Email and SMS - friends, enemies, or frenemies? The experts at PostScript say, friends, if you do it right. If a customer is already on your email list, they’re only one step away from being a high-intent SMS subscriber. Leveraging this established connection can unlock SMS as a more direct and immediate communication channel. Think of the possibilities: time-sensitive promotions delivered instantly, personalized reminders that cut through inbox clutter, and real-time customer service interactions that foster loyalty.

Let’s get the bad news out of the way first… Consumer expectations have shifted and there’s no single type of funnel that’s going to convert everyone. What really works is creating personalized experiences that focus on the micro-moments within the shopper’s journey and using those to influence and capture the customer––again, and again, and again.

This is what retention marketing focuses on, and some experts have suggested that it be renamed to “ re-acquisition” to highlight just how important it really is in today’s market.

As email service providers crack down on spam and the inbox becomes more competitive, deliverability is more critical than ever. Marketers are no longer just chasing open rates—they’re fighting to land in the inbox in the first place.

Successful brands aren’t just “getting by” on reputation. They’re adapting to a new set of rules: technical requirements, authentication protocols, list hygiene, and smarter segmentation —all while preparing for the next wave of AI-driven personalization and inbox innovation.

The enthusiasm among B2B firms to include AI in their email campaigns shouldn’t obscure some sticky challenges. The number of B2B marketing channels continues to proliferate at a rapid clip, from social media platforms to long-form video to podcasts. But despite the growing array of platforms in which B2B marketers can place their bets, email remains the king of the castle when it comes to keeping existing customers satisfied and bringing in new ones. Indeed, 73 percent of B2B buyers say they prefer to hear from sellers via email, far outpacing telephone (49 percent) and in-person events (38 percent). That’s according to “ The State of Prospecting 2025,” released by the B2B marketing company Sopro. The report, based on the responses of 400-plus B2B senior decision-makers and billions of data points throughout 10 years of prospecting campaigns, also found that 75 percent of businesses say that email produces “good to excellent” ROI.

With ecommerce email marketing automation, B2C marketers can expect more of the revenue benefits of personalised marketing—without the manual work of sending email campaigns. Email marketing, in general, is still one of the most effective ways ecommerce businesses drive revenue. But email automations, also known as flows, generate up to 30x more revenue per recipient (RPR) than one-off campaigns, according to Klaviyo’s latest email marketing benchmarks. That’s because they’re sent automatically based on people’s real-time actions—which makes them timely, targeted, and relevant. 

The year 2024 marked a turning point for email marketing, with notable shifts in the landscape, including updated requirements from Yahoogle and groundbreaking AI innovations. But what does 2025 have in store? Will we see a continuation of these trends or entirely new developments? Dive in to explore the possibilities and prepare for the future of email marketing.

The rise of verified senders with stricter authentication

SMS and email aren’t just parallel marketing channels. They’re great partners for delivering a consistent and personalized customer experience—the kind that consumers have come to expect from brands. Learn how to translate your skills to convert and delight your subscribers.

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As an email marketer, you know that email is only part of the job. There’s a whole world of responsibilities tied to the role: compliance, mobile optimization, analyzing results, and A/B testing (oh, so much A/B testing). It’s no wonder some email marketers may be hesitant to take on SMS marketing, too; they feel they already have enough on their plate. 

We recently shared a blog post talking about the two perspectives when it comes to analyzing email marketing metrics: how the machines view your emails and how your human subscribers engage with your emails. On the human side of marketing metrics, we looked at open rate, unique click rate, conversions, and revenue per recipient. In this post, we want to double-click into conversions and revenue and how they’re attributed.