Email marketing is rarely a standalone channel – it’s more often a core component of a broader, integrated omnichannel strategy. Brands are increasingly combining email with SMS, WhatsApp, in-app messaging, and social media retargeting to deliver a personalised customer experience across multiple touchpoints. With consumer expectations rising for real-time, relevant interactions, marketers are embracing platforms and strategies that ensure coordinated messaging – regardless of the channel. Here’s how omnichannel integration is shaping the future of email marketing…

1. Email as the Anchor in Omnichannel Journeys

Email continues to offer one of the highest ROI channels, ideal for longer-form communication, promotions, and content delivery. But in the age of channel switching and micro-moments, brands are positioning email as the anchor—the central hub that connects other channels.

✔ Automated journeys now link email with SMS for urgent updates or reminders.
✔ Email content dynamically adapts based on engagement with other platforms (e.g. clicking an Instagram ad).
✔ Behavioural triggers from website visits or app usage initiate follow-up emails in near real-time.

By using email as a foundation for wider engagement, brands can ensure consistency while boosting conversion across channels.

2. SMS and WhatsApp for Timely, High-Engagement Messaging

SMS and WhatsApp are proving highly effective for time-sensitive communications like flash sales, appointment reminders, and delivery updates. These channels offer higher open rates and are ideal complements to email:

✔ SMS is used to reinforce or remind recipients of email content.
✔ WhatsApp campaigns offer rich media previews, quick replies, and conversational customer support.
✔ Both channels support opt-in personalisation, respecting GDPR requirements while maintaining relevance.

When integrated with email, SMS and WhatsApp improve the likelihood of message delivery and action, particularly during key campaign windows.

3. In-App and Push Notifications for Real-Time Engagement

For brands with mobile apps, push notifications and in-app messaging create instant, context-aware touchpoints that reinforce email communication:

✔ Push notifications prompt users to complete actions started via email (e.g. finishing a checkout).
✔ In-app messages deliver personalised recommendations, often seeded by data from email click behaviour.
✔ Combined analytics help build a 360° view of customer engagement, informing future campaign strategies.

This multi-layered approach helps brands stay top of mind while respecting platform preferences and engagement timing.

4. Social Media Retargeting and Email Synergy

Brands are also integrating email with social media retargeting, ensuring consistent messaging across Facebook, Instagram, and LinkedIn:

✔ Email non-openers are served complementary ads to boost awareness.
✔ Social interactions trigger follow-up emails tailored to user interests.
✔ Unified campaign dashboards track performance across both email and social.

This blend reinforces messaging and maximises reach, particularly for audience segments who favour visual content or social-first interactions.

Successful digital marketing hinges on cohesive, customer-centric communication. By strategically integrating email with SMS, WhatsApp, push notifications, and social retargeting, UK brands are creating fluid omnichannel experiences that increase engagement, loyalty, and conversions—without overwhelming the customer.

Are you searching for Email Marketing solutions for your organisation? The Digital Marketing Solutions Summit can help!

Staying compliant with evolving data privacy regulations is more critical than ever when it comes to email comms. Brands must navigate the complexities of GDPR (General Data Protection Regulation), the UK Data Protection Act, and emerging digital privacy trendswhile ensuring their email marketing strategies remain effective. With stricter opt-in requirements, zero-party data collection strategies, and heightened scrutiny on email tracking, brands must adapt to stay compliant and maintain customer trust. Here’s how marketers are successfully managing email compliance while optimising performance…

1. Strengthening Consent and Opt-In Strategies

One of the fundamental aspects of GDPR compliance in email marketing is ensuring explicit, informed consent before sending marketing emails. To comply with UK regulations in 2025, businesses are:

✔ Using double opt-in mechanisms – After users sign up, they receive an email requiring them to confirm their consent, reducing the risk of non-compliance.
✔ Providing clear opt-in checkboxes – Pre-checked boxes are no longer allowed; instead, brands must ensure customers actively opt-in to receive emails.
✔ Segmenting and documenting consent – Keeping detailed records of when and how a user gave consent helps in the event of an audit.

By implementing transparent and ethical opt-in practices, brands build stronger customer relationships and reduce the risk of GDPR violations.

2. Adapting to Changes in Email Tracking and Data Collection

With privacy regulations evolving, tracking user behaviour via open rates, link clicks, and location-based data has become increasingly complex. Apple’s Mail Privacy Protection (MPP) and similar privacy measures mean that brands must:

✔ Shift to engagement-based metrics – Instead of open rates, focus on click-through rates (CTR), website visits, and conversion rates.
✔ Leverage zero-party data – Collect voluntarily shared data from users through preference centres, surveys, and interactive email content.
✔ Offer clear unsubscribe options – Ensure recipients can easily opt out with a one-click unsubscribe option to stay compliant with GDPR and PECR (Privacy and Electronic Communications Regulations).

