Hey, it's Chase and Jimmy here.

Every January, marketing blogs publish their "trends to watch" lists. By summer, most marketers haven't implemented a single one.

Here's the thing: trend articles are easy to write and harder to execute. But some shifts are too significant to ignore – especially when they're backed by real data from brands seeing measurable results.

This morning, we're covering 6 email and SMS marketing trends that are actually moving the needle in 2025. From AI-powered testing to omnichannel automation, these aren't just predictions. They're strategies working right now.

Ready to see what successful brands are doing differently?

Also inside:

✔️ You didn't lose the sale. You just didn't follow up right.
✔️ How CA Design Generated 2,000+ Leads with Smart Automation
✔️ Quick Clips: It’s not UPS, it’s you, AI wants to help… shoppers aren’t so sure, Function of Beauty names new CEO, and Big bets in CPG

👉 Let’s dive in.

🛒 You didn't lose the sale. You just didn't follow up right.

Cart abandonment isn't a traffic problem. It's a timing problem. A trust problem. A "wait, I have a question" problem.

And automated texts can't solve that.

Here's the reality: When someone abandons a cart, they're not saying "no" they're saying "not yet."

Maybe they hit a friction point. Maybe they had a question about sizing. Maybe they just got distracted.

LiveRecover puts real people behind your SMS follow-ups.

So when someone bails at checkout, a live agent reaches out within minutes, answers their actual concerns, and guides them back to purchase.

It's the difference between "You forgot something in your cart" and "Hey, I noticed you were looking at the blue hoodie! Did you have any questions about the fit?"

Here's what makes it work:

💬 Human conversations that convert - Address real concerns, not just send reminders
⏱ 10-minute setup - Plugs into Shopify, Klaviyo & your existing SMS stack
📊 Up to 30% recovery rates - vs. 2-5% for automated flows
💰 Performance-based pricing - No recovery, no fees

Your abandoned cart flow is already running. The question is: do you want it to actually convert?

6 Email & SMS Marketing Trends to Know in 2025

Every January, marketers talk about trends.

But by mid-year, most haven’t changed a thing.

So this isn’t a trend roundup you’ll read and forget. This is a field guide to what’s working right now – backed by data and real examples from eCommerce brands doing it right.

Here are the biggest trends shaping email and SMS (and how to get on that train).

1. Test, Rinse, and Repeat (With AI)

In 2025, testing is baked into everything: email layouts, SMS timing, CTA placement, tone, and even product order. And thanks to built-in AI tools, it’s easier (and faster) than ever.

Let’s say you’re sending a promo. AI can suggest different image layouts, button placements, intro lines, or even discount framing.

Want to test urgency vs. value-based messaging? AI can generate both in seconds!

You don’t need huge lists or campaigns to do this. Even small A/B tests inside your flows can give you insights that stack up over time.

2. Go Omnichannel or Go Home

Consumers don’t live in just one inbox anymore. They bounce between emails, texts, and push notifications like it’s second nature.

That’s why brands with omnichannel strategies see stronger engagement and retention. But here’s the catch: it only works when every message feels connected.

Your welcome email, SMS reminder, and push alert should all sound like they’re coming from the same brain – not different teams in different buildings.

Think of it like this:

• Email explains the why

• SMS prompts quick action

• Push follows up at the right moment

When done right, each channel supports the others (instead of competing for attention).

3. Revisit Your Automations

We love a solid welcome flow, but if you haven’t touched it since Q3 of last year… yeah, it shows. Set-it-and-forget-it automations are quietly tanking performance for a lot of brands.

The fix? Build a habit of reviewing your flows every 30–60 days. Clean up dead links, rotate products, and make sure the copy still reflects your brand voice.

And think cross-channel: combine email and SMS in your post-purchase journey. It’s one of the fastest ways to lift repeat orders.

Here are some essential flows to review:

• Welcome

• Abandonment (cart + browse)

• Post-purchase (upsell, review request, care tips)

• Back-in-stock

• Shipping + order updates

4. Don’t Sleep on SMS

Still thinking SMS is spammy? Think again.

