Is Email Marketing Still Worth It in 2025?

With how oversaturated the digital sphere can feel at times, some have asked the question: “Is email marketing dead?”

The short answer? No.

With changing privacy laws, social media platforms constantly evolving, and AI reshaping the online landscape, digital marketing is in a constant state of evolution. Despite this, email remains one of the most cost-effective and direct ways to engage your audience.

This article, from the team at Adhesion, offers the long answer: the current state of email marketing in 2025, and what NZ businesses need to know.

Email Isn’t Dead — It’s Just Evolved

Rather than being outdated, email has matured. It’s now more strategic in how it’s used to target both potential and returning customers. Despite the rise of countless online channels, most people still check their inbox daily — especially for updates, promotions, and receipts. In fact, data shows email continues to deliver impressive ROI: US$36 for every US$1 spent (roughly NZ$60 for every NZ$1.75).

In 2025, people are more selective about the content they consume. They’re wary of spam. Consider your business's various communication channels, then think strategically about how your messaging is delivered, and how it will best be received.

It’s not about blasting bulk emails — it’s about relevance, timing, and value.

The Impact of Privacy Changes

In New Zealand, the Unsolicited Electronic Messages Act 2007 is the cornerstone of compliant email marketing. It outlines three key requirements:

• Consent: Users must opt in to receive emails.
  
• Unsubscribe: It must be easy to opt out.
  
• Sender clarity: The sender must be clearly and accurately identified.

The Privacy Act 2020 also reinforces how important it is to handle personal data responsibly.

More recently, tools like Apple’s Mail Privacy Protection have added complexity. Users can now hide their IP addresses and prevent tracking of open rates, making it harder to measure campaign performance.

While open rates have become less reliable, this doesn’t mean email is less effective. Instead, the focus has shifted to quality over quantity — and on engagement metrics like clicks, conversions, and reply rates. Building trust is more important than ever, with businesses needing to get clear consent and protect user data.

Why Email Still Works — Especially for NZ Businesses

Email is owned media, meaning you’re not at the mercy of algorithms like on social media. With AI changing how search engines work, having a direct line to your customers is more valuable than ever.

It’s an ideal tool for building relationships, educating your audience, and driving repeat business. Email marketing works particularly well for:

• Seasonal promotions
  
• New product or service launches
  
• Loyalty programs and retention campaigns
  
• Sharing blog content or insights
  

For New Zealand SMEs with limited budgets, email offers low-cost, high-return marketing. Platforms like Mailchimp, Klaviyo, or HubSpot make it more accessible than ever, offering automation and tracking tools that let you test, learn, and integrate email into your wider digital efforts.

Email Marketing Trends in 2025

• Value-first content is king: think tips, stories, early access, and rewards. Consumers are seeking authenticity and transparency.
  
• Visuals and branding matter. Optimise for mobile — even in 2021, mobile accounted for over 41% of email opens.
  
• Shorter, more personalised emails perform better. Use dynamic content and segmentation to tailor messages.
  
• Automate onboarding flows, cart abandonment, and re-engagement campaigns to increase customer retention.
  
• Platforms like Klaviyo can link to your ecommerce store, letting you track buyer journeys and send product-specific emails.
  
• Consider AI for writing or testing emails — but keep the tone human and content relevant.
• Integration is key. Use social media to grow your list, and retarget email subscribers with ads to deepen engagement.

6 Tips for Better Results

1. Segment your list: Speak differently to new leads and loyal customers.
   
   
2. Clean your list regularly: Inactive subscribers hurt deliverability.
   
   
3. A/B test subject lines and send times.
   
   
4. Always offer value — don’t email just for the sake of it.
   
   
5. Track more than open rates: Focus on clicks, replies, time-on-site, and purchases.
   
   
6. Encourage signups via your website, social channels, and in-store if relevant.
   
   

Conclusion

Email marketing isn’t dead — it’s just smarter and more intentional. In 2025, NZ businesses that integrate email into their digital strategies and keep their audience front and centre will continue to see strong results.

Unsure where to start? Our team at Adhesion can help — from one-off setups to ongoing campaign management. Get in touch today to bring your email strategy to life.