What's Next for Email & SMS in 2025

Email in 2025 Is Ruled by Personalization & Simplicity

Email marketing is growing up. In 2025, we’re moving away from spray-and-pray tactics toward sophisticated, personalized, and (thankfully) more streamlined approaches. The future isn’t about sending more emails, it’s about sending smarter ones.

Farewell to One-Size-Fits-All

If there’s one thing our experts agree on, it’s that generic, catch-all approaches are out. Caroline Martino is leading the charge by completely rethinking generational marketing. Why? Because slapping labels on entire age groups isn’t necessary anymore. As she puts it, “This shift is driven by the increasing role of AI and algorithms, which can now efficiently personalize content across multiple demographics, making segmented generational campaigns less impactful.”

And she’s not alone in this thinking. Pam Medina Juan is straight-up “ditching one-size-fits-all email templates for dynamic, AI-driven content.”

The Rise of “Less is More”

One emerging trend is the return to simplicity and a bold move toward plain-text-style emails. Tarren Jessop is seeing a lot of no-image emails. This is a step back to basics, prioritizing words over visuals in a landscape. She is also advocating for shorter messages because “as attention spans grow shorter, so too will our marketing.”

Quality Over Quantity

Speaking of refreshing takes, Piper Martz is calling it quits on giveaway pop-ups. Sure, they might get those flashy opt-in rates, but as she notes, “the quality & engagement of leads is always low.” Instead, they’re pivoting to “thematic value-driven lead magnets” and tried-and-true discount codes. For 2025, it’s about creating intentional, quality touchpoints, rather than acquiring leads that barely engage.

The AI Revolution (But Make It Personal)

While everyone is talking about AI, our experts are focusing on its practical applications. Andrew Windle sees AI as a game-changer for creative development and A/B testing, while still emphasizing that “deliverability will remain paramount.” (Because what good is a perfectly personalized email if it lands in the spam folder?)

We’ve got a whole chapter just on AI, diving deep into how it’s used in marketing and ways you can make the most of it.

Getting Down to the Nitty-Gritty

Data and personalization are the real MVPs of 2025. Matthew Fier is particularly excited about the “long-awaited world of 1P Data” finally arriving. For Matthew, the next year is all about going deep, not wide: “We’re excited to get more granular… putting an even higher emphasis on [Email and SMS] as a way to gather 1P data and use that across our channels.” The days of depending on third-party data are dwindling, and brands that can connect the dots across channels will win big on customer loyalty and engagement. We’ll cover first-party data in more detail further along.

The Email Clean-Up We Needed

On the technical front, email deliverability remains essential, with inbox providers setting higher standards than ever. Our Email Deliverability Manager at Yotpo, Lauren Del Vecchio, is here for the new Gmail and Yahoo requirements, noting that “It’s really leveling up the email marketing space in a meaningful way that cuts down on spam and makes email more valuable to recipients.”

She highlights the industry-wide changes driven by Gmail and Yahoo, which are turning best practices into requirements. “I expect that the industry will continue to see progress being made on DMARC adoption and pushing for even lower spam complaint rates,” Lauren explains. These changes give marketers a golden opportunity to improve email quality and earn a spot in the inbox, not just by default, but because their messages add value.
For brands looking to stay ahead of these changes and ensure their messages consistently reach the inbox, check out our comprehensive guide on navigating email deliverability. 

More Hot Stuff for 2025

• Deeper Loyalty Segmentation: Scott Wicken is all in on loyalty segments, noting that “they continue to provide great wins.”
• Cross-Channel Integration: Philip Sblendorio is focusing on “layering in more personalization to the flows to hit them with the right messaging at the right time.”
• Value-First Content: Gone are the days of empty promises and clickbait. The future is about delivering real value to subscribers.

SMS Requires Less Volume, More Value

These days, we’re getting as many texts as emails. In 2025, we’re dialing it back to focus on fewer, high-impact messages. It’s about being smart with your resources, understanding your audience deeply, and knowing when to hit send – and more importantly, when not to. 

Recognizing that SMS demands a more strategic, precision-targeted approach, Rachel Hansen tailors her messaging to leverage the inherent high-intent nature of text subscribers.
Here’s how:

Go with the Flows 

Lots of brands still pour their budgets into campaigns, but flows bring in more revenue with less budget. It makes sense—flows are triggered by what subscribers actually do, so they hit those key moments when people are ready to buy.

