How to Build a High-Performing Email Marketing Campaign in 2025?

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Inboxes are more crowded than ever—with newsletters, spam, account alerts, and even friendly messages vying for attention. And yet, we still check them. Why? Because the right email can still break through the noise.

Email marketing remains one of the most effective tools for reaching customers and driving revenue. In fact, 76.86% of businesses rank email in their top three ROI-generating channels, ahead of even paid social and SEO. But standing out requires more than pressing "send."

Whether you’re launching your first campaign or refining your strategy, here are 10 must-have components for a successful email marketing campaign—plus cost insights and best practices to help you win the inbox.

1. Segment First, Blast Never

Effective email marketing starts with segmentation. According to Klaviyo’s 2025 report, 74% of consumers expect personalized experiences. That means grouping your list based on behaviors, demographics, or interests to deliver relevant, targeted messages—like sending loyalty perks to high-value customers or product recommendations to frequent browsers.

The days of sending generic "blasts" to your entire email list are long gone. In 2025, if you're not segmenting, you're not just missing out on opportunities; you're actively annoying your subscribers. Think about it: would a new customer appreciate an email about a loyalty program they're not yet part of? Or would someone who just bought a product want to see an ad for that same product again immediately? Probably not.

Why Segmentation is Non-Negotiable:

Increased Relevance: When you segment, you deliver content that truly matters to the recipient. This could be based on their past purchases, Browse history, geographical location, demographic data, or even how engaged they are with your previous emails.
Higher Engagement Rates: Relevant emails are opened more, clicked more, and lead to fewer unsubscribes. When subscribers feel like you understand their needs and preferences, they're more likely to interact with your content.
Improved Conversion Rates: By tailoring your offers and messages to specific segments, you increase the likelihood of a conversion. A personalized offer to a high-value customer, for example, can be far more effective than a blanket discount.
Enhanced Customer Loyalty: When customers feel understood and valued, their loyalty to your brand grows. Segmentation allows you to nurture relationships by providing consistent, valuable interactions.

How to Segment Your Audience:

Demographic Data: Age, gender, location, income level, occupation. This is a foundational layer for basic personalization.
Behavioral Data:

Purchase History: Group customers by what they've bought, how often they buy, and their average order value. This allows you to send product recommendations, loyalty offers, or re-engagement campaigns.
Website Activity: Track pages visited, products viewed, items added to cart (but not purchased), and time spent on site. This is crucial for abandoned cart reminders and browse abandonment campaigns.
Email Engagement: Segment by open rates, click-through rates, and even the types of emails they interact with most. This helps identify your most engaged subscribers and those who might need re-engagement.

Customer Lifecycle Stage: New subscribers, active customers, dormant customers, VIPs, one-time purchasers. Each stage requires a different communication strategy.
Interests and Preferences: If you've collected data on specific product categories they're interested in or content they prefer, use it to tailor your campaigns.

Pro Tip: Exclude users who already completed an action (like purchasing) from follow-up emails in the same campaign. This seems obvious, but it's a common oversight that can lead to customer frustration. Automate this exclusion to ensure a seamless customer journey. For example, if someone completes a purchase after receiving an abandoned cart email, make sure they don't receive further reminders for that specific cart.

2. Create Offers That Resonate

Once you've segmented your audience, the next step is to craft offers that resonate with each group. A generic discount won't cut it anymore. New subscribers? Try a giveaway. Loyal fans? Launch a referral program. Interest-based segments? Use personalized time-sensitive discounts to drive action while managing your promotion budget effectively.

The effectiveness of your offer is directly tied to its relevance to the recipient. What excites a first-time visitor is likely different from what motivates a long-standing, high-value customer.

Strategies for Resonating Offers:

For New Subscribers:

Welcome Discount: A percentage off their first purchase (e.g., "10% off your first order") is a classic and effective way to convert new sign-ups.
Free Shipping: A strong incentive, especially for e-commerce brands.
Lead Magnets: Offer a valuable piece of content (e-book, guide, checklist) in exchange for their email address, immediately establishing your brand as a helpful resource.
Giveaways/Contests: Generate excitement and encourage initial engagement.

For Loyal Customers/VIPs:

Exclusive Access: Early access to new product launches, sales, or limited-edition items. This makes them feel special and valued.
Loyalty Points/Rewards: Integrate with your loyalty program to offer bonus points, special redemption options, or status upgrades.
Referral Programs: Incentivize them to spread the word about your brand, rewarding both the referrer and the referred.
Personalized Recommendations: Based on their past purchases and Browse history, suggest complementary products or new items they might love.

