Email in 2025 Featuring Drew Price, HoneyBook
Please welcome Drew Price!
Drew Price has spent more than 17 years in email & lifecycle marketing across tech, publishing, and retail. Most notably, he scaled Grammarly’s email channel from 0 to 3 billion emails per year from 2014 to 2020, and now he is a lifecycle marketing advisor at HoneyBook.
While the mechanics of email, like how it’s sent, where it lands, and all the things to make an email work are absolutely critical in success (duh), there are a couple unsung heroes: content and design. Drew has some fresh takes about how creative and strategy can and should work together
How do you see email fitting into the marketing mix in 2025?
Email will be embraced more as a core product experience rather than functioning strictly as a gateway to somewhere more important. The experts running email will be hybrid marketing/growth/product people who lean hard into all the things (performance, branding, and experimentation at scale).
Will it need to complement and play nice with other channels in the marketing mix? Yes, always. But what makes email valuable now will only become richer and more valuable moving forward for those who can stand out from the crowd.
The age where we ship reasonably good drip flows and campaigns at scale and hope for the best won’t be enough anymore, especially during a recession. Deep impact (pun intended) will need to be proven via smart reporting that goes well beyond engagement metrics, including customer sentiment over time.
Covering all these bases will be hard, but well worth it. The best email auteurs who truly love this stuff will become indispensable and some of the highest-paid and resourced marketers in the land.