Spot Your Engaged Subscribers

Sure, campaigns still have their place in the mix. But in 2025, we’re getting pickier about who gets those messages. We’re paying for every text we send, after all – why waste them on subscribers who aren’t likely to engage? 

Instead, smart brands are zeroing in on their most engaged subscribers and specific buyer segments that are most likely to convert. 

This push for maximum efficiency makes perfect sense when you consider, as Rachel Hansen points out, that SMS subscribers are already more engaged than email subscribers:

“Our SMS customers engage a lot faster. If they’re letting us text them, they’re pretty interested in the product. I feel like email customers sit a layer up in the funnel—they’re more casually engaged, not as hyper-engaged as an SMS subscriber.”

Data Rules

We all know it, but deeply understanding your customers is more important than ever.  In 2025, success in SMS marketing isn’t just about what you say – it’s about knowing exactly who you’re saying it to. That means collecting zero-party data directly from customers (yes, actually asking them what they want), tracking their behaviors, and understanding how they engage with your brand. This insight helps create the kind of targeted segments that really make a difference.

AI Enhances But Doesn’t Replace Human Creativity

When it comes to the future of email and SMS marketing, will AI be a total game-changer or more of a supporting act? Let’s see what our experts think.

AI as Assistant: Provides Tools and Insights but Requires Significant Human Input

In its most basic role, AI serves as a capable sidekick, offering tools and insights that amplify human skills but still require significant human input. Tarren Jessop sees AI as “most helpful in streamlining strategy and in data analysis” – but not in the creative process. As she puts it, “I personally do not feel it belongs in the creative aspects of marketing!”

Rachel Hansen echoes this sentiment, believing that “AI will continue to be a supporting player” – a tool in the belt, but not a replacement for human ingenuity. “We’ve seen the amazing things AI can do, and also the instances when AI absolutely botches the task,” she notes. The key is finding the right balance. She also reveals how strategic technological insights can transform email send times, with AI helping identify that late evening is the optimal time for engaging their audience of older women and moms.

AI as Collaborator: Actively Participates in the Creative Process, Suggesting Ideas and Making Decisions

For some, AI plays a more active role — not just a tool but a true collaborator. At this level, AI participates in creative processes, suggesting ideas and enabling new levels of personalization and optimization. Pam Medina Juan has seen firsthand how “AI has significantly changed the email marketing landscape” – from suggesting subject lines to defining segments and creating copy. “This gives me a highly inspired, data-driven approach to my email creation and scheduling process,” she explains.

Here, AI goes beyond simply supporting marketing efforts. It actively shapes strategy, co-creating with marketers to create more tailored customer experiences. Caroline Martino envisions a future where AI doesn’t just assist but transforms how we connect with customers. She believes AI’s “real strength lies in amplifying human creativity and efficiency” – and envisions how AI might get smarter in the future to do so. “Imagine campaigns that adjust on the fly based on user behavior—personalizing offers and content blocks at the moment, while predicting the best times to engage,” she muses. “At this point, AI could move beyond a supporting tool to become an essential partner in driving retention strategies and creating meaningful customer experiences.”

AI as Co-Pilot: Automates Routine Tasks, Freeing up Human Time for More Strategic Work

At its most autonomous, AI operates as a hands-on partner, automating routine and repetitive tasks and freeing up marketers to focus on higher-level strategic work. Piper Martz is already using generative AI to “map out our email/SMS programming calendar for each month” and wants to take it further, tapping into AI to help build out first drafts of email and SMS copy that open up more opportunities for A/B testing subject lines and SMS sends.

Philip Sblendorio agrees, seeing AI as a future game-changer for “processes that are time-consuming and could be thoughtfully automated” – like copywriting, template optimization, and A/B testing.

AI can also support better engagement metrics and refine sender performance. By using predictive analytics to forecast open and click-through rates, AI can help marketers identify the optimal send times and audience segments, ultimately driving improved deliverability and engagement.

