Email Marketing Isn’t Dead: How to Do It Right

You’ve probably heard the phrase “email is dead” thrown around in marketing circles. But the truth? Email marketing is very much alive—and evolving. In fact, it’s still one of the most cost-effective and ROI-driven tools in a small business’s toolkit. The key is doing it right.

In 2025, that means leaving behind batch-and-blast email blasts and embracing smarter, more intentional strategies that actually engage your audience.

Here’s how small businesses can get email marketing right this year:

1. Make It Personal (Not Just “Hi [First Name]”)

Personalization goes way beyond just using someone’s name in an email. In 2025, it means sending the right message to the right person at the right time.

Think about:

• Purchase history or service use
• Browsing behavior on your site
• Seasonal relevance or local events
• Customer type (lead, new customer, repeat buyer)

Example: A landscaping company might send a “Spring Clean-Up” email to clients in one region and a “Winter Prep” reminder to those in another—based on their location.

2. Segment Your List Like a Pro

Segmentation is the secret weapon of high-performing email campaigns. It means dividing your list into smaller groups based on shared characteristics, like:

• Interests
• Location
• Customer status
• Past engagement (opens/clicks)

Why it matters: People are more likely to open and click emails that feel directly relevant to them.

Tip: Even just 2–3 simple segments can dramatically boost performance.

3. Automate the Smart Way

Set it and (kind of) forget it. Email automation helps you stay top-of-mind without sending everything manually.

Here are a few must-have automated sequences for small businesses:

• Welcome Email Series: Greet new subscribers with value and personality.
• Birthday or Anniversary Emails: Easy way to show you care.
• Cart Abandonment Reminders: For e-commerce, a gentle nudge to complete the sale.
• Re-engagement Campaigns: Win back customers who haven’t interacted in a while.

Automation tools have gotten easier and more affordable—perfect for busy small teams.

4. Design for Skimming (and Mobile)

Let’s face it: no one wants to read a wall of text. Especially not on their phone.

Make your emails:

• Scannable – Use short paragraphs, bullet points, and bold headings.
• Visually appealing – Include relevant images, buttons, and whitespace.
• Mobile-first – At least 60% of emails are opened on phones—make sure yours looks good there.

5. Provide Value—Not Just Promos

People will open your emails if they know they’ll get something useful. That could mean:

• Quick tips
• Seasonal reminders
• How-to guides
• Community highlights
• Customer spotlights

Sure, promotions are great. But lead with value, and your audience will stick around long-term.

6. Test, Track, and Tweak

The best email marketers are always learning from their audience. You should be too.

Track:

• Open rates
• Click-through rates (CTR)
• Unsubscribes
• Conversions (what actions people take)

Then A/B test your subject lines, CTAs, send times, or even your layouts. Small changes can lead to big results.

Want help creating or managing your next email campaign?

Let’s chat! We offer done-for-you and collaborative email marketing solutions to help you stay top of mind—and in your customers’ inboxes.