Email Crossover Event Recap

Recently, the much-anticipated “State of Email” crossover event highlighted key trends in email marketing. By featuring the focus on the Litmus State of Email in 2025 report, experts gathered to share insights and predictions for the future.

Moderated by Guy Hanson from Validity, the panel included thought leaders such as Beth O’Malley from Astral, Dave Charest of Constant Contact, Lauren Gannon from Zeta Global, and Leah Miranda from Zapier. These experts delved into critical topics, bringing valuable insights to light.

Email Marketing in 2025: Navigating Challenges

Email marketing in 2025 presents a plethora of challenges. During the State of Email crossover event, panelists discussed various hurdles cited by respondents in the Litmus report. To overcome the 22% struggling with measuring ROI, Dave Charest emphasized the necessity of breaking down departmental silos, enabling cohesive storytelling with email data.

Leah Miranda addressed data quality issues, advocating for incremental progress and thorough testing over perfection. Meanwhile, Lauren Gannon highlighted the struggle with personalization, suggesting brands prioritize starting small and using responsive templates for dynamic engagement.

“Data is inherently messy, but progress trumps perfection in personalization. Use available data, launch campaigns, and refine through testing.”

Leah Miranda
Manager, Lifecycle Marketing at Zapier

Email ROI and Impact Metrics

While the high return on investment (ROI) of email marketing is undeniable, proving this success remains a challenge. Findings from the event reveal marketers struggle to quantify ROI adequately, with many unsure of their current standing.

According to Charest, this challenge arises because email, though cost-effective and high in ROI, does not fit neatly into metric dashboards. To define email’s role in broader strategies, Leah Miranda urged aligning email objectives with business goals—be it brand awareness or customer engagement. Beyond traditional metrics, it’s vital to showcase how email assists long-term objectives through impact metrics.

“If your business stopped using email communication, what noticeable changes would occur? This evaluation forms the basis of measuring email’s true impact.”

Beth O’Malley
Founder, CRM, Email & Marketing Specialist at Astral.

Email Accessibility and Interactive Features

Email accessibility remains a significant yet overlooked aspect, with only 47% of companies implementing basic practices like alt text. Lauren and Leah advocated for starting with small, impactful changes such as alt text and semantic code to build towards better accessibility.

Moreover, interactive elements like product carousels and countdown timers hold potential in captivating audiences, provided they’re used purposefully with robust attribution methods.

AI’s Expanding Role in Email Marketing

The role of AI in email marketing is set to grow, with a noted 340% increase in AI-generated images between 2024 and 2025. As AI continues to innovate the field, the focus remains on leveraging it strategically beyond content creation to enrich targeting decisions using customer intent data.

For email marketers looking to dive deeper, exploring AI’s potential to enhance CRM systems highlights an avenue for delivering personalized, impactful campaigns that resonate with audiences.

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