Email marketing is one of the most powerful tools in a modern marketer’s arsenal. At Scurri, we see our customers use it regularly and here we’ll share the strategies and approaches that we’ve seen work.
But first, why email marketing? While social media, SEO, and paid ads all have their place, nothing delivers the consistent, high-return results of a well-executed email strategy. For eCommerce businesses in the UK, in particular, it remains an undisputed champion of customer retention and revenue.
In 2025, the eCommerce game has evolved. It’s no longer enough to send a weekly promotional blast. Success hinges on a sophisticated blend of personalisation, automation, and data-driven strategy.
This guide from our team here at Scurri breaks down everything you need to know to build an eCommerce email marketing program that not only survives but thrives this year.
Why Email Marketing Still Delivers an Unbeatable ROI in 2025
The feedback we’ve had from UK retailers within our network is that email marketing consistently outperforms other digital channels in terms of return on investment.
Exceptional ROI:
For every pound invested in eCommerce email marketing, businesses can expect a high return due to email’s direct, personal nature and low cost to execute.
However, the right strategy has to underpin your efforts in order for it to be effective.
Customer Preference:
Despite the rise of social platforms, 47% of consumers still prefer to receive brand communications via email. It’s a trusted, private space where customers feel in control.
Higher Conversion Rates:
A staggering 60% of consumers have made a purchase as a direct result of an offer within a promotional email, and brands are three times more likely to convert a customer via email than through social media.
Email builds a direct relationship with your audience – one you own and control, unlike a rented audience on a social media platform.
The Essential eCommerce Email Marketing Toolkit
To build a robust strategy, you need a collection of automated and campaign-based emails that serve your customers throughout their journey.
Here are a few key pointers:
1. The Welcome Series: Making a Lasting First Impression
A welcome email is the first interaction a new subscriber has with your brand after opting in. Its importance cannot be overstated.
Best Practice for 2025: Don’t just send one email. Create a short, automated series of 2-3 emails.
Email 1: Thank them for subscribing and offer a discount code or free shipping.
Email 2: Tell your brand story.
Explain what makes you unique and highlight your values.
Email 3: Showcase your best-selling products or guide them to a curated collection to spark interest.
2. Abandoned Cart Emails: Recouping Lost Revenue
A customer adding items to their cart but not completing the purchase is a huge missed opportunity. Abandoned cart emails are a highly effective way to recover a significant portion of this lost revenue.
Best Practice for 2025:
Speed is Key: Send the first email within one hour of the cart being abandoned.
Add Urgency and Scarcity: Use phrases like “Your items are waiting!” or “Low stock alert” in your subject line and copy.
Incentivise: Consider a small discount or free shipping offer for first-time abandoners to sweeten the deal.
Post-Purchase Emails: Fostering Loyalty
Best Practice for 2025: Go beyond a simple receipt.
Branded Tracking Emails: Use post-purchase communications software like Scurri Track Plus to boost loyalty by sending retailer branded tracking emails. Tracking emails have the highest open rate of all – so don’t miss out on this opportunity to place your brand front and centre during a time of peak engagement.
Thank You & Review Request: A day or two after delivery, send a thank you note and ask for a product review.
Upsell & Cross-Sell: Recommend complementary products based on their purchase history, for example, “Bought sneakers? Here are the perfect socks to match.”
Educational Content: Provide tips, guides, or tutorials on how to get the most out of their new product.
Explore some branded tracking email templates:
From branded tracking emails to a branded tracking timeline and estimated delivery date, our post-purchase software Scurri Track Plus puts you in control of all aspects of your communications.
Sign up to receive sample post-purchase emails direct to your inbox!
eCommerce Email Marketing Trends for 2025: What's New?
To stand out in a crowded inbox, you must adopt the latest innovations and consumer expectations.
Trend 1: Hyper-Personalisation and Segmentation
This is the most critical trend for 2025. Generic emails are dead. Personalisation goes beyond using a customer’s first name.
Segmentation: Divide your list into highly specific groups based on demographics, purchase history, Browse behaviour, or geographic location. Segmented campaigns can boost revenue without exhausting your list.
Dynamic Content: Use data to dynamically change the content within an email. For example, if a customer browsed your “Summer Dresses” category, your next email can automatically feature those products.
Trend 2: The Integration of AI and Automation
AI is not a futuristic concept; it’s a tool for immediate use.
AI-Powered Content: AI can help generate compelling subject lines, write personalised copy, and even optimise the best send time for each individual user.
Behavioural Triggers: Use your marketing automation platform to set up sophisticated triggered campaigns. A customer who views a product five times but doesn’t add it to their cart could be automatically sent a tailored email highlighting that product and its reviews.
Trend 3: Interactive and Accessible Emails
Interactive Content: Embed quizzes, polls, surveys, and even simple games directly into your emails. These interactive elements increase engagement and can provide valuable zero-party data (information a customer willingly gives you).
Accessibility: As a legal and ethical requirement, accessible email design is crucial. Ensure your emails use clear color contrasts, alt text for images, and large, readable fonts. This also makes your emails more scannable and user-friendly for everyone.
Trend 4: Mobile-First Design is Non-Negotiable
With nearly 60% of emails being opened on a mobile device, your emails must look perfect on a small screen.
- Responsive Design: Use templates that automatically adjust to screen size.
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- Single-Column Layout: A single-column design is easy to read and scroll on a mobile device.
Large, Clickable Buttons: Make sure your CTAs (Calls-to-Action) are prominent and easy to tap with a thumb.
Building Your eCommerce Email Marketing Strategy: A 5-Step Roadmap for 2025
Ready to get started? Follow this step-by-step plan.
Define Your Goals: Do you want to increase monthly email revenue by 10%? Boost your list size by 20%? Define measurable objectives that align with your business goals.
Build a High-Quality List: Don’t buy lists. Focus on organic growth by offering incentives like a first-purchase discount or exclusive content in exchange for an email address. Use a double opt-in process to ensure your subscribers are genuinely interested.
Map the Customer Journey: Identify the key touchpoints in your customer’s lifecycle—from a new subscriber to a repeat buyer. Design specific email sequences for each stage.
Implement Automation and Segmentation: Set up your automated workflows for welcome, abandoned cart, and post-purchase emails. Then, begin segmenting your audience based on data you collect.
Test, Analyse, and Optimise: Your work is never finished. A/B test everything from subject lines to button colours. Track key metrics like open rate, click-through rate, and conversion rate. Use this data to continuously refine your strategy.