For Abandoned Cart Segments:

Reminder Email: A simple reminder of the items left in their cart.
Small Incentive: A modest discount or free shipping offer if they complete the purchase within a specific timeframe.
Social Proof: Include testimonials or reviews of the abandoned products.

For Browse Abandonment Segments:

Product Re-engagement: Remind them of the products they viewed and highlight key features or benefits.
Related Products: Suggest similar items they might be interested in.

For Re-engagement Campaigns (Inactive Users):

Win-back Offers: A significant discount or exclusive offer to entice them back.
"We Miss You" Messages: Remind them of the value you provide and ask for feedback on why they've been inactive.
Opt-down Options: Give them the choice to receive fewer emails, rather than unsubscribing entirely.

Personalized Time-Sensitive Discounts: This is a powerful tactic. Instead of offering a blanket 20% off, use your segmentation to offer a 15% discount to one segment (e.g., those who buy frequently but at lower price points) and a 25% discount to another (e.g., those who haven't purchased in a while). Adding a time limit (e.g., "Offer expires in 48 hours!") creates urgency and encourages immediate action. This also helps you manage your promotional budget more effectively, as you're not over-discounting to your most loyal customers.

3. Craft Curiosity-Driven Subject Lines

Your subject line is the gatekeeper to your campaign. Make it short, personalized, and intriguing. Use the “curiosity gap” to your advantage—hint at value without revealing everything.

In a crowded inbox, the subject line is your one chance to make a first impression. It determines whether your email gets opened, deleted, or worse, marked as spam. In 2025, generic, all-caps, or overly promotional subject lines are instant turn-offs.

Elements of an Effective Subject Line:

Brevity: Most email clients cut off subject lines after a certain number of characters (around 40-50 for mobile). Get your point across concisely.
Personalization: Using the recipient's name (e.g., "John, a special offer just for you!") can significantly increase open rates. Beyond names, personalize based on their interests or past actions.
Intrigue/Curiosity Gap: This is where you hint at valuable information or an exciting revelation without giving everything away. It makes the recipient want to open the email to learn more.

Instead of: "Our New Product Is Here!"
Try: "The Secret to [Desired Outcome] Has Arrived..."
Instead of: "Sale on Summer Clothes"
Try: "Your Summer Wardrobe, Reimagined (and On Sale!)"

Clarity of Value: While intriguing, the subject line should also convey some sense of what the email is about and what value it offers. Don't be so cryptic that recipients have no idea what to expect.
Urgency/Scarcity (Used Sparingly): Words like "Limited Time," "Last Chance," or "Expires Soon" can create a sense of urgency, but use them genuinely to avoid subscriber fatigue.
Emojis (Use with Caution): A relevant, tasteful emoji can help your email stand out. However, overuse or irrelevant emojis can look unprofessional or spammy. Test what works for your audience.
Questions: A well-placed question can engage the reader and prompt them to open the email for the answer.

"Are You Making These Common [Industry] Mistakes?"
"Ready for Your Best [Season/Event] Ever?"

A/B Testing Subject Lines: Always test different subject lines to see what resonates best with your audience. Experiment with length, personalization, emojis, and call-to-actions within the subject line. Tools provided by your email marketing platform (like Klaviyo) make this easy.

Avoid These Subject Line Pitfalls:

"No-Reply" Senders: Always send from a recognizable name or brand.
Spam Trigger Words: Be wary of words like "Free," "Win," "Guarantee," "Act Now," and excessive exclamation points, especially in combination.
All Caps: Comes across as shouting and can trigger spam filters.
Misleading Information: Never promise something in the subject line that your email doesn't deliver. This erodes trust.

4. Match Your Copy to Your Audience

Good copy feels like a conversation. Know your audience’s tone and lifestyle, and speak their language. Whether you’re cheeky like TUSHY or educational like a skincare brand, tone-optimized copy builds trust and boosts engagement.

Your email copy is the heart of your message. It's where you build connection, convey value, and persuade your readers to take action. In 2025, authenticity and resonance are key.

Key Principles for Audience-Matched Copy:

Understand Your Audience's Voice: Before you write a single word, immerse yourself in your audience's world. What are their aspirations, pain points, and daily challenges? What kind of language do they use? Are they formal or casual? Do they appreciate humor or prefer a serious tone?

