Hey, it’s Kylie, your Content Manager at Adspace. We’re barely into 2025, and digital marketing is already throwing curveballs. Email engagement is a moving target, ad costs are all over the place, and AI is still trying to do our jobs. Sometimes well, sometimes... not. But that’s the game, and we’re here to keep you ahead of it.

This week, we’re diving into the latest email hacks, ad platform trends, and why everyone on TikTok suddenly owns an Oura Ring. Let’s get into it. 💃

In today’s email: 

1. The Secret Sauce: 5 Email Hacks You Need to Try in 2025

2. Platform Benchmarks: Ad Costs Are Going Up, Up, Up…

3. Creative Insights: How to Stop Your Images From Ruining Your SEO

4. Industry News: Amazon’s New Plan to Take Over the Entire Retail World

5. Brand Highlights: How Oura Mastered the DTC Growth Playbook

6. Tech Talk: Google Rankings vs. AI Mentions—What Really Matters?

THE SECRET SAUCE 🍲

5 Email Hacks to Actually Get People to Open (and Click) in 2025

At Adspace, we’re always tweaking, testing, and sometimes straight-up overanalyzing our email marketing campaigns. 

So when I stumbled on this article from Stacked Marketer, I knew we had to talk about it. They’re kicking off 2025 with some brutally honest, data-backed insights on email marketing. They tackle what’s working, what’s flopping, and how to actually get people to open your emails.

If you want more conversions and fewer unsubscribes, here are five things you need to start doing right now.

1. Send Back-in-Stock Emails—They Convert at 5.35%

Back-in-stock emails are the highest-converting email type, with a 5.35% conversion rate. That’s more than double that of welcome emails (2.74%) and cart abandonment emails (2.56%). Scarcity triggers urgency. If something sold out before, customers rush to grab it when it returns.

 How to do it:

• Automate restock alerts—Make sure customers who previously viewed or tried to buy the product get a notification.

• Highlight scarcity—Use phrases like “Limited stock available—don’t miss out!”

• Turn it into a VIP experience—Offer early access to loyal customers.

Tip: Cross-sell emails don’t perform well. Instead, bundle complementary products at checkout for an immediate upsell.

2. Clean Your Email List Every 90 Days

Open rates are declining industry-wide, partly due to Apple Mail Privacy Protection, but also because inbox fatigue is real.

The fix? Keep your list clean. Removing inactive subscribers helps increase deliverability and engagement.

How to do it:

• Identify inactive subscribers—If they haven’t opened an email in 90 days, send a re-engagement email.

• Run a win-back campaign—Offer a discount or exclusive content to bring them back.

Suppress non-engaged users—If they don’t respond, remove them from your list to protect your sender reputation.

3. Optimize Sending Times (Tuesday at 10 AM Wins)

📅 Timing matters. The best-performing email send times in 2024 were:

• Tuesday at 10 AM (highest open & click-through rates)

• Thursday at 2 PM (strong engagement for B2B audiences)

• Sunday at 8 PM (best for eCommerce promotions)

How to do it:

• Test your own audience’s behavior—Monitor open and click rates based on send times.

• Use AI-powered send-time optimization—Many ESPs (like Klaviyo & HubSpot) can analyze past behavior and send at the best time per user.

Segment by time zone—Don’t blast emails at 3 AM just because it’s convenient for you.

4. Personalize Subject Lines to Increase Opens by 22%

💌 77% of marketers say personalized subject lines improve email performance.

Subject line personalization = Higher open rates

How to do it:

• Use the recipient’s name (“Hey Alex, Your Exclusive Offer Is Inside”).

• Reference past behavior (“Still Thinking About That Jacket? It’s Back in Stock!”).

Create urgency (“Only a Few Hours Left—Your 20% Discount Expires Soon!”).

5. Add Emojis & GIFs, But Keep It Smart

😂 73% of marketers say emojis in subject lines improve engagement.
🎥 72% say animated GIFs boost click-through rates.

How to do it:

• Use emojis sparingly—Stick to one or two per subject line (“🔥 Last Chance for 50% Off”).

• Make GIFs relevant—Use motion to highlight products, not just for fun.

• Test static vs. animated versions—Not all audiences love movement in emails.

HOT TIP: You know what doesn’t work? AI-generated email content and video embeds. Only 34% of marketers saw a boost from them.

