Year in Email 2025.
Fun edition

We went through 26,759,181,872 emails, looking for information, just maybe not the most useful kind… And did anyone request this? No. Will it improve your life? It’s too soon to say. But it exists now, so here you go.

TOP 10 MOST USED EMOJIS IN 2025

Emotional support punctuation

When you’re not sure whether to end with a full stop or an exclamation mark, apparently the default today is to add ✨ sparkle ✨, sprinkle 🔥, and pray nobody notices the subject line is just “BIG NEWS.” Also, why did ❤️ barely make the cut? Is love performance-based now…?

MOST MENTIONED CELEBRITIES

When in doubt — name-drop

Imagine bringing your beef to an actual Super Bowl halftime stage, and Drake is still the most-mentioned artist in email campaigns. And speaking of drama at live shows — Coldplay is in second. We’ll let you guess why.

MOST MENTIONED TV SHOWS & MOVIES

Batman approves this offer

Guys, be honest — what’s with all the Batman mentions two years in a row? Are we sending secret signals that the Dark Knight is protecting your neighborhood? Or are we implying he personally approves this 15% off?

Most mentioned Animals

Who?

We don’t think anyone expected to see an owl at the top. Maybe it’s the intense eye contact that really works for some people? Meanwhile, dogs and cats are still fighting for attention, but the real plot twist is pigs and cows showing up in the same top 10. Is it marketing, or is it a farm? Who’s to say.

INTERNET CULTURE MENTIONS

Chronically and profitably online

Are you thinking what we’re thinking? Protein Labubu Dubai chocolate matcha, poured straight to your Stanley cup, while you’re on your Jet2 holiday, visiting the Louvre for the 67th time. That’s basically the ecommerce email marketing vibe in 2025, if the internet wrote the brief.

POLITICS & TRADE MENTIONS

It’s giving… supply chain

Turns out “tariffs” got more email mentions than everything else combined, because nothing says “fun shopping experience” like trade policy. And look, “Made in USA” is now way more popular than “Made in China.” Could this be related to the tariffs we just mentioned? Yes. It is directly related.

Number of email campaigns using this keyword

Most mentioned celebrations

Holiday happiness, straight to your cart

There’s a saying, “you can’t buy happiness,” but ecommerce marketers discovered you can buy presents, chocolates, and candy — which, scientifically speaking, is basically the same thing. And it just so happens there are holidays when all of that is suddenly “essential.” So marketers just ran with it.

TERRIBLE MARKETING CLICHES

We’re all guilty of this

All 1,846 of you who wrote “last chance” — was it, though? And all 1,159 of you who went with “lucky you” — were they? We sure hope they were, and you’re not just using the biggest marketing cliches to bait people’s attention!

Number of email campaigns using this cliche

Honorable mentions

In this report you didn’t ask for, there are some stats you didn’t ask for that didn’t make it into the main part, which you also didn’t ask for — so we gathered them here. Since you didn’t bother to ask.

Exclusive, but to everyone 🤨

74,348 campaigns promised something “exclusive,” which is impressive, considering exclusivity usually involves fewer people.

Apology tour 🫢

6,851 campaigns went with “oops” or “sorry,” proving mistakes happen… and sometimes they come with a discount code.

Hi bestie 👋

82% of campaigns kept it casual with “Hi” or “Hey,” while 18% committed to “Dear,” like it’s 2009 and you’re writing to your bank.

Love > hate ❤️

98% of emails mentioned love, and only 2% mentioned hate, which feels correct. Nobody wants beef in their inbox. Unless it’s about Drake.

That was the state of email in 2025.

Whether you came for these great insights or accidentally blacked out scrolling through charts, we respect the commitment. Now use this knowledge wisely. Or don’t. Either way, someone’s getting a “last chance” email tomorrow.

Omnisend’s 2026 Ecommerce marketing report

It’s all fun and games until you need to make real strategy decisions. Based on data from 150,000 brands and billions of messages sent last year, our 2026 Ecommerce marketing report shows what’s changed and what’s actually working now.

See the report

Year in Email 2025. Fun edition