Top eCommerce Email Marketing Trends For 2025

In an era where customers expect emails to read their minds (or at least feel that way), brands need to be savvier, sharper, and a whole lot more personal.

We’re talking hyper-targeted messages, inbox experiences that feel like a private concierge, and maybe even AI-powered emails that know what customers want before they do.

With some sources saying email marketing returns an average of $36 for every dollar spent, it’s clear the stakes are high and the potential huge.

So what’s next? Expect less “Hello, [First Name]” and more “Here’s a deal on what you were eyeing last week at 3 a.m.”

Let’s dive into the trends that will help your emails stand out, stay out of the spam folder, and keep your customers clicking like it’s 2025.

1. Embrace behavior-based content

Behavior-based content is where email marketing in 2025  will really shine—it’s all about sending the right message at the perfect moment.

This isn’t just “Hey, we miss you” when someone’s gone quiet for a few weeks; it’s about hyper-personalized content that actually feels like it was designed for each subscriber’s quirks.

Think: dynamic blocks that shift based on what customers have browsed, purchased, or even what’s just sitting in their cart (hello, cart abandoners!).

Your brand must have a reaction for every interaction a shopper has with you!

Execution ideas:

The skeleton of executing behavioral emails is: Track user behavior, identify key activities and send emails.

While the possibilities are endless, here are some ideas to take inspiration from.

🎯 If a customer has been checking out yoga mats but hasn’t pulled the trigger, your email can feature a “Just for You” section with the exact mat they’ve eyed, plus some killer accessories (think straps, towels). You could also offer a time-sensitive “Last chance for 10% off” if they’ve hovered over a product for more than a few minutes.

🎯 Next, leverage browsing patterns. If a shopper is all about those cozy winter sweaters, throw in a dynamic block showcasing similar styles in different colors, or recommend matching scarves to complete the look.  

🎯 Or, if a customer has a habit of buying only vegan products, serve up recommendations that align with that preference without ever saying “We noticed you like plants” (because, cringe).

🎯 If your shopper bought the trending limited-edition item, your email could highlight, "You’ve got the first edition—want to complete the collection?” or, “Since you love [product], you might need this accessory to go with it.”

2. Create shoppable emails

Shoppable emails aren’t just pretty pictures of products—they’re interactive, clickable emails that let users shop directly within the email itself.

They can range from product carousels to cart recovery and product discovery.

Execution ideas:

🎯 Add interactive product carousels in your emails. Let customers swipe through multiple products, view details, and make a purchase without opening a new window. You can also integrate image-based call-to-actions where each product picture directly links to the product page for one-click shopping.

Remember that your shoppable emails should contain product recommendations based on your customers’ behavior–as we had discussed in the previous point.

3. Update content in real-time

Real-time updates allow your content to reflect the most up-to-date information—whether that’s product availability, pricing changes, or live event details.

It’s all about keeping your emails as relevant as possible, giving subscribers a reason to open them immediately rather than waiting for a later update.

Execution ideas:

🎯 Start by using live product availability updates. If a customer is eyeing a product but it’s out of stock, your email can automatically update to show when the product is back or suggest a similar item in real-time.

🎯 Another great way to leverage real-time content is with flash sales or countdown timers. Imagine sending an email with a timer that’s ticking down to the end of a special offer, or an alert about a sudden price drop.

🎯 You can also integrate real-time location-based offers. If you're hosting an in-store event or having a local sale, emails can automatically adjust based on the subscriber’s geographic location, offering them a discount or invitation specific to where they are.

4. Segment based on buyer journey rather than demographics

It’s no longer enough to send one-size-fits-all emails; to really connect with your customers, you need to tailor your content to where they are in their buying journey.

Whether they’re just discovering your brand, browsing products, or ready to buy, each stage requires a different approach to move them down the funnel.

Execution ideas:

🎯 For customers in the awareness stage, send educational content that introduces your brand and products. This could be a welcome email series, highlighting your value proposition, or offering helpful tips related to your products.