Example (TUSHY): Their brand is known for its playful, irreverent, and often cheeky tone. Their copy reflects this, using humor to talk about a traditionally unglamorous product (bidets). This resonates with an audience that appreciates a lighthearted and modern approach.
Example (Skincare Brand): A brand focused on scientific efficacy and dermatological solutions would likely use a more educational, informative, and authoritative tone, explaining ingredients and benefits in detail.

Reflect Their Lifestyle: Your copy should subtly acknowledge and integrate with your audience's daily lives. If your target is busy professionals, your copy should be concise and highlight time-saving benefits. If it's parents, empathize with their challenges and offer solutions that fit their family life.
Use Familiar Language: Avoid jargon or overly academic language unless your audience specifically uses it. Speak in a way that feels natural and relatable. If your audience is young and uses slang, a sprinkle of it might be appropriate (if it aligns with your brand). If they're a more conservative demographic, maintain a professional and respectful tone.
Build Trust and Rapport: When your copy sounds like a friendly, knowledgeable expert (rather than a faceless corporation), it builds trust. Share stories, provide valuable insights, and show empathy.
Focus on Benefits, Not Just Features: While features are important, your copy should primarily highlight the benefits your product or service offers. How will it solve their problem? How will it improve their life?

Instead of: "Our new phone has a 50MP camera."
Try: "Capture breathtaking photos with our new phone, ensuring every memory is vivid and crystal clear."

Tell a Story: Humans are wired for stories. Weave narratives into your emails to make them more engaging and memorable. This could be a customer success story, the journey of your product, or a relatable anecdote.
Maintain Brand Consistency: While tailoring to segments, ensure your brand's core voice and values remain consistent across all communications. This reinforces your brand identity.

Testing and Iteration: Don't be afraid to experiment with different tones and styles. A/B test variations of your copy to see what resonates most effectively with different segments of your audience. Pay attention to engagement metrics like click-through rates and time spent reading.

5. Provide Content with Purpose

Great email content educates, entertains, engages, or inspires. Every campaign should leave the reader with a clear understanding of the value you’re offering—beyond just a product pitch.

In an inbox full of promotional messages, truly valuable content stands out. Your emails shouldn't just be sales pitches; they should serve a purpose for your reader.

Defining the Purpose of Your Content:

Before you write, ask yourself: What is the primary goal of this email for the reader?

Educate:

How-to guides: "How to choose the perfect [product]."
Tips and tricks: "5 ways to get more out of your [service]."
Industry insights: "Understanding the latest trends in [your industry]."
Product knowledge: Explaining complex features or benefits in an easy-to-understand way.

Entertain:

Behind-the-scenes content: Showcasing your team, process, or company culture.
Quizzes or polls: Engaging the reader with interactive content.
Curated content: Sharing interesting articles, videos, or podcasts related to your niche.
Humor: If it aligns with your brand tone, a lighthearted approach can be refreshing.

Engage:

Asking for feedback: Surveys, polls, or direct questions to understand customer preferences.
Community building: Highlighting user-generated content, sharing customer stories, or inviting them to an online group.
Interactive elements: While limited in email, linking to interactive landing pages can work.

Inspire:

Success stories: Showcasing how your product/service has positively impacted others.
Motivational content: Sharing aspirational messages related to your brand's values.
Visionary content: Discussing the future of your industry or how your brand is making a difference.

Beyond the Pitch:

While driving sales is ultimately the goal, leading every email with a hard sell can quickly lead to fatigue and unsubscribes. Instead, embed your product pitches within valuable content.

Example (Fashion Brand): Instead of "Shop our new collection!", send an email titled "5 Ways to Style [New Product Category] This Season." Within the tips, naturally link to your products.
Example (SaaS Company): Instead of "Buy our software!", send an email titled "Boost Your Productivity: Top 3 [Industry] Challenges Solved by Automation." Then, subtly position your software as the solution.
Example (Food/Beverage Brand): Share recipes that use your product, alongside beautiful photography and a link to purchase the ingredients.

