Top Email Marketing Journeys to Boost Engagement in 2025
- Sacha G
- Apr 2
- 6 min read
Updated: Apr 9
If there’s one channel that keeps proving its worth year after year — it’s email.
I’ve seen this firsthand while leading CRM for large beauty brands. We rebuilt our email journeys from the ground up — automating everything from welcome flows to product view retargeting. The result? We turned browsers into buyers, boosted re-engagement, and deepened customer loyalty without manual lift.
In 2025, smart CRM strategies that blend automation, segmentation, and personalization aren’t just nice to have — they’re essential.
Here are five high-impact CRM journeys every brand should have in place to grow engagement, retention, and ROI.
1. Welcome Email Marketing Series
What It Does: Greets new subscribers and sets expectations. Introduces your brand, tone, and value.
Why It Matters in 2025: Welcome emails are still among the highest-performing flows for opens, clicks, and conversions. They help start the relationship strong by creating a warm, branded first impression. If this moment is missed, it’s hard to recover.
Description: The welcome email journey is your chance to make a strong first impression and begin building a relationship with a new subscriber. This series should not only introduce your brand and values but also guide them toward taking action—whether that’s exploring products, signing up for a loyalty program, or making their first purchase.
Structure:
Email 1 (immediate): Welcome and set expectations
Email 2 (2 days later): Brand story, values, and community
Email 3 (3–5 days later): Offer or top-sellers to explore
Welcome Series Flow Example
Real-World Example: At large beauty brands, we revamped our welcome series to highlight our edgy brand personality, include customer-favorite content, and offer a % incentive for first-time buyers. That single change boosted first-time buyer conversions and reduced unsubscribe rates.
Actionable Tip: Use dynamic content based on signup source or product category to make each welcome feel tailored. Segment by interest at signup (e.g., skincare vs. makeup) to create more relevant and engaging experiences.
2. Abandoned Cart Flow
What It Does: Follows up with shoppers who added items to their cart but didn’t check out.
Why It Matters in 2025: As more consumers shop across devices, it’s easy for them to abandon carts due to distraction. These emails recover intent — and revenue — with smart reminders and incentives.
Description: This flow is designed to remind and encourage potential customers to complete a purchase they’ve already shown interest in. Cart abandonment emails can recover a significant portion of lost sales when crafted with urgency, relevance, and convenience in mind.
Structure:
Email 1 (1 hour later): Reminder and product image
Email 2 (24 hours later): Testimonial or review for social proof
Email 3 (72 hours later): Time-sensitive offer or inventory alert
Abandoned Cart Series Flow Example
Real-World Example: At a large beauty brand, we introduced a new abandoned cart journey that not only reminded users of their cart contents but added product reviews, alternative shades, and a loyalty tie-in. This led to an increase in cart recovery.
Actionable Tip: A/B test the second email in your series to compare discount vs. no discount. You might find that social proof or scarcity messaging converts just as well without a price cut.
3. Product View Retargeting
What It Does: Re-engages users who viewed specific product pages but didn’t take action.
Why It Matters in 2025: This journey targets high-intent browsers — users who showed interest but didn’t add to cart. Behavioral data allows brands to follow up while the product is still top of mind.
Description: This journey captures users who browsed your product pages without making a purchase. It's a soft nudge that reminds them of what caught their attention, while also suggesting alternatives and cross-sell opportunities to increase relevance and conversion.
Structure:
Email 1 (24 hours after view): Highlight viewed product with alternatives or add-ons
Email 2 (48–72 hours): Introduce a complementary item or spotlight limited stock
Real-World Example: We implemented this flow with smart recommendations. If someone viewed our Naked3 palette, we’d show them matching primers and user-generated content featuring the palette. We saw an increase in CTR and improved product re-engagement.
Actionable Tip: Don’t stop at just showing the same product — add value. Feature ratings, how-to videos, or styling tips to reignite interest and reduce friction.
4. Win-Back Campaigns
What It Does: Targets customers who’ve gone silent after a set period, offering them a reason to re-engage.
Why It Matters in 2025: Customer retention is more cost-effective than acquisition, but many brands give up too early. A well-crafted win-back series can revive dormant relationships.
Description: Win-back emails aim to rekindle a relationship with customers who haven’t interacted with your brand in a while. The goal is to remind them what they loved, offer an incentive to return, and re-open the conversation.
Structure:
Email 1 (after 3 months of inactivity): “We miss you” with popular categories
Email 2 (one week later): Personalized offer or incentive
Email 3 (final nudge): Urgency-driven offer or reactivation benefit
Real-World Example: We launched a campaign focused on favorite categories and past purchases. We sent a tailored email saying, "Still loving your Voluminous Mascara? Here’s x% off to restock.” We re-engaged lapsed customers.
Actionable Tip: Use conditional logic to segment users who clicked but didn’t convert in the first email. Personalize follow-ups based on the product they explored.
5. Loyalty Program Reminders
What It Does: Keeps loyalty members informed and engaged with point balances, rewards, and upcoming perks.
Why It Matters in 2025: With customer acquisition costs rising, retention through loyalty programs is mission-critical. Email reminders can boost engagement and prevent dormant accounts.
Description: These emails are designed to reinforce loyalty by reminding members of their benefits, offering ways to earn and redeem points, and making the value of staying active crystal clear. When done right, they drive both emotional connection and repeat sales.
Structure:
Email 1: Monthly or quarterly points update
Email 2: Special reward alert or expiring points
Email 3: Bonus point event or early access teaser
Real-World Example: We introduced monthly loyalty snapshots — showing members how close they were to unlocking rewards. This drove an increase in reward redemptions and spiked repeat purchase activity.
Actionable Tip: Gamify the loyalty reminder. Include a progress bar toward the next tier and a “here’s how to earn more” call to action.
Final Thoughts
The future of email marketing lies in building intelligent, behavior-based journeys that feel personal at scale. In my experience leading CRM for world-class brands, the secret isn’t sending more emails — it’s sending the right ones, to the right people, at the right time.
Start with these five CRM flows. Automate them, personalize them, and monitor how they perform. They’re your foundation for meaningful, measurable growth in 2025.
Looking to sharpen your CRM playbook or audit your email performance? Let’s connect.
FAQs
Why are CRM email journeys important for businesses?
CRM email journeys are crucial as they enable businesses to automate and personalize communication with customers, leading to improved engagement, customer retention, and increased sales.
Can you provide examples of effective CRM email journeys mentioned in the article?
While the article details specific examples, common effective CRM email journeys include:
Welcome Series: Introducing new subscribers to the brand and setting expectations.
Abandoned Cart Reminders: Encouraging customers to complete their purchases.
Post-Purchase Follow-Ups: Gathering feedback and suggesting related products.
Re-Engagement Campaigns: Targeting inactive subscribers to renew interest.
Loyalty Programs: Rewarding repeat customers and promoting exclusive offers.
Are there specific CRM tools recommended for executing these email journeys?
The article may mention tools like HubSpot, Salesforce, or Mailchimp, known for their robust CRM and email marketing capabilities suitable for creating and managing effective email journeys.
How can small businesses with limited resources implement these CRM email journeys?
Small businesses can start with affordable or free CRM platforms that offer essential email marketing features, focusing on automating key touchpoints like welcome emails and follow-ups, and gradually expanding as they grow.
