI Reality Check

Email has consistently given me anywhere between $30–$45 return for every $1 spent when done properly. That’s not a made-up number — it’s what I’ve seen across multiple campaigns where segmentation, automation, and follow-ups were done right.

The key difference in ROI between email and ads is that email builds assets. Once you own your list, you don’t pay to reach it again. That’s why even with the rise of new platforms, email remains the one marketing channel you truly control.

In Email Automation Tools That Actually Work, I’ll share the platforms I used to automate and scale these campaigns without losing authenticity.

What Marketers Get Wrong When They Say Email is Dead

I think the biggest misunderstanding comes from treating email as a “send and forget” channel. It’s not. Email today is a relationship tool, not a one-way blast.

Here are the common mistakes I see:

• Sending too often without purpose. People burn out their lists chasing short-term clicks.
• No segmentation. Sending the same message to 10,000 people is a quick way to land in spam.
• Poor mobile design. Over half of emails are opened on mobile, yet so many templates still break on small screens.

If your emails aren’t performing, it’s not because email is outdated — it’s because your strategy is.

I’ve written a practical list of how to fix low open rates and re-engage subscribers based on my own campaigns — you’ll find that under Best Practices That Actually Increased My Email Open Rates (By 40%).

How I Measure ROI and Decide Which Campaigns Are Worth It

When I first started tracking email performance, I made the same mistake a lot of marketers make. I obsessed over open rates. If an email had a 40% open rate, I’d pat myself on the back. But over time, I realized open rates can be misleading. They look good in a report, but they don’t always mean people are actually engaging or buying.

So, I changed how I measure ROI. Now, I look at a mix of numbers that actually tell me whether my campaigns are working or not.

The Metrics That Actually Matter

Here’s how I break it down when I’m reviewing performance:

• Click-through rate (CTR): I treat this as the real engagement number. If people are clicking, they’re interested.
• Conversion rate: This is the big one. If an email doesn’t drive a clear action, even a high open rate doesn’t matter.
• Revenue per email: I started tracking this recently, and it changed how I think about ROI. Instead of just chasing opens, I now focus on how much revenue each email generates.
• Unsubscribe and complaint rate: These are small but powerful signals. If I see a sudden spike, I know I’ve either emailed too often or my message didn’t resonate.

I’ve written a full breakdown of how I measure and interpret these metrics, along with templates you can use to calculate your own returns in How I Measure Email Marketing ROI (and When to Ditch a Campaign).

Tools I Use to Track ROI

I’ve tested a lot of tools to measure ROI accurately. The key is to find one that doesn’t just show vanity metrics but connects the dots between emails and actual sales.

Here’s what I personally use and recommend:

• HubSpot: My go-to for client campaigns. It tracks everything from email opens to pipeline revenue.
• ConvertKit: Perfect for creators or smaller businesses. It’s simple and gives a great visual flow of how subscribers move through automations.
• Google Analytics: I always add UTM parameters to track email traffic on my site. You’d be surprised how much extra data you get when you sync it with your CRM.

One thing I’ve learned is to never rely on a single tool’s data. I cross-check results between my email platform and GA. Sometimes, they differ slightly, but the trend tells the real story.

If you’re looking for which email automation platforms give the most accurate analytics, I covered my hands-on experience in Email Automation Tools That Actually Work (After Testing 15+ Platforms).

When I Know It’s Time to Kill a Campaign

This one took me a while to learn. I used to keep running campaigns just because I “felt” they’d eventually work. They rarely did.

Now I use a simple rule:
If a campaign isn’t profitable after the third send and I’ve already tested subject lines, CTA variations, and timing, I pause it immediately.

Instead of trying to force a campaign to work, I look for what the audience is actually responding to. Sometimes, that means rewriting the entire email flow. Other times, it’s just adjusting the offer or audience segment.

For instance, I had one campaign that was underperforming by 60%. I changed one thing — the call to action from “Buy now” to “See how it works” — and suddenly it converted twice as well.

That kind of insight only comes from tracking ROI the right way, not guessing.