The Human Touch

But while the experts are excited about AI’s potential, they all underscore the continued importance of human involvement. As Caroline Martino points out, “the human touch remains crucial” – ensuring that AI-powered messaging stays “empathetic, authentic, and aligned with brand values.” She believes that “the future isn’t about replacing people but empowering them—allowing marketers to focus on strategy, creativity, and building relationships, while AI takes care of the heavy lifting.”

As Matthew sums it up, “Being able to send the right message, at the right time, to the right person has never been easier” thanks to AI. But the human element will always be essential, guiding the AI and ensuring the personal touch remains at the heart of every customer interaction.

Beyond Segments

Alex Greifeld offers a bold vision for the future: “AI will enable creative subscriber relevance in the same way that Meta’s ‘black box’ matches ads with audiences. The idea of CRM segmentation will be nearly obsolete in 5 years.” If CRM segmentation fades, we could be looking at a future where AI matches content to consumers, based on behaviors and interests rather than fixed categories—a shift that could reshape how marketers connect with audiences.

Lauren Del Vecchio envisions AI answering the complex questions of “delivering the right message to the right person at the right time.” AI’s impact goes beyond individual campaigns; it’s shaping entire strategies that prioritize what subscribers need and value most.

AI Goes Beyond Basic Personalization

Gone are the days when dropping a first name into an email subject line or text message counted as “personalization.” In 2025, AI is taking personalization to mind-bending new levels, and our experts are here for it. 

Testing and Iteration

Remember when A/B testing meant manually creating different versions and waiting for results? Well, those days could be over. Piper Martz believes that AI will take out the manual work, declaring, “We 100% need to be leveraging AI to speed up and scale up our AB testing – for pop-ups, copy, content, and product recommendations.” 

Pam Medina Juan is taking a similar approach, planning to use AI to create “multiple iterations of a single email” for testing different messaging, visuals, and subject lines. 

Predicting Customer Behavior

Here’s where things get really interesting. Misty Friedel is using AI to peek into the future – well, sort of. She’s leveraging AI to predict “when a subscriber is going to churn, unsubscribe, or when they are likely to purchase again.” Talk about getting ahead of the game!

As Caroline Martino beautifully puts it, “AI will be the engine driving the next evolution of customer-centric marketing. It won’t just automate tasks—it will enable us to build deeper, trust-based relationships with our customers by anticipating their needs and delivering exactly what they want when they need it most.”

The Smart Shopping Assistant

Tarren Jessop is keeping it focused and practical, using AI primarily for “audience segmentation and to recommend products based on their browsing history.” Meanwhile, Caroline Martino sees AI diving deep into behavioral patterns, “identifying pain points across the customer journey” to proactively address issues through personalized messaging and offers.

The Time-Saving Game Changer

Philip Sblendorio is all about that efficient life, using AI to “move quickly and provide alternative content ideas.” But he adds an important caveat: when using GPT for copy, you need to “provide the tech with a thorough understanding of the brand, voice, and task.” In other words, AI needs context to create content that actually connects.

The Human Touch: Still Not Optional

While everyone’s excited about AI’s capabilities, there’s a clear consensus that human oversight isn’t going anywhere. Rachel Hansen keeps it real: “Very rarely do I take the AI’s response word-for-word, but it’s always a helpful tool to get a bit of help from.”

When it comes to SMS, though, the stakes are even higher. An AI-generated copy can come off as generic or even spammy—enough to make customers consider unsubscribing. As Matthew Fier points out, “Until we can marry a brand’s authentic voice into the content, we don’t want to ‘fool’ our customers.” Respect for authenticity wins every time!

Unified Attribution Requires Tools and Analysis

Today, customers move seamlessly between email, SMS, social media, website visits, and a slew of other touchpoints – making it increasingly challenging to pinpoint exactly where those conversions are coming from. But the brands that will come out on top are the ones who get savvy about attribution, using a suite of tools and strategies to cut through the complexity and understand the true impact of their email and SMS marketing efforts.

Taking a Holistic Approach to Measurement

“Unified Analytics” is the name of the game, according to Pam Medina Juan. “I’m using integrated analytics platforms that combine data from email, social media, and web traffic,” she explains. “This allows for a holistic view of how email campaigns contribute to overall marketing goals.”

It’s a sentiment echoed by Matthew Fier, who champions the use of third-party tools like GA4 and TripleWhale. “We track a lot of data – we have benchmarks in the platform but we also use other tools to make sure we’re getting as clear a picture as possible,” he shares.

