Email Wars 2025: Personalization’s Blockbuster Rise

MoEngage just dropped its Email Benchmarks Report: Optimizing Email for 2025 and Beyond—a data-packed sequel analyzing 17.3 billion emails sent by 1,350+ global brands. The verdict? Personalized campaigns are stealing the show, while generic broadcasts bomb harder than a straight-to-streaming flop. The report dissects three tiers of email strategy (attribute-based, journey-based, and behavior-driven) across Retail, Media, and Banking, revealing that behavior-based emails crush conversions, especially in Retail where they drive 60.7x higher conversions and 22.6x CTOR—a stat even superhero franchises would envy.

But not all industries get a happy ending. Banking’s broadcast emails saw plummeting opens and rising unsubscribes, proving customers now swipe left on bland content. Media brands, meanwhile, aced deliverability (99.95%) but suffered the highest unsubscribe rates (6.35%) for generic blasts. “Non-personalized emails are dead,” declares MoEngage CEO Raviteja Dodda. “2025’s winners will use hyper-targeted storytelling—think Barbie-level audience obsession, not Green Lantern cringe.”

Timing’s also key: January’s the golden month for banking opens (post-holiday budget panic), while April conversions spike as tax-season stress fuels financial moves. The lesson? Personalization isn’t just a trend—it’s the franchise reboot email marketing needed.
Source: Martechcube January 2025.