Many marketers continue to use outdated email marketing tactics that fail to recognize customer preferences or behaviors. Generic messages flood inboxes while some brands neglect to tailor their communication based on engagement history. There's a growing need for a shift from a campaign-first approach to one focused on ongoing conversations that resonate with customers throughout their lifecycle. By focusing more on customer needs rather than internal business goals, marketers can enhance relevance and connection, paving the way for meaningful relationships that benefit both customers and brands in the long term.
Many email programs are simply a string of campaigns to tell the customers what the brand wants to say. This often leads to irrelevant messaging.
Instead of leading with campaigns, we should focus on conversations—engaging customers throughout their entire lifecycle, starting when they opt in.
In 2025, if you're still treating email like a megaphone, you're missing the channel's real value: building lasting relationships that serve both your customers and your brand.
Campaign-centric thinking often leads to tone-deaf messaging that doesn't align with the customer's intent, needs, or stage in the journey.
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