eCommerce Email Marketing Automation: Do's and Don'ts for 2025‍

Is your email strategy ready for 2025?

With inboxes getting more crowded by the day, it’s not just about sending emails—it’s about sending the right emails.

The kind that gets opened, read, and clicked.

Whether you’re fine-tuning automation or dodging email marketing pitfalls, these do’s and don’ts will help you stay ahead in the ever-evolving eCommerce game.

Let’s dive in and make every email count.

2025 email automation strategies: What to do and what to avoid

Do: Segment your audience to make every email feel personal

According to a study done by Lyris, 39% of businesses that segmented their list experienced higher open rates, 28% experienced lower unsubscribes, and 24% experienced higher sales.

Definitely worth implementing!

All you have to do is identify your subscribers by behavior, preferences, and purchase history.

And then create micro-segments like VIPs, seasonal buyers, and lapsed customers for hyper-targeted campaigns.

Few segmentation groups can be:

• Use demographics like age, gender, and location for tailored messaging
• Segment by purchase history, browsing activity, and engagement levels
• Match emails to lifecycle stages like onboarding, repeat buyers, or win-back
• Focus on purchase frequency and value to reward big spenders or re-engage others
• Target seasonal shoppers with early-bird offers and event-specific campaigns
• Separate active users from inactive ones for regular updates or win-back strategies

Make sure to use dynamic tagging to automatically update segments based on customer actions.

Now, just tailor your content to suit your segment and hit go, which brings me to the next point.

Do: Dynamic content is the secret to personalization at scale

According to Salesforce, 84% of customers say being treated like a person, not a number, is key to winning their business—dynamic content does just that!

Now that we know our segmented groups, let’s look at a few ways we use dynamic content in these segments.

• Tailor content like product recommendations based on what subscribers have previously engaged with or purchased to increase relevance and conversions

• Group your subscribers by preferences (e.g., preferred categories, price points, or browsing history) to send them content they’re more likely to appreciate and engage with

• Include personalized offers or product suggestions in your emails that adjust depending on a subscriber’s segment, boosting relevance and response rates

• Change banners or images based on location or time of year. For example, showcase cozy sweaters to customers in colder regions and lightweight tees for sunnier areas

A great example is Chairish. They ask you to add items to your favorites on their website. Then, you get an email when any of your saved items go on sale.

Do: Cart recovery emails to rescue lost sales

The key here is to not be vague.

An email with no or little information about the items in the cart is nothing more than a failed campaign.

Now, this example from Zalando is super specific, visual and has all the necessary information that a customer needs without even a click more.

Must dos for creating abandoned cart email campaigns are:

• Send the first email within an hour of cart abandonment to stay top-of-mind
• Sweeten the deal with a discount or free shipping for first-time cart abandoners
• Mention this offer in your subject line

• Use copy like “Your favorites are waiting for you”
• Add urgency with phrases like “Items in your cart are selling fast” or “Low stock alert”
• Include product images and links directly to the checkout page

Do: Recommendation emails that feel tailored, not pushy

Recommendations are like extending a helping hand for your customers to choose products while showing off your catalogue subtly.

These recommendations can be a part of your offers, cart abandonment emails, newsletters, or literally any campaign that you are running.

Suggest products with a price range similar to the recipient’s previous purchases to keep relevance

Use customer browsing data to highlight items left in wishlist or product pages they visited

Limit recommendations to 3-5 products per email to avoid overwhelming the reader

Include filters like “Best Sellers in [Category]” or “Top Picks for You” to pique interest

Add urgency, e.g., “Popular items selling fast,” if applicable, but ensure stock reflects the claim

Do: Post-purchase follow-ups to keep customers engaged

Post-purchase emails make a huge difference in whether a customer will just be a one-timer or they’ll keep coming back to your store for more. As long as you use them strategically, that is.

Remember you have to make full use of having the customer’s attention while you have it. You may not get another opportunity after the post-purchase sequence.

In this example, Athletic Greens seizes the chance to encourage customer retention:

First, they encourage customers to use their products regularly as part of their “new healthy habit”. They want the consumer to use the product habitually so that they don’t switch to another brand.

This extends to asking customers to sign up for the Facebook group. When customers do this, they literally become part of a community.

You should do something similar in your post-purchase emails. You may not necessarily guide customers to a Facebook group. Perhaps, you ask users to join you on Pinterest, for example.

