How mail drives consumer purchases in 2025

POST-4/7👉 Email used to be a megaphone. In 2025, it’s a whisper in a very specific ear. Gone are the days when “blast to all” could pass as a strategy. In fact, that approach in 2025 is actively hurting your deliverability. Email Service Providers (ESPs) like Gmail, Yahoo, and Outlook are no longer just evaluating your IP health—they’re scoring your sender behavior at the recipient level. That means if 40% of your list is cold or disengaged, Gmail sees you as the problem—not just the user. ⚠️ Real Consequence: 1. We audited an ecommerce fashion brand with 220K contacts. Over 92K of them hadn’t clicked a single email in 90+ days. Gmail flagged them for bulk spam behavior, and inboxing fell from 78% to 46% overnight. 2. They were running promos weekly. Nothing was technically broken—but nothing was relevant. That’s what got them crushed. What Micro-Segmentation Solves in 2025: ✅ Reduces spam complaints ✅ Increases engagement velocity ✅ Signals positive intent to inbox providers ✅ Unlocks higher revenue per send with smaller cohorts Micro-Segmentation Tactics That Work Now: 1. Behavior-Based Journeys: Forget static tags. If someone viewed winter boots but didn’t buy, your next 3 emails better talk about warmth, snow, or style—not your general spring lookbook. ✅ Klaviyo + Shopify data lets you trigger flow branches based on: Last viewed product category Cart abandonment by SKU group Pages viewed in session (via UTMs or on-site behavior) Pro Tip: Use dynamic content blocks inside campaigns to adjust hero sections based on browse activity without cloning entire flows. 2. Lifecycle Automation by Spend Velocity This isn’t “new vs returning” logic anymore. In 2025, flows shift based on: Time since last order AOV trends SKU replenishment cycles Example: First-time customer who hasn’t returned in 30 days → “2nd purchase incentive” High-value buyer within 7 days → “VIP early access” Customer inactive 60+ days → Winback + dynamic offer block + channel sync suppression 3. AI-Supported Clustering Tools like RetentionX, Lexer, and even Klaviyo’s predictive analytics are now building multi-dimensional customer clusters using: Purchase frequency Channel source Time to second order Category loyalty It’s loyal mid-value buyers who shop monthly but only when free shipping is offered. ✅ What to do: Export these clusters to your ESP Build messaging that maps exactly to their past actions Suppress low responders from paid channels and warm email instead. Ready to Execute? Create 5 foundational micro-segments: 1. High spenders 2. First-time buyers 3. VIPs (CLV > 2.5x avg) 4. Dormant >90 days 5. Active clickers, no conversion Test 2 cadences per segment: VIPs: 4x/month + early access Dormant: 1x/month reactivation with content—not promos Use Recency, Frequency, and Monetary score buckets to tag customers and let your automations react to movement between them. #EmailMarketing #email

If you're telling me email marketing is dead in 2025, I've got $240,250 in revenue that says you're wrong. And we did it in 90 days with a client who'd sent just one email campaign before working with us. Let me show you exactly what we did. Adegen was a modern hair care brand with everything going for them. Proven product, strong brand, good following, solid revenue. Just one problem. They thought email marketing was dead. They'd sent one random campaign, generated a few sales, then gave up because "email doesn't work anymore." Sound familiar? Most brands are sitting on goldmines they don't even see. First thing we did was throw out everything you're "supposed" to do in hair loss marketing. Most companies go heavy on masculine marketing. Aggressive messages about fighting hair loss, dark colors, bold claims. We went the opposite direction: - Clean, science-focused design - Clear visual hierarchy - Specific color psychology - Information that helps people Our first weekly tip about hair care brought in $7,475 with a 58.4% open rate. Because we stopped selling and started helping. Most email marketing fails by blasting the same message to everyone. We split everything into specific segments: - First-time buyers get different content - Product-specific purchasers saw relevant upsells - Non-buyers after 60 days got different messaging - High-value customers got special treatment Open rates jumped to 56-58% because people got the information they wanted. Next, their popup was the typical "value over discount" play, offering a free ebook. The old revenue in 60 days? $1,188. We tested a straight $20 discount instead. No fancy value proposition. The result? $16,126 in 30 days. Sometimes simple beats clever. The biggest revenue driver was basic customer support done right. We built a post-purchase sequence that helped people succeed: - Daily progress tracking - Photo guides showing real results - Usage calendars - Regular check-ins This sequence: $61,937 in 90 days. Here's a summary of what changed in 90 days: BEFORE: 33,712 Recipients → $10,654 Revenue (6.7% of store revenue) AFTER: 274,365 Recipients → $240,250 Revenue (36.48% of store revenue) The key metrics: - 51.93% Average Open Rate - 41.9% Increase in Total Store Revenue - 62.5% Growth in Email List The most skeptical clients usually have the biggest opportunities. They've ignored basic marketing channels that could transform their business. They're too busy chasing the next big thing to fix what's right in front of them. Email marketing isn't dead. Bad email marketing is dead. Most brands are leaving millions on the table because they won't do the simple things that work. Want results like this? Message me

