How to do email marketing in 2025?

The attention of our audience is becoming increasingly difficult to capture. It’s a fact, and it’s a headache for many businesses. Good news, contrary to what people may think, email marketing has become simpler than ever. We just need to change our approach and our mindset when communicating with our clients and prospects. So, in 2020, how do we do email marketing? By placing the needs of our audience at the heart of our strategy.

In our guide to generating quality leads, nearly 30% of the actions needed to succeed in a strategy are hidden in emails. Here are some quick tips to make your email marketing results profitable quickly.

HTML in email marketing is dead!

Sometimes, I go to the post office (I’m a millennial, for me it’s completely useless!) Like many others, 100% of the ads I receive go straight to recycling without me even looking at them… except for the ones that are well done! Let me explain.

The last time I went to the post office, I came across a letter addressed to my name. Wow! Someone wants to talk to me! A distant uncle? An inheritance? Anyway, I opened the letter. Everything was written as if my grandmother had written me something, it was all “ text ”… so I took the time to read it.

It was a job offer site that had written to inform me that companies were looking for workers in the web and programming field. Since I’m in that field, it could be relevant for me. The company encouraged me to sign up for free on their site so I could see the famous offers.

They won. I signed up even though I’m an entrepreneur; I was curious!

The moral of the story?

HTML emails give the same impression as advertisements in our mailbox. HTML emails are filled with pictures… they look like advertisements because they are advertisements!

Advertisement = Recycling.

Email marketing has moved on. People want a personalized experience with your company. Even though everyone knows how email marketing works, people want to feel unique and privileged. In our marketing campaigns, our click-through rate on “ Text Only ” campaigns versus HTML is 375% higher…

Here’s an example of an email that Gro sends to its prospects:

Let’s break down this little email.

Well, it’s obvious, you need to address your interlocutor directly. Next, I put it in context with the Ebook that they downloaded and that this email is addressed personally to them. I lay out their mindset: CRMs and all, sometimes it’s complicated. Finally, I explain that I made a video of just 3 minutes that will help them with their queries.

• Open rate: 54%

• Click-through rate: 22%

Email marketing works if your goal is to guide your prospect towards your mission #1: that the level of trust your prospect has in your business increases and their skepticism decreases. This is the sole and unique goal of an effective email marketing strategy. Here’s a graph that clearly summarizes this:

Email marketing like “ lead nurturing ”

At Gro, we use email marketing for two reasons: to inform our audience about new software & strategies and to do lead nurturing. In our Guide to Lead Generation – The lead nurturing , I explain the importance of having an effective “customer-oriented” lead nurturing strategy.

Lead nurturing involves providing relevant information about our products and services, but above all, increasing the level of trust prospects have in our services. To achieve this, we must be patient and above all, have a lot of empathy! We need to understand the challenges, fears, and objections of our prospects and clients. Only then do we take the time to create content to build their trust and defuse their fears and objections.

That’s good email marketing.

No need to spend 4 hours creating an email with tons of visuals and slick text. Get straight to the point! Your prospects don’t have time to waste, and neither do you. Here’s an ultra-simple structure for a lead nurturing email in a good email marketing strategy:

1. I’ll set the context, here’s why I’m writing to you.

2. I understand your challenge, I’m writing it down so we’re on the same wavelength.

3. Here’s how I can help you.

4. You can get more information if you click here.

5. Would you like to talk to me? Reply to my email, I’ll help you. You are important to me.

You are important to me. To us. To my business. I want to help you, for you.

Easy to say than to do? Since I know the automotive industry very well, I will make a very simple simulation with the structure I just explained (I’ll be corporate because the automotive field is corporate):

Hello %Firstname%,

I’m writing you a short email since you downloaded a brochure on the ABC model.

I know that shopping for a car can be stressful, so I would like to help you.

Can I have your permission to call you for a conversation to answer your questions regarding the ABC vehicle or any other questions (financing, warranty, etc.)?

You can also text me at this number: XXX-XXX-XXXX.

I wish you a pleasant end of the day,

Hope to see you soon!

Carl Durocher (no sales title!)

Dealership XYZ

So, not that complicated, right? Don’t over-analyze! Just put yourself in the shoes of the person you’re addressing.

The use of a CRM in email marketing

To effectively manage your prospects and clients, you absolutely must use a CRM synced with your automated marketing tool. At Gro, we use Pipedrive CRM and the automated marketing tool Autopilot. These two digital tools allow us to keep track of everything happening in our sales funnel.

A new prospect downloads my eBook? I have a task created in my CRM to check on the prospect.

Everything in its time!

Start with these three tips. Set aside the HTML in your email marketing strategies and focus your efforts on lead nurturing. The return on investment will be very quick for HTML. However, keep in mind that you will need to be patient with your lead nurturing strategies. Allow 4 to 6 weeks before seeing concrete results.

Finally, ensure that your “ mass emailing ” digital tool is connected to your CRM. It’s a must!

Comparison of two automated marketing software (including Mass Mailing)

Comparison of two CRM software (Hubspot and Pipedrive)

If you want to improve your email marketing skills for your car dealership or business, please don’t hesitate to send me an email here.