Or you could even ask them to sign up for SMS updates so you have another way to stay in contact with the customer. Choose whichever channel you find best for communicating with customers.

Bonus tip: Include a loyalty program invitation to turn one-time buyers into regulars.

Do: Preheader text is prime real estate—use it wisely

​​Ever taken a week off and came back to 1,000 unread messages in your inbox?

There’s a good reason for that: the average person currently receives almost 320 emails a day.

By 2025, that number is expected to surpass 375 emails a day—equivalent to over 15 an hour, or once every four minutes.

And the preview text plays a more significant role than you can imagine in getting your email opened.

Must dos:

• Turn your preheader into a mini CTA that encourages immediate action, like “Claim your gift now” or “Shop the sale before it ends”

• Focus on what the reader gets, such as “Unlock your exclusive discount” or “Your VIP access is waiting”

• Keep it concise and avoid repeating the subject line—space is limited
• Use personalization to make it feel special, such as “Just for you, [Name]” or “Your perfect gift recommendations are ready”

Do: Mobile-first templates to reach customers wherever they are

I’m sure you put a lot of time and effort into building quality emails and managing your email list to avoid falling victim to spam filters, so the last thing you want is to get marked as spam because your emails look bad to smartphone users.

Let’s look at what you should do!

• Design templates with a width of 320–480px to ensure they render well on smartphones
• Use single-column layouts for a cleaner look and easier readability
• Include buttons at least 44px x 44px to comply with touch guidelines, making them easy to tap
• Test emails on devices like iPhones, Androids, and tablets to spot formatting issues early
• Optimize image file sizes to below 1MB to prevent slow load times on mobile networks

Do: Countdown timers to create FOMO and urgency

Studies show that emails with a countdown timer convert more than the ones without by 112.93%.

And here’s how to get it right:

Set timers to localize time zones when targeting international audiences.

Use fonts and colors that match the email’s theme to keep visuals cohesive.

Combine the timer with a scarcity message, like “Only 5 left!” for a psychological nudge.

And lastly, ensure your offer aligns with the timer—an expired timer with no follow-up ruins credibility.

Do: Seasonal campaigns ready to go before the rush

Running seasonal campaigns is not news but here’s what you can do differently in 2025 for better results and enhanced efficiency.

Automate holiday-specific campaigns well in advance to avoid last-minute chaos.

Use customer data from past years to predict trends and preferences.

Set up triggers for key dates, like Black Friday or Valentine’s Day.

Personalize seasonal emails with festive themes and targeted offers.

Bonus tip: Schedule a post-holiday follow-up to clear leftover inventory

Do: UGC is gold—use it to build trust

User-generated content (UGC) is like a stamp of approval from your customers—proof that your product works.

Feature customer reviews, testimonials, or unboxing videos in your emails.

Use photos from real customers showing off your products.

Create a hashtag campaign to encourage more UGC submissions.

Highlight user content that matches seasonal themes or trending products.

Bonus tip: Make sure you have permission to use customer-submitted content.

Do: Analyze metrics like a hawk to boost performance

If you’re not looking at the right metrics, you’re flying blind.
Focus on advanced metrics like revenue per email—open rates and click-throughs only tell part of the story.
Use heatmaps to identify which parts of your emails grab attention (because yes, people are scanning, not reading word-for-word).
Break down ROI by segment and automation flow to get precise insights on what’s working (or not).
Keep an eye on deliverability, and make sure your emails are hitting inboxes, not landing in spam.

Do: Cross-sell and upsell like a pro

Maximize each email interaction by suggesting the right products.
Send post-purchase emails that recommend complementary products, like “Bought sneakers? Here are matching socks.”
Offer product bundles at a slight discount to boost average order value.
Don’t forget to incorporate dynamic pricing to show customers discounts for bundling or buying in bulk—who doesn’t love a deal?
Personalize recommendations based on what the customer has bought before—no “You may like this” fluff.

Do: CTAs that demand attention and action

A great CTA is your email’s GPS—make sure it’s clear and unmissable.
Limit your CTA to one primary action to keep it focused—too many choices just confuse readers.
Make the button pop with contrasting colors, like orange on white, so it’s hard to miss.
Give the button some space—ensure it’s at least 16px away from other elements to avoid accidental taps.
Test button text and placement variations across different segments to find what performs best.

