Category: Miscellaneous

E-mail marketing remains a powerful tool for reaching and engaging customers. But expectations are changing, and yesterday’s strategies are no longer enough. In 2025, brands will have to go beyond traditional campaigns to offer e-mails that are more personalized, interactive and respectful of subscribers’ preferences.

Artificial intelligence 🤖, inclusive design 🌍 and ethical commitment ✅ will play a key role in this transformation. Faced with more demanding consumers and ever-stricter data protection regulations, it’s becoming essential to innovate while strengthening trust and closeness with its audience.

Discover in this article the 7 major trends that will shape e-mail marketing in 2025 and how to apply them to improve your campaigns 📈.

1. AI to create relevant and engaging content

Writing a powerful e-mail takes time and creativity. Finding the right words, structuring the message and capturing the reader’s attention isn’t always easy. That’s where artificial intelligence comes into its own ✍️🤖.

💡 Time-saving content creation

AI can come up with topic ideas, formulate punchy sentences and structure an e-mail in seconds. It helps overcome lack of inspiration, and quickly provides a solid foundation on which to work.

❤️ More impactful, better-targeted e-mails

Thanks to its analysis of large quantities of data, AI can identify the writing styles that work best and suggest formulations suited to your audience. It helps to:
✅ Find effective hooks that capture attention right from the email subject line.
✅ Write clear, fluid messages tailored to recipients’ expectations.
✅ Test different versions of a piece of content to see which generates the most engagement.

🎯 Combining AI and human creativity for high-performance emails

AI is a powerful tool, but it cannot replace human sensitivity and intuition. The ideal is to use it as an assistant that makes writing easier, while leaving the final touches to the human touch. This makes it possible to produce more engaging e-mails, more quickly, while retaining a true brand identity.

❤️ How can we maintain a human and authentic approach?

Even if it’s automated, an e-mail should give the impression that it’s addressed personally to the recipient. To achieve this:

• Use a natural, engaging tone 🗣️.
• Add the recipient’s first name to create a more personal link.
• Encourage responses by avoiding no-reply addresses.

👉 With AI, content creation becomes more fluid and efficient, without sacrificing quality or personalization.

2. Advanced customer journey scenarios ⚙️

By 2025, email marketing sequences will have reached an unprecedented level of sophistication. Simple automatic responses will give way to multi-step, adaptive scenarios, capable of guiding each user through the 🛤️ customer journey.

Key points:

• Intelligent journey mapping 🗺️: Thanks to automation platforms, companies will be able to design workflows that adapt to customer actions (clicks, cart abandonments, downloads, etc.).
• Behavioral responses 🕵️: Systems will continuously analyze user interactions to send perfectly tailored e-mails, such as a cart abandonment reminder with a specific discount.
• Time-based personalization ⏰ Using data on time zones, browsing preferences and opening habits, campaigns will be able to reach users at the ideal time to maximize open rates.

Case in point:

A user adds a product to his shopping cart, but leaves the site without completing the purchase. Here’s an automated three-step scenario:

1. D+1: A personalized reminder e-mail with a photo of the product.
2. D+3: An e-mail including a time-limited promotional code to encourage purchase.
3. D+7: A suggestion of additional products if the user has still not purchased.

Each e-mail is sent automatically based on the user’s behavior, without human intervention.

Key figures :

• On average, automated campaigns generate 320% more revenue than standard e-mails (source: Campaign Monitor).
• Multi-step workflows increase conversion rates by 50% to 100%, according to a Salesforce study.

Thanks to advanced automation scenarios, your e-mailing strategy will become more responsive and better aligned with your customers’ expectations, while reducing the time spent on manual tasks.

3 Interactive e-mail: making communication more engaging

Emails are no longer just static messages 📩. Today, they’re becoming truly interactive tools that capture attention and encourage action.