How I Calculate ROI for Every Campaign

I keep this part simple. I take my total revenue from the campaign, subtract the cost (including design, copy, tool subscription, and ad spend if applicable), then divide by the total cost.

Example:

If I made $4,500 in sales from an email sequence that cost me $300 to send (including tools and design), my ROI is 1,400%.

That’s how I know whether a campaign is scaling or wasting my time.

I break this process down step-by-step with free templates and examples in Analyzing Email Campaign ROI where you can see real numbers from my past campaigns.

When ROI Isn’t the Only Thing That Matters

I should mention this — not every campaign is about immediate revenue. Some of my best long-term results came from emails that didn’t sell anything at all.

I run “relationship emails” every month that are purely educational or story-driven. These build trust, reduce unsubscribe rates, and set the stage for high conversions later.

So when I measure ROI, I don’t just look at dollars. I also track engagement trends, replies, and even DMs I get from readers. Those are signals of brand trust, which eventually turn into sales.

How I Build and Keep an Engaged Email List

I used to think building an email list was all about numbers. I chased every trick — giveaways, pop-ups, lead magnets — and ended up with thousands of subscribers who never opened a single email. It was frustrating and made me question if list building was even worth it.

But over time, I realized the problem wasn’t the channel, it was the approach. Once I shifted from chasing volume to building relationships, my entire list strategy changed. I stopped focusing on how many people joined and started focusing on who stayed and interacted.

That’s when my engagement rates started to climb.

What Worked for Me (and What Didn’t)

I’ve tested everything from contests to resource libraries, and here’s the truth — gimmicks attract the wrong audience. The best-performing campaigns I’ve ever run came from value-first offers.

Here’s what consistently worked for me:

• Content upgrades on existing blog posts: Instead of generic “join my newsletter” prompts, I offer a specific checklist or guide that adds real value to the article.
• Quizzes and interactive lead magnets: My “Find your marketing style” quiz outperformed every static PDF I’d offered before. It boosted my opt-in rate from 1.8% to over 4%.
• Free mini-courses: Short, actionable email courses (3–5 days) turn curious visitors into engaged subscribers fast.

What didn’t work?

• Pop-ups with generic messaging: They grew my list, but engagement tanked.
• Paid lead swaps or giveaways: They brought cold traffic that unsubscribed within a week.

I share all my favorite ethical and sustainable list-building methods in How I Built an Engaged Email List from Scratch (Without Buying Leads) — that’s where I break down the frameworks and opt-in pages I personally tested.

Segmentation Tricks That Changed My Results

Once I stopped treating my list as one big audience, everything improved.

I now segment based on intent, behavior, and lifecycle stage. Here’s what that looks like in practice:

• By intent: If someone downloads a pricing guide, I tag them as “ready to buy.” They get a nurturing sequence focused on case studies and testimonials.
• By behavior: If someone clicks links about automation tools, they’re tagged under “tech-curious.” They get recommendations on platforms and setup guides.
• By engagement: People who haven’t opened in 30 days go into a “win-back” automation that asks what type of content they prefer.

This simple shift increased my open rates by more than 25% and my unsubscribe rate dropped almost in half.

If you’re not segmenting yet, that’s your next big win. It’s also why I created a full subpage dedicated to this — check Building an Engaged Email List for exact examples of how I organize my segments, tag subscribers, and run automations around them.

How I Keep Subscribers From Leaving

Retention matters more than acquisition. You can spend months building a list, but if people keep unsubscribing, it’s wasted effort. I learned this the hard way when I sent too many sales emails early on.

Here’s what I do now to keep my list happy and active:

• Send more value than sales: For every one promotional email, I send two or three helpful, story-driven ones.
• Ask questions: Every month, I send a simple “What do you want to learn next?” email. The replies help me shape my next content pieces.
• Clean inactive contacts: Every quarter, I remove subscribers who haven’t opened anything in 90 days. It keeps my sender reputation healthy.

I noticed a big shift when I started treating my email list like a small community instead of a traffic source. Subscribers began replying, sharing feedback, and even forwarding my emails to others.

