--- title: "Trendovi email marketinga: strategije, automatizacija i ponašanje korisnika [2026]" description: "Pratite najvažnije trendove email marketinga, od personalizacije i automatizacije do privatnosti, isporučivosti i višekanalnih kampanja." url: https://tajo.io/hr/blog/email-marketing-trends-2025/ markdown: https://tajo.io/hr/blog/email-marketing-trends-2025.md lang: hr-HR author: "Set Noa" author_url: https://tajo.io/hr/set-noa/ published: 2025-03-08 updated: 2026-05-26 alternates: {en-US: /blog/email-marketing-trends-2025.md, bg-BG: /bg/blog/email-marketing-trends-2025.md, cs-CZ: /cz/blog/email-marketing-trends-2025.md, de-DE: /de/blog/email-marketing-trends-2025.md, da-DK: /dk/blog/email-marketing-trends-2025.md, es-ES: /es/blog/email-marketing-trends-2025.md, fr-FR: /fr/blog/email-marketing-trends-2025.md, el-GR: /gr/blog/email-marketing-trends-2025.md, hi-IN: /hi/blog/email-marketing-trends-2025.md, id-ID: /in/blog/email-marketing-trends-2025.md, hu-HU: /hu/blog/email-marketing-trends-2025.md, it-IT: /it/blog/email-marketing-trends-2025.md, ja-JP: /jp/blog/email-marketing-trends-2025.md, ko-KR: /kr/blog/email-marketing-trends-2025.md, ar-SA: /ar/blog/email-marketing-trends-2025.md, nl-NL: /nl/blog/email-marketing-trends-2025.md, no-NO: /no/blog/email-marketing-trends-2025.md, pl-PL: /pl/blog/email-marketing-trends-2025.md, pt-BR: /pt/blog/email-marketing-trends-2025.md, ro-RO: /ro/blog/email-marketing-trends-2025.md, ru-RU: /ru/blog/email-marketing-trends-2025.md, sv-SE: /se/blog/email-marketing-trends-2025.md, zh-CN: /zh-cn/blog/email-marketing-trends-2025.md, sl-SI: /sl/blog/email-marketing-trends-2025.md, sr-Latn-RS: /sr/blog/email-marketing-trends-2025.md, th-TH: /th/blog/email-marketing-trends-2025.md, tr-TR: /tr/blog/email-marketing-trends-2025.md, ur-PK: /ur/blog/email-marketing-trends-2025.md, vi-VN: /vi/blog/email-marketing-trends-2025.md, sk-SK: /sk/blog/email-marketing-trends-2025.md} --- [Marketing e-poštom](https://tajo.io/hr/blog/?category=email-marketing) [Trendovi](https://tajo.io/hr/blog/?category=trends) # Trendovi email marketinga: strategije, automatizacija i ponašanje korisnika \[2026\] Pratite najvažnije trendove email marketinga, od personalizacije i automatizacije do privatnosti, isporučivosti i višekanalnih kampanja. email marketing trends 2025 Koji trendovi mijenjaju email marketing? Pratite najvažnije trendove email marketinga, od personalizacije i automatizacije do privatnosti, isporučivosti i višekanalnih kampanja. [Saznajte više](https://tajo.io/hr/blog/email-marketing-trends-2025/#%C5%A1to-ovaj-vodi%C4%8D-pokriva) Pratite najvažnije trendove email marketinga, od personalizacije i automatizacije do privatnosti, isporučivosti i višekanalnih kampanja. Ovaj lokalizirani uvod usklađuje članak s izvornim vodičem i postavlja kontekst za hrvatske čitatelje. Tema nije samo popis alata ili definicija pojmova. Važno je razumjeti kada nešto koristiti, kako procijeniti rizik, koje podatke mjeriti i kako odluku povezati s prihodima, korisničkim iskustvom i kapacitetom tima. U praksi je najkorisnije krenuti od poslovnog cilja. Ako je cilj više prijava, prioritet su jasna ponuda, obrazac i brza potvrda. Ako je cilj bolja isporučivost, prioritet su autentikacija domene, higijena liste i reputacija pošiljatelja. Ako je cilj brža podrška, prioritet su kanali, usmjeravanje razgovora i kvalitetna baza znanja. Isti alat može biti odličan za jedan tim, a pretežak ili preskup za drugi. ## Što ovaj vodič pokriva Ovaj vodič objašnjava kako razmišljati o temi **Trendovi email marketinga: strategije, automatizacija i ponašanje korisnika \[2026\]** bez oslanjanja na površne usporedbe. Umjesto da gledate samo početnu cijenu ili najduži popis značajki, usporedite stvarne scenarije upotrebe, ograničenja plana, integracije, podatke koje alat može koristiti i vrijeme koje je potrebno da tim usvoji novi način rada. Ključna pitanja za procjenu: - Koji konkretan problem rješavate u sljedećih 30 do 90 dana? - Koji kanal ili korisnički trenutak ima najveći utjecaj na rezultat? - Koje podatke već imate i koliko su pouzdani? - Tko će svakodnevno održavati kampanje, obrasce, automatizacije ili izvještaje? - Kako ćete znati da je promjena uspjela? ## Kako procijeniti opcije Dobar izbor mora biti dovoljno jednostavan za svakodnevni rad, ali dovoljno snažan da podrži rast. Zato prvo dokumentirajte minimalne zahtjeve, a tek zatim dodatne mogućnosti. Minimalni zahtjevi obično uključuju pouzdano slanje ili prikupljanje podataka, jasnu analitiku, segmentaciju, integracije s CRM-om ili trgovinom, mogućnost testiranja i podršku za timove koji nisu tehnički. Za usporedbe alata korisno je napraviti kratku tablicu s pet stupaca: primarni slučaj upotrebe, prednosti, ograničenja, cijena pri vašem stvarnom obujmu i napor implementacije. Takva tablica brzo pokaže razliku između alata koji dobro izgleda u demo prikazu i alata koji će tim stvarno koristiti svaki tjedan. ## Operativni koraci Prvo odaberite jedan scenarij s jasnim rezultatom. To može biti welcome sekvenca, obrazac za prikupljanje leadova, automatizacija nakon kupnje, provjera email liste, live chat na stranici s cijenama ili izvještaj koji povezuje kampanje s prihodom. Zatim postavite početnu verziju, provjerite poruke, mjerne oznake i pravila izuzimanja, pa tek onda širite na dodatne segmente. Posebno pazite na kvalitetu podataka. Loše označeni kontakti, duplicirani zapisi, zastarjele liste i nejasne dozvole mogu pokvariti i najbolju strategiju. Prije većih kampanja provjerite izvore podataka, pravila privole, mapiranje polja i način na koji se rezultati vraćaju u CRM ili analitiku. ## Kontrolna lista prije odluke - Cilj je zapisan jednom rečenicom i povezan s metrikom. - Segmenti su jasni i ne preklapaju se nepotrebno. - Poruke su prilagođene trenutku korisnika, a ne samo internom kalendaru. - Postoje pravila za izuzimanje korisnika koji su već kupili, odjavili se ili otvorili zahtjev za podršku. - Testiranje je dovoljno jednostavno da se rezultat može protumačiti. - Izvještavanje pokazuje klikove, konverzije, prihod ili uštedu vremena, a ne samo aktivnost. - Tim zna tko održava sadržaj, tko prati rezultate i tko odobrava promjene. ## Sljedeći koraci Najbolji rezultat dolazi iz malih, dobro izmjerenih poboljšanja. Pokrenite osnovnu verziju, provjerite isporuku i podatke, usporedite rezultat s početnim stanjem i zatim dodajte složenije grananje, personalizaciju ili dodatne kanale. Tako zadržavate kontrolu, smanjujete rizik i gradite sustav koji se može ponavljati. ## Trend 3: Privacy-First Email Marketing Privacy regulations continue expanding, and subscriber expectations around data use are evolving. ### The Privacy Landscape in 2025 **Active regulations:** - GDPR (Europe) - CCPA/CPRA (California) - LGPD (Brazil) - POPIA (South Africa) - PDPA (Multiple Asian countries) - New US state laws (Virginia, Colorado, Connecticut, etc.) **Technical changes:** - Apple Mail Privacy Protection (hiding opens) - Reduced third-party cookie tracking - Browser-level tracking prevention - Stricter email authentication requirements ### Impact on Email Marketing | Traditional Approach | Privacy-First Approach | | --- | --- | | Open rate as key metric | Click and conversion focus | | Third-party data purchasing | First-party data collection | | Extensive tracking | Consent-based tracking | | Long retention periods | Data minimization | | Generic privacy policies | Transparent data practices | ### Real-World Example: Apple Apple’s approach to email (and customer communication broadly) demonstrates privacy-first principles: - Clear consent at every data collection point - Minimal tracking in communications - Transparency about data usage - Easy opt-out mechanisms - User control over preferences ### Building a Privacy-First Email Program **Data collection:** - Collect only what you need - Get explicit consent for each use case - Document consent with timestamps - Make unsubscribe easy and immediate **Data management:** - Implement data retention policies - Enable subscriber data access requests - Build preference centers for granular control - Audit third-party integrations regularly **Measurement:** - Shift from opens to clicks and conversions - Build engaged subscriber