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We analyzed over 20,000 emails from 1536 popular home decor & furnishing e-commerce brands over three months and compared them with the previous quarter. This playbook highlights key trends in send times, frequency, subject lines, and CTAs to help you optimize your email campaigns.
This report is based on data collected from publicly available email campaigns sent by home decor & furnishing ecommerce brands between April and June 2025 to random subscribers across 15+ email inboxes. While we strive for accuracy in our analysis, individual results may vary based on specific audience demographics, market conditions, and other factors. The strategies outlined in this report should be tested and adapted to your unique business needs. TargetBay is not affiliated with any of the brands mentioned in this report unless explicitly stated. All trademarks and brand names are the property of their respective owners.
We analyzed 20,004 emails from top Home Decor & Furnishing brands—2,602 emails from Q1 2025 and 17,402 emails from Q2 2025, spanning over 1,600+ brands. This report dives deep into every aspect of email marketing performance: deliverability, send times, subject lines, preview texts, CTAs, and content strategies. By comparing Q1 and Q2 trends, we highlight what’s changed, what’s working, and where brands are falling short. Whether you’re a brand owner or email marketer, this analysis will help you uncover data-backed strategies to boost open rates, land in inboxes—not spam—and outperform the competition with smarter, more effective email campaigns.
| Metric Studied | Q1 (2025) | Q2 (2025) |
|---|---|---|
| Number of Emails Studied | 2602 | 17402 |
| Number of Brands Studied | 159 | 1536 |
| Average Emails Sent / Week / brand | 1.26 | 0.87 |
| Email Inbox Rate (%) | 0.58% | 2.78% |
| Promotion Placement Rate (%) | 93.62% | 81.22% |
| SPAM Rate (%) | 5.8% | 16% |
| Popular Email Send Time Segment | 12pm - 3pm | 6pm - 9pm |
| Most Common Email Type | Discount Emails | Discount Emails |
| Most Common Email CTA | Shop now (158) | Shop now (2644) |
In Q2 2025, evening sends dominated Q2. The most popular window was 6pm–9pm, accounting for 23.68% of all email sends, followed closely by 3pm–6pm (20.92%).
These late-day slots significantly outpaced traditional morning slots like 9am–12pm (12.33%) and 5am–9am (12.84%).
In comparison, Q1 saw a stronger bias toward promotional emails during business hours, especially 9am–12pm, indicating a strategic shift in Q2 toward evening engagement.
Here’s how top brands in Q2 adapted their send times:
✔️ CharlesP. Rogers, GrowJoy, Live Laugh Love, and Stickley leaned into the 6pm–9pm window—targeting users scrolling post-work.
✔️ HudsonGraceSF and My preferred 3pm–6pm, while Mail stuck with 12pm–3pm.
✔️ Brand ‘E’ experimented with 9am–12pm to reach early-day openers.
Compared to Q1, there’s a clear intentional pivot to later hours—a response to shoppers’ shifting digital habits. As remote work stabilizes and phone use increases in the evenings, brands appear to be optimizing for personal downtime rather than work hours.
If your Home Decor brand hasn’t tested late-day sends yet, now’s the time. Try A/B testing emails in the 6pm–9pm window—when engagement is peaking—and see how your open and click-through rates respond.
Brands in Q2 became more strategic when they sent emails rather than how many.
The average email frequency dropped slightly to 0.87 emails per brand per week, down from 1.26/week in Q1—indicating a shift toward quality over quantity.
A weekend-heavy pattern emerged in Q2:
Saturday dominated with 29.09% of emails. Followed by Wednesday (16.86%) and Friday (11.58%).
Brand-wise preferred days:
✔️ Stickley, GrowJoy, CharlesP. Rogers, ShopStickley, and Live Laugh Love all favored Saturday, hinting at a strategy to tap into weekend browsing behavior.
✔️ HudsonGraceSF preferred Wednesdays, likely aiming for midweek openers when inbox competition is moderate.