If you’re curious about how I structure these retention campaigns, I go deeper in Best Practices That Actually Increased My Email Open Rates (By 40%) where I also show the email templates that helped me bring disengaged subscribers back.

The Real Secret: Consistency

If I had to give one piece of advice, it’s this — don’t disappear. Consistency builds trust. I used to send sporadically, whenever I “had something to say.” Now I treat my email list like an ongoing conversation.

I send once a week, every week, at the same time. Even if it’s a short tip or quick update, it keeps engagement steady and tells subscribers that my emails are worth looking out for.

You don’t have to send more, just show up regularly with intention.

How I Improved My Open and Click Rates (By a Lot)

When I started sending emails years ago, my average open rate was stuck at around 12%. It was discouraging. I’d spend hours writing what I thought were great emails, only for them to disappear into inbox black holes.

Then I realized the problem wasn’t the content inside — it was how I was getting people to open them in the first place. Once I began testing subject lines, timing, and the way I personalized my emails, my open rates shot up to 38–42%.

Here’s exactly what changed that.

The Subject Line Tests That Changed Everything

I used to overthink subject lines. I’d try to sound clever or use clickbait-style hooks because that’s what I saw big brands doing. But when I ran A/B tests, I discovered that the simplest subject lines performed the best.

Here are some real examples from my tests:

• “This might be awkward…” got a 39% open rate.
• “Quick question about your site” hit 41%.
• “Can I be honest?” consistently performs above 35%.

In comparison, subject lines like “Unlock Your Marketing Power Today!” barely crossed 18%.

What I learned is that curiosity works better than hype. If a subject line sounds like something a real person would write, it stands out in the inbox.

I’ve shared my entire subject line testing framework and a swipe file of the top-performing examples in Best Practices That Actually Increased My Email Open Rates (By 40%).

Timing and Frequency: When I Actually Send Emails

For years, I believed “Tuesday at 10 AM” was the holy grail of send times. That’s what every “best practices” article said. So I followed it blindly — until I started testing.

Here’s what I found:

• B2B emails performed best on Wednesdays around 11 AM.
• eCommerce emails surprisingly did better on Friday afternoons, especially between 2 PM and 4 PM.
• Personal brand or newsletter-style emails work great on Sundays, when people are relaxed and more likely to read.

I also learned that sending frequency matters less than predictability. If you send every week around the same time, your audience begins to expect and even look forward to your emails.

In Analyzing Email Campaign ROI, I share how I track the impact of timing on actual revenue, not just open rates. It’s often where most marketers overlook potential wins.

The Power of Personalization (Without Sounding Robotic)

Everyone talks about personalization, but here’s the catch — most people do it wrong. Dropping someone’s name into the first line isn’t real personalization. It’s expected and often ignored.

What actually worked for me was contextual personalization. That means referencing something specific about what the subscriber has done or shown interest in. For example:

• “I noticed you downloaded my guide on automation — here’s how I set mine up in ConvertKit.”
• “Since you read my last post on cold outreach, I think you’ll find this tool useful.”

That one simple shift almost doubled my reply rate and made my emails feel more like one-on-one messages than mass sends.

If you want examples of how I personalize email flows for different segments, I go into detail in Email Automation Tools That Actually Work, where I show how automation platforms help scale personalization without losing authenticity.

A/B Testing and Iteration: How I Keep Improving

A/B testing became my secret weapon. I test subject lines, preview text, button color, and even story order.

For example, I once ran an A/B test where:

• Version A: Started with a story, then pitched the offer.
• Version B: Pitched the offer first, then told the story.

Version A outperformed by 27%. That single insight changed how I structure every campaign now.

Here’s how I approach it:

• Test one thing at a time.
• Run it for at least 1,000 sends before making conclusions.
• Keep a “winning insights” doc to track what consistently works.

Small tweaks over time create big results.

What Didn’t Work for Me

Not everything I tried was a win. Some things backfired badly.

For example, adding emojis to subject lines tanked open rates for my B2B clients. Overusing “Re:” or “Fwd:” in subject lines hurt trust. And sending daily emails to a general list increased unsubscribes by almost 40%.

