Email Is Everything: Automation And Personalization Among Top 2025 Priorities (New Report)

As marketers look ahead at their 2025 budgets, the top priorities seem laser-focused not just on marketing technology, but on automation and personalization specifically.

“Marketers’ top goal this year is to create more automated and triggered emails,” says The State Of Email In Lifecycle Marketing Report from Litmus, whose survey last year had that goal in second place. “Over a quarter of marketers want to expand how they use email personalization, but inadequate data, resources, and technical expertise are among the reasons holding them back.”

(Source: Litmus)

One in 5 (20%) surveyed said securing appropriate data was the biggest obstacle in producing emails, with almost as many citing lack of team resources (19%), content creation (19%), and creating dynamic or personalized content (18%).

“51% of marketers need two weeks or more to create a single email, and a lack of appropriate email team resources is the second largest bottleneck in production,” the report says. “Since a single automation is used over and over, the effort you invest into them goes further than one-to-one messages or batch and blast campaigns.”

The survey found that most companies (55%) use email for marketing, with 46% using it for newsletters, which the report says helps build relationships, increase retention, and establish trust.

“Research shows that only 5% of your audience is ready to buy right now,” the report says, “and consistent newsletters let you engage with the other 95% of your list.”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: