Home Email Marketing Trends and Ideas

Today’s successful home, decor, and interior design brands have moved beyond the traditional brick-and-mortar structure to embrace a “brick-and-click” hybrid. How should you optimize your email marketing strategy to keep up with the competition?

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Physical stores, inventory, and promotional saturation are no longer the keys to sustainable success for home-furnishings retailers. The decline of both legacy and modern home-goods stores, even as overall sales remain strong, shows what happens when a retailer doesn’t evolve with the market.

The store remains the backbone of the $114 billion US furniture market, but other models are chipping away. The brands that survive have moved beyond brick-and-mortar to embrace a “brick and click” hybrid.

“Customers want the physical and technical to co-exist in a way that adds value to their shopping journeys and convenience to their everyday lives,” Storis reports in its annual consumer trends forecast. One manifestation: digital-only brands are tiptoeing into physical locations through stand-alone pop-up shops and co-branded spaces.

If price isn’t the only motivator, what does motivate today’s home-goods shoppers to buy? Social media influencers, experiential shopping and in-depth personalization. The following home decor email examples and strategies will show you how you can stay on top of these trends.

Home Promotion & Email Activity

Mailcharts Home and Decor Email Data From 2019

Most promotional week

Dec. 1-7, 2019

The week of Cyber Monday in 2019 was the most promotional for Home and decor brands. During that week, they sent the most emails that included a promotion.

Most active week

Nov. 24-30, 2019

Home decor brands sent the most emails as the year during the week of Thanksgiving, similar to most other brands and industries.

Home Decor Email Examples, Subject Lines, and Strategies

Create a Virtual Pop-up Shop

The shade of the season is S-T-U-N-N-I-N-G in our new Hushed Harvest Dinnerware.

Sent by Pier 1 Imports

Instead of posting one product image after another in an email, arrange products in showroom-style collections. Or, photograph them in logical settings, with people using the items. This helps customers picture themselves using the products. In this Pier 1 email, the images feature both simple product shots and the same products in real-life settings that bring the images to life. P.S. – you’ll probably sell more. It’s another department-store trick that translates well to email.

Emphasize Your Brand's Reliability, Education And Service

The future of design is here!

Sent by Ethan Allen

How can you persuade hundreds customers who live hundreds of miles away from your showroom? Use a 3-D planner and in-home visual app that users can manipulate to plan a room and see how a new sofa or recliner will look. Ethan Allen, a high-volume email sender, devotes an entire email to explain how 3-D works and what it can do to increase customer satisfaction. Try doing that on Amazon.

Add Some Education

The Fall Edit: GO BOLD.

Sent by Crate and Barrel

If you help your customers buy successfully, they’ll be happier – and return fewer products. (Cue cheering from your customer support team!) Crate and Barrel excels at mixing in editorial content that informs as much as it sells. This monthly summation of trends reads like magazine editorial. It educators shoppers, shows them how to buy and use content and imagery to gives its messages an allure that a simple product shot wouldn’t.

Add Social Media Content And Customer Reviews In Email Copy

Amazing! See 7 Customer Room Reveals.

Sent by La-Z-Boy

Email marketing and social media play well together! Adding content from your influencers or customers offers social proof and confirmation, which can help customers trust your products more. It’s also a nice (and inexpensive) way to reward your most engaged customers. Customer-generated content like these customer photos of La-Z-Boy furniture in their homes gives this email authenticity and personality that a list of features can’t.

Add Real-time Content

You’re Invited: Parachute Puppy Party

Sent by Parachute Home

Although some digital-only brands are trying out physical locations, brick-and-mortar still owns the sales-event space. Use real-time content using customer data and an interactive element or two to turn a standard invitation email into an irresistible event. Customers can click on the “Add to Calendar” button to create a calendar entry. The live map at the bottom shows the nearest location based on the customer’s location.

Buff Up Your Abandonment Emails

The 6 Inch Bonell Full Mattress in your cart has temporarily dropped in price!

Sent by Ashley Furniture HomeStore

Some little friendly persuasion can remind your shopper to finish buying, as in this Ashley Homestore email newsletter. Remind her why she put that product in her cart. Include an attractive image. Assure her she can buy safely fRecommend similar products that she might find more enticing. Anything you can do to recover more carts could help your CFO love email even more. This tactic can quintuple conversion rates or even lift sales 238%.