🎬 Integrate videos to capture attention

The image of a video player 🎥 with a play button is a great way to entice subscribers to click. This approach allows you to:
✅ Present a product or service in a few seconds.
✅ Share a quick tutorial to guide the user.
✅ Highlight an authentic customer testimonial.

🔹 A concrete example: an e-mail with a video thumbnail showing a play button. When clicked, we’re redirected to the video on YouTube, a landing page or an e-commerce site.

💡 Why does it work?

• Videos are more engaging 🎥: They hold attention longer than text.
• They increase click-through rates 👆 : Subscribers are more inclined to interact.
• They explain more than just text 📖 : Ideal for product launches or demonstrations.

✨ O ther interactive elements to be integrated

In addition to videos, other formats make your emails more engaging:
📊 Polls to collect one-click reviews.
📅 Appointment buttons to simplify scheduling.
🛍️ Links to personalized products for a tailored experience.

👉 By making your e-mails more interactive, you better capture your subscribers’ attention and boost their engagement 🚀.

4. Approaches focused on respectful and ethical personalization 🎯

E-mail personalization will be more essential than ever, but it will have to be based on responsible practices to earn users’ trust. Brands that master the art of personalization while respecting user preferences and control will stand out from the crowd.

Key points:

• User-provided data 📊: Focus on zero-party data, where information is shared directly by the user via surveys or integrated forms.
• Customizable preferences ✉️: Offer the possibility of defining content types and frequency of delivery. Users appreciate e-mails that they have configured themselves.
• Trust through transparency 🤝: Be clear about how data is used, and adopt a reassuring tone. For example, mention that the information collected is used exclusively to improve the user experience.

Case in point:

A clothing retailer sends out an e-mail asking customers for their preferences in terms of styles or brands. This information is then used to make personalized recommendations for future campaigns, increasing the relevance of the e-mails.

Impact:

Ethical personalization:

• Increases engagement 📈: Users are more inclined to open and interact with content tailored to their interests.
• Strengthens loyalty ❤️: By respecting expectations, brands build lasting relationships based on trust.
• Improves conversions 💰 : Relevant content naturally generates more clicks and sales.

By combining personalization and respect for user preferences, companies are combining efficiency and ethics – an essential strategy for this year.

5. Greater accessibility: inclusive e-mails for all 🌐

Now,inclusivity will become a key criterion in the design of e-mail marketing campaigns. Brands will need to ensure that their e-mails are accessible to all users, including those with visual, hearing or cognitive limitations. Beyond its ethical aspect, this approach broadens the audience and optimizes the impact of campaigns.

Key points:

• Inclusive design 🎨: Use legible fonts, high contrasts and adaptive text sizes to enhance the experience of visually impaired users.
• Alternative descriptions (alt text) 🖼️: Provide clear, useful descriptions for images so that they can be understood by screen readers.
• Optimized structure 📋: Favour a logical hierarchy with clear headings (H1, H2, etc.) and avoid long blocks of text to facilitate navigation.

Case in point:

An e-mail campaign offers :

• A design with large, contrasting buttons for easy clicking.
• Descriptive texts like “Click here to see our new spring collection” instead of a simple “Click here”.
• A version adapted for screen readers, enabling visually impaired users to hear a precise description of the content.

Impact:

• Broadening the audience 🌍: Accessible e-mails reach a wider audience, including people with disabilities.
• Increased engagement 📈: Clear, inclusive content increases the chances of clicks and interactions.
• Legal and ethical compliance ✅: Comply with international standards (such as WCAG) while reinforcing brand image.

Investing in accessibility means not only respecting your users, but also maximizing the effectiveness of your campaigns in an inclusive digital environment.

6. Omnichannel integration for a seamless customer experience 🔗

From now on, e-mail marketing will no longer operate in silos. The most successful brands will integrate their e-mail campaigns into omnichannel strategies, offering a consistent, harmonized customer experience across all digital touchpoints.