Brands are lighting money on fire - and calling it email marketing. Here’s how the top 1% of brands use identity resolution to 3x repeat sales: 🧵 The problem isn't your subject lines or send times. It's that you don't know who you're talking to. With iOS updates and cookie deprecation, traditional tracking is broken. Yet most DTC brands still send generic emails to everyone. Smart brands use identity-aware flows that adapt in real time. They know Sarah bought 3 times vs. Mike who's browsing for the first time. Dynamic personalization examples: • Returning customer sees UGC from previous purchase • New visitor gets shipping reassurance + incentive • High-value buyer gets personalized offers • VIP customers skip generic flows entirely Many brands don't know if their cart abandoner is a first-timer or repeat buyer. This means they're leaving money on the table every day. Smart brands resolve unknown visitors into complete customer profiles. They connect session behavior to purchase history instantly. Here are zero-party data strategies that actually work: • Interactive quizzes that sync to email profiles • Post-purchase surveys that reveal acquisition source • Smart popups that personalize based on user resolution • Progressive profiling that builds customer understanding over time For retention, stop treating customers like strangers. Route power users to bundle promos instead of 10% discounts. Show loyal customers exclusive products, not generic sales. At Opensend, we turn unknown visitors into CRM-ready identities. They enrich profiles automatically and sync behavior across platforms. If your email strategy relies on guesswork, performance will be limited. When you build owned channels on identity intelligence, everything changes. Higher open rates, better conversion, stronger retention. All because you finally know who you're talking to. The brands winning in 2025 treat personalization as infrastructure, not tactics.unk

Holiday 2025 will be the most AI-driven season in marketing history and it will separate winners from losers. The winners won’t just use AI to write email copy. They’ll use AI to make their entire marketing smarter. Here are 5 AI plays brands should use this holiday season 👇 1. Predictive Offers, Not Blanket Discounts AI models can forecast which customers respond to free shipping, which convert on BOGO, and which only buy when bundles are suggested. Stop blasting 50% off to everyone. Start sending the right incentive to the right inbox. 2. Dynamic Content at Scale Every customer sees a different holiday email. AI swaps banners, CTAs, and product blocks in real time: so a parent browsing kids’ toys gets gift guides for toddlers, while a frequent traveler sees deals on travel accessories. 3. Creative Variations, On Brand AI generates dozens of subject lines, headers, and layouts but within your brand guardrails. Run 10 experiments in the time it once took to draft 1. Let data, not guesswork, pick the winners. 4. Cross-Channel Orchestration Email isn’t in isolation. AI coordinates timing across SMS, push, and ads: so the customer who just got a gift reminder in their inbox isn’t spammed with the same offer everywhere else. 5. Fatigue Detection & Smart Suppression Your best customers are also on 20 other mailing lists. AI tracks engagement signals and you should monitor send frequency before they hit unsubscribe: critical in December when inboxes are chaos. The takeaway: Holiday inboxes in 2025 will be noisier than ever. You won’t win by shouting louder. You will win by making every email smarter, faster, and more personal and relevant for users. Add value to users life and make it easy for them to make a decision. At Mailmodo, we’re watching this shift unfold daily. The brands leaning into AI this season aren’t just boosting CTRs: they’re creating holiday experiences customers actually look forward to. What would you add to this list? Drop your own AI holiday hacks in the comments 👇