segments based on clicks - Use click-to-open rates for engagement measurement - Focus on business outcomes over vanity metrics ### Authentication and Deliverability in 2025 Email authentication is now mandatory for deliverability: **Required authentication:** - **SPF** - Sender Policy Framework - **DKIM** - DomainKeys Identified Mail - **DMARC** - Domain-based Message Authentication **New in 2024-2025:** - Google and Yahoo requiring authentication for bulk senders - DMARC enforcement becoming stricter - BIMI (Brand Indicators for Message Identification) gaining traction --- ## Trend 4: Multi-Channel Orchestration Email no longer operates in isolation. The most effective strategies coordinate email with SMS, WhatsApp, push notifications, and other channels. ### The Multi-Channel Reality Customers interact across multiple touchpoints: - 72% of consumers prefer connecting with brands through multiple channels - Multi-channel campaigns drive 287% higher purchase rates - Customers using 3+ channels have 30% higher lifetime value ### Channel Selection Framework | Channel | Best For | Timing | | --- | --- | --- | | Email | Detailed content, catalogs, stories | Non-urgent, considered | | SMS | Urgent alerts, time-sensitive offers | Immediate action needed | | WhatsApp | Conversations, rich media, support | Interactive, personal | | Push | App engagement, location-based | Contextual triggers | | In-app | Product usage, feature adoption | Active session | ### Real-World Example: Sephora Sephora excels at multi-channel orchestration: - Email for weekly offers and beauty content - SMS for flash sales and limited drops - App push for points updates and nearby store events - WhatsApp for beauty consultations (select markets) ### Real-World Example: Amazon Amazon coordinates channels strategically: - Email for order confirmations and recommendations - SMS for delivery updates and time-sensitive deals - App push for lightning deals and price drops - In-app messaging for shopping guidance ### Building a Multi-Channel Strategy **Step 1: Map the customer journey** - Identify key touchpoints where communication matters - Determine optimal channel for each touchpoint - Consider urgency, content depth, and preference **Step 2: Let customers choose** - Build preference centers for channel selection - Allow granular control (promotional vs. transactional) - Respect stated preferences absolutely **Step 3: Coordinate, don’t duplicate** - Avoid sending same message across all channels - Use channels complementarily (email detail, SMS reminder) - Track cross-channel behavior to avoid fatigue **Step 4: Measure holistically** - Attribution across channels - Customer lifetime value by channel mix - Engagement patterns and preferences ### Example: Multi-Channel Abandoned Cart Flow **Hour 1:** Email - Detailed cart reminder with product images **Hour 4:** SMS - Short reminder: “Still thinking about it? Complete your order.” **Hour 24:** Email - Social proof, reviews of carted items **Hour 48:** SMS - Discount offer: “Here’s 10% off to complete your order” --- ## Trend 5: Zero-Party Data Collection As third-party data becomes less accessible, zero-party data (data customers intentionally share) is becoming the gold standard. ### Zero-Party vs. Other Data Types | Data Type | Definition | Example | | --- | --- | --- | | Zero-party | Intentionally shared by customer | Preference quiz, birthday | | First-party | Collected through owned touchpoints | Purchase history, website behavior | | Second-party | Another company’s first-party (partnerships) | Partner audience data | | Third-party | Aggregated from multiple sources | Purchased data, cookies | ### Zašto Zero-Party Data Matters **Advantages:** - Most accurate (customer-provided) - Privacy compliant (explicit consent) - Actionable immediately - Builds trust and transparency - Durable (not dependent on cookies) ### Real-World Example: Prose Hair Care Prose built their entire model on zero-party data: - Extensive quiz about hair type, goals, lifestyle - Preferences for fragrance and ingredients - Environmental factors (climate, water