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Brands like Eater, Skinnytaste, Lindt, and RxBar have 100% of their emails landing in the inbox.
Most brands, except a few like HotelChocolat and McCormick, are avoiding spam folders with rates close to 0%. This could be due to strong deliverability practices, such as proper list segmentation, using recognizable sending addresses, and optimizing content for both engagement and compliance with email best practices.
Brands that send emails consistently (like Skinnytaste and Eater) likely build a strong reputation with email service providers, contributing to a high inbox placement.
The low spam rate for these brands suggests they focus on clean lists, avoid spam trigger words, and use authenticated sending infrastructure (SPF/DKIM).
Average inbox rate
Average Spam Rate
Total Emails Analyzed
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Similar to subject lines, preview texts also emphasize urgency with phrases like “limited time offer,” which prompt quick action from the recipients.
A lot of preview texts highlight specific promotions or discounts, such as “Save 20%” or “Exclusive deals,” motivating recipients to open the email to avail themselves of offers.
Brands also encourage exploration and discovery, often using phrases like “find your new favorite flavor,” which piques curiosity and encourages engagement.
The Food, Tea, and Coffee industry appears to predominantly focus on Other Category of Emails. It include product launches, holiday/seasonal emails, and thematic emails.
This suggests that food brands rely on specific events, launches, and seasonal campaigns to engage their audience. Relationship building and educational content emails are less common, with promotional emails having a minimal presence.
Note: Other email types include product launches, Holiday and seasonal emails, and thematic email types.
Promotional
Relationship Building
Educational
Other
The food industry’s email strategies are largely centered around Subscription-based Engagement (via sign-up CTAs) and Direct Sales (via shop and product-focused CTAs).
“Sign up” (e.g., “Sign up for the Eater Dallas newsletter”) is widely used, particularly for newsletters and content subscriptions.
“Shop now” / “SHOP ONLINE” is commonly used by brands promoting their products.
“SHOP ALL” appears frequently in brands like RXBar, promoting a range of products.
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In Q1 2025, email marketing in the Food, Tea, and Coffee industry has seen a clear emphasis on personalized engagement, location-based targeting, and urgency-driven offers. Brands are focusing heavily on building relationships with subscribers through newsletters and engaging content such as recipes.
With promotional emails offering limited-time deals, the industry continues to capitalize on FOMO (fear of missing out) strategies.
Moving forward, we can expect an increased integration of data-driven personalization, where emails will become more tailored to consumer behavior and preferences. Mobile-optimized, responsive emails will remain crucial as the industry adapts to evolving consumer expectations and browsing habits.
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