Drive sales on autopilot with ecommerce-focused features
See FeaturesThere are multiple ways to get started with Wix email marketing. You can begin with Wix’s built-in Email Marketing Tool for basic needs or explore third-party apps that offer advanced ecommerce features.
Wix’s built-in Email Marketing tool comes with every plan, offering a 200-email monthly allowance, customizable templates, basic campaign tracking, and customer segmentation.
For more advanced ecommerce capabilities, you can integrate an app like Omnisend to unlock cart and checkout abandonment recovery, order follow-ups, product recommendations, sophisticated automation workflows, and tools to grow your email and SMS subscriber lists.
Join us below as we unpack 14 crucial insights into Wix email marketing for 2025, including apps and strategies to boost your online store’s performance.
Wix email marketing overview
Wix Email Marketing is a built-in tool for creating, sending, and tracking email campaigns directly from your website dashboard.
Here’s the dashboard in action:

Wix’s tool is suited for small- to medium-sized businesses and individuals who want a simple, integrated email marketing solution.
Wix Email Marketing features
- Free emails: 200 emails/month
- Templates: Choose from pre-designed templates for quick campaign creation
- Editor: A drag-and-drop interface to customize emails without coding skills
- Automation: Set up automated emails for specific triggers or events
- Segmentation: Target particular groups within your audience for more personalized messaging
- Analytics: Track campaign performance with built-in reporting tools
- AI Content Generation: Leverage AI to help create email content quickly
- Scheduling: Plan and schedule your email campaigns in advance (paid plans)
- Multi-sender: Send emails from multiple email addresses (on higher-tier plans)
Wix Email Marketing pricing
- Essentials plan: $10/month for 500 emails/month plus the ability to schedule emails and remove Wix branding
- Core plan: $24/month for 5,000 emails/month plus the ability to send emails from multiple email addresses
- Advanced plan: $49/month for 1,000,000 emails/month
Check out the screenshot below for a comparison:

These monthly prices are expensive compared to Omnisend and many other email marketing tools that offer more features.
For example, Omnisend’s free version gives you 500 emails/month plus 500 web push notifications/month. Spending $16/month on the Standard plan gives you 6,000 emails/month and unlimited web push notifications.
How to create effective email campaigns on Wix
Wix makes it easy to create email campaigns with a user-friendly process for designing, customizing, and managing emails.
Here’s how to create an email campaign with Wix:
1. Go to Email Marketing in your site’s dashboard
- Choose one of the following options:
- Select a pre-built template
- Start email from scratch
2. Customize your email campaign:
- Use the editor to add and manage elements
- Choose a theme for color and text
- Customize the background
- Change text direction if needed
3. (Optional) Preview and test your email:
- Click Preview & Test at the top right
- Send a test email to yourself:
- Click Send Test Email
- Enter your email address
- Click Send, then Done
4. Choose recipients:
- Click Next at the top right
- (Optional) Import contacts from CSV or Gmail
- Click the To: field
- Enter names, email addresses, labels, or segments
- Alternatively, use checkboxes to select recipients
5. Publish and send your campaign:
- Edit final sending details:
- Enter subject line (can use personalization)
- Set sender name
- Confirm reply-to email address
- Choose to send immediately or schedule for later
- Click Publish or Schedule
6. Post-send process:
- Campaign enters a review queue for compliance
- Once approved, emails are sent to subscribers
- Option to share campaign on social media or via direct link
So, now that you know how to create an email campaign in Wix, how do you craft emails that encourage opens, clicks, and sales?
Follow these steps:
Craft compelling subject lines
- Keep them short (30-50 characters)
- Create a sense of urgency or curiosity
- Use emojis to make them stand out
Optimize for mobile devices
- Keep the layout simple and easy to navigate
- Use larger font sizes for better readability
- Ensure call-to-action buttons are easily tappable
Personalize and segment your audience
- Use the recipient’s name in the subject line or greeting
- Segment your list based on demographics, behavior, or preferences
- Use dynamic content to show different information to different subscribers
Create relevant content
- Create a welcome series for new subscribers
- Include visually appealing elements like images
- Keep the text concise with bullet points or short paragraphs
Monitor and analyze performance
- Track open rates, click-through rates, and conversions
- Use A/B testing to optimize subject lines, content, and design
- Monitor bounce rates and unsubscribes to maintain list health
Wix email templates: Customization and best practices
You can view all email templates on Wix by navigating to Marketing > Email Marketing in the sidebar and clicking More Templates. You’ll then see a page like this:

