We’ve all been there. It’s why the old-school, “one-size-fits-all” approach to marketing just doesn’t cut it anymore. Especially when it comes to events, because let’s face it: there’s no point putting on a great event if no one shows up, or those that do show up don’t enjoy it.
Over the past few years, we’ve seen a massive shift in how the events industry operates. The pandemic forced us to get clever (read: virtual), and while it was a tough time for a lot of people, the digital transformation that happened has left us with some powerful new tools. Things like improved data capture and digital touchpoints are now standard staples in a marketer’s toolkit. And email marketing? It’s gone from a simple broadcast tool to a highly sophisticated, data-driven machine.
With that in mind, I thought it was time for a proper deep dive into what’s happening in the world of email and event marketing in 2025.
Q: What’s the biggest change in email marketing for events in 2025?
The most significant shift is the move from basic personalisation to something I’m calling hyper-personalisation, powered by AI. We’re moving beyond just using a person’s first name in a subject line. Now, it’s about creating a truly individualised experience by analysing a huge amount of data. We’re talking about things like previous engagement history, past purchases, and how someone has interacted with your website.
This hyper-personalisation isn’t just a “nice to have,” it’s a prerequisite for building long-term customer relationships. It’s about making your audience feel seen and understood. With AI, you can ensure the right message gets to the right person at the perfect time, which is crucial for cutting through the noise, getting registrations for your events and following up in a timely and sensitive fashion.
Q: What’s the biggest change in email marketing for events in 2025?
AI is becoming integral to our strategies and is way beyond just a vehicle to make 3D action figure versions of yourself. It’s about making your emails smarter and more effective in several ways:
- Content Generation: AI-powered tools can generate compelling email copy and subject lines in a fraction of the time it would take a human. This frees up time for marketers to focus on strategy and testing.
- Predictive Personalisation: AI algorithms can analyse customer data to predict future behaviour. This allows you to tailor content, offers, and even the timing of emails based on individual preferences.
- Optimal Send Times: Instead of mass-sending an email at a set time, AI can predict when each individual recipient is most likely to open their inbox and engage with your email.
- Dynamic Content: AI can customise emails on a granular level, from the colour scheme and layout to the images and calls to action, all based on a user’s aesthetic preferences and past behaviour.
Q: Are automations still relevant in 2025?
Yes, and more so than ever. Automation has always been a core part of email marketing, but in 2025, it’s evolved beyond generic welcome sequences and drip campaigns. We’re now talking about sophisticated, behaviour-driven workflows.
For event marketing, this means you can set up complex journeys that are perfectly tailored to a subscriber’s behaviour. When someone registers for your event, for example, they can automatically be entered into a nurture programme that sends them reminders, important details, and even links to previous sessions they might be interested in. You can also use automations for engagement scoring, which gives you a clear picture of who is most interested in your event and who is ready to be handed over to your sales team.
This is about working smarter, not harder. A well-structured nurture programme frees you up to focus on the more engaged leads and ensures your audience is receiving consistent messaging at all times. It’s a massive time-saver and a crucial part of a modern event marketing strategy.
Q: How do I get my audience to engage with my emails instead of just reading them?
The trend towards interactive emails is gaining serious momentum in 2025. The goal is to transform a traditional email into an engaging experience. We’re talking about quizzes, polls, image carousels, and embedded videos — all things that your audience can interact with right there in their inbox.
This is a game-changer for event marketing. Imagine being able to include a poll in your email asking attendees what topics they’re most excited to see, or an image carousel showcasing speakers from a previous event. It gets people to engage directly and eliminates the need for them to click through to an external page.
This is largely possible thanks to technologies like AMP (Accelerated Mobile Pages) for email, which allows for dynamic content that can be updated in real-time. Interactive elements can boost click-through rates and drive higher engagement, which is exactly what we need when we’re trying to fill up our events.
Q: Everyone talks about mobile-first. Is that still a thing?
More than a “thing,” it’s a “must.” With the majority of email opens happening on mobile devices, designing for mobile isn’t optional anymore. Emails have to look great and function perfectly on a smaller screen. This means simple layouts, large fonts, and clear, easy-to-tap calls to action. A single-column layout is generally best for readability on a small screen.
Beyond just mobile-first design, accessibility is taking centre stage in 2025. With new regulations like the European Accessibility Act (EAA), it’s crucial that email communications are inclusive and user-friendly for all audiences. This means designing with the full spectrum of human abilities in mind from the get-go. Things like dark mode optimisation and ensuring your content is readable for people with disabilities are no longer just good ideas, with EAA they’re an essential part of your digital strategy.
Q: With all this data collection and AI, how do we make sure we’re being ethical and not scaring people away?
This is an incredibly important point. In 2025, end users are more aware than ever of their data rights. The shift in the industry is towards privacy-centric marketing, where transparency and ethical data practices are prioritised.
This means:
- Clear Opt-In and Unsubscribe Options: These are no longer optional—they’re a prerequisite for building long-term trust with your audience.
- Zero-Party Data: Proactively collecting data directly from customers through things like preference centres and polls is a reliable way to get insights.
- Transparency: You should be transparent about how you’re using data and AI in your privacy policy or even in the footer of your emails.
It’s about building a relationship based on trust, not just trying to make a quick sale. When you show your audience that you respect their privacy and use their data responsibly, they’re more likely to stay subscribed and engage with your content.
So, what’s the takeaway?
For event marketers, 2025 is an exciting time. The tools we have at our disposal are more powerful than ever, but they also demand a more sophisticated approach. It’s no longer about sending a generic blast to your entire list and hoping for the best. It’s about using AI and automation to create highly personal, interactive, and engaging experiences that make your audience feel valued.
This deep dive shows that the future of event marketing isn’t just about getting bums on seats. It’s about building a community of people who are genuinely excited to hear from you and attend your events. It’s about being smart, being transparent, and most importantly, being human. Now, what are you waiting for? Get out there and start building some amazing campaigns.