Key points:

• Channel synchronization 🔄: Combine e-mail, SMS, social networks, push notifications and mobile apps for a single, seamless message. For example, a cart abandonment reminder can be followed by a push notification or targeted advertising on social networks.
• Cross-channel personalization 🎯: Use data from interactions on one channel (e.g. clicks on a Facebook ad) to personalize content on another channel, such as e-mail.
• Unified user experience 🌟: Ensure that promotions, messages and offers are consistent across all channels to avoid confusion and boost campaign effectiveness.

Case in point:

A user consults a product on an e-commerce site. The omnichannel strategy is as follows:

1. E-mail: Sends a personalized recommendation with a link to the product consulted.
2. Push notification: A reminder of the abandoned basket with a special promotion.
3. Social networks: Retargeting advertising on Instagram for the product.

Each interaction is connected and adapted to the user’s behavior to maximize conversions.

Impact:

• Improved conversion rate 💰: Users exposed to coordinated messages across multiple channels are more likely to take action.
• Enhanced engagement ❤️: A smooth, personalized customer experience generates greater loyalty.
• Resource optimization 📊: By integrating data and tools, you reduce redundancies and maximize the reach of your campaigns.

Omnichannel integration is not just a trend, but a necessity to meet the expectations of modern consumers, who want a seamless experience across channels.

7. Eco-friendly practices in e-mail marketing 🌱

By 2025, consumers will expect brands to adopt environmentally-friendly practices, including in their e-mail marketing campaigns. Companies will have to rethink the design and delivery of their e-mails to reduce their ecological footprint while highlighting their responsible commitments.

Key points:

• Email weight optimization 📨: Reduce file size by optimizing images, limiting heavy animations and using lighter HTML/CSS code.
• Minimalist design 🎨: Prefer streamlined designs that consume fewer digital resources and load quickly, even with a limited connection.
• Highlighting sustainable initiatives 🌍: Include information in your e-mails about your actions in favor of the environment (eco-friendly packaging, carbon offset programs, etc.).

Case in point:

A fashion brand sends out a campaign with :

• Compressed images and lightweight design to reduce energy impact.
• A banner explaining that every purchase contributes to financing a reforestation project.
• A link to an impact report showing their progress in sustainability.

Impact:

• Improved brand image 🌟: Consumers prefer companies committed to responsible business practices.
• Reduced carbon footprint 🌿: Optimized e-mails consume less energy when stored and sent.
• Increased loyalty 🤝: A sincere environmental commitment strengthens the relationship with environmentally conscious customers.

Adopting eco-friendly practices in your e-mail campaigns not only meets the expectations of modern consumers, but also contributes to a more sustainable future.

Conclusion

E-mail marketing continues to evolve, and the companies that know how to adapt to the new expectations of their subscribers will come out on top. Personalization, interactivity, respect for data and accessibility will be the keys to success.

Adopting these trends means offering e-mails that are more engaging, more relevant and better integrated into an overall digital strategy. The goal? Build trust with your audience and maximize your results.

📩 It’s up to you! Experiment, test and optimize your campaigns to stay at the forefront of e-mail marketing in 2025 🚀.

Email marketing remains one of the most profitable strategies in digital marketing. Many industries, from B2B to e-commerce, derive significant ROI from it. However, achieving these results requires a solid team structure, with well-defined roles for designing and executing successful campaigns.

Here are the essential roles in an email marketing team, with tips suitable even for small businesses. 📊

The email marketing strategist 🧠

The strategist develops campaigns that align with overall marketing objectives while meeting the specific needs of target audiences. He/she masters :

• Advanced segmentation for ultra-targeted campaigns. 🎯
• Automation workflows that optimize lead engagement.
• CTA analysis to maximize click-through rates.

As the focal point of the strategy, he creates clear briefs and remains available to support the team every step of the way.

The project and workflow manager 📅

The project manager transforms strategic ideas into concrete actions:

• Roles organized in clear workflows. 🛠️
• Deadline management using tools such as Trello, Asana or Monday.com. ⏱️
• Effective coordination to avoid bottlenecks.

