While other digital marketing channels may change overnight, ownership of your email marketing list lies with you – and that gives you control. Whether you’ve launched a new product or want to share some behind-the-scenes news, email can be a reliable way to reach people who really care about your business.
We may not be sending as many personal emails these days, but email marketing for business is a reliable way to reach target audiences. With fast-moving social channels it can be easy to chase likes and shares – and there is time for that – but the list of contacts you have cannot be underestimated.
But how effective can email marketing be in 2025?
Summary of article
- AI can be a useful tool for you in planning and creating email content
- Emojis in subject lines can add flair and personality, but if used incorrectly they can look spammy or unprofessional.
- People will be more likely to give you their email address if you give them something in return.
- Tools like HubSpot and Mailchimp can help you schedule and send emails
This guide will cover everything you need to know about email marketing, from beginners and small businesses to growing businesses looking to try new strategies:
What is email marketing?
Email marketing is a form of digital marketing used to send messages directly to a targeted list of people. This could be to promote products or services and build customer loyalty.
This is a marketing strategy that involves sending emails to a list of customers who have signed up to receive marketing messages from you. These could be a one-time email about a particular product or service you’re offering, or a series of emails to promote your brand.
Regular newsletters or sales emails may have a different role but they all play a role in building your audience.
Boost open rates with great subject lines
A good subject line is essential for effective communication. It’s the hook of your email, a teaser of what’s to come, and a reason to open it and read more.
But what makes a compelling subject line?
- urgency – A reason to read the email now, for example using phrases like ‘don’t miss out’ or ‘the sale ends soon’
- Curiosity – Asking questions in the subject line can inspire someone to learn more, for example ‘How can email marketing help you reach more customers?’
- Relevance – It should be clear why you are sending them this email
- personalization – Email marketing tools (more on this below) can help you personalize emails to grab attention, like adding a first name to the subject line or introducing the email
What about emojis in subject lines?
Emoji can be effective in subject lines, but it depends on the context and your audience.
- When they work: Emoji can add visual flair, convey emotion and make a subject line stand out in a crowded inbox. They are effective in creating a friendly and trusting environment in marketing emails and retail communications. They can express urgency (🚨), celebrate an accomplishment (celebrate), or shed light on a specific topic (✈️).
- Example: “Summer Sale! ☀️ Up to 50% Off”
- Example: “You are invited to our webinar! 💻”
- When they don’t work: Avoid emojis in formal or corporate settings. Excessive use of emoji can look unprofessional or even spammy. A good rule of thumb is to have one relevant emoji in the subject line, and not use them in every email you send.
A good subject line is purposeful and created with the reader in mind. It balances a clear message with a strategic hook to encourage openness, and emoji can be a powerful tool when used appropriately.
Building Your Email List – 5 Strategies You Can Try Today
Here are some email marketing ideas for small businesses and strategies you can use to grow your email list:
- Make it easy to sign up on your website – Add a section inviting people to sign up to your email newsletter (and include the reason why, like access to behind-the-scenes updates and special offers)
- Include an Invitation as Part of Your Sales Process – Invite people to sign up to your marketing list (tick box) when they buy something on your website
- Ongoing competitions or events – Can you give away something to the first few people who sign up, or run an event related to your business to grow your email list?
- Give Free Download – create A guide or checklist related to your business and provide it to people in exchange for an email address
- access to exclusive content – Recording exclusive content like podcasts, videos, or even in-depth guides for customers can be compelling reasons to sign up
People who have a large list of email addresses really interested That’s the goal in your business. And make sure you write an email marketing plan so that your messages are consistent – always remember to include a call to action (like a link to buy a product or a link to read your blog).
There are many email marketing platforms and tools you can try, including many with free plans that are easy to get started with.
| email marketing tools | Free plan available | features | best for |
| MailChimp | Yes | Drag and drop email builder, landing pages, forms | From beginners to those who want to use advanced personalization and automation |
| mailerlite | Yes – for up to 1,000 customers | Drag-and-drop editor, automation workflows and landing pages | Beginners with a small budget, but who want to send more than just a newsletter |
| hubspot | Yes | Free CRM that means you can store and manage customer data, personalized campaigns | From beginners to advanced users with big budgets looking for a complete solution beyond sending emails |
This guide to Zapier’s free email marketing services gives a thorough overview of the different software solutions you can use, along with the pros and cons.
Can AI Email Marketing Save You Time and Money?
AI tools like ChatGPT can help you plan and write emails to your customers. Our guide to writing a ChatGPT prompt is a good starting point if you’re not sure how to get the best results.
Using AI for email marketing can help you:
- Create content at speed
- Tailor your emails for different audiences
- Analyze the best time to send your emails
- Automate Workflow
- track performance
Benefits of Email Marketing for Small Businesses
If you haven’t started using email as a marketing tool yet, here are some reasons why you should consider it:
- effective cost – and higher returns on investment
- build customer loyalty – People are more likely to come back if they engage with your brand and you send them useful messages.
- Talk directly to your customers – Instead of competing with algorithms on social media
- increase sales – Emails are effective in promoting products, announcing sales, and driving visitors to your website
- Track Effectiveness – Easy to see which messages performed well so you can develop your marketing strategy
Creating your first email marketing campaign
An email marketing campaign can simply be a series of messages that you want to send at different times. For example, let’s say you’re launching a new product and want to tell people about it, build excitement before the launch and increase sales in the first few weeks.
Example of email marketing for a product launch
If you have a new product to market, below is an example email marketing campaign you can use. You can choose how many emails you want to send but the important thing to remember is that there should be a consistent message and call to action.
| When to send? | key messages | |
| email 1 | 3 weeks before launch | Teaser about new product Behind the scenes of launching your product Link to read about it and pre-order |
| email 2 | 1 week before launch | Main benefits of the new product Link to read about it and pre-order |
| email 3 | launch day | buy now Link to website to buy it |
| email 4 | 3 days after launch | main benefits attend [number of] people who already have it |
final thoughts
Email marketing is still not only relevant in 2025, but booming. It remains an effective way to reach large numbers of people – and it’s relatively simple and affordable for businesses of any size.
While social media channels leave you at the mercy of algorithms and traditional printed marketing is very expensive, emails can be created in minutes and sent instantly to your entire customer list.
All you need is a solid strategy, an engaged audience, and tools to help you write, schedule, and analyze your email campaigns. Then you’ll be on your way to driving more sales and building a loyal customer base.
questions to ask
When is the best time to send marketing emails?
The best time to send marketing emails depends on your type of business and audience, but there are some general trends you can follow from the beginning.
For consumer-facing emailsEvenings and weekends can be effective as people focus more on relaxation than work. Late afternoons and evenings, as well as weekend mornings, can be good times to reach busy audiences.
If you are emailing other businesses The middle of the week is often a good time when it comes to your marketing messages. Sending during work hours, especially mid-morning and early afternoon when people may be taking a break from their day.
The best idea is to test what works for you and your business to find the best time to send your marketing emails.
What is a good open rate for email marketing?
A good open rate for email marketing is typically between 17 to 28 percent. This varies by industry and the quality of your email list. For example, if you have a lot of email addresses but they aren’t necessarily interested in your business your open rates will be low.
Other influencing factors include the subject of your email, how you’ve targeted and segmented your audience, and the quality of the subject line.
How can you use email marketing for your business?
For a small business, email marketing is a straightforward way to build relationships and increase sales. Start by choosing an email marketing platform like Mailchimp or HubSpot. Create a sign-up form on your website that offers small incentives, such as a discount, for building your list.
Once you have subscribers, send regular, useful emails – and then track what works by monitoring open and click rates.