hardness) - Results in truly personalized product recommendations - Email communications reflect stated preferences ### Real-World Example: Stitch Fix Stitch Fix collects zero-party data strategically: - Style quiz capturing preferences - Feedback on each shipment - Budget and lifestyle information - Ongoing preference refinement - Emails highly personalized to stated tastes ### Zero-Party Data Collection Tactics **Interactive quizzes:** - Product recommendation quizzes - Style finders - Skin/hair assessments - Preference surveys **Progressive profiling:** - Ask one question per email - Build profile over time - Don’t overwhelm with long forms **Preference centers:** - Communication preferences - Product interest categories - Content format preferences - Frequency settings **Post-purchase surveys:** - Product fit and satisfaction - Usage context - Future needs ### Using Zero-Party Data in Email - **Segment by stated preferences** (not just inferred behavior) - **Personalize recommendations** based on quiz results - **Tailor content** to expressed interests - **Optimize timing** based on stated availability - **Customize offers** by budget preferences --- ## Trend 6: Accessibility and Inclusive Design Email accessibility is moving from nice-to-have to essential requirement. ### Zašto Accessibility Matters **The numbers:** - 1.3 billion people globally have some form of disability - 2.2 billion have vision impairment - 15% of world population experiences disability - Accessible emails perform better for everyone ### Accessibility Best Practices **Structure and HTML:** - Use semantic HTML (headers, lists, tables properly) - Logical reading order - Language attribute in HTML - Role=“presentation” for decorative tables **Images:** - Meaningful alt text for all images - Decorative images have empty alt="" - Don’t rely on images alone for critical information - Adequate image contrast **Color and contrast:** - Minimum 4.5:1 contrast ratio for text - Don’t use color alone to convey meaning - Test for color blindness accessibility - Ensure links are distinguishable **Typography:** - Minimum 14px font size (16px preferred) - Adequate line height (1.5x minimum) - Left-aligned text (not justified) - Sans-serif fonts for body text **Interactive elements:** - Buttons minimum 44x44px touch target - Clear focus states - Descriptive link text (not “click here”) - Keyboard navigation support ### Real-World Example: Microsoft Microsoft exemplifies accessible email design: - Clean, high-contrast layouts - Comprehensive alt text - Accessible color palettes - Screen reader optimization - Focus on content hierarchy ### Testing for Accessibility **Tools:** - Litmus Accessibility Checker - Email on Acid accessibility tests - Screen reader testing (NVDA, JAWS, VoiceOver) - Color contrast analyzers **Manual checks:** - Navigate with keyboard only - Listen with screen reader - Test at 200% zoom - Review without images --- ## Trend 7: User-Generated Content Integration UGC in email continues growing as customers trust peer recommendations over brand messaging. ### UGC Impact on Email Performance | UGC Element | Performance Impact | | --- | --- | | Customer reviews | 45% higher click rates | | User photos | 35% more engagement | | Video testimonials | 2x time in email | | Social proof numbers | 25% conversion lift | ### Types of UGC for Email **Reviews and ratings:** - Star ratings in product blocks - Review snippets in recommendations - Review request campaigns **Customer photos:** - User-submitted product images - Instagram content integration - Before/after galleries **Social content:** - Curated social posts - Hashtag campaign highlights - Influencer content **Testimonials:** - Customer success stories - Video testimonials - Case study excerpts ### Real-World Example: Glossier Glossier’s email strategy is UGC-centric: - Customer photos in product emails - Review integration in recommendations - Social content curation - Community spotlight features ### Real-World Example: Airbnb Airbnb leverages UGC effectively: - Guest reviews prominently featured - Host photos and stories - Destination