Digging Deeper with UTM Parameters and Customer Journey Mapping

But data alone isn’t enough. As Caroline Martino points out, “With varying attribution models across platforms, we consistently use UTM tagging in email links to track specific content and sources within our campaigns.”

Pam Medina Juan takes it a step further, diving deep into customer journey mapping. “I’m mapping out the customer journey to understand how email interacts with other touchpoints,” she explains. “This helps identify the role of email in driving conversions and engagement.”

Putting the Pieces Together Through Collaboration and Testing

Of course, all the data in the world means nothing if you can’t put it into action. That’s why Philip Sblendorio advocates for getting his team’s “sleeves rolled up” to collaborate with other marketing departments and “draw the full picture.”

And for Alex Greiffeld it’s all about the power of holdout testing. “I’m running holdout tests on any audience-specific promos/incentives and tracking the cohort repeat rates & LTV of subscribers vs non-subscribers,” she shares.

Identity Resolution Unifies the Customer Experience

We call it the challenge of the fragmented customer journey. Consumers move seamlessly between devices and platforms, leaving marketers with the challenge of piecing together a cohesive understanding of their identity and behaviors.

Caroline Martino explains her team is using a variety of identity resolution tools to deanonymize traffic and maintain consistent customer profiles across platforms. And she’s not alone in this sentiment – identity resolution has become a critical piece of the puzzle for brands looking to deliver truly personalized, connected experiences.

And for the marketers who get it right, the payoff will be substantial – deeper customer insights, more personalized engagement, and ultimately, stronger, more valuable relationships that stand the test of time.

Unifying Data from Multiple Sources

So how are forward-thinking marketers tackling this challenge? According to Caroline Martino, the key lies in “integrating multiple solutions—such as customer data platforms, CRM systems, and third-party identity resolution services.”

By bringing together data from these diverse sources, brands can effectively match and unify customer data from various touchpoints. It’s a strategy that allows them to paint a complete picture of each individual’s journey, no matter how fragmented it may appear on the surface.

Leaning on Specialized Tools and Partners

Of course, executing this type of comprehensive identity resolution isn’t always easy. That’s why Philip Sblendorio, points to a suite of specialized tools and services that can help, including Elevar, Black Crow, Opensend, and Retention.

The message is clear: when it comes to cracking the code of identity resolution, brands can’t go it alone. They need to be willing to invest in the right technologies and partnerships to get the job done.

Keeping the Customer Experience at the Forefront

But identity resolution isn’t just about the data – it’s about the customer experience. As Andrew Windle points out, the key is to strive for a “logged-in experience cross-device when possible.”

By maintaining that consistent, personalized touch across all of a customer’s interactions, brands can ensure that the experience feels seamless and tailored, no matter where they’re engaging. It’s a strategy that not only delights customers but also lays the groundwork for stronger, more valuable long-term relationships.

Making Connections Feel Real

In a world where AI can write sonnets and create art, keeping marketing authentically human might seem like swimming upstream. But our experts are proving that automation and authenticity aren’t mutually exclusive. They actually go really well together.

To effectively balance automation with authenticity in 2025, marketers can use technology to scale personalization, but never forget that at the end of every email is a real person who can smell fake authenticity from a mile away. Let AI handle the heavy lifting of data analysis and automation, but keep the human touch in the storytelling, brand voice, and emotional connection.

SMS becomes the canvas where marketing meets personal conversation, as Tarren Jessop reveals: SMS marketing emerges as an intimate channel for casual, personalized communication, using friendly language and strategically deployed visual elements to create a conversational experience that feels as natural as texting a friend.

Embrace the Imperfect

So how can you do this? Tarren Jessop says they “maintain authenticity by keeping things relatable, comedic, and human – flaws and all.” Sometimes the most authentic connection comes from embracing those perfectly imperfect moments.

VIP Treatment That Actually Feels… VIP

Want to hear about a campaign that’s crushing it in the authenticity department? Epic Gardening’s Piper Martz shared a brilliant strategy: their Director of Customer Experience sends the top 10% of LTV customers her personal recommendations on major sales. And guess what? “The click-through rates & direct replies to these emails are always exceptional!”