3. Strengthening Data Security and Compliance Audits

GDPR mandates strict data protection policies, meaning brands must take proactive steps to secure customer information. Best practices include:

✔ Regular compliance audits – Conduct periodic reviews of data storage, processing, and deletion policies.
✔ Data minimisation – Store only the essential personal information needed for marketing campaigns.
✔ Encryption and secure email delivery – Protect customer data by using TLS encryption for email communications.

Email marketing success is closely tied to GDPR compliance and data privacy best practices. By prioritising explicit consent, privacy-friendly tracking alternatives, and robust data security, UK brands can enhance customer trust, reduce legal risks, and maintain a competitive edge in the evolving digital landscape.

Are you searching for Email Marketing solutions for your organisation? The Digital Marketing Solutions Summit can help!

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Email marketing remains one of the most powerful channels for customer engagement, but ensuring that messages actually reach inboxes is becoming increasingly challenging. With advanced spam filters, AI-driven detection algorithms, and stricter email authentication standards, brands must adopt best practices and cutting-edge solutions to maintain strong email deliverability. Here’s how leading marketers at the Digital Marketing Solutions Summit are navigating email authentication, sender reputation management, and engagement-based strategies to ensure their messages land where they belong – in the inbox…

1. Strengthening Email Authentication with DMARC, SPF, and DKIM

Email authentication is critical in preventing phishing attacks, email spoofing, and domain abuse, which can significantly impact a sender’s reputation. To improve deliverability, UK brands are adopting:

✔ Domain-based Message Authentication, Reporting, and Conformance (DMARC) – Helps businesses prevent email fraud and provides visibility into how their domain is being used.
✔ Sender Policy Framework (SPF) – Allows organisations to authorise specific email servers to send messages on their behalf, reducing the likelihood of spoofing.
✔ DomainKeys Identified Mail (DKIM) – Adds a cryptographic signature to email headers, helping email providers verify that messages haven’t been altered.

These authentication protocols ensure better inbox placement and stronger brand trust, particularly as email security policies become more stringent.

2. Managing Sender Reputation for Higher Deliverability

Email providers like Google, Microsoft, and Yahoo now evaluate sender reputation scores to determine whether an email reaches an inbox or is flagged as spam. Key strategies to maintain a positive sender reputation include:

✔ Keeping bounce rates low – Regularly cleaning email lists to remove invalid, inactive, or spam-trap addresses.
✔ Avoiding spam trigger words – Overuse of phrases like “free trial,” “urgent,” or excessive exclamation points (!!) can lower deliverability rates.
✔ Using dedicated IP addresses – Separating transactional emails from marketing emails helps maintain a stable sender reputation.

A strong sender reputation ensures that ISPs and email clients recognise a brand’s emails as legitimate and trustworthy.

3. Engagement-Based Deliverability: Moving Beyond Open Rates

With Apple’s Mail Privacy Protection (MPP) and other privacy-focused updates, open rates are no longer reliable indicators of engagement. Instead, email providers prioritise:

✔ Click-through rates (CTR) – Encouraging interactive elements, such as surveys or CTA buttons, improves engagement scores.
✔ Reply rates – More conversational, user-friendly emails that encourage replies can boost deliverability rankings.
✔ Inbox placement testing – Using tools like GlockApps or Litmus helps brands understand where emails are landing (inbox, spam, or promotions folder).

Conclusion

In 2025, overcoming spam filters requires a proactive and data-driven approach. By strengthening authentication protocols, maintaining sender reputation, and optimising engagement-based metrics, brands can significantly improve email deliverability. With these best practices in place, email remains a high-performing channel for customer engagement, retention, and revenue generation.

Are you searching for Email Marketing solutions for your organisation? The Digital Marketing Solutions Summit can help!

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For most Marketing Managers, email remains a powerful tool for customer engagement and brand promotion. However, navigating the vast landscape of email marketing solutions providers can be a daunting task. Here are some top tips to help you find the perfect partner to elevate your email marketing efforts, based on inout from attendees at the Digital Marketing Solutions Summit…

1. Define Your Needs & Goals:

Before seeking external solutions, take a step back and define your email marketing goals. Consider:

• Target Audience: Understanding your audience demographics and their preferred communication channels is crucial.
• Campaign Types: Will you focus on regular newsletters, promotional emails, or a targeted email automation strategy?
• Data Management and Integration: Does your chosen solution integrate seamlessly with your existing CRM or marketing automation platform?

2. Deliverability and Compliance:

Landing in the spam folder defeats the purpose of email marketing. Look for providers with a strong track record of high email deliverability rates. Additionally, ensure the solution complies with UK data protection regulations like GDPR (General Data Protection Regulation) when managing customer email lists.

3. Functionality and Features:

Modern email marketing platforms offer a plethora of features. Consider your needs when evaluating potential solutions:

• Email Design Tools: User-friendly drag-and-drop editors allow you to create visually appealing and responsive emails without relying on coding expertise.
• Segmentation and Targeting Tools: Segment your audience based on demographics, interests, or purchase history to deliver personalized email campaigns.
• Automation Capabilities: Automate email workflows, such as welcome messages for new subscribers or abandoned cart reminders for a more efficient marketing strategy.