For example, a skincare brand could send out a “Which skincare routine is right for you?” quiz to engage them further.

🎯 Once a customer moves into the consideration stage, it’s time to send comparison-focused emails that showcase your products against competitors or highlight unique benefits.

You could feature customer reviews, side-by-side comparisons, or suggest complementary products that fit their needs.

For example, a shopper who has browsed running shoes could receive an email comparing your top models, complete with testimonials and videos showing them in action.

🎯 For those in the decision stage, get transactional and personalized. Offer exclusive discounts or time-limited promotions to incentivize purchase. If they’ve abandoned their cart, remind them of what’s waiting for them with a friendly “Don’t miss out on your favorite items!” approach.

At this stage, urgency and scarcity can really make a difference—consider adding a countdown timer or "last chance" offer to push them over the edge.

5. Send event-triggered emails

These emails are sent automatically based on a specific customer action or event—think of them as your brand’s way of responding instantly to what a customer does, rather than waiting for them to take the next step.

They’re timely, relevant, and personal, making it much more likely that your subscribers will engage.

Execution ideas:

🎯 Let’s say a customer is repeatedly hovering over a product but not adding it to their cart. Trigger an email showing that exact product (and maybe an exclusive discount).

🎯 Update shoppers when their wishlisted products get discounted or are running low on stock.

🎯 Update customers at different stages of the delivery process–tell them when it gets packed or shipped etc.

🎯 For personal milestones, use data like birthdays, anniversaries, or the customer’s first purchase to trigger emails that feel personal and special. A simple "Happy Birthday!" with a personalized discount or gift suggestion makes the customer feel valued.

6. Use rich media amplify your message

Think beyond plain text and images—this is where you can level up the experience with interactive elements, video, and even GIFs that bring your email to life.

It’s not just about flashy visuals anymore; it’s about creating an immersive experience that hooks your audience from the get-go.

Execution ideas:

🎯 Show your product through images or carousels. Highlight use cases or benefits. Find common concerns around your products and design your rich media around them.

🎯 Or, use clickable GIFs to demonstrate how a product works—whether it’s a blender in action or a coat that transforms in style with a zip.

🎯 Video content will also be key in 2025. A personalized video could be a game changer—imagine a “Thank you” email with a personalized message from the brand or a short demo of a new product that automatically loads when the email is opened.

7. Help shoppers manage their subscriptions

Subscription management in 2025 isn’t just about managing product deliveries—it’s about giving shoppers total control over their experience with your brand.

Think more flexibility and personalization around how often they receive emails, what kind of content they want, and which channels they prefer to interact with.

Execution ideas:

🎯 Start by offering the ability to manage frequency of emails. Some customers love a daily deal email, while others prefer a weekly roundup or a monthly digest.

Let shoppers choose how often they receive communication—whether it’s “I want updates on every new product” or “Only send me emails when there’s a sale.”

An easy-to-manage email preference center where they can select their frequency will reduce unsubscribes and keep your communication relevant.

🎯 Next, give customers control over content type. Maybe they only care about sales, or perhaps they want product tips and educational content.

Use dynamic content blocks or options within your email preference center that allow users to select their interests—like, “Show me only new arrivals,” or “Send me restocks of my favorite items.”

This ensures your emails remain relevant to what they care about, reducing the chance of them tuning you out.

🎯 Also, communication channels are key. Not everyone wants to receive every update via email. Let shoppers choose whether they prefer SMS updates, app notifications, or emails.

Allowing them to select their preferred channel for different types of communication (e.g., “SMS for time-sensitive sales” and “email for product updates”) can improve engagement without overwhelming them on a single platform.

8. Use predictive analytics to anticipate customer needs

Predictive analytics is about to revolutionize how brands anticipate customer needs in 2025.

By leveraging past behavior, trends, and patterns, you can predict what a customer might want before they even know it themselves.

This isn’t just about throwing out product recommendations; it’s about using data to create highly personalized experiences that feel intuitive and spot-on.