But here’s the kicker – they don’t just leave those replies hanging in inbox limbo. Their CS team responds “with extra love and gratitude to make sure those VIPs feel really special.”

Personal Recommendation Email

Going beyond email, targeting your top customers with SMS can make a big impact. After all, the customers who’ve opted in to receive text messages are typically the most engaged with your brand. By using this intimate channel to make your most loyal customers feel special, you’re likely to see even more engagement.

It’s Personal… Because It Actually Is

Misty Friedel drops some truth bombs about the inherently personal nature of email and SMS marketing: “We are in people’s hands, on their desk at work, we are in contact with them all of the time in a way that objectively *is* personal. It’s then our responsibility to handle that with the care and intention that those subscribers absolutely deserve.”

She emphasizes using real personal touches – first names instead of generic identifiers, birthday messages, and actually learning from individual customers. 

Personalized Birthday Message with SMS

And when it comes to SMS, this is even more important. As Tarren Jessop puts it, SMS is their venue for trying out more casual messaging and keeping things fun and friendly since people might read brand texts right after messaging their mom or best friend. They don’t want that to feel like a disjointed experience. “We definitely have a different sending strategy for SMS. We don’t send as much as we do with email because we don’t want to come off as spammy in a place so intimate as their SMS inbox.”

Casual & Friendly SMS

The Art of Strategic Storytelling

Caroline Martino brings up an excellent point about using AI strategically while keeping content genuine. Her approach? Using “AI for insight, not impersonation.” She suggests using AI to identify customer concerns, then layering in real customer testimonials and team stories to address those points with authentic, human perspectives.

The Devil’s in the Details (And the Data)

Philip Sblendorio gets specific about how to make automation feel personal, advocating for “very detailed flow automation for each section of the journey using zero and first-party data.” He gives a practical example: “If you’re a haircare brand and they have shown interest in products for curly hair vs thin hair, the content should reflect their needs as you welcome them to your brand and products.”

Identity First, Automation Second

Matthew Fier brings it back to basics with a Simon Sinek reference: “Why Before What.” Because let’s face it – you can’t automate authenticity if you don’t know who you authentically are.

The Sweet Spot

As Pam Medina Juan puts it, the key is “blending automation with personal touches, like including stories or testimonials from real customers in our campaigns.” It’s not about choosing between automation and authenticity – it’s about finding that sweet spot where technology enhances rather than replaces the human connection.

After all, as Caroline Martino reminds us, “No matter how advanced AI becomes, it’s essential to remember that AI is not human, and our audience expects empathy and authenticity that only human marketers can provide.”

Experiences Beat Out Tired Sales Pitches

Email & SMS marketing isn’t just about selling anymore – it’s about creating experiences that make your subscribers feel like they’re part of something special. 

The brands that win won’t just be the ones with the biggest discounts or the flashiest designs – they’ll be the ones who master the art of making every email feel like a personal invitation to something extraordinary.

When it comes to SMS, subscribers can easily see through a generic batch & blast message. They’ve opted in for a direct 1:1 connection with their favorite brands and expect exclusive, authentic experiences. Brands need to find ways to meet these expectations to keep subscribers hooked and coming back for more. 

The Art of Story-First Marketing

Nobody wakes up excited to read another “20% OFF!” email or open a “FLASH SALE” text. That’s why smart marketers are flipping the script. As Matthew Fier puts it, it’s not just about hearing that “this makeup really works” anymore – people want to hear stories like “I struggled for years to find a shade that works for my skin color and this brand not only offers that, but gives me confidence in letting me express who I am.” That’s the kind of authentic storytelling that makes subscribers stop mid-scroll.

Caroline Martino brings an interesting perspective from the lifecycle marketing angle, emphasizing how crucial it is to match these narratives to where customers are in their journey. It’s like being a good friend who knows exactly what to say at the right time – except this friend also happens to have great product recommendations.

Making Email & SMS Feel Like Experiences 

Pam Medina Juan is shaking things up with what she calls “fun during the design process.” Instead of yawning at another free shipping banner, her team uses scrolling GIFs to make even the most basic announcements feel fresh. It’s these little touches that transform mundane marketing into memorable moments.

Tarren Jessop keeps things interesting by mixing impact mission updates with curated playlists – because who doesn’t love a good soundtrack to their shopping experience?