These are lessons I learned the hard way, but they helped me build a strategy that’s sustainable — not just trendy.

If you want to dive into what really influences inbox performance, I’ve broken down my deliverability experiments in How I Fixed My Deliverability Issues (and Got 98% Inbox Placement).

The Small Details That Make a Big Difference

Two changes that instantly improved my results:

• Preview text: I treat it like a second subject line now. If the subject grabs attention, the preview should build curiosity.
• Plain-text formatting: Fancy templates look nice, but plain emails feel personal. For most of my campaigns, plain text outperformed visuals by a wide margin.

I also test sending from different “from names.” Using my first name instead of the company name boosted open rates slightly, but using both (“Varun from Wbcom Designs”) performed best overall.

The Email Automation Tools I Actually Recommend

If you’ve been around marketing circles long enough, you know how overwhelming it can get choosing an automation tool. Every platform claims to be “the best.” I’ve tried most of them — from the big enterprise ones to the smaller creator-focused options. Some were fantastic, some were frustrating, and a few nearly broke my deliverability.

So instead of giving you another comparison chart, I’ll walk you through what I actually used, what worked, what didn’t, and how I now choose automation tools for different types of clients.

Why Automation Matters More Than Ever

In 2025, personalization is everything. But manual personalization at scale is impossible. That’s where automation comes in. It doesn’t just save time — it makes your emails smarter.

For example, my welcome sequence now automatically adjusts based on what someone clicks. If they interact with content about “tools,” the next email talks about automation setups. If they engage with “content strategy,” the next email shares a related case study.

This level of personalization used to take hours. Now, it happens automatically.

But here’s the trick — automation is only as good as the tool running it.

The Tools I Currently Use (and Why)

Here are the platforms that survived my testing spree:

ConvertKit

I’ve used ConvertKit for over three years now, mainly for my personal and creator-based projects. It’s lightweight, reliable, and the automation builder is clean and visual.

What I like most is how easy it is to tag and segment users. It also integrates well with my course platform and checkout system. The reporting could be deeper, but for simplicity and deliverability, it’s a solid choice.

Klaviyo

For eCommerce, nothing beats Klaviyo. The level of behavioral tracking it offers is unmatched. I can trigger emails based on what someone browsed, what they abandoned, or how often they purchase.

When I worked with an online store client last year, Klaviyo helped increase their repeat purchase rate by nearly 30% through automated follow-ups.

Brevo (formerly Sendinblue)

When I’m working with smaller businesses that want affordability without giving up automation, I go with Brevo. It’s reliable, budget-friendly, and has good deliverability. The interface isn’t fancy, but it gets the job done.

MailerLite

This one’s a hidden gem. It’s perfect for beginners who just want clean automations and solid performance without technical hassle. The drag-and-drop editor is intuitive, and the email templates look modern.

I still use MailerLite for smaller side projects because it’s lightweight and surprisingly powerful for its price.

HubSpot

For clients with larger teams and complex funnels, HubSpot remains unbeatable. The CRM integration is seamless, and the workflow automation goes beyond email — it can trigger tasks, notifications, and even lead scoring.

The only downside? The cost. It’s not for everyone, but if you have the budget, it’s the most complete tool out there.

Tools I Stopped Using (And Why)

I think it’s important to be transparent about this. Not every tool is worth the hype.

• Mailchimp: It’s fine for beginners, but once your list grows, pricing scales fast, and automation feels clunky compared to ConvertKit or Klaviyo.
• ActiveCampaign: Super powerful but too heavy. It slowed me down with too many unnecessary features.
• AWeber: Decent years ago, but it hasn’t kept up with newer tools in terms of UI and advanced triggers.

If you’re choosing a platform today, go for something that fits your workflow — not what everyone says is “best.”

I broke down my complete comparison and integration setup in Email Automation Tools That Actually Work (After Testing 15+ Platforms) where I also share screenshots from my real workflows.

How I Integrate Automation with My CRM

Automation becomes a lot more powerful when it’s connected to your CRM. For example, I sync ConvertKit and HubSpot so that when someone completes a purchase, they move from “lead” to “customer” automatically.