content from travelers - Community experiences shared ### Collecting UGC for Email **Review campaigns:** - Post-purchase review requests - Incentivized photo submissions - Video testimonial programs **Social integration:** - Branded hashtag campaigns - Social media contests - Instagram shopping integration **Community building:** - User forums and discussions - Customer stories program - Ambassador programs --- ## Trend 8: Sustainability and Values-Based Marketing Consumers increasingly expect brands to demonstrate environmental and social responsibility. ### The Sustainability Imperative **Consumer expectations:** - 73% of global consumers willing to change habits for sustainability - 65% want to buy from purpose-driven brands - Younger generations prioritize values alignment - Transparency about practices is expected ### Sustainable Email Practices **Reduce carbon footprint:** - Optimize image sizes (smaller files = less energy) - Clean lists regularly (fewer wasted sends) - Target precisely (relevant = less ignored) - Use green hosting providers **Communicate values:** - Share sustainability initiatives - Highlight eco-friendly products - Report on environmental impact - Invite participation in causes ### Real-World Example: Patagonia Patagonia’s email strategy reflects values: - Environmental activism content - Repair and reuse programs promoted - Supply chain transparency - “Don’t Buy This Jacket” campaign mentality ### Real-World Example: Allbirds Allbirds integrates sustainability into email: - Carbon footprint displayed per product - Material sourcing stories - Sustainability progress updates - Recycling program promotion --- ## Trend 9: Predictive Analytics and Customer Intelligence Advanced analytics are transforming how marketers understand and anticipate customer behavior. ### Predictive Capabilities in Email | Prediction Type | Application | | --- | --- | | Churn risk | Trigger win-back before customer lapses | | Purchase likelihood | Prioritize high-intent subscribers | | Lifetime value | Segment by future value, not just past | | Product affinity | Recommend before explicit interest | | Optimal timing | Send when most likely to engage | ### Real-World Example: Starbucks Starbucks uses predictive analytics extensively: - Personalized offers based on purchase patterns - Predicted preferences for new items - Optimal offer timing - Churn prediction and intervention ### Building Predictive Email Programs **Data requirements:** - Transaction history (orders, products, timing) - Engagement data (opens, clicks, conversions) - Website behavior (browse patterns) - Customer attributes (demographics, preferences) **Model types:** - Propensity models (likelihood to purchase) - Churn prediction (risk of leaving) - LTV prediction (future value) - Next best action (what to send) **Implementation approach:** 1. Start with ESP built-in predictions 2. Layer in ecommerce platform data 3. Consider customer data platform (CDP) 4. Graduate to custom ML models as needed --- ## Trend 10: Video in Email Video content in email is becoming more sophisticated and effective. ### Video Email Performance - 300% increase in click-through rates - 26% higher open rates with “video” in subject line - 65% more likely to visit website after watching - 64% more likely to purchase ### Video Implementation Options **Animated GIFs:** - Universal support - Short preview clips - File size limitations - Easy to create **Static thumbnail + play button:** - Links to video landing page - Works in all clients - Clear call to action - Most common approach **Embedded video (HTML5):** - Limited client support (Apple Mail, iOS) - Fallback required - True in-email playback - Impressive when it works **Cinemagraphs:** - Subtle motion graphics - Lower file size than GIFs - Eye-catching but professional - Widely supported ### Real-World Example: AWAY AWAY uses video effectively in email: - Product videos showing luggage features - Travel inspiration clips - Customer testimonial videos - Behind-the-scenes content ### Video Email Best Practices - Keep videos under 60 seconds - Always include