PLATFORM BENCHMARKS 📈

Let’s Take a Look…

Kicking Off 2025 with Big Shifts

Welcome to the first Platform Benchmarks of the year! 🎉 As we step into 2025, we’re starting fresh. We have new data, new trends, and new challenges for advertisers to navigate. This week’s numbers cover the first full week of January (1/6/25-1/13/15 compared to the previous week). The numbers show some big swings across Meta, Google, and TikTok, with rising costs on some platforms and surprising efficiency gains on others. Let’s break it down.

Meta: It’s Getting Pricier, But ROAS is Up

If you’re running ads on Meta, you’ve probably noticed costs going up. CPA jumped 67.26% to $34.69, and CPC followed suit, rising 64.57% to $0.61. But it’s not all bad news: ROAS climbed 54.60% to 2.36, meaning advertisers are still getting solid returns despite the price hikes. CPM also saw a big jump (69.03% to $10.76), so impressions are costing more, too.

Google: Higher Costs, But Strong Returns

Google is seeing a similar trend. CPA skyrocketed 75.63% to $20.06, and CPC rose 60.44% to $0.81, making traffic more expensive. But, just like Meta, ROAS is holding strong, up 42.63% to 3.81. This is a positive sign that advertisers are still seeing value. CPM also increased (57.67% to $10.65), so ad competition is heating up.

TikTok: The Most Budget-Friendly Option Right Now

TikTok is looking like the most affordable platform this week. CPA dropped 45.55% to $14.11, and CPC fell 55.20% to $0.39, making clicks cheaper than ever. However, ROAS dipped slightly by 3.03% to 2.83, so while costs are down, advertisers may need to fine-tune their strategies to maintain strong returns. CPM also dropped (24.97% to $3.97), meaning reach is getting more affordable, too.

The Takeaway: Meta & Google Costs Are Rising, TikTok is More Affordable

Meta and Google are both getting more expensive, but ROAS is improving, which suggests that brands investing in optimization are still seeing strong returns. TikTok, on the other hand, is cheaper to advertise on right now, but ROAS is slipping, meaning performance might require extra attention. See you next month for more insights!

CREATIVE INSIGHTS 🧑‍🎨

Image Optimization: The Key to Faster Sites and Better SEO

As Adspace's resident content marketer, WordPress and I have a love/hate relationship. It’s not always smooth sailing, but there’s one thing we can both agree on: if your WordPress images aren’t optimized, you’re making things harder than they need to be.

Images are important for creating a visually appealing website, but if they aren’t optimized, they can slow down your site and hurt your SEO. Google rewards fast-loading sites, so optimizing your images is essential for ranking higher. Let’s take a look at how you can optimize your images in WordPress to improve your site’s performance.

1) Choose the Right Image Format

Not all image formats are created equal. While JPEGs are fine for photos, newer formats like WebP and AVIF are much better for reducing file sizes while maintaining quality. These formats help your pages load faster and improve your site’s performance.

• JPEG: Good for photos but large in file size.

• PNG: Great for transparency but can be bulky.

• WebP/AVIF: Modern formats that offer better compression without losing quality.

Switching to WebP or AVIF can make a big difference in your site’s load times.

2) Resize Images Before Uploading

Uploading oversized images is a common mistake. If your theme only needs a 900px wide image, don’t upload one that’s 3000px wide. Make sure the image size matches what’s needed for your site.

For bulk resizing, use tools like TinyPNG or ImageOptim. These tools will help you reduce file sizes while preserving the quality of your images. This simple step can greatly improve load times.

3) Use Alt Text for SEO

Alt text isn’t just for accessibility. This feature also helps search engines understand what your images are about. Adding descriptive, keyword-rich alt text improves your chances of showing up in Google Image Search and boosts your SEO.

Instead of using generic names like “dog.jpg,” try something more descriptive, like “golden-retriever-puppy-playing-in-sunny-yard.jpg.” This helps Google index your images and can drive more traffic to your site.

4) Enable Lazy Loading

Lazy loading delays loading images until they’re needed. Basically, they only load when someone scrolls to them. This improves your site’s speed since it doesn’t have to load everything at once.

WordPress has built-in lazy loading functionality, so make sure it's enabled to improve your site’s performance. This small tweak can have a big impact on how quickly your pages load.

5) Optimize for Mobile

Images should look great on all devices, not just desktops. WordPress automatically generates multiple image sizes for different screen resolutions, but you can fine-tune this to make sure the right images are loading for mobile and tablet users.

