Email Marketing Rules

With marketers under pressure to do more with less, some have turned to no-code email builders as a way to cut costs. However, from an accessibility perspective, these platforms can carry substantial legal risks for email marketers that shouldn’t be overlooked.

>> Read the entire post on Oracle’s Modern Marketing Blog

For brands that sell products with lifespans that stretch into multiple years, devising a digital marketing content strategy can be difficult. They know they need to keep their customers engaged, but they often struggle with how to keep the conversation and relationship going between product replacement cycles.

For permission-based channels like email and SMS, it can be dangerous to not reach out to subscribers on at least a monthly basis. Less frequent messaging can zero out your email sender reputation, for instance. More broadly—and perhaps counterintuitively—it can be much, much harder to maintain permission when you mail, say, every other month than twice a month.

In her presentation at Litmus Live last fall, Ann Handley shared two stats that highlight the challenge and the opportunity. First, 95% of buyers are not in the market for you at any given time, according to LinkedIn B2B Institute. And second, 90% of buyers ultimately choose a vendor they had in mind before they began research, according to Bain and Google.

So, brands need to stay top-of-mind with customers between purchases, but need to do so largely by sharing non-promotional content to avoid alienating customers.

>> Read the entire article on MarketingProfs.com

Email marketing is constantly evolving, so it can be difficult to know where to invest your time and energy from year to year. Just a few of the recent changes and challenges that email marketers have faced include:

• Economic uncertainty caused by global trade disruptions, high inflation, and high interest rates
• Changes at inbox providers, including broader BIMI support, Apple’s launch of iOS 18, and Gmail’s increasing use of Automatic Extraction
• Generative AI raising concerns and opportunities across the marketing spectrum

To help you prioritize your email marketing efforts this year, we surveyed Oracle Digital Experience Agency’s hundreds of digital marketing experts for the sixth year in a row, asking them to rate the current adoption of a range of email marketing technologies and tactics, as well as the impact they predict each will have in 2025. Then we mapped the results into adoption-impact quadrants.

In this post, we look at the Unproven Opportunities, which are the email trends that were rated low adoption and low impact. The technologies and tactics here are not fully vetted or seen as very effective, and therefore may not generate long-term adoption or impact. There are significant risks that could undermine your investment in part or entirely—including rejection by consumers, inadequate inbox provider support, inadequate digital marketing platform support, the passage of legislative impediments, and other issues.

Because of those risks, most brands will find that the best strategy is to wait and let others work out all the details, uncover the best practices, and stress-test the technologies.

Of the 26 trends we’re highlighting this year, only two of them were rated as being in the low adoption–low impact quadrant for 2025. Moreover, these two trends have been in our Unproven Opportunities quadrant all six years of our survey. Let’s talk about each of them in turn.

>> Read the entire post on Oracle’s Modern Marketing Blog