His role is crucial in ensuring smooth, on-time campaign execution.

The copywriter ✍️

Good content is at the heart of any email marketing campaign. Copywriters excel in :

• Writing captivating email subject lines to boost open rates. 📬
• Dynamic personalization of content using tags such as {FirstName}. 🔑
• Message optimization to encourage recipients to click on the CTA.

He works closely with the strategist and designer to produce engaging content tailored to the target audience.

The e-mail designer 🎨

Design plays a key role in capturing attention and conveying the message effectively. The designer masters :

• The design of reagent templates compatible with all devices. 📱
• The use of colors and typography to reinforce brand identity. 🔵🟡
• The integration of striking visual elements (GIFs, icons, images) that enhance the user experience.

He works directly with the developer to ensure perfect integration of visuals into email marketing platforms.

The e-mail developer 💻

The developer is essential for the technical part of the project:

• Creation of HTML/CSS templates compliant with email client standards (Outlook, Gmail, etc.). 📤
• Management of cross-platform rendering tests via tools such as Litmus or Email on Acid. 🔍
• Optimization of loading times and deliverability rates. 🚀

It guarantees a seamless user experience and quickly resolves any technical issues.

The email marketing analyst📈

The analyst measures and optimizes campaign performance. Responsibilities include :

• Analysis of key KPIs: open, click, conversion and unsubscribe rates. 📊
• Setting up A/B tests to evaluate the performance of email objects or CTAs. 🧪
• Automated reporting via dashboards (e.g. Google Data Studio). 📃

Thanks to its analyses, the team can adjust strategies and maximize ROI.

The email marketing manager 🤝

The manager coordinates the whole team and ensures the smooth integration of email marketing with other channels (SEO, social networks, etc.). Duties:

• Oversee internal processes and reduce friction between teams. 🚦
• Manage CRM and ESP integrations for optimized data flow. 🔗
• Share reports with other departments for a global vision. 📤

This role is essential to ensure consistency between the team’s actions and the company’s objectives.

The importance of automation 🤖

In small teams, where several roles can be combined, automation becomes crucial for :

• Automatically segment audiences based on their behavior. 📂
• Create personalized e-mail flows tailored to user actions. 🔄
• Perform automated A/B tests to optimize performance in real time. ⚡
• Generate detailed reports to assess campaign impact. 📊

Automation reduces manual workloads, allowing teams to concentrate on high value-added tasks.

Conclusion

Good email marketing relies on a structured team and powerful tools. By combining clearly defined roles with advanced automation solutions, even the smallest companies can achieve outstanding results. 💼📩

Ready to optimize your strategy? Try out solutions like Optimizely Content Marketing Platform to simplify production and maximize your efficiency. 🚀

In the competitive world of B2B, email marketing is proving essential for forging lasting relationships and boosting sales 🚀. This article reveals the behind-the-scenes of an effective email campaign and illustrates how Ediware facilitates the harmonious management of the various roles involved 🤝. Discover the secrets of optimized collaboration so that every email sent makes a lasting impression and reaches its target with precision 🎯.

I. Foundations of an email campaign 🏗️

• Strategy and planning: defining clear objectives

At the heart of every successful email campaign lies a solid strategy and careful planning 🎯. Defining clear objectives is crucial: whether to increase brand awareness, generate leads, or improve conversion rates. Every email should serve a specific purpose, aligned with an overall strategy. This means understanding your audience, segmenting your mailing list to personalize your messages, and planning the timing of your sends to maximize impact. A thoughtful approach ensures that every email you send contributes to achieving your business objectives.

• Content creation: Engage with words that count.

Creating engaging content relies on words that resonate with your target audience. This is the key to capturing attention, arousing interest, and prompting action. Use clear language, persuasive calls to action, and personalize content so that it speaks directly to your recipients. Captivating stories, relevant statistics and eye-catching visuals can also enrich your messages, making your email campaign not only informative but also memorable.

