Email deliverability – the process of your emails reaching your subscriber’s inboxes successfully – might sound like a commonsense element of your email marketing strategy.

When we refer to email deliverability in this prediction, we mean email deliverability best practices.

It’s not enough to just assume that your emails landing correctly in an inbox is enough anymore, especially when you’re focusing on sending highly personalised messages to a specific audience at the right time.

It’s about shifting from the batch and blast mentality towards a more consistent, reputable method for your email strategy.

Why is email deliverability going to be important in 2025?

Think ‘quality over quantity’ as a mindset being the main driver behind this prediction.

To do that, you need to understand the best practices behind great email deliverability:

• Regularly clean your email list by removing inactive subscribers to keep data relevant
• Focus on fewer, more targeted campaigns instead of batching and blasting emails (this will help your deliverability as it’ll increase engagement and reduce your odds of going straight to the spam folder)
• Monitor your bounce rates and remove invalid email addresses to avoid being blacklisted (or high bounce rates)
• Don’t buy or rent email lists that can cause high bounce rates and cover your sender reputation in red tape

Remember: Deliverability is front and centre in 2025 because if you’re proactive, your emails will keep landing where they’re supposed to how they’re supposed to – if you ignore deliverability, your email strategy will end up in a worse place that you’ll struggle to get out of!

Don’t worry, we’re going to tell you what we mean by evolved email marketing now!

Evolved email marketing is the practice of becoming subscriber-centred using a data-first approach.

It’s the exact opposite of batch and blast because it’s strategic, personalised, and focused on adapting to what the data is telling you.

Why is evolved email marketing going to be important in 2025?

The short answer is that as email marketers have even more data, automation, and technology at their fingertips, subscribers are also expecting more from businesses when it comes to emails, too.

The best email marketing is all about sending the right message at the right time and evolved email marketing is the strategic method to do just that.

Many email marketers are already leveraging AI to analyse behaviour for more targeted email marketing, from purchase history and clicks to product recommendations and time-sensitive updates, and brands using AI-driven automation report 20% higher revenue from email.

Not too shabby!

Our advice? Don’t wait to start putting data first in your strategy. It’s likely you’ve already got plenty to work with that can anticipate what your subscribers need and how they like to receive your email content, so use it!

Can we say good riddance?

We’ve spoken before about how open rates alone aren’t effective for assessing overall performance, particularly because of Apple Mail’s Privacy Protection, Outlook’s Reading Pane, and the good ol’ open-to-delete mentality of many subscribers.

The primary issue with open rates is the assumption that they’re an entirely positive metric, when an open is just one element of subscriber behaviour and not always a positive indicator.

As metrics like open rates become less relevant, with 53% of email marketers moving away from open rates*, anyone involved with email marketing will be better served instead by more actionable metrics to improve their email marketing strategy.

*Based on Litmus's 2024 state of email report. 

How can we move towards actionable metrics in 2025?

If we were to pick the holy trinity of actionable email metrics, it’d be revenue, conversions, and engagement.

Focusing on these metrics means that you can get a scope of the actual impact of your email campaigns on a monetary and behavioural level in a way that open rates simply can’t.

You can see in clear statistical terms how your subscribers are engaging with your emails and how to adapt to their preferences on a microscopic level!

Automated emails achieve 40.55% open rates, and have nearly 4x higher conversions and 10x more click-through rates than social media.

Additionally, companies report a 20% improvement in lead conversions when using behaviour-driven email sequences, with a tailored, personalised approach boosting retention and increasing customer lifetime value by 25%.

The consensus? If you’re not effectively implementing automation and hyper-personalisation in your email marketing strategy already, you should be.

H3: How can we improve our automation and hyper-personalisation?

Firstly, part of this trend is the increased allocation of budgets towards automating and hyper-personalising email marketing campaigns – if you don’t invest in the right technology, you’ll never be able to automate or personalise effectively.

Secondly, it’s important to note that with a demand for automation and hyper-personalisation from the business side also comes a demand from the customer-facing side, with 80% of customers being more likely to purchase from a company that offers personalised experiences, and brands risk losing 38% of their existing customer base due to poor personalisation efforts.

It's more important to focus on the quality and longevity of your efforts than it is to rush implementation immediately!

We’re not trying to fearmonger here – the reality of the matter is that when businesses neglect best practices (and evolved practices), it’ll lead to email becoming an obsolete channel for their marketing efforts.

If you’re already feeling as though your email marketing is drier than a granola bar, there are another few red flags you can look out for if the end seems near:

• Reduced revenue
• Falling lead generation
• Unclear metrics

If any of the above sounds familiar, it’s time to be proactive and start evolving your approach to emails to see the benefits.

How can we improve our approach to email marketing?

We’d recommend an email marketing audit to assess your current approach and figure out where the areas for improvement are and the best next steps.