Ecom Leaders: EmailExpo

At EmailExpo 2025, we brought together +100 brands, retailers, and CRM specialists to explore what’s next in email marketing. See the key takeaways here.

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Ecom Leaders: EmailExpo

Earlier this year, we hosted EmailExpo 2025, a full-day event that brought together more than 100 brands, retailers, and CRM specialists to explore what’s next for email marketing.

The programme featured presentations and cases from Matas, Helion, Agilic, s360, Postbuddy, and Heysender, each sharing practical perspectives on how they work with email today.

Throughout the day, the focus was on strengthening relevance and performance by pairing data, technology, and creative execution. Speakers offered concrete steps for building stronger customer relationships, improving retention, and activating CRM data across channels rather than relying on email alone.

A clear theme ran through all sessions: email continues to deliver strong results, but it performs best when it’s part of a broader, connected marketing setup.

Here are the key takeaways:

1. Personalisation at scale is becoming essential

Email continues to stand out when the content reflects individual needs. Conditional content is a practical way to tailor messages based on preferences, behaviour, and lifecycle stage. When personalisation is rooted in real signals rather than generic assumptions, brands see higher engagement and more meaningful interactions.

2. Retention is a growth driver

Retention now plays a central commercial role. Strong lifecycle communication helps maintain momentum between purchases and strengthens loyalty. Brands that use email to reinforce long-term value, rather than short-term conversion alone, see more sustainable growth.

3. CRM data must work across channels

The strongest customer experiences are created when CRM data is activated across multiple touchpoints. Whether it is direct mail, paid social, or other digital channels, consistent messaging amplifies the impact of email and ensures customers meet the same narrative wherever they interact with the brand.

4. Deliverability underpins everything

No matter how strong your creative or segmentation is, it only matters if the email reaches the inbox. A solid deliverability setup, including authentication, monitoring, and clean data, forms the operational foundation that makes all other efforts possible.