This triggers a new set of emails focused on customer success instead of sales. It’s seamless, and I never have to update tags manually.

If you’re not doing this yet, it’s a small tweak that saves hours and prevents a lot of manual errors.

In How I Measure Email Marketing ROI (and When to Ditch a Campaign), I show how these integrations help me track revenue attribution directly from emails — not just clicks or opens.

How I Test Tools Before Fully Switching

I never trust tool reviews alone. I test every new platform with a small segment of my list before migrating completely. Here’s my quick testing process:

• Import 500 contacts and set up a mini workflow.
• Test open and click rates compared to my current tool.
• Check automation speed, analytics, and deliverability.
• Run it for two weeks before deciding to move all subscribers.

This approach saved me from a few expensive mistakes (looking at you, ActiveCampaign).

What I Learned After Testing 15+ Platforms

The biggest takeaway? The best tool is the one you’ll actually use consistently. Fancy features don’t matter if you never set them up.

Choose based on your workflow, not hype. For me, ConvertKit and Klaviyo cover 90% of my needs, and that’s good enough.

How I Fixed My Deliverability Problems (and Got 98% Inbox Placement)

Deliverability used to be my biggest nightmare. There was a point when more than half of my emails were landing straight in the spam folder. The open rates were terrible, clients were frustrated, and I had no idea what was wrong.

I thought it was my content, then my subject lines, then my email tool. Turns out, it was a mix of everything — from poor domain setup to an old contact list that was dragging down my sender score.

I had to rebuild my deliverability strategy from scratch, and it completely changed how I send emails today.

How I Found Out My Emails Weren’t Being Delivered

It started when one of my regular subscribers messaged me saying, “Hey, I haven’t seen your emails in weeks.” That’s when I checked and realized my open rate had dropped from 32% to under 10%.

I sent a few test emails to myself, and none landed in the inbox — all of them went straight to spam or the promotions tab. That’s when I dove deep into deliverability testing.

Here’s what I found out:

• My domain authentication was incomplete. I hadn’t set up DKIM or DMARC properly.
• I had too many inactive subscribers who never opened emails, which hurt my sender reputation.
• I was sending image-heavy emails that spam filters hated.
• My content occasionally used trigger words like “free,” “limited offer,” and “discount” too often.

I documented everything I fixed and tested over three months — you can find my full deliverability troubleshooting checklist in How I Fixed My Deliverability Issues (and Got 98% Inbox Placement).

Fixing the Technical Setup

The first thing I did was get my authentication right. If you’re using any email platform, this is non-negotiable. Without proper authentication, even great emails will end up in spam.

Here’s how I set it up:

• SPF Record: I added the correct sending IPs to my domain to authorize my mail server.
• DKIM: This adds a digital signature to every outgoing email so receiving servers can verify it’s really from me.
• DMARC: This tells email providers how to handle messages that fail SPF or DKIM checks.

Once I had all three configured, my spam rate dropped dramatically within a week.

If you’re not sure how to do this, most email tools like ConvertKit, Klaviyo, and Brevo have step-by-step guides. I’ll also include the exact DNS setup I use in the deliverability subpage when it’s live.

Cleaning Up My Email List

This one hurt a bit, but it made the biggest difference. I removed over 4,000 inactive subscribers — people who hadn’t opened a single email in six months. At first, it felt like cutting my list in half, but the results were worth it.

After cleaning my list, my open rates jumped by 18% almost immediately. My sender score improved, and deliverability got stable again.

Now I run an automated cleanup every quarter. I tag inactive users and send them a re-engagement email. If they still don’t open, I remove them permanently.

I cover how I segment and re-engage inactive subscribers in Building an Engaged Email List — it’s the same process I use to keep my list healthy.

Adjusting My Content for Better Inbox Placement

Even after fixing the technical stuff, I still noticed some emails landing in promotions. So I tested different content formats.

What worked best for me:

• Plain-text emails: They feel more personal and are less likely to trigger filters.
• Shorter sentences: Long, heavy paragraphs can hurt readability and engagement.
• Balanced links: I now limit links to 2–3 per email and avoid linking every line of text.
• Natural language: The less “salesy” I sound, the better my deliverability gets.

