Emailing remains a central channel in 2025, even as inboxes become ever more saturated. With the integration of artificial intelligence and new advanced features, HubSpot is transforming email marketing into a smarter, more personalized, and more interactive lever.
The aim of this article by HubSpot experts is to highlight the trends to follow, the tools available, and best practices to boost engagement and conversion via next-generation emailing.
Emailing remains a central channel in 2025, even as inboxes become ever more saturated. With the integration of artificial intelligence and new advanced features, HubSpot is transforming email marketing into a smarter, more personalized, and more interactive lever.
The aim of this article by HubSpot experts is to highlight the trends to follow, the tools available, and best practices to boost engagement and conversion via next-generation emailing.
One of the main strengths of AI in HubSpot is its ability to save time for marketing teams. Generating emails from simple prompts allows you to turn an idea into a ready-to-send campaign in a few minutes. AI also handles automatic audience segmentation, grouping contacts based on their behaviors and interactions.
Finally, it identifies the most opportune moments to send a message in order to maximize open and engagement rates.
AI is not limited to automation: it creates unique experiences for each recipient. Thanks to data from the CRM, every email can be adapted to the individual's journey. This dynamic personalization enables sending content that truly makes sense to the reader: cart abandonment follow-ups, product recommendations based on purchase history, or educational content aligned with interests.
Where personalization once required complex and time-consuming rules, AI makes the process fluid and nearly instantaneous.
Improving campaigns no longer relies solely on manual analytics. HubSpot provides automatic summaries of performance, highlighting strengths and weaknesses of each send. AI then offers concrete recommendations to improve results: tone adjustment, CTA adaptation, better segmentation, or timing revisions.
It can also detect anomalies, like a sudden drop in deliverability rate or a segment responding differently, and suggest corrective actions in real time.
Personalization in emailing is no longer limited to inserting a simple {FirstName} in the subject line. Thanks to AI, HubSpot enables generating truly contextual content based on user behavior. Emails can now contain entire blocks that adapt automatically: product recommendations tied to purchase history, specific messages based on open support tickets, or editorial content aligned with visited web pages.
The experience is no longer generic but genuinely unique for each recipient.
AI transforms traditional segmentation into an evolving, intelligent process. Rather than manually defining fixed criteria, HubSpot adjusts segments in real time based on contact behaviors and interactions. Predictive scoring identifies the most promising leads based on their conversion probability while also spotting contacts at risk of unsubscribing.
This proactive approach allows sending the right messages to the right profiles at the most relevant moment, reducing churn and increasing conversions.
Email is no longer a static medium. Current technologies allow embedding interactive modules directly in the message: quizzes to qualify a prospect, product carousels for discovering a personalized selection, or quick surveys to gather feedback without redirecting to an external page. Videos and animations can also integrate smoothly, making the experience more engaging and memorable.
The email thus becomes its own space, where the user can interact and advance their journey without leaving their inbox.
Interactivity makes the most sense when it’s connected to the HubSpot CRM and thought in a UX logic. Every click, choice, or interaction automatically enriches the contact record, refining customer knowledge and enabling adaptation of subsequent campaigns. The result: a more coherent and continuous experience, where the user never receives the same generic message twice.
It’s the convergence of data, design, and AI that transforms emailing into a smoother and more efficient customer relationship lever.
Consistency of tone is a cornerstone of any emailing strategy. Thanks to HubSpot’s Brand Voice, AI can automatically adapt generated content to your brand’s voice, whether it is institutional, friendly, or inspiring. Each email thus retains the same style, vocabulary, and personality—without needing manual rewriting. This uniformity bolsters credibility and brand identity with recipients, no matter the volume of sends.
While AI brings speed and large-scale personalization, it cannot replace the nuance and authenticity of the human touch. The UX designer, marketer, or copywriter still play an essential role: telling stories, conveying emotions, adjusting tone to a particular context. It’s this alliance between intelligent automation and human creativity that makes emails effective—both relevant and sincere.
Emailing does not exist in a vacuum: it must be thought in continuity with the website. HubSpot already offers AI-assisted auditing capabilities for SEO, but for UX or UI design these analyses remain limited and often require human expertise.
These automated diagnostics are especially useful for quickly identifying SEO issues, while the eye of an expert is still indispensable to properly optimize user experience and conversion.
The interest is in optimizing email campaigns and the target pages together. A perfectly targeted email loses value if the signup form is too long or the landing page lacks clarity. With AI, HubSpot offers concrete recommendations: simplify a form field, improve readability of a CTA, or test a more engaging layout.
By linking emails and website in a unified logic, the user experience becomes fluid and coherent, reinforcing the probability of conversion at every step of the journey.
Emailing in 2025 is no longer just a distribution channel but a true interactive, intelligent, and evolving space. Thanks to AI and especially the tools offered by HubSpot like Breeze AI and dynamic personalization, each message can be conceived as a unique experience aligned with the recipient’s journey and expectations.
But while AI allows automation, analysis, and optimization, it does not replace the human dimension: creativity, storytelling, and authenticity remain the key ingredients that transform an email into a lasting relationship. The future of email marketing thus relies on a winning alliance: the efficiency of AI and human sensitivity.
HubSpot’s dynamic personalization is based on CRM data linked to each contact (purchase history, interactions, support tickets, visited pages, etc.). AI analyzes this data and automatically generates content tailored for each recipient.
For example, a regular e-commerce customer may receive product recommendations, while a lead in discovery phase sees educational content. Unlike simple merge tokens ({FirstName}), the emails become truly contextual and relevant, enhancing engagement.
AI can automate many tasks: generate subject lines, propose content variants, analyze performance, and even draft text blocks. However, it does not replace a copywriter. The human role remains essential to bring storytelling, emotion, and consistency with brand strategy.
In practice, AI acts as a production and optimization assistant, while the human keeps control over tone, creativity, and strategic direction.
Personalization is powerful, but pushed too far, it can become intrusive. Receiving an email that mentions a very precise detail or a recent action may give the user a sense of excessive surveillance. This harms trust and can lead to unsubscribes.
Also, excessive personalization can violate regulations (GDPR, CNIL) if data are not used properly. It’s therefore crucial to find a balance between relevance and respect for privacy.
HubSpot offers several levels of AI access:
Free: Breeze Copilot, available in all plans, which assists with writing, segmentation, and some automations.
In Pro and Enterprise versions: Breeze Agent, dedicated to interaction automation and lead qualification.
As a paid add-on: Breeze Intelligence, which enriches CRM data (contact and company information) via extra credits.
This combination enables teams of all sizes to benefit from AI, starting with basic features and evolving toward more advanced use cases.