🔮 2025 Email & SMS Trends You Can’t Ignore

Hey, it’s Ray.

Every year around this time, I take a step back and ask:

“What’s actually working in email and SMS right now?”

Not the hyped-up trends. Not the recycled tactics from 2019.

I mean the stuff that’s driving real ROI for our clients.

And after auditing over 100+ email accounts in the past few months and building dozens of campaigns from scratch, I can confidently say…

👉 2025 is not business as usual.

The playbook is changing. Fast.

If your email and SMS strategy still looks like it did in 2022 or even 2023, you’re already behind.

Let’s fix that.

Here’s what I’m seeing work right now, and what’s coming fast.

✅ Trend #1: Hyper-Personalization (Without the Creepy Factor)

Yes, personalization still matters. 

But here’s the twist: It’s no longer just about using someone’s first name in a subject line. 

That’s table stakes.

I’m talking about behavioral, interest-based, and timing-specific personalization.

• Sending SMS with a discount code 5 days after an abandoned checkout (not 15 minutes).

• Creating email flows based on product education needs, not just what someone bought.

• Showing replenishment emails based on usage cycles, not standard 30-day timers.

✅ Trend #2: Split the List, Save the Revenue

The brands winning right now?

They’re not blasting everyone the same campaign.

They’re breaking their list into:

• Engaged vs. unengaged (with different messaging)

• High-value vs. first-time customers

• VIP buyers vs. browsers

One campaign. Multiple angles. Better results.

✅ Trend #3: Plain Text is Back (But It Has to Be Smart)

Your emails don’t need to look like a billboard.

In fact, some of our best-performing emails in Q1 were plain-text style, especially for:

• Founder notes

• New product drops

• Surveys and feedback requests

Why? 

Because they feel real. 

Personal. 

Less like marketing.

Just don’t mistake “plain” for lazy. 

Every word still needs to earn its place.

✅ Trend #4: SMS Isn’t Optional Anymore

If email is the long game, SMS is the speed round.

But too many brands treat SMS like an afterthought, or worse, a spam cannon.

Here’s what’s actually working with SMS in 2025:

• Two-way messages (“Reply YES to get early access”)

• Text + email combos (Send teaser via SMS, full info via email)

Use SMS for intent-heavy moments, not random promos

✅ Trend #5: Your Post-Purchase Strategy Is Your Growth Strategy

I can’t say this enough: most brands lose customers after the sale.

The emails you send in the first 7 days post-purchase?

They shape how that customer remembers your brand, and whether they come back.

If your post-purchase flow still just says “Thanks for your order,” you’re not giving customers a reason to come back.

You need to:

• Set expectations

• Educate on product use

• Recommend next steps

• Ask for feedback

• Introduce referral offers

What’s Not Working Anymore

Let’s be honest. 

Not everything we’ve been doing deserves a spot in 2025.

Some tactics might’ve worked once… but they’re starting to show their age.

Here’s what I’m recommending clients let go of this year:

❌ Chasing open rates without looking at conversions
We’re not here for vanity metrics. If your highest openers aren’t buying, it’s time to rethink what success means.

❌ Using the same flow for every product
One-size-fits-all emails might save time, but they rarely deliver personalized value. Tailor by product, behavior, or category, it’s worth it.

❌ Ignoring SMS timing and frequency
If you’re texting like it’s email, you’re probably annoying people. SMS should feel helpful, not intrusive.

❌ Treating loyalty programs like an afterthought
If the only perk is points, it’s not a real reason to stay. Loyalty today needs emotional value, not just discounts.

❌ Running A/B tests with no clear hypothesis
Testing without intention wastes time and obscures your data. Know what you're testing and why.

What Should You Do Next?

Start simple.

1. Audit your email flows, especially post-purchase.

2. Build two audience segments you’ve never used before.

3. Run one plain-text campaign this month.

4. Set up an SMS that’s actually helpful, not hype.

Then watch what happens.

And if you want help pulling this together?

I’ve got you.

Don’t wait for Q3 to realize your strategy’s outdated.

Start testing now.

And let’s make this your most profitable year yet.

Talk soon,
Raymond Chen
Founder & CEO, 11 Agency

Let’s Make Your Strategy 2025-Proof

If your email + SMS setup needs a glow-up, I’ve got a few ways to help:

✅ Done-for-You Email Strategy
We’ll build a full system that makes your revenue more predictable. You focus on the product, we handle the flows, campaigns, and testing. Book a call here.

✅ FREE 10-page KPI Audit + 128-Point Scorecard
If you’re not sure where to start, start here. It’ll show you exactly where the gaps are. 👉 Get it here.

Want More Like This?

📺 Watch My YouTube Walkthrough
Learn how to design high-converting emails in Figma + Klaviyo. Super actionable stuff. 👉 Watch it here

📝 Read Our Blog on Email Trends
Want more real examples of what’s working this year? Dive deeper into trends, with stats, examples, and swipeable ideas. 👉 Read it here: Email Marketing Trends in 2025 That Will Show Results

📲 Let’s Connect on LinkedIn
I drop tips, breakdowns, and behind-the-scenes stories every week. 👉 Follow me here.