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Get access to our complete email template library for the Beauty & Cosmetics industry
We analyzed 60+ emails from popular Home Decor & Furnishing brands over 3 months. This playbook highlights key trends in send times, frequency, subject lines, and CTAs to help you optimize your email campaigns.
Brands with a high inbox placement rate tend to follow best practices for email deliverability, such as consistent sending patterns, engaging subject lines, and high-quality preview text.
Consistent Email Sending: Brands that send emails on a regular cadence are more likely to achieve higher inbox rates. This consistency signals to email service providers that the brand is trustworthy.
Personalized subject lines and well-crafted preview texts can help avoid the promotions tab and spam folder.
Brands with a balanced text-to-image ratio tend to perform better in deliverability.
Correlation between Frequency and Deliverability: While email frequency does not directly correlate with deliverability, brands that send emails with consistent intervals (like daily or a few times a week) tend to have a better inbox placement rate. This consistency establishes brand credibility and reduces the likelihood of emails being flagged as spam.
Average inbox rate
Average Spam Rate
Total Emails Analyzed
Download Subject Line Inspirations from All Brands
Urgency and Scarcity: Using time-sensitive language (“Don’t delay!”) works to trigger immediate interest and action, compelling recipients to open emails promptly.
Convenience: Many brands emphasize ease and convenience, suggesting that the email content will benefit the recipient in a practical way.
Value Proposition Reinforcement: Preview texts that highlight key offerings and benefits ensure the recipient knows what to expect inside the email.
Call to Action: Preview texts with action-oriented language prompt recipients to open the email to take immediate action.
The Home Furnishing industry predominantly focuses on thematic emails, which account for a significant portion of the email campaigns.
Product launches, seasonal offers, and thematic content make up the majority of the communication. While promotional emails and relationship-building content are also important, they represent a smaller fraction.
Educational content is relatively rare but may grow as brands seek to engage customers more deeply with informative resources.
Note: Other email types include product launches, Holiday and seasonal emails, and thematic email types.
Promotional
Relationship Building
Educational
Other
“Shop” (42.86%) and “Now” (30.16%) are the most frequently used words in CTAs across brands, indicating a strong push towards immediate action and promoting purchase urgency.
The industry focuses heavily on promotional CTAs encouraging immediate action (like “Shop Now” or “Buy Now”) or engagement (“Learn More”).
A significant emphasis is placed on time-sensitive actions, such as limited-time offers, which are reinforced by the urgency in the CTAs.
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In Quarter 1 of 2025, email marketing in the Home Decor & Furnishing industry has prioritized urgency, seasonal promotions, and personalized offers.
Brands are utilizing emojis, time-sensitive CTAs, and product-centric messaging to drive immediate action. While promotional emails dominate, there is a noticeable shift toward more value-driven content like design tips and relationship-building emails.
Moving forward, the industry will likely see an increase in personalization and targeted segmentation, using more dynamic content to engage customers. As competition intensifies, email marketers will focus on creating highly tailored experiences to foster long-term customer loyalty.
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