I even tested removing my brand logo and found that open rates improved slightly because my emails started looking like real personal messages.

Monitoring and Testing Deliverability Regularly

I learned that deliverability isn’t a one-time fix. You have to keep monitoring it. I use tools like:

• Mail-Tester: To check the spam score of each campaign before sending.
• Postmaster Tools by Google: To track reputation, authentication, and delivery errors.
• GlockApps: For inbox placement testing across different email providers.

These tools helped me maintain consistency. Today, over 98% of my emails hit the inbox, and I know exactly when to tweak my sending behavior if something starts slipping.

The Results After Three Months of Testing

Once everything was in place — technical fixes, cleaner lists, improved content, and regular testing — my deliverability was rock solid.

Here’s the difference:

• Inbox placement: 98%
• Average open rate: 42%
• Spam rate: Under 0.2%
• Engagement: Up by 35% compared to when I started

The best part is that I didn’t need to spend more money on tools or ads — just improved how I was sending and maintaining my list.

My Deliverability Maintenance Routine

Here’s what I do now every month:

• Run a deliverability test before every major campaign.
• Remove or tag subscribers who haven’t opened in 90 days.
• Review domain reputation using Google Postmaster.
• Check for new spam trigger words using Mail-Tester.
• Update DNS records if I add new tools or domains.

This keeps my sender reputation high and ensures my emails reach the right people every time.

How I Approach Cold Email Outreach

I used to hate cold emailing. Every time I sent one, I’d cringe a little and hope nobody hit the spam button. But here’s the truth — cold email isn’t dead, it’s just misused.

Once I learned how to write cold emails that actually sound human and don’t trigger spam filters, everything changed. I’ve used cold outreach to land collaborations, client deals, and even new partnerships. It’s now one of my most reliable marketing tools.

So let me walk you through how I built my cold email system — from messaging, to personalization, to tools that make the process smoother.

Why Most Cold Emails Fail

Most cold emails fail because they sound robotic and self-centered. I’ve made that mistake plenty of times. I used to open with long intros about who I was and what I did — nobody cared.

Now, I keep one simple rule: the first two sentences are about them, not me.

For example, instead of saying:

“Hi, I’m Varun, founder of Wbcom Designs. We help businesses with marketing automation…”

I say something like:

“Hey, I saw your post about struggling with open rates. I’ve been testing a few frameworks lately that might help.”

That shift alone doubled my reply rate. People want conversations, not pitches.

I’ve shared my complete list of cold email templates and real campaign examples in Cold Email Outreach Strategies That Got Me Real Replies (Not Spam Flags).

How I Write Cold Emails That Get Replies

Every cold email I send follows a simple structure:

• Personal opener: Reference something specific about the recipient. It shows I’ve done my homework.
• Relevance hook: Connect what I do to their problem or goal in one line.
• Value preview: Offer something small but useful — an idea, a tip, or a resource.
• Soft CTA: Ask a low-pressure question instead of pushing a meeting immediately.

Example:

Subject: Quick idea for your welcome sequence

Hey [Name],

I noticed you’re using [Tool] for your email marketing. I’ve been testing a new welcome flow that improved conversions by 28%.

Would you like me to send you the outline?

Cheers,  
Varun

That email got a 32% reply rate — not because it was fancy, but because it was personal and conversational.

Personalization at Scale

I know what you’re thinking — “That sounds great, but I don’t have time to personalize every email.” I get it. That’s why I rely on smart templates and light automation.

Tools like Lemlist and Instantly.ai let me personalize at scale without sounding robotic. I use custom fields like:

• {recent_post_topic}
• {tool_they_use}
• {city_name}

It’s subtle, but when someone sees a detail about themselves, they stop and read.

The trick is to use personalization to start a real conversation — not fake intimacy.

I explain the tools and setup I use for automation in Email Automation Tools That Actually Work (After Testing 15+ Platforms), including how I warm up new email accounts before starting cold outreach.