Value That Goes Beyond the Buy Button

“This depends greatly on the brand,” Philip Sblendorio notes, “but most companies could create content strategies that offer something beyond the product or discount.” He’s talking about those extra-special touches – free PDFs, intimate Q&A sessions with founders, or contests that actually make you want to participate.

Scott Wicken doubles down on this approach, advocating for content that educates and improves customers’ lives. It’s about showing up as more than just a seller – you’re becoming a trusted resource, a helper, and maybe even that cool friend who always has the best tips.

The Reality Check

A firm believer in balancing content and conversion, Andrew Windle stresses the need for a seamless backend experience. His view? Test each new tech thoroughly before investing—no room for unproven, flashy add-ons.

It’s All in the Words

Misty Friedel drops some truth bombs about the power of creative copy. With social media pushing creative boundaries daily, email & SMS marketers need to step up their game. As she puts it, “With an expert copywriter, campaign content can tell stories, make customers laugh, engage in a way that writing has done since the beginning of time.” 

And she’s right – a killer subject line might get that open, but it’s the magic of well-crafted words that keeps them coming back for more, building brand loyalty one cleverly written email or punchy text at a time.

First-Party Data Enables Meaningful Personalization

Data is the key to unlocking truly personalized experiences. But we’re not talking about the kind of generic demographic data that marketers have relied on for years. No, the future belongs to zero-party and first-party data – the insights that customers willingly share about themselves.

“We collect first-party data from the first touchpoint, starting with the pop-up, capturing details like customer interests, birthdays, or preferred interaction methods with our brand,” explains Caroline Martino. This information is gold, allowing brands to craft welcome series, segment audiences, and refine their approach in ways that feel tailor-made for each subscriber.

Gathering Insights Directly from the Source

Alex Greiffeld takes a proactive approach, using surveys in the email capture process or sending paid traffic to audience-specific landing pages. “Then I can tailor the Welcome series content around that topic,” she shares. It’s a way to gather valuable zero-party data right from the jump, ensuring new subscribers feel seen and heard from the moment they join the list.

Rachel Hansen has taken this concept even further, adding a “what are you shopping for” picker to their on-site pop-up. “We’ll be adding these into evergreen strategies when messaging about certain products,” she explains. Tapping into these micro-insights allows her team to create hyper-relevant content that keeps customers engaged.

Elevating the Customer Experience

For Pam Medina Juan, it’s all about using that first-party data to its fullest potential. “By analyzing this information, I can segment my audience more effectively and tailor content to their specific interests,” she says. That means personalized product recommendations, emails that reflect their brand engagement history, and other touches that make subscribers feel truly understood.

Andrew Windle takes a similar approach, connecting surveys and logged-in site experiences directly to the email channel. The result? A seamless customer journey where each interaction builds upon the last, creating an experience that feels custom-tailored, not mass-produced.

The Future is Conversational

Philip Sblendorio takes it one step further, advocating for conversational experiences that gather even more valuable zero-party data. “Surveys, behavior-based tagging, and conversational experiences can all be segmented out and used strategically in future messaging,” he explains. 

By weaving these interactive touchpoints throughout the customer lifecycle, brands can gather a wealth of insights – from preferred communication methods to shipping and product feedback – that elevate the entire customer experience.

Smart Segmentation Prioritizes Quality Over Quantity

Remember when segmenting your subscribers’ list meant splitting it between “has purchased” and “hasn’t purchased”? Well, welcome to 2025, where segmentation has gone from finger painting to fine art.

The future of segmentation isn’t about creating more segments – it’s about creating smarter ones. As Misty Friedel reminds us, it’s “critical that users are being separated and identified by more than just the ‘when.'” 

After all, as Tarren Jessop puts it, it’s about becoming “more exploratory with our segmentation – who we are sending to, their interests, their stages of life, etc.”

According to our experts, the winning formula seems to be:

• Start with behavior (what they do)
• Add intent (what they want to learn)
• Mix in predictive analytics (what they might do next)
• Top it off with actual content preferences (what they care about)
• And most importantly: make sure you’re actually doing something different for each segment!

The Over-Segmentation Intervention

But what about over-segmentation? 

She also warns against limiting your list to folks who only bought or browsed specific categories – that’s “leaving money on the table.”