4. Reporting and Analytics:

Data is key to measuring the success of your email marketing efforts. Choose a provider offering comprehensive reporting and analytics tools to track key metrics like open rates, click-through rates, and conversion rates.

5. Scalability and Flexibility:

As your marketing efforts evolve, your email marketing needs will likely grow. Look for solutions that can scale with your organization, accommodating increasing subscriber lists, campaign volume, or additional features as needed.

6. Ease of Use and Support:

A user-friendly platform is essential. Evaluate how intuitive the interface is for both you and your marketing team. Does the provider offer readily available support resources like training webinars, online tutorials, or a dedicated customer support team?

7. Cost Considerations:

Email marketing platforms typically offer tiered pricing plans based on features and subscriber list size. Consider your budget and prioritise features most relevant to your needs. Some providers offer free trials or entry-level plans with limited features, allowing you to test the platform before committing.

8. Security and Data Protection:

Data security is paramount. Look for providers with robust security measures in place to protect your customer data. These include encryption protocols, secure data storage, and two-factor authentication for user accounts.

Bonus Tip:

Seek out independent reviews and case studies from UK businesses using different email marketing solutions. Their experiences can provide valuable insights into the platform’s efficiency, user experience, and customer support quality.

By following these top tips, Marketing Managers can source the best email marketing solutions providers. The right partner will equip you with the tools and expertise to craft compelling email campaigns, ultimately generating better customer engagement and driving results for your business.

Are you searching for Email Marketing solutions for your organisation? The Digital Marketing Solutions Summit can help!

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Despite the rise of social media, good old fashioned email remains a powerful tool for UK businesses. However, the days of generic blasts to mass audiences are fading. Today’s digital marketing managers are embracing a more sophisticated approach to email marketing, leveraging new technologies and data-driven strategies to reach inboxes and nurture customer relationships…

From Batch and Blast to Personalisation at Scale:

Traditionally, email marketing involved sending the same message to a large subscriber list. Now, personalisation is key:

• Segmentation and Targeting: Segmenting email lists based on demographics, purchase history, and online behaviour allows for targeted messaging that resonates with specific customer segments.
• Dynamic Content: Dynamic content ensures each email feels personalised, displaying relevant product recommendations, offers, or loyalty program updates based on individual customer profiles.
• Automation Workflows: Automated email workflows nurture leads, trigger re-engagement campaigns, and celebrate customer milestones, fostering stronger relationships.

A Symphony of Tools and Services:

Email marketing is no longer a standalone activity. Digital marketing managers are utilizing a range of related services to enhance their campaigns:

• Customer Relationship Management (CRM) Systems: Integrating email marketing software with CRMs provides a holistic view of customer interactions, allowing for personalised email content.
• Marketing Automation Platforms: These platforms automate email workflows, segment lists, and track campaign performance, streamlining campaign management.
• Data Analytics Tools: Analysing email performance metrics like open rates, click-through rates, and unsubscribe rates helps refine strategies and optimize future campaigns.

The Future of Email Marketing: Beyond the Inbox:

The future of email marketing in the UK is likely to see:

• Focus on Customer Experience: Emails will become more interactive and content-driven, focusing on providing value and fostering engagement beyond the initial click-through.
• Omnichannel Marketing: Email marketing will be seamlessly integrated with other marketing channels like social media and SMS, creating a unified customer experience across touchpoints.
• The Rise of AI: Artificial intelligence (AI) will further personalise email content, predict customer behaviour, and optimise send times for maximum engagement.

Building Trust and Value is Key:

Success in email marketing hinges on:

• Building a Permission-Based List: Acquiring email addresses organically through valuable content and opt-in forms fosters trust and higher engagement rates.
• Prioritizing Data Security: Ensuring compliance with data protection regulations like GDPR is paramount for maintaining customer trust and avoiding hefty fines.
• Delivering Value: Focus on sending emails that genuinely benefit recipients, whether it’s providing helpful content, exclusive offers, or valuable industry insights.

Email marketing isn’t dead, it’s evolving. By embracing new technologies, data-driven approaches, and a customer-centric mindset, digital marketing managers can ensure email remains a powerful tool for driving engagement, nurturing leads, and fostering long-lasting customer relationships.

Are you searching for Email Marketing solutions for your organisation? The Digital Marketing Solutions Summit can help!

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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in March we’ll be focussing on Email Marketing solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Email Marketing and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Kerry Naumburger on k.naumburger@forumevents.co.uk.

Mar – Email Marketing
April – Digital Printing
May – Social Media
Jun – Brand Monitoring
July – Web Analytics
Aug – Conversion Rate Optimisation
Sept – Digital Signage
Oct – Brochure Printing
Nov – Creative & Design
Dec – Online Strategy
Jan 2024 – Content Management
Feb 2024 – Lead Generation & Tracking