At the time of writing, there are 30 email templates on Wix — four of these are basic text templates, and the rest are Designed templates like these:

Hovering over a template loads two buttons: Use Template and Preview. Preview is self-explanatory (it loads the email). Selecting Use Template loads up the email in Wix’s email editing suite. Here’s an example:

The editing suite is where you customize your emails in Wix. It’s a drag-and-drop interface built for ease of use with one-click blocks and quick-change themes.
You can also select a feature called AI Emails, which creates an email design based on your business name, industry, and campaign type.
We tested the AI feature with the name ‘Sneaker Stack’ and told the tool we wanted to promote a sale of Nike trainers. Here’s the email it designed:

Not too bad. Of course, you shouldn’t rely on AI to create emails, but Wix’s tool does a decent job of creating something simple you can edit.
Making the most of Wix’s email templates is as simple as choosing a template you like, changing images and fonts, and adding your content.
However, despite being easy to master, Wix’s template customization lacks a few things that make it less capable than Omnisend.
The first is template choice — Wix has about 30 templates, while Omnisend has over 250. Secondly, Wix doesn’t allow granular control over placement, with the editor only allowing strict spacing. Omnisend lets you choose space height in pixels.
Integration with Omnisend
You can integrate Omnisend with Wix using the free Omnisend app on the Wix App Market. The integration wizard guides you through each step.
Here’s a rundown of the steps:
- Create an Omnisend account if you don’t have one already
- In your Omnisend Dashboard, click Connect store
- From the list of platforms, choose Wix
- Click the Connect store button to start the integration process
- You’ll be redirected to Wix. Locate the Omnisend app and click Add to Site to add it to your Wix website
- On the permissions page, click Agree & Add to grant necessary access
Once you’ve added the Omnisend app to Wix, you can choose between using Omnisend for your Wix Bookings website or Wix Store.
If you have an ecommerce business, select Do email & SMS marketing for my ecommerce business and click Create Omnisend account:

Omnisend will then automatically import brand assets from your website. If you like how it looks, click Save brand assets. The page looks like this:

Adding Omnisend for Wix takes around five minutes and requires no technical expertise. The next step is creating your first email and campaign.
The benefits of using Omnisend with Wix
Wix’s native email marketing tool offers a starting point for basic email campaigns but falls short on ecommerce-specific features.
Omnisend offers much more, including:
- 250+ email templates (versus 30 or so with Wix)
- Pre-built automation workflows for cart abandonment and welcome series
- Customer segmentation based on behavior and life cycle stages
- Email, SMS, and web push notifications
- Product review integration
- Dynamic discount codes
- Customizable signup forms, popups, and landing pages
- A/B testing capabilities
- Advanced reporting and analytics dashboard
Omnisend also offers better value at every price tier and doesn’t lock features away in the highest-tier plans. You get all the features even with a free account.
Segmenting your email list
Segmenting your email list allows you to send tailored content to specific groups to improve engagement rates and email performance.
Here are some of the strategies you can use to segment your email list:
- Use demographic and behavioral data: Combine basics like age and location with actions like purchase history and email engagement
- Segment by customer lifecycle: Tailor content for new subscribers, loyal customers, and inactive users
- Implement RFM analysis: Group customers by Recency, Frequency, and Monetary value of purchases
- Consider content preferences: Segment based on topics and formats subscribers engage with most
- Use dynamic segmentation: Automatically update segments as customer data changes
- Start broad, then refine: Begin with larger groups and narrow down your segmentation lists based on performance
- Segment SMS lists: Create segments for SMS subscribers to build SMS campaigns alongside email
- Align with business goals: Ensure segments support your marketing and sales objectives — for example, you could segment based on different characteristics of the products your customers have purchased
Your segmentation capabilities depend on the tool you use. For example, Omnisend offers more segmentation capabilities than Wix Email Marketing.
With Omnisend, you can:
- Group contacts by acquisition channel to understand which sources bring in the most valuable leads
- Categorize subscribers based on their interaction patterns, email responsiveness, and buying habits
- Identify dormant customers who haven’t engaged or made purchases in a set timeframe to create re-engagement campaigns
- Analyze unsubscribe reasons by segmenting those who’ve opted out, using filters to pinpoint common causes
- Develop product recommendations by creating segments of customers who’ve bought specific items or from particular categories
- Use browsing behavior tags to segment contacts based on their demonstrated interests and site navigation patterns
Personalization tips for 2025
Personalization can significantly boost ROI by making your messages more relevant and appealing to recipients. Whether you use your recipient’s name or past purchase history, your emails are more likely to be opened if personalized.
Wix’s email marketing tool supports email personalization through dynamic values. You can add personalized content to email body text and subject lines, inserting recipient-specific information like names, email addresses, and birthdays.
Use these tips to personalize your campaigns:
Leverage customer data
Names, purchase history, and browsing behavior are gold mines for personalization. Use this information to craft tailored content that speaks directly to each subscriber’s interests and needs. Segment your audience for even more targeted messaging.
Premium vodka brand Absolut uses customer names to personalize its emails:

This example is particularly effective because it gets the subscriber’s name in the heading and puts CTA buttons at the top to encourage clicks.
Deliver dynamic content
Create dynamic emails for different audience groups. Craft subject lines that grab attention by incorporating personal details. Recommend products based on past interactions and use behavioral triggers for timely, relevant communications.
Create urgency and humanize your brand
Countdown timers and limited-time offers spark action by inciting FOMO. Pair these with a conversational tone and real sender names to make your emails feel less corporate and more like they come from a friend.
Personalize across the customer journey
From welcome series to abandoned cart and re-engagement campaigns, tailor your email marketing strategy to each customer lifecycle stage. Create unique experiences for new subscribers, inactive users, and loyal customers.
Analyzing email campaign performance
Wix offers email analytics tools through its Analytics & Reports dashboard.
You can access three main reports: Email Campaign Performance, Email Campaign Engagement Over Time, and Email Campaign Clicks. These reports provide insights on open rates, click-through rates, and engagement trends over time.
Here’s an example of the Email Campaign Engagement Over Time report:

You can customize timeframes, create custom views, and apply filters to gain more detailed insights into your email marketing efforts. Additionally, you can drill down into individual contact data to see which specific subscribers engaged with each campaign.
For example, a high open rate for abandoned cart campaigns indicates that your emails effectively capture attention.
When measuring your email campaigns, look out for these crucial metrics:
- Open rate: Measures the proportion of recipients who viewed your email
- Click-through rate (CTR): Indicates how many recipients interacted with links in your email
- Conversion rate: Tracks the number of recipients who took a desired action post-click
- Bounce rate: Reveals the percentage of emails that failed to reach recipients
- Unsubscribe rate: This shows how many recipients chose to opt out of future communications
- Email sharing/forwarding rate: Calculates the percentage of recipients who extended your email’s reach by sharing it
While Wix tracks these metrics, Omnisend analytics has more advanced reporting features, cross-channel tracking, and customizable attribution windows, which provide detailed insights into campaign performance, customer lifecycle stages, and ROI.
Automation features in Wix
Wix covers basic automations for ecommerce email marketing, including abandoned cart campaigns, thank-you emails, and product review requests.
These automations are managed and monitored through Wix’s central dashboard, where you activate, deactivate, or modify campaigns as needed to optimize your email marketing strategy.
Creating a new automation is as easy as heading to Automations in your site’s dashboard and selecting from suggested automations:

You can set up automations for post-purchase follow-ups, sending order confirmations and shipping updates automatically. The system allows for a welcome series of emails when new customers sign up, introducing them to your brand and products.
Wix also supports segmented automations based on customer behavior. For example, you can set up re-engagement campaigns for customers who last purchased a while ago or VIP campaigns for your most frequent buyers.
Additional automations include special occasion emails to send personalized offers and restock notifications for items customers have shown interest in but were out of stock.
Compliance and best practices
Your Wix site requires proper consent for email marketing, and it’s up to you, the site owner, to implement consent measures.
It’s best practice to cover compliance standards in your core markets, which, for most retailers, are Europe and the US.
For GDPR compliance in Europe, your ecommerce store must obtain explicit opt-in consent when collecting email addresses for marketing.
In other words, you need clear, unchecked opt-in boxes and clear information about how you’ll use the data. Wix’s form builder has an opt-in checkbox feature to enable this.
For US CAN-SPAM compliance, your marketing emails must include your physical address, clearly identify as advertisements, and provide an easy unsubscribe method. You can add all these elements within the Wix email builder.
While prior consent is optional for US CAN-SPAM, you must honor opt-out requests promptly and can’t use deceptive subject lines or header information.
Find out more about US CAN-SPAM and GDPR by following the links.
Tips to respect your subscriber’s privacy
Follow these steps to build an email marketing experience that respects your customer:
- Use unchecked opt-in boxes for consent
- Explain how you’ll use subscriber data
- Include your physical address in marketing emails
- Identify messages as advertisements
- Provide an easy unsubscribe method
- Honor opt-outs within a set timeframe
- Use accurate subject lines and headers
- Keep consent records
- Segment your list for relevance
- Remove inactive subscribers regularly
- Implement double opt-in confirmation for email
A/B testing your emails
A/B testing helps you optimize email campaigns by comparing variants and selecting the highest-performing versions.
The Wix Email Marketing app doesn’t have A/B testing functionality, although you can create multiple emails and manually review metrics like open and click rates.
Omnisend offers advanced A/B testing, letting you configure multiple email versions with different subject lines, content, and designs to determine the best performers.
While setting up your campaign, you select the percentage of recipients to whom the A and B versions are sent. The one with the highest click-through rate is sent automatically to the rest of your recipients to automate sending.

Although A/B testing might sound complicated, Omnisend makes it easy with simple workflows for different tests. For instance, to create a subject line A/B test:
- Click on New Campaign under the Campaigns tab
- Locate the Subject line A/B test
- Click the Create this test button
- Create Version A and Version B, configuring the elements you want to test (subject, sender, content)
- Choose the recipient segments for the A/B test
- In the A/B settings, set the percentage of recipients for each version and the metric to determine the winner (open rate or click rate)
- Schedule or send the A/B test campaign
- After the test period, Omnisend will select the winning version
You can then review the detailed campaign report to analyze the performance of each version.
Building and growing your email list
Building an email list is crucial to communicating directly with an opted-in audience. Without an email list, you’ll miss out on connecting with customers interested in your store and lose the ability to drive sales, build loyalty, and foster long-term relationships via email.
Wix helps you build your subscriber list with website forms. You can also create popups in the site editor by adding a promotion lightbox with subscribe, contact, and promotion fields.
Omnisend goes even further with interactive signup forms and popups, customizable lead magnets to incentivize subscriptions, and gamified signup tools like the Wheel of Fortune to significantly boost engagement rates.
Plus, Omnisend can capture information for omnichannel marketing, helping you build an SMS list and capture opt-ins for push notifications.
Here are some proven ways to build and grow your email list:
- Use signup forms strategically across your website — make them visually appealing and incentivize visitors to subscribe
- Add attention-grabbing popups or website overlays that appear at the right moment, but be mindful not to overuse them and disrupt the user experience
- Offer valuable, relevant content like ebooks, guides, or checklists in exchange for an email address — these lead magnets should address your audience’s pain points
- Encourage your existing subscribers to share your offers with their network by offering rewards or incentives
- Promote email signup opportunities across your social media channels, encouraging followers to join your list for exclusive content, discounts, or updates
Leveraging social media for email marketing
Email and social media can work brilliantly together to create a powerful, multi-channel marketing strategy that amplifies your brand reach.
Wix doesn’t have many built-in social media tools relevant to email, although it does let you share email campaigns on social media in a few clicks:
- Go to My Email Campaigns, click Manage, and find your campaign in Wix
- Click the Share icon and choose a social platform or copy the URL
- You can also share immediately using the Success page’s social icons
Of course, sharing your emails on social media is only one way to integrate the two channels. Here are some more ways you can use email and social media together:
- Harness social listening to craft relevant email content
- Promote your social media group via email
- Use trending topics from social media to inform your email subjects
- Create hashtags for email campaigns to encourage sharing
- Use social media to tease upcoming email-exclusive drops
- Add social media videos to your emails
- Offer social media followers early access to email promotions
- Create a loyalty program for email interactions and social media shares
- Add social media buttons to your emails
- Add social media reviews to your emails
- Host live social media Q&A sessions based on email subscriber questions
Here’s an example of an email promotion for a Facebook group:

Common mistakes to avoid
Email marketing with Wix shares the same common mistakes as any other ecommerce platform. Some come from a lack of email marketing experience, while others come from using tools that don’t offer the features you need.
Here are the common mistakes to avoid:
Using the wrong tool
Wix Email Marketing is a good starting point for basic workflows, but Omnisend is superior for advanced ecommerce features such as segmentation, personalization, and automation.
Poor segmentation
Don’t treat your list as one entity. Use advanced segmentation based on purchase history, engagement levels, and customer lifecycle stages to deliver hyper-relevant content.
Weak personalization
Move beyond first_name with personalized product recommendations, dynamic content blocks, and behavior-triggered emails to create truly individualized experiences.
Ineffective subject lines
Avoid clickbait and lengthy subject lines. Test different approaches, such as personalization, urgency, or curiosity-piquing questions.
Bad timing
Sending at the wrong hours or too frequently annoys subscribers. Analyze your audience’s behavior to find the best send times.
Unclear CTAs
Focus on a primary action. Make your main CTA unmissable by using design hierarchy, contrasting colors, and action-oriented language.
Mobile unfriendliness
Adopt a mobile-first design approach. Use responsive templates, larger touch targets, and concise content optimized for small screens.
Unprofessional content
Typos, broken links, and low-quality images damage credibility. Always proofread and test before sending.
Ignoring metrics
Review open rates, click rates, and revenue per email to identify areas for improvement and optimize your campaigns for better performance.
Future trends in email marketing
Email marketing will maintain prominence beyond 2025, with ecommerce stores continuing to favor it for delivering highly tailored and genuine content to subscribers.
The ecommerce industry is at an inflection point with technologies like AR (augmented reality) and AI (artificial intelligence), and we could see these dominate advancements in tools.
Here are the future trends we see being big in email marketing:
- Hyper-personalization: AI and machine learning will enable more sophisticated audience segmentation and tailored content
- Advanced workflows: Automations including welcome series, abandoned cart reminders, post-purchase follow-ups, and re-engagement campaigns
- Privacy and data protection: Increased focus on compliance with regulations like GDPR, with tools offering more robust privacy features
- Alternative channels: Integration with community tools (Slack, Discord)
- Sustainability: Growing emphasis on reducing the carbon footprint of email campaigns
- Interactivity: More interactive elements like polls, surveys, and animated CTAs to boost engagement
- Accessibility: Greater emphasis on making emails readable for all users, including those with disabilities
- AI integration: For content creation, send time optimization, and predictive analytics
Conclusion
Wix email marketing is easy to get started with, thanks to the platform’s basic in-built Email Marketing tool. You can create emails, segment your audience, automate campaigns, track performance metrics, and personalize content.
However, that built-in email marketing tool misses features that make Omnisend and other ecommerce-focused solutions so powerful.
Integrating Omnisend with Wix brings product recommendations, dynamic discount codes, and advanced A/B testing to your store, which can significantly boost engagement and conversions.
You also get more templates, sophisticated automation workflows, advanced segmentation options, and omnichannel marketing features for SMS and push notifications.
Whatever route you choose, start with the basics, consistently engage your audience with valuable content, and gradually implement more advanced techniques as your business grows to build a winning Wix email marketing strategy.
TABLE OF CONTENTS
What’s next
No fluff, no spam, no corporate filler. Just a friendly letter, twice a month.