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06
June
,
2025
•
Chris Walker
Email marketing in 2025 is smarter, more personal, and more connected than ever. As customer expectations grow and technology improves, email strategies need to keep up. For Australian small and medium-sized enterprises (SMEs), understanding these shifts isn't just about staying competitive; it's about building stronger customer relationships and driving real growth. Here are the top trends Australian businesses are adopting to drive engagement and build lasting trust.
Yes, and it's getting smarter. AI is now being used to predict what content users will find useful before they even act. From product recommendations to optimal send times and compelling subject lines, AI enables more timely and relevant emails that reflect real time behaviour. Most major CRM platforms have started to integrate AI features . If you’re yet to dip your toe in, now is the time to get started.
Personalisation should go beyond just names and birthdays. Use behavioural signals like Browse history, past purchases, and location to deliver emails with dynamic content that matches individual user needs.
For example: A travel company shows tropical destinations to one subscriber and alpine holidays to another based on recent site activity.
Automation in 2025 is no longer just about drip sequences; it’s event-triggered, real-time, and adaptive. Emails are sent based on live user actions, such as visiting a page, starting checkout, or completing onboarding steps.
To illustrate this: A financial app sends a “next steps” email when a user completes their first transaction, rather than on a fixed schedule
Yes, significantly. Emails now feature interactive elements such as embedded surveys, quizzes, sliders, and image carousels. Some brands also gamify content to make it more engaging and fun.
Consider this: A fashion retailer embeds a “pick your style” quiz inside an email, guiding the subscriber to a tailored product selection.
With ongoing privacy updates from Apple, Google, and regulatory bodies, marketers need to be increasingly transparent about data use. Consent-driven marketing and a shift to first-party data collection are now essential.
With more users reading emails in dark mode, unoptimised emails can appear broken or unreadable. Best practices for 2025 include using transparent PNGs, high-contrast text, and testing email appearance in both light and dark settings.
An example: A newsletter with white text on transparent images renders poorly in dark mode—unless it's designed with fallback colours and contrast-safe formats.
More than ever. With over 70% of emails opened on mobile devices, responsive, mobile optimised design is crucial. This includes clear CTAs, large tap areas, concise text, and quick load times.
Email marketing is increasingly integrated with social media, SMS, and even voice platforms. It’s part of a broader omnichannel strategy, coordinating messaging across multiple touchpoints to maintain consistency and drive conversions.
Here’s an example: A subscriber opens an email, clicks through to a landing page, and later receives a follow-up offer via WhatsApp—all connected through one integrated workflow.
The top email marketing trends for 2025 point in one clear direction: personalisation, automation, and integration are key. Brands that stay ahead will be those who understand their audience, respect their privacy, and deliver value consistently and contextually. By embracing these shifts, Australian small businesses can not only meet evolving customer expectations but also forge stronger connections and drive sustainable growth in 2025 and beyond.