A. Key roles 🎭

In today’s digital world, emailing remains an unrivalled B-to-B marketing tool for reaching and engaging target audiences. Behind every successful campaign, a team of professionals with varied skills work together to create, deliver and analyze the messages sent. Let’s find out who they are and what their vital role is.

• The Marketing Strategist: the architect of campaigns 🏗️

The Marketing Strategist is the visionary, the one who defines the objectives and draws up the campaign plan. He identifies the target audience, determines the key message, and chooses the optimal time to send the emails. His role is crucial in aligning the emailing strategy with the company’s overall objectives.

The marketing strategist, often called Marketing Director or Marketing Manager in some companies, occupies a key position. He or she is responsible for the overall planning of marketing strategies, including email marketing, to achieve the company’s objectives. This position requires an in-depth understanding of the market, analytical skills to evaluate campaign performance, and the ability to work closely with other departments such as sales, design and content.

• The Content Writer: the wizard of words ✍️

With their pen, Content Writers create persuasive messages that capture attention and incite action. Their talent lies in their ability to communicate clearly and engagingly, adapting tone and style to the target audience. The quality of his work directly influences the effectiveness of the campaign.

• The Graphic Designer: the visual artist 🎨

The Graphic Designer brings the message to life by designing eye-catching visuals and intuitive layouts. His work ensures that each email is not only beautiful but also functional, enhancing the user experience and reinforcing the Content Editor’s message.

• The Database Manager: The keeper of contacts 🛡️

This role is dedicated to the management and optimization of the mailing list. The Data Base Manager ensures that information is up-to-date, effectively segmented, and compliant with current regulations. Its management has a direct impact on the personalization and relevance of campaigns.
The Marketing Database Manager often occupies the position of Data Manager, Marketing Database Manager, or Data Analyst. This role is crucial for managing and optimizing the company’s customer database, ensuring data quality and relevance for marketing campaigns. He or she usually works closely with the marketing and IT teams to ensure that data is up to date, well segmented and used effectively in email campaigns and other marketing initiatives.

• The Data Analyst : A critical eye for optimization 🔍

After sending, the Data Analyst evaluates campaign performance based on various key indicators (open rate, click rate, conversions, etc.). His analyses provide valuable insights for refining future strategies and increasing campaign ROI.

The Data Analyst in a company typically holds the position of Data Analyst, Marketing Analyst, or Performance Analyst. This professional is essential for analyzing data from marketing campaigns, especially email marketing, and providing strategic insights. They help measure campaign effectiveness, identify trends, and recommend adjustments to optimize results. His work is crucial to data-driven decision-making within the marketing department.

B. Ediware: collaboration and security 🔐

When it comes to collaboration and security with Ediware, rights management plays a crucial role, enabling specific roles and access levels to be assigned to each team member. This ensures that each user has access only to the data and functionality required for their role, optimizing collaboration while maintaining campaign integrity and confidentiality. Furthermore, security and compliance are paramount to protect sensitive customer data and to ensure that all emailing activities comply with current legal and regulatory standards, such as the RGPD in Europe.

Conclusion:

In short, a successful B2B email marketing campaign relies on a synergy between meticulous strategy, captivating content 📝, and a multidisciplinary team where each member plays an essential role, from defining objectives 🏁 to analyzing results 📊. The key to success lies in effective collaboration between marketing strategists , content writers ✍️ , graphic designers , database managers , and data analysts . Each brings a stone to the edifice, helping to forge emailing campaigns that not only reach their target with precision but also establish lasting relationships with the audience .

Ediware positions itself as an essential partner in this process, offering a platform that facilitates collaboration between the various players 🤝, while ensuring data security 🔐 and compliance. Thanks to rights management and special attention to information security, Ediware enables every company to optimize its emailing campaigns while complying with current regulations .

