Validity’s “State of Email 2025” Report: Unpacking Key Marketing Trends
BOSTON, MASSACHUSETTS — June 4, 2025 — In a groundbreaking moment for email marketing, Validity’s recent acquisition of Litmus has birthed the eagerly awaited 2025 State of Email report. This insightful document sheds light on how global marketers are navigating an increasingly intricate landscape filled with technological advancements, privacy regulations, and evolving consumer habits. With contributions from hundreds of email marketing professionals, the report reveals essential insights into what strategies thrive and which ones falter today.
Adapting to Today’s Challenges: ROI, Engagement, Personalization, and AI
The State of Email 2025 report identifies critical pain points for marketers, particularly in measuring return on investment (ROI) and enhancing email personalization. While a notable 78% of marketers are able to identify ROI from their email endeavors, an alarming 22% struggle with tracking or proving such metrics. When it comes to creating personalized content, the survey highlights three challenges:
- 17% find developing personalized content efficiently to be a major hurdle.
- 16% face difficulties in gathering and analyzing the necessary data for personalization.
- 15% encounter obstacles in measuring the impact of personalized content on email performance.
Interestingly, companies experiencing higher ROI from their email marketing efforts—some reporting astonishing ratios of 36:1 to 50:1—allocate 25-50% of their marketing team to email operations. This highlights a significant correlation: those committing over 15% of their marketing budgets to email strategies are twice as likely to achieve open rates of 40% or higher than their peers.
“Successful brands have evolved past traditional approaches, investing in sophisticated and data-driven email programs that cater to individual customer needs,” states Cynthia Price, SVP of Marketing at Validity. “Smart marketing teams recognize that email, when executed thoughtfully, is not just a cost-effective channel but a powerful business driver.”
The Impact of AI: A Glimpse into the Future
As we look toward the horizon of email marketing, 29% of marketers foresee that advanced AI-driven content generation and analytics will spearhead transformative changes by 2025. A staggering 70% predict that by 2026, nearly half of their email operations will rely on AI, while 18% expect AI to manage between 50-75% of their email marketing functions.
Highlights from the State of Email Report
The State of Email 2025 report presents several other noteworthy findings:
- Only 6% of email teams now need more than two weeks to create a campaign, a significant drop from 62% in 2024.
- A sharp 30% of marketers prioritize content creation skills in their hiring strategy.
- This year, 49% of marketers plan to leverage generative AI for creating static copy, while AI-generated imagery use has surged by a remarkable 340% in just one year.
- A definitive 97% of marketers incorporate at least one interactive component in their emails, with buttons or CTAs standing out at 35% as the most effective.
- Data privacy compliance presents operational challenges for 14% of marketers, a figure that escalates to 23% among those with larger email budgets (15%+).
Industry Insights: Diverse Strategies Across the Board
The report also unveils intriguing differences in how various industries utilize email. Retail and professional services primarily focus on brand awareness through email, emphasizing engagement metrics. Conversely, tech companies harness email campaigns as lead drivers, strategically leveraging purchase and transaction history data.
For a comprehensive understanding of these trends and insights, you can access the full State of Email 2025 report at www.Litmus.com.
About Validity
With over 20 years of experience, Validity has become a trusted ally for tens of thousands of organizations worldwide, delivering solutions that drive end-to-end marketing success through reliable data. Their flagship offerings—DemandTools, BriteVerify, Litmus, Everest, GridBuddy Connect, and MailCharts—equip marketers with advanced tools for CRM data quality, email performance, and campaign analytics.
Discover more at Validity.com, and connect with them on LinkedIn and X.
