The inbox has changed. But what works hasn’t.
The inbox has gotten louder. AI-generated content is flooding people’s screens. Filters are stricter. Attention spans? Let’s just say… fleeting.
And yet, email is still one of the best-performing channels for creators, coaches, and small business owners — if you know how to use it.
So what’s the secret?
Write like a human. Think like a friend. Show up with something worth reading.
That’s it. That’s the magic.
Here’s how to make email work in 2025 — with insights from real entrepreneurs and what’s actually getting results right now.
1. Know your people (for real)
“If we don’t know our people, we can’t talk to them.”
— Ruth Douglas from Ruth Douglas Business Storyteller
Forget those generic “ideal client avatars.” In 2025, the best emails come from knowing what your people actually care about — how they spend their day, what they’re struggling with, and what makes them tick.
Instead of writing to a vague “busy mom who shops at Whole Foods,” you’re writing to someone trying to get her toddler to nap so she can answer one email in peace. That’s what real connection sounds like.
Try this:
- Ask questions in your welcome email. (“What are you struggling with right now?”)
- Let them tell you what they want to hear about.
- Use their words — not brand speak.
Because nothing gets ignored faster than sounding like you don’t get your reader.
2. Write like a human (not a brand, not a bot)
“Be the most you that you can be.”
— Cooper Gillespie from Rockin' Copy
With AI-generated everything, your biggest edge is sounding like you.
Your quirks. Your stories. Your metaphors. Your little obsessions. That’s what makes your emails fun and worth reading.
Need a tip?
- Read your email out loud before you send it.
- Record a voice note and use that tone to write your draft.
- Use contractions. Make jokes. Say “you” like you’re talking to one person — because you are.
If you want to stand out in 2025, skip the polished copywriting voice. Be someone your reader wants to hang with.
3. Send more emails (yes, really)
“The more email you send, the more money you make… if it’s good.”
— Cooper Gillespie
This one always makes people nervous. “I don’t want to annoy anyone.” “What if they unsubscribe?”
But here’s the deal: if your emails are actually helpful, insightful, or even just fun — you’re not bothering people. You’re building trust.
Many top creators email 2–3 times a week. Some go daily. Because showing up is what builds momentum.
The trick? Don’t send fewer emails. Send better ones.
4. Ask for the sale (without being weird)
“We concentrate so much on building relationships, we forget to ask for the sale.” — Moira Hanna from Coaching Hive LLC
It’s easy to overthink selling. But if your offer helps someone? You should share it.
Make it feel like an invitation, not a pitch:
- “If you’re ready to go deeper, here’s where to start.”
- “This might be exactly what you need right now.”
- “Doors close Friday — you in?”
Trust isn’t about avoiding the sale. It’s about earning the moment to sell — because you’ve already given real value.
5. Iterate, don’t over-perfect
“Put something out. See how it goes. Then do it again.”
— Fleur Barnfather, artist
Perfectionism is what keeps most people stuck.
They wait for the “perfect” email. The flawless funnel. The just-right subject line.
But what really works? Sending something. Learning what works. Then sending the next thing.
Email is a conversation, not a campaign. You don’t need a strategy to start — you just need to start.
6. Respect the inbox (and the new rules)
“The rules of email have changed forever.”
— Karen King from Gold Star Pro
Filters are tighter. Engagement matters more. And open tracking? Not what it used to be.
What does matter:
- Your tech setup (a little)
- Your content (a lot)
- Your engagement — replies, clicks, and making people want to hear from you
In 2025, the emails that land are the ones that feel relevant and real. That’s what the filters want — and your readers too.
Final Takeaway
Email still works. It just plays by new rules.
If you want to win the inbox in 2025:
- Know who you’re writing to
- Sound like yourself
- Show up consistently
- Don’t be shy about your offer
- Stay curious and experiment
- Respect the inbox, but don’t be afraid of it
And most importantly — write like someone’s actually reading. Because if you’re doing it right… they are.