If you’re still defaulting to weekdays for Home Decor brand, test Saturday campaigns. The data shows higher send volumes and likely engagement on weekends, suggesting that consumers in this category are more responsive during their personal downtime.
Average inbox rate
Promotions Placement Rate
Average Spam Rate
In Q2 2025, email deliverability trends shifted significantly for the Home Decor & Furnishing industry. But what do these numbers really mean for your brand?
✔️ Inbox rates improved from 0.58% (Q1) to 2.78% (Q2). While still low, this uptick shows more brands are learning how to land where it counts. If you’re still stuck in Promotions or worse—Spam—you’re missing real revenue opportunities.
✔️ Spam placement nearly tripled to 16%. This isn’t just a stat—it’s a warning. Spam filters are tightening, and poor list hygiene, weak domain authentication, and overused words like “free,” “win,” or “buy now” are sending your emails straight to the void.
✔️ Promotions folder still dominates (81.22%), but it’s trending downward. That means your competitors are already optimizing—and if you don’t, they’ll win the attention you’re losing.
| Home Decor Industry Email Deliverability Rate Comparison | |||
|---|---|---|---|
| Email Deliverability | Q1 (%) | Q2 (%) | % Change (Q2 vs Q1) |
| Inbox Rate | 0.58% | 2.78% | 2.2% |
| Promotions Rate | 93.62% | 81.22% | -12.4% |
| Spam Rate | 5.8% | 16% | 10.2% |
✔️ Authenticate your domain (SPF, DKIM, DMARC) to build trust with ISPs.
✔️ Clean your email list—remove unengaged or invalid contacts regularly.
✔️ Craft subject lines that engage, not alarm. Avoid trigger words and spammy formatting.
✔️ Test your inbox placement before launching campaigns.
Brands like PryceTea and Rejuvica landed 100% of their emails in the inbox. That’s not luck—it’s deliverability strategy done right.
A 16% spam rate can severely affect sender reputation. Brands with high frequency and promotional-heavy content risk being flagged, especially if list hygiene isn’t prioritized.
Book a free consultation call.
In our analysis of 17,402 emails sent in Q2 by Home Decor & Furnishing brands, we identified distinct subject line strategies aimed at increasing open rates.
✔️ Emojis were used in 83.84% of Q2 subject lines (up from 82.71% in Q1). Brands like Stickley and Foothills Amish Furniture continue leveraging visual cues to stand out in busy inboxes.
✔️ Discount-based subject lines dropped from 29.29% in Q1 to 26.8% in Q2, suggesting a measured shift away from over-reliance on price to drive engagement.
✔️ Personalization (e.g., use of “you,” dynamic variables) rose from 18.6% to 19.94%, reflecting the industry’s intent to connect directly with the reader.
✔️ Product mentions (like “sofa,” “rug,” “lamp”) declined to just 3.88% in Q2, signaling a preference for thematic or benefit-led messaging over direct product promotion.
| Brand | Best Home Decor Email Subject Line Examples |
|---|---|
| Foothills Amish Furniture | ❤️You loved this sale & it’s BACK!!❤️ |
| Bungalow Scottsdale | Extra 20% Off Styles Just for You! |
| Hudson Grace | Last call! 10% off your first order |
| Pepper + Vetiver | 30% OFF your entire order! 🛒 |
| Hudson Grace | SALE: Your Favorites—Now Up to 50% Off |
| Pepper + Vetiver | In case you missed it, take 30% OFF! 🛒 |
| Bungalow Scottsdale | Savings Alert for You, : Extra 20% Off Awaits! |
| Divan Bed Warehouse | You’ve got till midnight: 25% off EVERYTHING |
| Walker Furniture | DOUBLE YOUR SAVINGS up to $500 OFF in coupons!! |
| MetalPlex | Complete your checkout now and get 20% OFF! |
| Rove Concepts | Up to 40% Off — Outdoor Living, Styled by You |
| 247 Blinds | 10% off just for you! |
| Versare | Your 10% discount is about to expire |
| Acre Made | Don’t miss out on your $150 off! |
| Foothills Amish Furniture | 🔴 LAST WEEKEND TO SAVE!! 🔴 |
| MetalPlex | SPOOKY SALE ALERT: 20% OFF! Time to Haunt Your Walls |
| Rove Concepts | Your Home, Reimagined — Flash Sale Ends |
| Rove Concepts | Final Hours — The Early Easter Sale Ends Soon |
| Versare | Your discount is waiting...⏳ |
| Divan Bed Warehouse | Psst… You forgot something + 25% OFF |
Out of 17,402 Q2 emails, 2,784 emails (16%) landed in spam. We isolated and analyzed the subject lines of these emails to detect high-risk keywords. For comparison, we also analyzed the remaining 14,080 emails that landed in Inbox or Promotions.