Key Considerations for Purposeful Content:

Relevance to Segment: The purpose of your content should align with the specific segment you're sending to.
Clear Takeaway: Every email should have a clear takeaway or action for the reader, even if it's just "learn something new" or "feel inspired."
Visual Storytelling: Use images, GIFs, and videos (linked from email) to enhance your content and make it more engaging.
Mobile-First Design: Ensure your content is easily digestible and visually appealing on mobile devices, where most emails are opened.

By consistently providing content with purpose, you transform your emails from mere advertisements into valuable resources that your subscribers look forward to receiving. This builds brand loyalty and long-term customer relationships.

6. Use Clean, Impactful Design

Design matters. A clean layout improves readability and highlights your CTA. Use high-contrast buttons, smart typography, and visuals to guide the reader’s eye—like Jones Road Beauty’s email that teaches and sells in one.

In an increasingly visual world, the design of your email is just as important as its copy. A well-designed email is inviting, easy to navigate, and reinforces your brand identity. A poorly designed email, on the other hand, can lead to immediate deletion or, worse, a negative perception of your brand.

Principles of Clean, Impactful Email Design:

Simplicity and White Space: Don't clutter your emails. Ample white space around text and images makes your content easier to read and prevents sensory overload. It creates a sense of sophistication and allows key elements to breathe.
Clear Visual Hierarchy: Guide the reader's eye naturally down the email. Use:

Headlines and Subheadings: Break up text and signal important sections.
Bullet Points and Numbered Lists: Make information digestible.
Bold Text: Highlight key phrases or offers.

High-Quality Visuals:

Images: Use high-resolution, compelling images that are relevant to your content and brand. Optimize image file sizes to ensure fast loading times.
GIFs/Videos: Short, well-chosen GIFs can add dynamism. For videos, embed a still image with a play button that links to the video hosted on a platform like YouTube or Vimeo.
Brand Consistency: Ensure all visuals align with your brand's aesthetic, color palette, and overall style.

Smart Typography:

Readability: Choose fonts that are clear and easy to read on all devices. Stick to 1-2 primary fonts for consistency.
Font Size: Use a comfortable font size for body copy (typically 14-16px for desktop, slightly larger for mobile). Headings should be larger to create hierarchy.
Line Spacing: Ensure adequate line spacing (leading) to improve readability.

Color Palette:

Brand Colors: Primarily use your brand's established color palette.
Contrast: Ensure sufficient contrast between text and background colors for readability, especially for your Call-to-Action (CTA) buttons.

Mobile Responsiveness is Paramount: A significant portion of emails are opened on mobile devices. Your email design must be responsive, meaning it adapts seamlessly to different screen sizes. Test your emails on various devices and email clients.
Call-to-Action (CTA) Prominence: Your CTA button should stand out. Use a contrasting color, make it large enough to be easily clickable on mobile, and ensure it's strategically placed.
Example (Jones Road Beauty): Their emails often combine education with product promotion. They use a clean, minimalist design with high-quality product photography and clear, concise text that teaches the reader how to use a product, subtly leading to a purchase. The design supports the content's purpose rather than distracting from it.

Tools and Best Practices:

Email Design Templates: Most email marketing platforms (like Klaviyo) offer a variety of pre-designed, responsive templates that you can customize.
Drag-and-Drop Editors: These make it easy to create visually appealing emails without coding knowledge.
A/B Testing Design Elements: Test different layouts, image placements, and button colors to see what performs best with your audience.
Preview and Test: Always send test emails to yourself and colleagues to check how they appear across different email clients (Gmail, Outlook, Apple Mail) and devices before sending to your entire list.

A thoughtful and clean design not only enhances the user experience but also communicates professionalism and attention to detail, reinforcing your brand's credibility.

7. Drive Action with One Clear CTA

Don’t overwhelm your audience with choices. One strong, well-placed CTA can outperform multiple scattered links. Make it urgent, clear, and visually distinct.

The primary goal of most marketing emails is to drive a specific action. If your reader is confused about what to do next, or presented with too many options, they'll likely do nothing at all. This is why a single, clear Call-to-Action (CTA) is so crucial.

Why One Clear CTA is More Effective:

Reduces Decision Fatigue: When presented with too many choices, people often become overwhelmed and choose to do nothing. A single, focused CTA simplifies the decision-making process.
Enhances Clarity: It leaves no doubt in the reader's mind about the desired next step.
Improves Conversion Rates: By streamlining the user journey to one action, you increase the likelihood of that action being taken.
Better Tracking and Optimization: With a single primary CTA, it's easier to track its performance and optimize future campaigns based on clear data.