play button overlay - Provide thumbnail for non-support clients - Add captions/subtitles - Optimize landing page for mobile --- ## Predictions: Email Marketing 2026-2028 ### Near-Term (2026) **AI becomes standard:** - AI-generated copy assistance mainstream - Automated A/B testing decisions - Predictive personalization default - AI-powered deliverability optimization **Privacy evolution:** - More states pass privacy laws - Federal US privacy law possible - Cookie deprecation complete - Authentication universally required ### Medium-Term (2027) **Interactive by default:** - AMP support reaches majority - In-email commerce standard - Real-time content updates common - Gamification widespread **Channels converge:** - Unified messaging platforms - Seamless cross-channel orchestration - Customer-chosen channel preferences - Consistent experience everywhere ### Longer-Term (2028) **Autonomous email marketing:** - AI handles routine campaign decisions - Human oversight for strategy/creativity - Continuous optimization without manual intervention - Truly 1:1 personalization at scale **Immersive experiences:** - AR integration potential - 3D product visualization - Virtual try-on from email - Metaverse integration experiments --- ## Taking Action: Implementation Roadmap ### Immediate Actions (This Quarter) 1. **Audit AI capabilities** - Evaluate what your ESP offers 2. **Review privacy compliance** - Ensure authentication is complete 3. **Add one interactive element** - Start with a simple poll 4. **Map multi-channel opportunities** - Identify coordination gaps 5. **Implement accessibility basics** - Alt text, contrast, font sizes ### Short-Term (Next 6 Months) 1. **Launch zero-party data collection** - Create preference quiz 2. **Build multi-channel flows** - Coordinate email with SMS 3. **Expand interactive email** - Add carousels, accordions 4. **Implement predictive features** - Send-time optimization, recommendations 5. **Develop UGC strategy** - Systematic review collection ### Medium-Term (Next 12 Months) 1. **Advanced personalization** - Dynamic content based on behavior 2. **Full channel orchestration** - Unified customer experience 3. **Sophisticated automation** - Predictive triggers 4. **Comprehensive accessibility** - Full WCAG compliance 5. **Sustainability integration** - Values in email strategy --- ## Zaključak Email marketing in 2025 and beyond is defined by intelligence, interactivity, and integration. The trends we’ve explored, AI personalization, interactive experiences, privacy-first practices, multi-channel orchestration, zero-party data, accessibility, UGC, sustainability, predictive analytics, and video, are reshaping how brands connect with subscribers. The marketers who thrive will be those who: - Embrace AI as a tool for personalization at scale - Create experiences that engage directly in the inbox - Build trust through transparent data practices - Orchestrate seamless cross-channel journeys - Collect and act on zero-party data - Design inclusively for all subscribers - Leverage authentic customer voices - Align with customer values - Predict needs before they’re expressed - Continuously experiment and optimize The future of email is more sophisticated, more personal, and more effective than ever. Start implementing these trends today to stay ahead of the curve. Ready to future-proof your email marketing? ## Gdje se uklapa Tajo Tajo je alat za izradu integracija. Izgradite integracije. Postavite agente na njih. Neka oni vode angažman. Tajo je u ranom pristupu. [Zatražite rani pristup](https://tajo.io/hr/#early-access) ## Često postavljana pitanja **Što je Trendovi email marketinga: strategije, automatizacija i ponašanje korisnika?** Pratite najvažnije trendove email marketinga, od personalizacije i automatizacije do privatnosti, isporučivosti i višekanalnih kampanja. **Kako započeti s temom Trendovi email marketinga: strategije, automatizacija i ponašanje korisnika?** Počnite od cilja, publike, postojećih podataka i kanala koje već koristite. Zatim odaberite alat ili tijek rada koji rješava najvažniji problem, testirajte ga na manjem segmentu i širite tek kad su rezultati jasni. **Koji je najbolji alat za Trendovi email marketinga: strategije, automatizacija i ponašanje korisnika?