Email Marketing Trends for 2025: Proven Essentials

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’re looking at the Proven Essentials, which are in the high adoption–high impact quadrant. The technologies and tactics in this quadrant are mature, but are still improving and delivering tremendous results.

Our Proven Essentials stand in stark contrast to our Unproven Opportunities, which still have significant risks associated with them and benefits that haven’t fully materialized. Our Proven Essentials also have a risk profile that’s the inverse of our Competitive Differentiators—that is, where our Competitive Differentiators offer a competitive advantage to early adopters, our Proven Essentials put late adopters at a competitive disadvantage.

Of the 26 trends we’re highlighting this year, 17 of them were rated by our digital marketing experts as being in the high adoption–high impact quadrant for 2025. Let’s talk about each of them in turn.

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