Integrating these strategies and tools is crucial for any company wishing to excel in B2B email marketing 🚀. By adopting a holistic approach that values content quality as much as teamwork efficiency and data security, companies can not only maximize the impact of their campaigns but also build a solid and lasting reputation in their market 🏗️. We encourage all companies to explore these avenues and integrate these best practices and tools into their email marketing strategy to ensure their success and growth in a competitive environment 💼🌟.

One of the great challenges for e-mail marketers is to find the perfect formula for sending branded messages. Your e-mails need to arrive at the right time, be addressed to the right people and say the right things.

Finding this balance involves many different factors, but it all starts with the use of email segmentation within your campaigns.📊

What is Segmentation in Email Marketing?

Definition and significance

Segmentation in email marketing involves dividing your subscriber list into smaller groups or segments based on specific criteria. These criteria can include subscriber behavior, personal preferences, geographic location, or purchase history. The aim is to personalize your messages so that they resonate more strongly with each segment.

However, your e-mail performance will suffer if you don’t target the right people with your messages. Email segmentation allows you to take your contact list and group your audience into smaller categories. Your groups will contain fewer contacts, but you’ll be able to send them more relevant information, improving the likelihood of them engaging or converting. 💡

Marketers claim that segmented e-mail campaigns generate 760% more revenue.💰

There are many different ways to segment your mailing lists

While there are many ways to segment your email audiences, some of the simplest methods involve grouping your contacts by:

• Behavioral Segment according to interactions with your previous e-mails, for example, those who clicked on a specific link.
• Demographics Age, gender, education level, etc.
• Geographic Country, region, city.
• PsychographicInterests, attitudes, values.
• Purchase history Purchase frequency, average order value.

When it comes to segmentation in the context of BtoB (Business to Business) marketing, the criteria differ from those used in BtoC (Business to Consumer). Segmentation in BtoB is crucial to effectively target commercial communications and offers, taking into account the specific needs and characteristics of customer companies.

Business sector

• Why it’s important: Understanding the customer’s business sector helps to tailor marketing messages and product or service offers.
• Application: Customized messages depending on whether the company operates in technology, healthcare, education, etc.

Company size

• Importance: The size of the company (small, medium or large) influences its needs, budget and decision-making capacity.
• Application: Different offers for startups than for multinationals.

Geographical location

• Importance: Geographical location can affect a company’s needs, particularly in terms of logistics, local regulations and corporate culture.
• Application: targeted campaigns by region, country or even city.

Corporate Life Cycle

• Importance: Knowing whether a company is starting up, growing, maturing or declining can influence how it responds to offers.
• Application: Products or services adapted to the company’s stage of development.

How to measure e-mail segmentation

If you use e-mail segmentation correctly, you should notice an improvement in the performance of your core e-mail marketing metrics.

• Open rate: A good subject line is still the best way to generate e-mail opens, but segmented audiences will be more likely to open the e-mail if the subject line indicates that it’s relevant to them.
• Click-through rates: Email segmentation allows you to tailor your email copy specifically to your audience. Simply localizing the content of your e-mail can improve click-through rates up to 13%.
• Unsubscribe rate: Contacts unsubscribe from e-mails when they feel that the content is not relevant to them, or is not what they expected to receive. You can use e-mail segmentation to ensure that the right people receive your messages.

All these metrics can be easily tracked using your messaging service provider’s dashboard and basic reporting tools.

Does it really matter?

Email segmentation is essential if you want to run a successful marketing campaign. You need to divide your audience into groups before planning an e-mail, so that you can tailor your strategy and message specifically to the problems and needs of that individual segment.

However, just because you segment your emails doesn’t mean you’ll have a winning campaign. Segmentation is only one piece of the puzzle. Even if you’re reaching the right people, you still need to make sure you’re sending them relevant messages at the right time. Focus on the customer journey for each segment when creating your campaigns.