On the flip side, Alex says there is some incremental benefit to segmenting post-purchase email based on the product or category included in the first purchase. “But you need the right tech to execute this; manually building 5+ different post-purchase flows isn’t feasible for most brands.”

Beyond the Basics

• The Content Detective Approach
  Piper Martz is getting creative with their 1000+ SKUs by leveraging blog traffic as a segmentation superpower. “If someone is reading lots of blog posts about raised garden beds, then I will absolutely want to consider that when building out a ‘Garden Bed Interest Group’ segment.” They’re not just tracking what people buy – they’re tracking what they want to learn about.
• The Behavioral Deep Dive
  Rachel Hansen is extending her segmentation strategy beyond peak sales periods to add a personal touch throughout the year. Her segments include top loyal customers, occasional sale shoppers, new subscribers who haven’t yet purchased, and those who buy from specific categories like supplements or beauty. “We’re testing if speaking to each group’s unique habits really moves the needle,” Rachel explains, “and hoping that deeper personalization proves worth the effort all year long.”

• The Search Whisperer
  Caitlin Elgin is taking it even further, digging into site search terms alongside quiz responses and two-way SMS conversations. Because sometimes what customers type into that search bar tells you more than what they actually buy.
  

The AI-Powered Crystal Ball

Caroline Martino is looking ahead to how AI will transform segmentation: “Rather than simply segmenting by region or purchase frequency, AI tools could help uncover deeper patterns—like when certain customers are likely to lapse, what incentives drive specific groups to engage, or perhaps even emotional triggers based on interactions with previous content.”

The “Better Late Than Never” Club

Philip Sblendorio isn’t pulling any punches: “I don’t think agencies and companies segment well enough.” He argues that new subscribers should be treated differently from repeat purchasers and that content should be tailored based on actual product interest rather than generic segments.

Segmented Email based on Product Interest

The Data Detective

Matthew Fier is taking segmentation to CSI levels: “We’ve always had the Who/What/When but now we’re really able to get into the Where/Why/How.” They’re combining datasets using AI to create segments that would make Sherlock Holmes proud.

Long-Term Value, Not Quick Wins

How do you find the sweet spot between quick wins and lasting success?
The brands that will come out on top won’t be the ones chasing quick growth at all costs. Instead, they’ll be the ones who strike the perfect balance between short-term gains and long-term customer loyalty.

“We’re never going to sacrifice long-term success for short-term gains,” emphasizes Matthew Fier. It’s a philosophy that’s echoed by marketers across the board – the future isn’t about flashy one-off promotions, but about building a solid foundation that can weather any storm.

Prioritizing Personalization and Value

So how do you strike that elusive balance? According to Pam Medina Juan, it’s all about a dual-pronged approach. “For short-term growth, I’ll focus on targeted promotions and campaigns that drive immediate sales,” she explains, “while ensuring they align with our brand values.”

But that’s just half the equation. Pam also prioritizes “relationship-building by delivering valuable content, personalized recommendations, and loyalty rewards that foster long-term engagement.” By nurturing those subscriber connections and providing consistent value, she aims to create a loyal customer base that keeps coming back.

Balancing targeted promotions with customer education becomes the critical next step in building lasting loyalty, as Rachel Hansen explains here:

Leveraging Data for Smarter Strategies

Caroline Martino, takes a similar tack, emphasizing the power of “dynamic content optimization” to scale email efforts efficiently while still keeping the customer at the center. 

Piper Martz dives even deeper into the data, using tools like Peel Insights to identify the products and categories with the highest LTV, retention rates, and repurchase potential. “These products and categories are getting extra love and focus during our major sale events & customer acquisition strategies,” she shares.

Nurturing the Entire Customer Lifecycle

But it’s not just about the numbers – it’s about creating a holistic customer experience that keeps them coming back. As Caitlin Elgin points out, “We plan to have strategies in place to make sure we’re nurturing your audience after they come in from a big moment like a giveaway or sale.”

That means everything from post-purchase surveys and on-site quizzes to unique loyalty and subscription programs that cultivate long-term brand affinity. It’s about seeing each customer interaction as an opportunity to deepen the relationship, not just make a quick sale.

Interactive Email with Personalized Quiz