The enthusiasm among B2B firms to include AI in their email campaigns shouldn’t obscure some sticky challenges. The number of B2B marketing channels continues to proliferate at a rapid clip, from social media platforms to long-form video to podcasts. But despite the growing array of platforms in which B2B marketers can place their bets, email remains the king of the castle when it comes to keeping existing customers satisfied and bringing in new ones. Indeed, 73 percent of B2B buyers say they prefer to hear from sellers via email, far outpacing telephone (49 percent) and in-person events (38 percent). That’s according to “ The State of Prospecting 2025,” released by the B2B marketing company Sopro. The report, based on the responses of 400-plus B2B senior decision-makers and billions of data points throughout 10 years of prospecting campaigns, also found that 75 percent of businesses say that email produces “good to excellent” ROI.

With ecommerce email marketing automation, B2C marketers can expect more of the revenue benefits of personalised marketing—without the manual work of sending email campaigns. Email marketing, in general, is still one of the most effective ways ecommerce businesses drive revenue. But email automations, also known as flows, generate up to 30x more revenue per recipient (RPR) than one-off campaigns, according to Klaviyo’s latest email marketing benchmarks. That’s because they’re sent automatically based on people’s real-time actions—which makes them timely, targeted, and relevant. 

The year 2024 marked a turning point for email marketing, with notable shifts in the landscape, including updated requirements from Yahoogle and groundbreaking AI innovations. But what does 2025 have in store? Will we see a continuation of these trends or entirely new developments? Dive in to explore the possibilities and prepare for the future of email marketing.

The rise of verified senders with stricter authentication

SMS and email aren’t just parallel marketing channels. They’re great partners for delivering a consistent and personalized customer experience—the kind that consumers have come to expect from brands. Learn how to translate your skills to convert and delight your subscribers.

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As an email marketer, you know that email is only part of the job. There’s a whole world of responsibilities tied to the role: compliance, mobile optimization, analyzing results, and A/B testing (oh, so much A/B testing). It’s no wonder some email marketers may be hesitant to take on SMS marketing, too; they feel they already have enough on their plate. 

We recently shared a blog post talking about the two perspectives when it comes to analyzing email marketing metrics: how the machines view your emails and how your human subscribers engage with your emails. On the human side of marketing metrics, we looked at open rate, unique click rate, conversions, and revenue per recipient. In this post, we want to double-click into conversions and revenue and how they’re attributed. 

With the right testing approach, marketers can move faster and drive better results for their direct mail marketing from day one. For marketers in 2025, everything appears to be expanding: The buyer’s journey is lengthening, the number of channels has seemingly doubled (we’re looking at you, Bluesky) and let’s not forget rising cortisol levels. But amidst all this growth, two things remain unchanged: budget pressure and time, which isn’t getting any more generous.

You strive to deliver the perfect email experience to your subscribers. But if you’re glossing over email accessibility, you could be alienating those with visual, physical, cognitive, and neurological disabilities. Read on to learn how to make your emails more accessible for all of your subscribers.

What is email accessibility?

Accessibility is one of the founding pillars of user experience and design. Email accessibility means making sure that everyone can read, understand, and interact with your message, including people with disabilities and those who use assistive devices.

Litmus is a proud industry leader, trusted by 700,000 marketing professionals including 80% of the Fortune 100. In order to help email marketers better understand the marketing landscape, we surveyed 1,000 U.S. consumers about their email preferences and summarized some of the key findings below.

Email quantity

67% of consumers say they receive too many daily emails.

81% of Baby Boomers say they receive too many emails.