Characteristics of a Strong, Clear CTA:

Action-Oriented Language: Start with strong verbs that tell the user what to do.

Instead of: "Information"
Try: "Shop Now," "Learn More," "Get Your Free Guide," "Claim Your Discount," "Download Now," "Start Your Free Trial."

Urgency (When Applicable): Words like "Limited Time," "Shop Now Before It's Gone," or "Enroll Today" can encourage immediate action. Use this judiciously and only when genuinely true.
Prominent Placement: Your CTA should be easy to spot. This often means placing it:

Above the Fold: Visible without scrolling, especially in shorter emails.
Near the Offer/Key Information: Logically placed after you've made your case.
As a Standalone Button: Not just a hyperlinked text.

Visually Distinct:

Contrasting Color: The button color should stand out against the email's background and surrounding elements.
Sufficient Size: Large enough to be easily clickable, especially on mobile devices.
White Space: Surrounding the button with ample white space makes it pop.

Clear Destination: The link behind the CTA should take the user directly to the page where they can complete the action (e.g., product page, checkout, sign-up form). Don't make them search.

How to Implement One Clear CTA:

Identify Your Primary Goal: For each email, determine the single most important action you want the recipient to take. Is it to make a purchase, download a resource, read a blog post, or sign up for an event?
Design Around That Goal: Structure your email copy and design to lead the reader naturally towards that one CTA. All content should support this single objective.
Minimize Distractions: While you might have secondary links (e.g., links to your social media or privacy policy in the footer), ensure they don't compete with your main CTA.
Repeat Strategically (Optional): In longer emails, you might have the same CTA button appear once or twice more further down the page, but it's still the same CTA, not a different one.

By focusing on one powerful, unmissable CTA, you make it incredibly easy for your subscribers to take the desired action, leading to higher conversion rates and more effective campaigns.

8. Personalize Using Event Data

Use real-time behavior—like recent purchases or Browse patterns—to tailor content dynamically. For example, Beekman 1802 segmented their audience by shopping frequency and tailored messages for each group, leading to 49% YoY growth during BFCM.

Moving beyond basic name personalization, event-driven personalization leverages the actual interactions and behaviors of your subscribers to deliver hyper-relevant content. This is where your marketing becomes truly dynamic and responsive.

What is Event Data?

Event data refers to any action a user takes, both on and off your website, that can be tracked and used to inform your marketing.

This includes:

Website Events:

Product views
Items added to cart (abandoned cart)
Products added to wishlists
Searches performed on your site
Content consumed (blog posts read, videos watched)

Purchase Events:

Specific products purchased
Total order value
Purchase frequency
Last purchase date

Email Engagement Events:

Emails opened
Links clicked within emails
Unsubscribes

Customer Service Events:

Support tickets opened
Returns initiated

Offline Events:

In-store purchases (if integrated with your CRM)
Attendance at events

How to Leverage Event Data for Personalization:

Abandoned Cart Flows: The most common and effective use. If a user adds items to their cart but doesn't complete the purchase, send an automated email reminder, perhaps highlighting the specific items they left behind or offering a small incentive.
Browse Abandonment Flows: If a user views specific products multiple times but doesn't add them to a cart, send an email showcasing those products or similar ones, along with customer reviews or key benefits.
Post-Purchase Flows:

Order Confirmation/Shipping Updates: Essential for customer satisfaction.
Product Care/Usage Tips: Provide value after the purchase.
Cross-sell/Upsell: Recommend complementary products based on their recent purchase.
Request for Review: Ask for feedback on their purchased items after a reasonable time.

Win-Back Campaigns: If a customer hasn't purchased in a while (triggered by "last purchase date" event), send a re-engagement email with a special offer or reminder of your value.
Loyalty Programs: Based on purchase frequency or total spend, automatically enroll customers in loyalty tiers and send them exclusive perks. Beekman 1802's success during BFCM (49% YoY growth) by segmenting based on shopping frequency is a prime example of this. They likely offered different promotions or early access based on a customer's loyalty status, driven by their purchase events.
Content Consumption Personalization: If a user frequently reads blog posts about "sustainable living," send them emails with new content or products related to sustainability.