In spammed emails, these keywords were most frequent:
“Free” – 95 times
“Win” – 55 times
“Offer” – 51 times
While some of these words also appeared in inbox/promo emails (e.g., “Free” used 500 times), the difference lies in context, repetition, and tone.
Emails with vague urgency (“Act Now”), excessive symbols, or “all caps” formatting are more likely to be flagged—even if the keyword is common elsewhere.
Deliverability is tied directly to your subject line. If your subject sounds too aggressive or misleading—even if it contains value—you risk hitting spam folders and losing visibility.
Book a free consultation call.
In our analysis of 17,402 Q2 emails from Home Decor & Furnishing brands, preview texts played a vital role in supporting subject lines and influencing open rates. We analyzed 13,049 Q2 emails with valid preview text and categorized them by strategy.
✔️ 19.32% included discount-related language (“Save 20%,” “25% off,” etc.), down from 24.71% in Q1—signaling a move toward subtler promotional messaging.
✔️ 1.46% of Q2 previews echoed or continued the subject line directly, up slightly from 0.86% in Q1. While rare, this tactic is used to build intrigue or reinforce urgency.
✔️ 0% of emails had placeholder or blank previews (e.g., “View in browser”), showing strong attention to detail across both quarters.
| Preview Text Strategy | Usage in Q2 2025 |
|---|---|
| Has Preview Text | 98.74% |
| Repeats Subject Line | 0.23% |
| Includes CTA | 13.71% |
| Includes Personalization | 23.42% |
Brands like Hudson Grace and Bungalow Scottsdale crafted previews that expanded on the subject line with added benefits, exclusive access, or context—boosting clarity without being repetitive.
Preview text is your second hook. If your subject line draws them in, your preview seals the deal. When done right, it improves open rates without affecting deliverability. Avoid duplication, use clear language, and preview the value or action you want the reader to take.
In Q2 2025, Home Decor & Furnishing brands shifted toward more balanced, engagement-focused content, moving away from their earlier over-reliance on discount-heavy messaging.
Discount emails dropped from 43.54% in Q1 to 35.79% in Q2, though they still lead the mix. Subject lines like “Save 10% on Canada RNA Boluoke” paired with clear previews were common.
Personalized emails grew to 21.26% in Q2 from 16.99% in Q1. Subject lines like “A Notebook That Works as Hard as You Do” show brands are using more tailored, audience-aware messaging.
Promotional emails dipped slightly to 10.68%, often used to announce new arrivals (“NEW Looks Just Dropped – Don’t Miss Out! 🙌”).
Discount
Promotional
Personalized
Others
Other Engagement emails rose from 25.83% to 32.26%, signaling a stronger focus on building brand trust. These include seasonal reminders, educational content, and urgency-based hooks like “Last Chance for Minleon C9 Bulb Savings! ⏰”.
The emails classified under “Other Engagement” is a catch-all that includes:
These emails help brands like Bungalow Furniture and Hudson Grace nurture relationships, keep engagement high, and stand out without leaning on discounts.
The shift in Q2 proves that brands blending promotional and relationship-driven messaging are best positioned to stay in the inbox—and on the customer’s mind.
In Q2 2025, brands refined their call-to-action (CTA) strategies, moving toward clearer, urgency-driven CTAs that balance engagement and deliverability.