** Najbolji alat ovisi o veličini tima, budžetu, kanalima, integracijama i razini automatizacije koju trebate. Usporedite stvarne cijene, ograničenja plana, podršku, izvještavanje i koliko se alat uklapa u postojeći rad. **Što je the biggest email marketing trend in 2025?** AI-powered personalization is the most significant trend. While personalization itself isn't new, the depth and sophistication made possible by AI, from predictive recommendations to automated send-time optimization, is transforming what's possible. Brands using AI-driven personalization see 20-40% higher engagement compared to traditional segmentation approaches. **Is email marketing still effective in 2025?** Absolutely. Email marketing generates an average ROI of $40 for every $1 spent, making it the highest-performing digital marketing channel. With 4.6 billion email users globally and email remaining the preferred brand communication channel for most consumers, email's effectiveness continues to grow alongside increased sophistication in personalization and automation. **How is AI changing email marketing?** AI is transforming email marketing in several ways: generating and testing subject lines, optimizing send times for individual subscribers, powering product recommendations, automating content selection, predicting customer behavior, and even drafting email copy. The result is more relevant, timely, and effective email communications at scale. **What are interactive emails and should I use them?** Interactive emails contain elements that subscribers can engage with directly in their inbox, carousels, accordions, polls, quizzes, and even add-to-cart functionality. You should consider interactive elements if you want to increase engagement and reduce friction. Start simple with polls or image carousels, and always build fallback versions for email clients that don't support interactivity. **How do privacy changes affect email marketing?** Privacy regulations (GDPR, CCPA, etc.) and technical changes (Apple Mail Privacy Protection) are shifting email marketing toward: first-party data collection, click-based metrics over opens, explicit consent practices, and transparent data usage. Marketers need to focus on building trust and providing clear value in exchange for subscriber data. **What metrics matter most in 2025?** With open tracking becoming less reliable, focus on: click-through rates, conversion rates, revenue per email, engaged subscriber growth, and customer lifetime value. These metrics directly connect to business outcomes and aren't affected by privacy-focused tracking limitations. **How do I prepare my email program for the future?** Start with foundations: ensure email authentication (SPF, DKIM, DMARC), build first-party data collection, implement basic personalization, and coordinate with other channels. Then progressively add sophistication: AI capabilities, interactive elements, predictive analytics, and advanced automation. Focus on providing genuine value to subscribers at every touchpoint. **Should I integrate SMS and WhatsApp with email?** Yes. Multi-channel strategies outperform single-channel by 287% in purchase rates. The key is coordination, each channel should serve a specific purpose (email for detailed content, SMS for urgent alerts, WhatsApp for conversations) rather than duplicating messages. Let customers choose their preferred channels and respect those preferences. ## Povezani članci ### [Email marketing kampanje: Potpuni vodič za planiranje, izvođenje i optimizaciju](https://tajo.io/hr/blog/email-marketing-campaigns-guide/) 8\. ožu 2026. · 10 min čitanja 11 odjeljaka ### [Email marketing KPI-ji: Potpuni vodič za mjerenje uspjeha kampanje](https://tajo.io/hr/blog/email-marketing-kpis/) 8\. ožu 2026. · 11 min čitanja 9 odjeljaka ### [Metrike email marketinga: potpuni vodič za mjerenje uspjeha kampanje](https://tajo.io/hr/blog/email-marketing-metrics-guide/) 8\. ožu 2026. · 5 min čitanja 8 odjeljaka