Everyone's fighting the same email marketing battle: Open rates have never been higher. Click rates have never been lower. Conversions are getting harder. After analyzing 2 million emails across 12 ecommerce brands last quarter, I've found a pattern in what's actually converting in 2025: 📌 Emails with 5 or fewer images outperform design-heavy emails by 34% 📌 Story-driven subject lines get 62% higher opens than offer-focused ones 📌 Using real customer language from reviews in email copy lifts CTR by 27% But the biggest revelation? The timing between emails matters more than the content itself. We tested identical campaigns sent 3 days apart versus 7 days apart. The 7-day gap drove 31% more revenue despite identical content. Are you obsessing over email creative when you should be optimizing your sending cadence? #EmailMarketing #Ecommerce

We sent over 1 million emails last month across dozens of ecom brands — and here’s what we’re seeing on the front lines: Consumer spending in the U.S. is down. Tariffs, inflation, tighter wallets — people are buying less. This isn’t theory. It’s across categories, especially in mid-priced DTC. But here’s the kicker: email is outperforming almost every other channel right now. Facebook’s still driving revenue, but email is catching up fast — especially for brands that have their flows and campaigns dialed in. While paid ads are getting more expensive and less consistent, email’s ROI is going up. Why? Because it’s owned. It's consistent. And most brands are finally starting to use it properly. We’re seeing email carry 45–50% of total revenue for clients who were doing maybe 25–30% from email six months ago. Usually when email is generating this much revenue, ad channels are underperforming and brands rely on their email list a lot more. So yeah — the economy’s shifting. But if you’re not doubling down on email right now, you’re probably missing the most reliable profit channel you’ve got. Curious how your all your marketing channels stack up? Happy to talk through what we’re seeing in your space.

If you're not thinking about direct mail in 2025, you're losing out on perhaps the biggest opportunity in marketing. The mailbox is becoming the new inbox. It sounds old school, I know. But brands are seeing real results from direct mail. While a great email might get a 20% open rate, a well-timed postcard or offer in the mail lands directly in the hands of your customer. No spam folders. No competition with 100 other brands. Here’s how smart Amazon brands are winning with direct mail: 1️⃣ Inserts with irresistible offers For example, a Nespresso pod company includes a QR code in their packaging offering a free espresso cup. Customers scan, claim their gift, and BOOM, the brand now has their name, email, and address for future marketing. 2️⃣ Warranties Electronic brands on Amazon have a unique opportunity for customer data. Many use inserts to push warranties for their products. Same premise as above: scan, register, and give the company your info. 3️⃣ Once you have their data, keep reaching out. A clothing brand I bought from sent me a postcard with a personal note from the CEO and a 30% discount for my next order. It stood out, and I actually paid attention. How many marketing offers do you still get in your mailbox? Not as many as you did 5 or 10 years ago? Exactly. That’s why this approach works. It’s unexpected, tangible, and trusted. Direct mail is low competition, high impact

This one postcard generated over $100k in revenue No discount No staff work ROAS of over 15x Here’s how we did it, and why it works We first started working with Taylor Stitch in 2022 with some holiday postcards sent to two groups: *Email subscribers who received Black Friday/Cyber Monday emails 0 times *Email subscribers with multiple bounces Combined, unengaged customers and those who unsubscribed from a list make up about 70% of a brand’s customer base, so this strategy was about reaching customers to drive new revenue. Then in 2023 Taylor Stitch expanded their program. We automated a system so the brand automatically sends the aforementioned postcard to every customer who bought 2+ times but hadn’t come back in 90 days. Then we sent it again when they hit 180 days without buying. This was about retention and winning back lapsed customers. No deals, just a “hey, remember us?” strategy that bypasses cluttered email boxes. Taylor Stitch said that while discounts can help with incremental lift, it turned out the right discount-free postcard with the right timing sent to the right customer offered better lift at a higher margin. The results: *Their direct-mail campaigns across the board averaged over 10x ROI *The automated postcard hit 15x ROI *Incremental lift reached as high as 50% The best part is they don’t have to think about any of this. Set it and forget it.