Urgency-based CTAs (e.g. “Shop Now”, “Buy Now”, “Don’t Miss Out”) made up 19.03% of Q2 CTAs—more than double the share from Q1 (8.42%). Brands like Stickley and CharlesP Rogers used these to drive faster conversions.
Simple CTAs (like “Learn More”, “Shop”, “View Details”) also increased to 20.6% from 13.72%, signaling a focus on clarity and low-friction engagement.
Discount-based CTAs dropped from 2.54% to 1.77%, showing a shift away from price-first messaging.
Personalized CTAs (e.g. “View Your Picks”, “See Your Rewards”) fell from 4.07% to 1.44%, possibly due to less dynamic content or list segmentation.
The most used CTA across Q2 was “Shop Now” (2,644 uses), followed by “Shop”, “Learn More”, and “Buy Now”—all action-driven, front-loaded verbs that prompt engagement.
Compared to Q1, Q2 CTAs were more direct, skimmable, and urgency-based, helping improve click-through without hurting deliverability. Overused discount CTAs often land in promotions or spam. By contrast, urgency and simplicity communicate value quickly without sounding spammy.
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In Q2 2025, email marketing in the Home Decor & Furnishing industry saw a strategic evolution in Q2 2025. Brands refined timing, messaging, and content strategies in pursuit of better engagement and inbox placement. Here’s a breakdown of the key trends:
Send Time Trends Q2: Peak sends between 6–9 PM (23.68%), with brands like Stickley and GrowJoy targeting post-work hours.
Q1: Heavier usage of 12–3 PM (22.41%), reflecting a more traditional approach.
Send Day Pattern Q2: Saturday (29.09%) emerged as the most preferred day.
Q1: More evenly distributed; Monday (16.18%) and Thursday (16.79%) were stronger.
Email Deliverability Q2: Inbox rate up to 2.78% (from 0.58%); spam jumped to 16%. Top performers: Rejuvica, PryceTea
Q1: Promotions-heavy (93.62%), spam was lower at 5.8%.
Subject Lines & CTAs Q2: Emojis (83.84%) + Urgency CTAs (19.03%) dominated.
Email Types Q2: More balanced—Discount (35.79%), Engagement (32.26%), Personalized (21.26%)
Q1: Heavy reliance on Discounts (43.54%)
In Q2, Home Decor brands shifted from discount-heavy emails to engagement-driven strategies—embracing urgency-based CTAs, weekend sends, evening timing, and personalized content. Inbox placement improved slightly, while spam rates rose, highlighting the need for cleaner messaging and better deliverability practices.
➤ Test your campaigns in this window for better engagement.
➤ Consider weekend sends to match browsing behavior.
➤ Use action-oriented language to boost click-throughs.
Begin by analyzing your current email metrics against the benchmarks in this report. Identify gaps in your strategy and prioritize areas for improvement based on potential impact.
Create a structured testing plan to experiment with different send times, subject line formulas, and CTA strategies. Document results and iterate based on performance data.
Implement more granular audience segmentation based on purchase behavior, engagement level, and product preferences to deliver more relevant content to each subscriber.
With over 60% of Home Decor & Furnishing products marketing emails opened on mobile devices, ensure your templates are fully responsive and CTAs are easily “tappable” on smaller screens.
Thousands of templates in one place.
The Home Decor & Furnishing industry is heating up in the inbox, and not just with discounts. In Q2 2025, we saw smarter send times, more emotionally driven content, and a clear push to improve inbox placement amidst growing deliverability challenges.
With inbox rates still under 3% and spam climbing to 16%, it’s clear that just sending more emails isn’t enough. Success now depends on crafting engaging, relevant messages and staying sharp with your timing, CTAs, and content mix.
As competition grows, brands that personalize, segment thoughtfully, and prioritize inbox placement will lead—not lag—behind.
We hope this report gives you a clear edge. If you’d like help putting these insights into action, our email experts at TargetBay are just a conversation away. Let’s make sure your brand doesn’t just land in the inbox, but gets opened, clicked, and remembered.
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