Make sure that thumbnails, hero images, and all visuals are responsive and display correctly on every device. This ensures that mobile users have a seamless experience and your site stays fast.

So, what? 

Optimizing your images is one of the easiest ways to improve your website’s performance and SEO. By choosing the right formats, resizing images, using alt text, enabling lazy loading, and optimizing for mobile, you can create a faster, better website that Google will love. These simple steps are essential for any WordPress site in 2025.

For more information, check out Search Engine Land’s article.

INDUSTRY NEWS 📰

Amazon Takes Its Ad Game Outside the Marketplace

Amazon is making a bold move in the retail media space by offering its advanced ad technology to other retailers through its new Retail Ad Service. This tool is designed to let other retailers take advantage of Amazon’s sophisticated ad tech without being on the marketplace itself. Now, your retail site can get access to all of Amazon’s powerful ad targeting and measurement tools.

What’s the Deal?

With this service, retailers can now run ads on their own search results, product pages, and browsing sections. Basically, anywhere they think a customer might click. And they get full control over things like creative formats, ad placement, and frequency. You also get to dictate where the customer goes after they click on the ad, whether that’s a product page, quick view, or even straight to the add-to-cart button.

Why Should You Care?

Here’s the thing: Amazon already runs the most sophisticated ad network in the game. So, by opening it up to other retailers, they’re basically telling everyone else, “You can tap into our tech, skip the trial and error, and start running better campaigns right away.” This isn’t just a shiny new tool; it’s Amazon positioning itself as the backbone of retail advertising.

For retailers, it means you don’t have to go through the hassle of building your own complicated ad tech system or relying on third-party vendors. Amazon’s got you covered with real-time reporting, targeting, and measurement, all thanks to its massive first-party shopper data.

And Let’s Not Forget About Amazon’s Play Here

Sure, this helps retailers, but let’s not kid ourselves…Amazon’s getting a lot out of this too. By extending its ad tech to other retail sites, Amazon gets to collect even more data about consumer behavior beyond its own platform. This will only make its ad targeting even sharper, creating a nice little cycle where Amazon’s ads get better, and retailers see better results.

Final Thoughts

If you’re in retail, get ready for more competition in the ad space 😩. Amazon’s Retail Ad Service is going to make it easier for retailers to run sophisticated ad campaigns with less effort, and it’s a big win for Amazon’s bottom line. So, yeah, things just got a little more crowded in the retail media space, and Amazon’s sitting pretty at the front of the pack.

BRAND HIGHLIGHTS 🚗

Oura Ring: The Finnish Wellness Revolution

I can’t scroll through TikTok for more than five minutes without seeing someone lamenting how a glass of wine tanked their Oura Ring sleep score. And yet, despite making us confront our poor decisions, Oura has become the go-to health wearable for tracking sleep, activity, and overall well-being. But it’s not just about guilt trips. It’s about building a brand that balances science, sleek design, and savvy marketing.

Finnish Craftsmanship Meets Wellness Tech

Born in Finland (the happiest country in the world) Oura launched over 10 years ago with a simple goal: to make health a priority. With over 2.5 million rings sold, Oura has become a go-to for those serious about tracking sleep, activity, and overall health. Backed by over 20 PhDs, it delivers highly personalized, data-driven insights to help users make smarter health decisions.

The Oura Ring goes beyond counting steps. It tracks sleep quality, activity levels, and readiness. Essentially, it gives you a daily snapshot of how prepared your body is for the day ahead. The ring measures everything from heart rate to temperature changes and blood oxygen levels. Plus, it identifies your body’s unique chronotype, so you can optimize your sleep based on your natural rhythms. It even helps you manage stress by offering insights into your body’s recovery, offering tips on how to improve your overall health.

Impressive Battery and Price Tag

The Oura Ring 4 offers up to 8 days of battery life, so you can go nearly a full week without charging it. As for the price, rings start around $400, but can go upwards of $600 depending on the model. If you want to unlock all of Oura’s advanced features, there's also a monthly membership fee.

A Strategic Customer Journey to Growth

Oura's success is built on a strong DTC funnel:

1. Discovery Phase
   Oura is everywhere (Instagram, TikTok, Pinterest)and with over 2.3 million monthly visitors and a strong organic SEO strategy, they rarely need branded Google search ads. 