How I Avoid Spam Filters

Cold emailing only works if your messages actually reach the inbox. I’ve learned that the hard way.

Here’s what I do to stay safe:

• Warm up new domains for at least 2–3 weeks using automated warm-up tools.
• Keep my sending volume low at first, usually 20–30 emails a day.
• Avoid spam trigger words like “guaranteed,” “free trial,” and “buy now.”
• Use plain text. It looks more personal and passes through filters more easily.
• Track engagement. If a prospect doesn’t open three times, I stop emailing them completely.

This process has kept my domain reputation healthy and my deliverability rate above 95%.

I share the exact warm-up schedule and template rotation I follow in Troubleshooting Deliverability Issues — it’s the same routine I use for every new domain I launch.

The Follow-Up Framework That Works

The first email rarely gets a reply. The follow-ups are where most of my responses come from.

Here’s the sequence that works best for me:

• Day 1: Initial email (short and value-focused)
• Day 3: “Just checking if you saw this” message — same thread
• Day 7: Add something new or helpful (like a tip or article)
• Day 14: A light close-off email that leaves the door open

Example:

“Hey, not sure if now’s the right time — should I circle back next month?”

That final message often gets the most replies because it feels natural, not pushy.

What I Learned After Sending 2,000+ Cold Emails

After a lot of testing, the biggest lesson I learned is that cold email isn’t about selling — it’s about starting a genuine conversation.

People can tell when you’re trying to help versus when you’re just trying to close. The more conversational I made my emails, the better they performed.

I now average between 22–30% reply rates on campaigns, with spam rates under 0.5%. And all of that came from writing like a human, testing small tweaks, and keeping things honest.

The Future of Email Marketing and What I’m Testing Next

Email marketing is changing faster than ever. Five years ago, the biggest innovation was using someone’s first name in the subject line. Now, AI can predict what time each subscriber will open, what product they’ll click, and even what tone your next email should have.

I’ve been testing a lot of these new tools and trends myself — and while some are pure buzzwords, a few are genuinely reshaping how we do email in 2025 and beyond.

Here’s what I’ve learned (and what I’m still experimenting with).

AI Personalization That Actually Works

I’ve always been skeptical of “AI-driven personalization.” Most tools I tried in the past just auto-filled names or inserted random dynamic fields. It looked robotic and often did more harm than good.

But lately, I’ve been testing platforms like Seventh Sense and SmartWriter, which use behavioral data to determine the best send time and email angle for each contact. It’s creepy in theory but surprisingly effective in practice.

One of my B2B sequences used AI to predict which leads were most likely to reply, and the system adjusted the follow-up frequency automatically. The result? A 27% increase in response rate with zero extra work.

The key is to keep AI as an assistant, not a replacement. It should help you write better, not sound like a robot.

I’ll go deeper into my AI email experiments and exact tools in The Future of Email Marketing: AI, Personalization, and Interactive Campaigns where I break down what’s hype and what’s actually working.

Interactive and Dynamic Email Experiences

The next big thing I’m watching closely is interactive email design. Instead of sending people to a landing page, subscribers can now take action right inside the email — vote on a poll, browse a product carousel, or even make a purchase without leaving their inbox.

I started testing AMP-powered emails with small polls like “Which topic do you want next?” and the engagement rate went up by 40%. People love micro-interactions that don’t require extra clicks.

Dynamic content is also huge. Imagine showing different images or CTAs based on user behavior. For example, if someone clicked on “email automation” before, they’ll see that topic featured next time automatically. That’s the level of personalization that keeps email relevant in a world full of distractions.

Voice and Multichannel Integration

This might sound futuristic, but I’ve already started seeing the first signs of voice-assisted email marketing. Some tools can now convert text campaigns into audio updates that subscribers can listen to through devices like Alexa or Google Assistant.

I haven’t fully integrated that yet, but I’m testing it for accessibility and user engagement. I also believe email will become more integrated with chat and social touchpoints. For instance, I’m already syncing email sequences with LinkedIn automations so prospects see my name across channels at the same time. It’s subtle, but it builds recognition faster.

