Ecommerce Email Design Strategies That Are Working in 2025

I run ecomm.design, a curated gallery of top ecommerce design. I track design trends across hundreds of online stores, and one area I’ve been laser-focused on this year is email design—specifically how ecommerce brands structure, style, and optimise their emails to drive revenue and retention.

This is everything I’ve learned by analysing real-world examples, testing them with brands, and watching how top-performing stores do email right in 2025.

Let’s break it down by email type.

TL;DR – Ecommerce Email Design Strategies That Actually Work

Here’s what I’m seeing across hundreds of top ecommerce stores this year:

• Newsletters: Keep it focused. One main message. Clean design. Mobile-first.
• Order Confirmations: High-trust layout with product thumbnails, clear shipping info, and subtle upsells.
• Abandoned Carts: Strong product visuals, urgency-driven design, and a clear CTA to return.
• Welcome Emails: Branded visuals + short copy = big retention. Use a 3-email sequence.
• Winbacks: Go bold. Use striking visuals and emotional hooks. Personalisation beats generic offers.
• Transactional Emails: Make them readable and on-brand. Use clean layout blocks, delivery timelines, and support links.

Biggest design takeaways?
Keep it minimal, make it mobile, and focus each email on one clear job.

Newsletter Emails: Build Engagement Without Overwhelm

Most ecommerce newsletters I see fall into two camps—either way too busy, or just a product grid with no personality. The sweet spot is somewhere in between.

What’s working right now:

• One clear message per email. Avoid the urge to promote five products at once.
• Editorial-style design. Brands like Glossier, Aesop, and Allbirds are treating newsletters like mini-magazines—clean white space, feature product focus, and strong branding.
• Bigger typography and bigger buttons. Easy to tap, scan, and shop.
• Mobile-first layouts. Over 75% of ecommerce emails are opened on phones. Prioritise stacking content vertically with 1-column layouts.

Ideal Structure:

My verdict:

Best newsletters are clean, curated, and focused. When in doubt, strip back. The design should support the product—not compete with it.

Order Confirmation Emails: Trust, Clarity, and Smart Upsells

These emails get sky-high open rates—often 60%+—but they’re usually treated as boring admin messages. That’s a missed opportunity.

Here’s what the best stores are doing:

• Transactional clarity first. Order summary, shipping address, and expected delivery date come first.
• Visual hierarchy matters. Use clear headings like “Order Summary” and “Shipping Info.” Break info into card-style sections.
• Use product thumbnails. Let them visually confirm what they bought.
• Include subtle upsells. Product recommendations, bundles, or next-order discounts placed below the order details.

Email Anatomy:

My verdict:

Treat these emails like brand touchpoints. The cleaner and more helpful they are, the more they build trust. That trust turns into repeat sales.

Abandoned Cart Emails: Get the Timing, Visuals, and CTA Right

Abandoned cart emails are still one of the highest ROI automations in ecommerce. But design makes or breaks their impact.

What top brands are doing differently:

• Showing exactly what was left behind—with crisp product images, titles, and prices.
• Designing urgency into the layout—countdown timers, low-stock alerts, or “X people bought this today.”
• Using social proof or reviews below the CTA to back up the purchase.
• Clear layout: One product per line with a strong “Complete My Purchase” button.

Example Layout:

My verdict:

Design must drive action. If the layout feels passive or cluttered, people bounce. Keep the email laser-focused on one job: converting the sale.

Welcome Emails: Set the Brand Tone Instantly

Your first impression after someone subscribes matters more than most brands realise. This is the moment to onboard them visually and emotionally.

High-performing welcome email patterns:

• Animated logos or branded GIFs. A touch of motion grabs attention instantly.
• Short copy, high impact. Welcome message, brand promise, and next steps.
• Highlight the best of your store. Bestsellers, customer favourites, or current promos.
• Use a 3-email sequence, not just a single message—story, product, then incentive.

Suggested Sequence Breakdown:

My verdict:

Don’t phone these in. A solid welcome series boosts customer lifetime value more than most single campaigns ever will.

Winback Emails: Wake the Dead With a Real Reason to Return

When customers go cold, email design needs to spark emotion—and curiosity.

What’s working now:

• Subject lines that feel personal: “Still thinking about it?” or “We miss you, Jack.”
• High contrast visuals. Black and white themes, neon CTAs, or bold animation.
• Use their previous behavior—products viewed, category interest, etc.
• Incentives that feel exclusive. Instead of 10% off, say “VIP restock access” or “Last chance for early access.”

Best Layout Format:

My verdict:

Winbacks need boldness. A generic discount and bland layout won’t bring anyone back. Make it visually punchy and emotionally direct.

Transactional Emails: Not Sexy, But Critical

Shipping updates, delivery confirmations, refund notices—these emails usually look like raw HTML from 2005. It doesn’t have to be that way.

What great brands are doing:

• Using clean card-based layouts. Easier to scan on mobile and better for accessibility.
• Including brand visuals. Logo, tone of voice, and colour palette—even if it’s just an accent colour.
• Progress bars or delivery timelines. Amazon does this well. It gives peace of mind.
• Adding “while you wait” CTAs. Content, style guides, or shopping recommendations.

Example Visual Hierarchy:

My verdict:

Design isn’t just about looks—it’s about clarity. When people get this email, they want answers. Give them info fast, and reinforce your brand at the same time.

Final Thoughts

After tracking hundreds of stores and thousands of emails this year, here’s what’s clear:

• Minimal design performs best. Less clutter, more conversions.
• Email isn’t just functional—it’s branding. Every touchpoint counts.
• Mobile-first is non-negotiable. Design everything for small screens first.
• Make one promise per email. One CTA. One focus. That’s the recipe.

The brands that treat their email design like part of their product experience are the ones that win. If it looks cheap, they’ll assume your products are too.