Do: Interactive elements for next-level engagement

Engagement goes up when your emails start to feel like an experience.
Add polls or surveys to effortlessly gather customer preferences.
Use product recommendation quizzes that help guide users to their perfect match—because who doesn’t like a little advice?
Gamify promotions with scratch cards or interactive elements to  amp up excitement and participation.

Embed GIFs or videos to spice things up, but make sure the file sizes are optimized for fast loading (nobody’s got time for a slow email).

Don’t: Flood inboxes like it’s 2005

We’ve all been there—so many emails that your inbox feels like a digital landfill. But here's the deal: over-saturating customers with too many emails is a surefire way to earn a one-way ticket to the dreaded unsubscribe button.

Instead:

• Stick to a schedule that keeps you top-of-mind without being annoying.
• Cap your email frequency based on engagement—daily emails for die-hard fans, weekly updates for casual shoppers
• Use engagement tracking to pause emails for people who haven't opened recent campaigns (respect their inbox)
• Don’t overwhelm with automatic follow-ups—give your audience time to breathe

Bonus tip: Quality over quantity. One well-crafted email beats three that nobody reads.

Don’t: Buy email lists—it’s a trap

Think buying an email list will give you a quick shortcut to a bigger audience? Think again. Not only will you likely annoy potential customers, but you'll also face a ton of issues like high bounce rates and poor deliverability. Plus, let’s not forget about legal headaches.

Instead:

• Build your list the right way—through pop-ups, lead magnets, and organic social media engagement
• Run contests, giveaways, or offer value in exchange for email subscriptions (because who doesn’t love free stuff?)
• Focus on quality over quantity. A smaller, engaged list will always outperform a huge, uninterested one

Don’t: Clickbait subject lines will backfire

We've all clicked on an email that promised us something juicy, only to find out it was a bait-and-switch. Clickbait subject lines might get you a quick spike in opens, but they'll quickly tarnish your credibility and hurt your long-term relationship with customers.

Keep in mind:

• Keep your subject lines clear and true to the content of your email. If you're offering "Free Shipping," make sure it's clear and easy to redeem.
• Avoid excessive punctuation or ALL CAPS, which scream spam.
• Use curiosity, but balance it with clarity. For example, "You’ll Love What’s Inside" works better than “Shocking News!”

Pro tip: Trust is key in email marketing—be transparent from the subject line to the CTA.

Don’t: Forget email compliance laws

Here’s something no one likes to talk about, but it’s essential: email compliance. Violating CAN-SPAM, GDPR, or CCPA laws could result in fines or worse, loss of trust with your audience.

Instead:

• Always include an unsubscribe link—it's legally required, and it builds trust with your readers
• Be sure your emails comply with the relevant laws for your audience (CAN-SPAM, GDPR, CCPA, etc.)
• Include your business’s physical address in the footer—this is a must
• Avoid deceptive sender names or subject lines that confuse your recipients

Don’t: Neglect list hygiene—clean it up regularly

Running an email campaign with a list full of outdated, invalid, or unengaged addresses is like throwing money down the drain. Keep your list in top shape to ensure the best results.

Always:

• Regularly prune your list of hard bounces and invalid email addresses to maintain high deliverability
• Re-engage dormant subscribers with a win-back campaign before considering removal
• Verify email addresses during sign-up to avoid bad data from the start

Don’t: Overload emails with clutter

You’re sending an email, not a novel. Cluttered emails confuse your readers and dilute your message. Keep it neat, clean, and to the point.

Some best practices include:

• Use 14–18px font sizes for body text, and make headings at least 22px to enhance readability.
• Limit your email length to 2–3 scrolls. If it’s longer, break it up with clear subheadings.
• Balance visuals with whitespace—aim for about 40% open space to guide the reader’s focus to key elements.
• Avoid long paragraphs; use short, scannable sections.

Don’t: Send at random times—timing is everything

Ever received an email at 2 AM and thought, “Why now?” Timing is everything in email marketing.

Make sure:

• Use historical data to optimize send times based on your audience’s behavior.
• Avoid sending emails at odd hours, unless your audience is composed of night owls (or international time zones).
• Set up automated drip campaigns to send emails consistently across time zones.

Final words

98% of visitors who visit an eCommerce site—drop off without buying anything.

Why: user experience issues that cause friction for visitors.

And this is the problem ConvertCart solves.

We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions.

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