Done right, SMS marketing is smart, personal, and incredibly effective. The channel delivers sky-high open rates and fast conversion windows.

The trick is not blasting discounts. Instead, use texting for:

• Delivery updates that ease post-purchase anxiety

• Back-in-stock alerts for waitlisted products

• Early access for your best customers

• Quick survey links for gathering feedback

Think of SMS as your “action engine.” It’s not for storytelling. It’s for nudges, alerts, and VIP touches.

5. Take Advantage of Push Notifications

Push notifications are like the underdog of eCommerce marketing. They don’t cost much, they don’t fight for inbox space, and they get noticed.

You don’t need to overthink these. Think of push as your reminder system. It’s what you send after the email, before the sale ends, or when an item is about to sell out.

Here are some ideas to try:

• “Just dropped: [product name]”

• “Ends tonight: your 20% off code”

• “Hey, your cart’s still waiting”

Note: Use it sparingly. A well-timed nudge beats a daily shove (which can quickly get annoying).

6. Ditch the “One-Size-Fits-All” Strategy

This is your friendly reminder that every audience is different. And that difference gets bigger when you’re selling across borders.

What works for an Australian beauty brand might flop for a U.S. pet food store. So before copying someone else’s playbook, check your data.

Look at:

• Open and click rates by region

• Time of day preferences

• Device breakdown (mobile vs. desktop)

Then segment and test accordingly. Pay attention to local habits. And always, always stay compliant. Be aware of country-specific messaging laws (especially for SMS/push).

TL;DR: What Successful Brands Are Doing Now

The winning brands in 2025 aren’t doing more. They’re doing it smarter.

They’re:

✅ Testing obsessively
✅ Automating wisely
✅ Combining channels with intent
✅ Putting the customer journey first

Whether you’re a team of one or 100, these insights are your blueprint for growth.

From Furniture Store to Powerhouse: How CA Design Generated 2,000+ Leads with Smart Automation

When premium Irish furniture retailer CA Design was stuck with an email platform that barely integrated with their ecommerce store, they were missing out on their biggest revenue opportunity. High-value furniture purchases don't happen overnight – customers often sit on email lists for years before making €2,000+ purchases.

After switching to Omnisend, CA Design transformed email from an afterthought into their "core sales driver," using strategic giveaways, smart segmentation, and sales-focused automation to nurture prospects through extended purchase cycles while dramatically growing their subscriber base.

Key Results:

• 2,000+ new qualified leads generated from a single competition campaign

• 10-15% email list growth achieved through influencer giveaway partnerships

• 5%+ click-through rates using optimized text-link strategies vs. traditional CTAs

• Seamless integration with Ecwid ecommerce platform for unified customer tracking

• Long-term revenue growth from customers who convert on €2,000+ furniture purchases after years of nurturing

  Read The Story

🗞️ Quick Clips:

• It’s not UPS, it’s you: A new survey shows 85% of shoppers blame retailers for delivery issues, not shipping carriers. Doesn’t matter if the package got lost in a warehouse 3 states away, your CX team still catches the heat. If your post-purchase experience is weak, your brand perception is too.

• AI wants to help… shoppers aren’t so sure: AI assistants are popping up across retail sites, but just 22% of shoppers actually trust them. Consumers want backup from real humans, especially when making complex or pricey purchases. It’s a reminder: AI can assist, but it can’t replace trust.

• New CEO, new era for Function of Beauty: Function of Beauty just tapped Monica Belsito (ex-Ritual, DIBS) as CEO—and she’s bringing a deep bench of experience in scaling DTC and retail brands. Look for the brand to double down on personalization, retail expansion, and sharpening its omni-channel game.

• Big bets in CPG: Generous Brands is set to acquire kombucha beverage innovator Health-Ade, a portfolio expansion expected to help push sales toward the $1 billion mark. Meanwhile, Vilore has acquired Tia Lupita Foods, a 2018 startup known for its hot sauces, tortilla chips, and Mexican chili crunch. Financial terms were not disclosed.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me. Always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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