I’ll be covering that experiment fully in Is Email Marketing Dead in 2025? because this crossover between email and social is exactly why email still isn’t going anywhere.

Privacy and Consent Will Define the Next Era

With data privacy getting stricter each year, I’ve had to rethink how I collect and use subscriber data. Tools like Apple Mail Privacy Protection already hide open rates, which used to be a key metric.

Instead of fighting it, I shifted focus toward engagement metrics I can trust — clicks, replies, and behavior on my own site.

Consent-based marketing is the future. When people choose to hear from you, they engage more and stay longer. That’s why I now make opt-ins more transparent, explaining what they’ll get and how often I’ll email them.

Trust is the real currency now, not data.

How I’m Preparing for the Future

I’m taking a three-step approach to keep my email strategy future-proof:

• Adopting smarter tools, not more tools: I’m consolidating platforms and only using automation that improves personalization or saves real time.
• Testing new formats: Every quarter, I experiment with at least one new content type — whether it’s video snippets, polls, or interactive offers.
• Keeping my tone personal: No matter how advanced the tech gets, the emails that perform best are still the ones that sound human.

The funny thing is, the more technology evolves, the more authenticity matters.

My 2025 Email Checklist

After years of testing, failing, fixing, and optimizing email campaigns, I can confidently say this: Email marketing isn’t dead — lazy email marketing is.

It still delivers the highest ROI of any digital channel I’ve tested, but only if you treat it as a relationship tool, not a broadcast platform. What worked in 2018 won’t cut it now. The audience is smarter, the algorithms stricter, and the inbox more competitive.

The good news? You don’t need to reinvent the wheel. You just need to send better, more thoughtful emails.

What I’ve Learned from Testing Everything

Here’s what my last few years of real testing have taught me:

• Personalization matters, but only if it feels natural. People want relevance, not templates with their first name slapped on top.
• Deliverability is king. If your emails don’t land in the inbox, nothing else matters.
• Automation saves time but can’t replace authenticity. You still need to sound human.
• Segmentation is the quiet hero of ROI. Talk to smaller, more relevant groups and watch engagement climb.
• Consistency beats volume. A steady weekly schedule outperforms random bursts every time.

All these lessons came from hands-on experiments — some successful, some painful — but every one of them helped me build campaigns that actually perform.

My Personal Email Marketing Checklist for 2025

Here’s the exact checklist I run through before hitting “Send” on any campaign:

1. Technical Setup

• SPF, DKIM, and DMARC are all configured correctly
• Domain reputation checked with Google Postmaster
• Test email passed Mail-Tester with at least 9/10 score

2. Audience and Segmentation

• Target segment clearly defined
• Inactive subscribers excluded
• Tags and triggers tested in automation flows

3. Content and Design

• Subject line tested for curiosity and clarity
• Preview text adds value or context
• Email reads naturally when spoken out loud
• Call to action is clear and feels human, not pushy

4. Timing and Frequency

• Sending window based on past performance (for me, Tuesday–Friday)
• Frequency matches audience expectations
• Consistent sending schedule set in my automation tool

5. Tracking and ROI

• UTM parameters added
• Conversion goals set up in analytics
• CTR, reply rate, and conversions monitored, not just opens

6. Deliverability and Testing

• Spam words avoided
• Test email sent to multiple inboxes (Gmail, Outlook, Yahoo)
• Warm-up flow active for new domains

If everything on that list checks out, I know I’m ready to send with confidence.

Looking Ahead

Email is evolving, but at its core, it’s still about human connection. The more technology we add to marketing, the more genuine conversations will stand out.

So whether you’re using AI to write subject lines, AMP to make emails interactive, or automations to scale — remember that behind every email address is a real person.

If you treat your subscribers like people and not metrics, your campaigns will always perform better.

Final Note

If you’ve made it this far, thank you. This guide is everything I’ve learned about email marketing through real work — not theories or recycled tips.

Email marketing still works incredibly well. You just have to do it with strategy, empathy, and a little patience.

And if you’re serious about improving your own campaigns, grab my free checklist and start testing today. You’ll be surprised how much difference the small details make.