Execution ideas:

🎯 Start with purchase history. Predictive analytics can tell you what products a customer might need next based on their previous buys.

For example, if someone bought a winter coat last year, send them an email this year with similar options or a complementary item like gloves or scarves. Using this data to send timely, relevant suggestions makes customers feel like you know exactly what they need.

🎯 You can also use browsing patterns. If a shopper has been consistently browsing a certain category—let’s say skincare products—they’re likely in the market for something new.

Your predictive analytics tool can send an email saying, “Looks like you’re interested in replenishing your skincare routine—here’s what’s new this season!” It’s all about timing and understanding what they’re likely to need next.

🎯 Behavioral triggers can take predictive analytics even further. If a customer browses a product repeatedly but doesn’t buy it, the data can tell you when to send a timely reminder with a special discount, like “Still thinking it over? Here’s 10% off your favorite item!”

🎯 Lastly, seasonal predictions are a great way to stay ahead. If analytics show that a customer often buys summer apparel in the spring, send an early email with new seasonal arrivals, or even offer them exclusive early-bird access to a collection.

9. Zero-party data collection

Zero-party data is the goldmine of customer insights in 2025. This data is information that customers willingly share with you, knowing exactly what it will be used for.

Unlike traditional third-party data (which feels a little sneaky) or first-party data (which is great but still comes with some guessing), zero-party data gives you direct access to what customers want, need, and prefer.

It’s about trust, transparency, and building better relationships.

Execution ideas:

🎯 Interactive quizzes and surveys! Invite customers to share their preferences, interests, or lifestyle choices in exchange for something valuable—like a personalized product recommendation, a discount, or access to exclusive content.

For example, a clothing brand could ask, “What’s your go-to outfit for a weekend brunch?” This can help them tailor product suggestions and email content based on their responses, making the shopping experience feel more personal.

🎯 Another great tactic is wishlist creation. Allow customers to curate their own lists of favorite products, then use that zero-party data to send targeted emails like “The items on your wishlist are back in stock” or “Here’s a special offer on the items you love.”

🎯 You can also leverage loyalty programs. Encourage customers to fill out profiles that include preferences, past purchases, and wishlists in exchange for points or rewards.

This builds a rich profile of their preferences that you can use for even more tailored offers and content.

A skincare brand, for example, could ask a customer to select their skin type, which can then inform future product recommendations.

🎯 Finally, social media engagement is another great channel for collecting zero-party data. Ask customers to share their thoughts on new collections or upcoming products via polls or direct feedback on your social platforms.

This helps you stay connected while gathering direct insights into what resonates with your audience.

Also read:

eCommerce Website Design: 17 Conversion-Boosting Principles

eCommerce Email Copywriting: 20 Game-Changing Tips

Email Security Best Practices For eCommerce Stores

10. UGC in emails

By showcasing content from real customers, you’re adding authenticity to your emails—no more stock photos or generic messaging.

People want to see real-life experiences and how your products actually fit into their world.

Plus, UGC encourages a sense of community and turns your customers into brand ambassadors, which is like free advertising with a sprinkle of social proof.

Execution ideas:

🎯 Feature customer photos and reviews. For example, if you sell outdoor gear, feature a customer’s photo of them hiking with your backpack, paired with a glowing review about how durable it is.

🎯 Another great tactic is to use UGC to promote new products. If you’re launching a new product, invite your most loyal customers to share their thoughts or photos ahead of time.

You can then use this content in a pre-launch email campaign, like, “Here’s what people are saying about our new [product name]”

🎯 Also, consider integrating customer videos. Videos are one of the most engaging forms of content, so why not use them in your emails? Ask customers to share video reviews or unboxings, then embed those clips directly into your emails.

11. Sustainable email practices

Sustainability isn’t just about eco-friendly packaging; it’s about making your email marketing practices more sustainable, too.

The digital world generates a surprising amount of carbon emissions, and your brand’s email campaigns are part of that. By adopting sustainable email practices, you can reduce your environmental footprint while still delivering valuable content to your customers.