Tools for Event-Driven Personalization:

Advanced email marketing platforms and B2C CRMs like Klaviyo are designed to ingest and process vast amounts of event data. They allow you to:

Set up Automated Flows: Trigger emails based on specific events (e.g., "Started Checkout," "Viewed Product," "Purchased Product").
Dynamic Content Insertion: Automatically populate email templates with specific product images, prices, and links based on user behavior.
Segmentation Based on Events: Create highly granular segments based on complex combinations of events (e.g., "Customers who viewed Product X but didn't buy, AND have purchased from us more than twice").

By using event data, you move beyond generic communication to deliver timely, highly relevant messages that feel like a direct conversation with each individual customer. This level of personalization significantly boosts engagement and conversion rates.

9. Use AI and Predictive Analytics

AI tools like Klaviyo’s Segments AI make advanced targeting easier than ever. Predict churn risk, future purchase dates, or CLV—and tailor messages accordingly. The Willow Tree Boutique used this approach and saw 53.1% HoH revenue growth.

In 2025, Artificial Intelligence (AI) and predictive analytics are no longer futuristic concepts; they are essential tools for building high-performing email marketing campaigns. These technologies empower marketers to move beyond reactive marketing to proactive, data-driven strategies.

How AI and Predictive Analytics Transform Email Marketing:

Predictive Segmentation: Instead of just segmenting by past behavior, AI can predict future behavior.

Churn Risk Prediction: Identify customers who are likely to become inactive or unsubscribe before they actually do. This allows you to launch targeted re-engagement campaigns to retain them.
Future Purchase Date Prediction: Forecast when a customer is likely to make their next purchase. This enables you to send perfectly timed offers or reminders.
Customer Lifetime Value (CLV) Prediction: Identify your high-value customers or those with high potential CLV. This allows you to prioritize your marketing efforts and tailor exclusive experiences to them, maximizing long-term revenue.
Product Recommendations: AI algorithms can analyze vast amounts of data (purchase history, Browse, similar customers) to provide highly accurate and personalized product recommendations, leading to higher average order values.

Automated Personalization at Scale: AI can dynamically adjust email content, subject lines, and even send times for individual users, optimizing for maximum engagement and conversion without manual effort.
Optimized Send Times: AI analyzes when individual subscribers are most likely to open and engage with emails, scheduling sends for optimal delivery rather than a one-size-fits-all approach.
A/B Testing Optimization: AI can accelerate and optimize A/B testing, identifying winning variations faster and applying them automatically.
Content Generation (Assisted): While full content generation is still evolving, AI can assist in generating subject line ideas, email copy frameworks, or suggesting compelling calls-to-action based on historical performance data.
Dynamic Pricing: In some cases, AI can even help determine the optimal discount or offer for a specific customer segment to maximize conversion while protecting margins.

Real-World Impact (The Willow Tree Boutique): The case of The Willow Tree Boutique, which saw 53.1% HoH revenue growth, exemplifies the power of AI-driven strategies. They likely used AI to predict customer behavior (e.g., which customers were likely to purchase specific types of products, or who was at risk of churning) and then tailored their email campaigns with hyper-personalized offers and messaging. This precision targeting significantly reduced wasted marketing spend and improved conversion efficiency.

Integrating AI into Your Strategy:

Leverage Your Email Marketing Platform: Platform like Klaviyo are investing heavily in AI capabilities (e.g., Segments AI, Predictive Analytics features). Familiarize yourself with these tools and integrate them into your campaign planning.
Start with Core Predictions: Begin by utilizing AI to predict churn risk and CLV. These are often high-impact areas for retention and revenue growth.
Test and Refine: As with any new technology, continuously test the effectiveness of your AI-driven campaigns and use the insights to refine your strategies.
Data Quality is Key: AI models are only as good as the data they're fed. Ensure your customer data is clean, comprehensive, and well-integrated.

By embracing AI and predictive analytics, marketers can move beyond guesswork, make smarter decisions, and deliver truly personalized experiences that drive significant business growth in 2025 and beyond.

10. Layer SMS for Omnichannel Success

Pairing email with SMS can boost urgency and reach. Give SMS subscribers early access to sales, follow up with last-chance reminders, and use SMS sparingly to maximize ROI while minimizing cost.

In 2025, a truly high-performing email marketing campaign often doesn't operate in a silo. Omnichannel strategy, particularly by layering SMS (Short Message Service) into your email campaigns, can significantly amplify your reach, urgency, and overall effectiveness.

Why Pair Email with SMS?

