Email marketing is constantly evolving, yet many brands are still clinging to outdated practices. While these traditional approaches might feel comfortable, they often negatively impact deliverability, engagement, and conversion rates. As we step into 2025, it’s time to rethink outdated email marketing practices and embrace strategies that drive engagement, accessibility, and personalization. 

WITIHN’s Tips on What NOT to Do:

Stop Sending Image-Only Emails

Why: While image-only emails may look nice (on some devices and for some email clients), they typically underperform, resulting in low click-through rates (CTRs) and poor deliverability. Many email clients have default settings that block images, which means your message may not reach the recipient as intended. Additionally, certain email clients and devices can struggle to render images properly, which can distort your design and content. This reliance on images also poses accessibility challenges for recipients who use screen readers, as these tools cannot interpret images without proper alt text.

Instead: Incorporate live text throughout all email modules to enhance readability and accessibility across all devices. Prioritize user experience by creating responsive layouts that adapt seamlessly to any screen size, featuring clear calls-to-action (CTAs) and clean, brand-aligned designs.

Good email design isn’t just about looking nice — it’s about guiding the reader through the content easily. Utilize strategic white space and a well-defined visual hierarchy to improve readability and direct readers on what to do next. Also, always include a banner at the bottom of your emails to strengthen your brand presence or to highlight additional information.

“Designing image-only emails suggests that your creative preferences take precedence over user experience, which can damage customer relationships, revenue, and conversions. It’s crucial to strike a balance between showcasing your brand and meeting user needs.” – Carla Donahue, Lifecycle Director 

Stop Sending Static Emails

Why: Static emails, which include the same content for every recipient, lack the engagement and personalization that is 1) crucial for standing out in today’s crowded inboxes and 2) now expected by recipients.

Instead: Enhance your emails by using advanced tools and coding to create personalized and dynamic content. Go beyond just adding name personalization; use AI to deeply personalize emails based on user preferences and behaviors. This can include tailor content and tone to age groups, recommending products or content based on pages visited on your website, or customizing messaging based on where the customer is in their lifecycle with your brand. This approach not only makes your emails more relevant and engaging but also provides valuable insights to help improve your campaigns.

With AI tools making personalization more accessible, here are some key trends to watch in email personalization this year:

• Interactive Elements: Expect to see more carousels, accordions, and surveys in emails as brands use these features to increase engagement and add dynamic elements to the email experience.
• Dynamic Content Blocks: Modular email templates that adapt to user behavior and preferences are set to become increasingly popular.
• Custom Icons: Brands are likely to develop and utilize their own specific icons more frequently to and strengthen brand identity.
• Micro-Animations: We’ll see a rise in the use of subtle animations within emails to subtly guide user attention.
• Minimalist Aesthetics: A shift towards simpler, more minimalist email layouts is expected, focusing readers on the most essential content for clearer communication.

Stop Using Non-Responsive Email Templates

Why: Non-responsive email templates don’t adjust their layout to fit different screen sizes or devices, such as mobile phones, tablets, or desktops. This can result in distorted designs, unreadable text, and misaligned images, which can create a poor user experience and reduce engagement. Considering that well over 55% of emails are opened on mobile devices, using non-responsive email templates could alienate a large part of your audience.

Instead: Design your email templates with a fluid layout that automatically adjusts to different screen sizes, ensuring a seamless experience across all devices. It’s almost important to utilize media queries within these templates to apply specific CSS styles based on each device’s characteristics. 

While your email shouldn’t rely solely on images, ensure that any included images are optimized for fast loading and are properly sized for mobile screens to prevent layout disruptions. Always specify image dimensions to preserve the layout integrity, ensuring that if an image fails to load, the space is preserved and the layout does not break. Finally, after building your email, conduct thorough testing across devices and email clients to ensure a consistent experience for all subscribers.

Stop Avoiding AI in Your Email Strategy

Why: AI has transformed email marketing, from automating the scheduling and sending of emails based on specific triggers to analyzing factors that impact deliverability. Despite these advancements, some teams are still hesitant to embrace these tools.

Instead: Utilize AI-driven tools from email service providers to streamline your processes, reduce repetitive tasks, and gain deeper insights. These tools can automate campaign workflows, manage scheduling based on optimal send times predicted by AI, and personalize content dynamically for each recipient based on their behavior and preferences. AI can also refine your strategy by performing A/B testing on various elements to determine what works best, ensuring your messages are both engaging and effective. 

By 2025, leveraging AI in email marketing will be essential for staying competitive, as it allows you to craft smarter strategies, optimize delivery times, and customize content more effectively, all while providing analytics to continually refine your approach.

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While some of the above tactics are commonly used by marketers, continuing these approaches can actually harm your email programs’ success. By adopting modern email marketing strategies, brands can go beyond just reaching inboxes — they can create personalized, engaging experiences that resonate with their audiences. 

If you’re looking to optimize your email marketing program, WITHIN’s experts can help your brand move beyond outdated practices and build innovative, high-performing email campaigns that deliver results. Send us a message to learn more.