Plus, it aligns with consumer values that prioritize eco-conscious brands.

Execution ideas:

🎯 First off, optimize your emails to ensure they’re as lightweight as possible.

This means using compressed images, minimizing large attachments, and avoiding overly complex designs that require more energy to load.

Keep the file sizes small and the content clean, ensuring a faster load time, which doesn’t just help the planet but also improves user experience (win-win!).

🎯 Email frequency management is another key sustainability tactic. Encourage customers to choose their email frequency, reducing the amount of unwanted content that gets sent out.

You can even offer them the chance to receive consolidated emails (e.g., a weekly roundup instead of daily messages) so they get the content they want without the inbox overload.

Less email clutter = less waste in the digital world.

🎯 Additionally, go paperless wherever possible. For businesses that offer physical receipts or invoices via email, ensure that your communication is entirely digital. Not only does this reduce paper waste, but it also streamlines the customer experience.

🎯 Finally, energy-efficient email service providers (ESPs) are a must in 2025. Look for platforms that are committed to green hosting and carbon offset initiatives.

Using these providers will ensure that the energy required to send your emails comes from renewable sources.

12. Optimize content for voice search

As we move into 2025, voice search isn’t just for finding directions or ordering pizza anymore—it's a key player in how people shop and discover products.

As voice assistants become smarter and more ingrained in everyday life, optimizing your email marketing for voice search is about more than convenience—it’s about future-proofing your brand for how consumers will engage with your content.

Execution ideas:

🎯 Start by optimizing your email subject lines for the way people speak, not just what they type. Use natural, conversational phrases like, “What’s the best yoga mat for beginners?” or “How do I get the best skincare deals today?” to align with how users interact with voice assistants. This ensures your emails surface in voice searches.

🎯 Next, make your emails more interactive with voice-enabled commands. For example, “Want to know more about this product? Just ask!” or include a button that lets users trigger a voice command for more info. This encourages users to engage without ever touching the screen, seamlessly integrating voice into their experience.

Bonus tip: Don’t forget to optimize your landing pages for voice search. Simple, direct language works best here—think phrases voice assistants can easily interpret and relay. In 2025, the goal is to create a shopping experience that feels intuitive, quick, and voice-first.

13. Emphasis on mobile-first design

Mobile-first design is no longer optional in 2025—it’s a necessity.

With more than half of all email opens happening on mobile devices, you can't afford to ignore how your content looks on smaller screens.

A mobile-first approach ensures that your emails are not just readable on mobile devices but are designed to provide the best possible experience from the get-go.

If it doesn't look good on a phone, it doesn’t work at all.

The good news? With a little effort, you can ensure your emails are easy to engage with, even on the go.

Execution ideas:

🎯 Prioritize a single-column layout. Avoid complicated, multi-column designs that don’t scale well on mobile.

Instead, go for a clean, single-column format that makes it easy to read and navigate on smaller screens.

This means bigger fonts, larger buttons, and images that resize neatly for mobile devices.

🎯 Mobile-friendly subject lines and preheader text should always be a top priority. On mobile, you don’t have the luxury of long, detailed subject lines. Stick to short, punchy lines that grab attention and ensure that your preheader text supports the subject without repeating it. Think of it like a catchy headline that gets straight to the point.

🎯 Optimized call-to-action (CTA) buttons are a must. Buttons should be large enough for mobile users to tap comfortably, with plenty of spacing around them to avoid accidental clicks. Space out tappable elements by minimum 2 mm.

You don’t want your customers zooming in to click, so make sure your CTAs stand out and are easy to tap.

Also, avoid too many CTAs—focus on one primary action that drives the most conversions.

🎯 Image optimization is key for mobile. Images should load quickly, without slowing down your email’s performance. You can compress images to reduce file size and ensure they load fast, even on slower mobile networks.

Always include alt text in case the images don’t load, and make sure the visuals are easy to see and comprehend on smaller screens.

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.

How we can help you:

Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.