Instant Delivery and High Open Rates: SMS messages have incredibly high open rates, often upwards of 90% within minutes of delivery. This makes them ideal for time-sensitive offers or critical updates.
Increased Urgency and Scarcity: The immediacy of SMS makes it perfect for conveying urgency – "Flash Sale Ends Tonight!" or "Last Chance to Buy!"
Broader Reach: Not everyone checks their email constantly. SMS provides an alternative, direct channel to reach your audience, especially for critical messages.
Complementary Channels: Email allows for rich content, detailed information, and beautiful visuals. SMS is concise and urgent. Used together, they create a powerful one-two punch.
Enhanced Customer Journey: SMS can serve as a valuable touchpoint at specific moments in the customer journey where immediacy is key, freeing up email for more detailed, nurturing content.

Strategic Use Cases for Layering SMS:

Abandoned Cart Reminders: Send a quick SMS reminder shortly after an email, especially if the cart value is high or the offer is time-sensitive.
Flash Sales & Exclusive Access: Give SMS subscribers early access to sales or exclusive product drops. This creates a sense of VIP status and encourages immediate action due to urgency.
Last-Chance Reminders: If a sale or promotion is ending soon, a concise SMS reminder can be highly effective after an initial email campaign.
Order & Shipping Updates: While email is good for detailed confirmations, SMS can provide quick, reassuring updates like "Your order has shipped!" or "Your delivery is today!"
Event Reminders: For webinars, appointments, or in-store events, SMS can be used for timely reminders.
Customer Service Follow-ups: A quick SMS to confirm a support ticket has been received or resolved.
Back-in-Stock Alerts: If a highly anticipated product is back in stock, an SMS can drive immediate purchases.

Best Practices for SMS Marketing:

Permission is Paramount: Always obtain explicit consent (opt-in) from users before sending SMS messages. This is legally required and crucial for maintaining trust.
Keep it Concise: SMS messages have character limits. Get straight to the point.
Provide Clear Value: Every SMS should offer clear value to the recipient. Don't spam them with irrelevant messages.
Frequency Control: Use SMS sparingly. Over-texting can lead to quick unsubscribes and brand annoyance. Reserve it for high-impact, urgent, or essential communications.
Offer Opt-Out: Make it easy for subscribers to opt-out of SMS messages at any time.
Personalization: Even with limited characters, personalize SMS messages where possible (e.g., using their name).
Integrate with Email Platform: Use a platform that allows seamless integration of email and SMS campaigns, enabling unified customer profiles and coordinated messaging.

By thoughtfully integrating SMS into your email marketing strategy, you create a more comprehensive and effective omnichannel experience that captures attention, drives urgency, and ultimately boosts your campaign performance.

What Does It Cost?

Email marketing costs depend on your provider and list size. For example, Klaviyo pricing starts at:

Free: Up to 500 monthly sends
Email Plan: From $20/month for 5,000 sends
Email + SMS: From $35/month with 1,250 SMS credits

These figures are illustrative and demonstrate that costs scale with your usage and the features you require. While there are free and low-cost options for smaller lists, investing in a robust platform like Klaviyo, especially for the advanced segmentation, automation, AI, and SMS capabilities discussed, becomes crucial as your list grows and your campaigns become more sophisticated.

Thanks to powerful segmentation and automation, your campaigns can be more targeted—reducing waste and boosting performance. This means that while there's a cost, the ROI from a well-executed, data-driven email and SMS strategy often far outweighs the expenditure. The precision targeting that modern platforms enable ensures that every dollar spent is working harder to reach the right person with the right message.

Final Thoughts

Email marketing in 2025 is about precision, personalization, and performance. The era of mass, generic emails is definitively over. To truly win the inbox and drive meaningful revenue, your strategy must be deeply rooted in understanding your customer at an individual level.

Whether you're selling apparel, health products, or subscription boxes, your ability to send the right message to the right person at the right time will define your success. This requires more than just an email list; it demands a sophisticated approach to data utilization, content creation, and channel integration.

Platform like Klaviyo’s B2C CRM are designed to help you achieve this by letting you bring together all your customer data—from marketing to support—to deliver smarter, more relevant campaigns at scale. It’s about leveraging every piece of customer insight to craft experiences that resonate, engage, and convert.

Ready to break through the inbox clutter and build an email marketing machine that truly performs in 2025? Start with strategy. Start with segmentation. Start with Klaviyo.