It was great to check in with Jon Cross, CEO of All in One Email, to discuss best practices and trends that email marketers will need to know about in 2025. Jon is an experienced email marketer whose company functions as a flexible solution for marketers using multiple ESPs and APIs to enhance deliverability and security. He’s definitely “plugged in” to the latest email trends and technologies.
Our conversation addresses the continuing viability of email as a marketing modality and the significance of A/B testing, personalization, and authenticity in emails. We also take up the challenges of cold email, the present and future role of AI in optimizing email campaigns, and the integration of SMS and direct mail.
Discussion points include:
- The challenge of optimizing email deliverability and the potential need for multiple SMTP or API channels.
- The importance of DNS settings for deliverability and authentication.
- Why B2B marketing email requires careful throttling and segmentation due to corporate firewalls and filters.
- The importance of high-quality data for successful cold email campaigns.
- Common email marketing mistakes, such as lack of mobile-friendliness and inauthentic content.
- Best practices for dynamic email content and serving ads within emails.
- The shift from image-heavy emails to more text-based content to avoid spam filters.
- The best practice of using different subdomains for different email functions to avoid issues with bulk mail and transactional emails.
- How AI can optimize email sending times, subject lines, and creative content based on historical data.
- The importance of permission-based marketing and the role of CRM platforms in managing cross-channel campaigns.
- The importance of email marketing and its role in the current marketing landscape, including the impact of auto-dialer regulations and the resurgence of direct mail.
