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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.
The use of urgency-driven language in emails is minimal. Words like “Ends” (11), “Last” (3), and “Limited” (3) appear occasionally, suggesting some attempt to create urgency. However, more compelling urgency terms like “Flash” (0) or “Hours” (1) are almost entirely absent.
Missed Opportunity: Brands are not fully capitalizing on urgency-based strategies, missing the chance to motivate quicker purchases with time-sensitive offers.
“Off” and “%” are used in nearly 30% of the email subject lines, signaling the use of percentage-based discounts.
However, more attractive discount formats like “BOGO”, “Bundle”, and “Flat” are entirely absent.
Missed Opportunity: While discounting is present, there’s an opportunity to leverage more engaging formats like bundling, BOGO offers that could help increase average order value.
Seasonal relevance was very limited in these emails, with only “Spring” (13 mentions) used as a seasonal keyword. Given that home decor can be a major gift or seasonal purchase category, brands are missing the chance to tie promotions to key holidays or events.
Missed Opportunity: Seasonal opportunities around holidays and key shopping moments are being underutilized. More focus on timely events could resonate with the buying cycles of home decor consumers.
The absence of words like “Exclusive” (1), “VIP” (0), “Pre-Order” (0), and “Buy Now Pay Later” (0) suggests that these brands are not capitalizing on convenience. These elements are especially effective in home decor, where big-ticket purchases could be incentivized.
Missed opportunity: Brands are missing opportunities to build customer loyalty or improve conversions through exclusivity-based offers or flexible payment solutions.
“New Arrival” is mentioned in 5% of the email subject lines, indicating that brands are highlighting fresh products. However, terms like “Trending” (0) and “Best Seller” (1) are not being used to promote products that are popular or highly rated.
Strategy in Play: Brands are promoting new arrivals, but could do more to showcase trending or best-selling products.
Only one email mentioned “Free Shipping”, indicating that convenience and shipping perks are not being effectively communicated. No emails mentioned “Buy Now Pay Later”.
Missed Opportunity: Convenience-based messaging is almost nonexistent. More focus on shipping benefits or flexible payment options could help convert customers who are hesitant about high upfront costs.
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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