2. Interest Phase
   Paid ads and influencer partnerships spread the word, with ‘whitelisting’ ads through influencers’ accounts to boost reach while keeping things authentic. They target anyone interested in wellness, casting a wide net.

3. Consideration Phase
   Their homepage and remarketing ads, plus educational content like webinars and ebooks, help potential buyers feel confident in their decision. 

4. Conversion Phase
   Oura drives purchases through paid Meta ads, UGC, Google ads, and special offers. Countdown timers in email marketing create urgency, nudging buyers to act.

5. Post-Purchase and Advocacy
   Personalized onboarding and ongoing engagement help reduce return rates and foster long-term loyalty. Referral programs and community building turn happy customers into brand advocates.

Why It Works

Oura’s approach is simple but effective: they combine strong educational content with a seamless multi-channel strategy, making the Oura Ring an essential part of people’s health routines. It’s not just a wearable; it’s a lifestyle upgrade—whether you’re tracking your sleep or trying to avoid that second glass of wine.

TECH TALK 🤖

Google Rankings and ChatGPT Mentions

Well, here’s a twist: Google rankings and ChatGPT mentions are more connected than we thought. A recent study from Seer Interactive (digital marketing agency) has uncovered that brands on Google’s first page are also more likely to show up in ChatGPT’s AI-generated answers. 

It seems that ranking well on Google could get your brand some AI recognition, but don’t start celebrating just yet. The study also found that traditional SEO tactics like backlinks don’t seem to have much of an impact 🥲.

Google Rankings Still Matter. But Not for the Reasons You Think

The study found a solid correlation (~0.65) between Google rankings and mentions in AI responses, which is good news if you’re already invested in ranking on Page 1. But here’s the catch: backlinks and content variety? Not so much. Turns out, it’s not about stuffing your content with every SEO trick in the book. It’s about creating relevant, high-quality content that can resonate across both Google and AI.

How the Study Was Done: A 10,000-Question Dive Into the AI Abyss
To dig into this, Seer ran 10,000 finance and SaaS-related questions through OpenAI’s GPT-4 API. The results were clear: Google rankings do matter, Bing rankings matter less, and backlinks? Well, not much of a factor. Multi-modal content like videos and infographics didn’t make a huge impact either, which might be a bit disappointing if you were hoping your latest explainer video would help you rank in AI answers.

It’s Not Just About Google
While ranking high on Google can help boost your chances of being mentioned in AI responses, it’s clear that a well-rounded strategy is needed. SEO is only part of the equation. PR, partnerships, and on-page strategies also play a role in how visible your brand is in AI-generated answers. So, while your SEO efforts aren’t in vain, they might not be the magic bullet you thought they were.

Why This Matters: SEO’s New Frontier
Here’s the real takeaway: if you’re not already thinking about optimizing for AI-generated content (a.k.a. Generative Engine Optimization or GEO), you should be. Search is evolving, and getting your brand mentioned by ChatGPT and other LLMs is going to matter more and more. 

But don’t worry too much about chasing backlinks or cramming every form of content into your strategy. Focus on quality, relevance, and the bigger picture, and you’ll be on the right track. After all, AI doesn’t care about your keyword density.

Check out Search Engine Land’s article for more info.

🌟 Looking for new opportunities to scale your online growth in any of the following areas?

• Paid Social Advertising

• Paid Search Advertising

• Content & Creative

• Email & SMS Marketing

• Influencer Marketing

• Web Design & Development

• Analytics & Reporting

Book a FREE one-on-one consultation with our Head of Growth Strategy! 🌟

Let's explore innovative ways to captivate your customers and drive results together.

“These guys are the real deal. Effective, efficient, and a pleasure to work with. Dan quickly understood and was able to help us better articulate the nuances of our business. Would highly recommend working with them.”

-Jordan Feder, VC at GE Ventures

💵 Your FREE 2024 Ultimate Growth Toolkit 💵

We’re sharing 10 must-dos to propel your brand in 2024. Stay ahead of the game with our crafted strategic insights and download your free guide today!

Some chapters include:

• Programmatic Advertising

• Search Engine Optimization Best Practices

• A Complete Guide to Short-Form Video Content

• The Next Generation of Google Analytics

Hey! Do you enjoy reading Ascend? It’s the best monthly business newsletter out there -- only takes 5 minutes to read and you’ll sound like the smartest person in the room.

Share Ascend with your friends and family, and grab free Adspace merch!

Was this email forwarded to you? Sign up here.