Omnisend has released an analysis of 1.5 million email campaigns sent in 2025, examining how ecommerce brands adapted their messaging in response to major external influences including U.S. trade policy, viral internet trends, and pop culture phenomena from music, movies, and TV. The study highlights how brands leveraged timely topics to maintain relevance, drive engagement, and address consumer concerns in a dynamic year.
Quick Intel
Trade policy emerged as a central theme in politically oriented email communications throughout 2025. As tariffs influenced pricing, supply chains, and product availability, brands increasingly addressed these realities directly with customers.
Tariffs appeared in 75% of politics-related campaigns, reflecting their prominence in consumer conversations. Additionally, 13% of emails referenced "Made in USA," positioning domestic sourcing as a value-add amid global trade uncertainties.
"Trade issues are also consumer issues," said Marty Bauer, Ecommerce Expert at Omnisend. "When tariffs affect pricing or availability, shoppers want context. Brands that explain where products are made or why costs change are responding to a more informed and more cautious customer."
Viral internet trends transitioned rapidly from social platforms like TikTok into email subject lines and content. A handful of trends captured the majority of attention, demonstrating how brands selectively incorporated high-visibility phenomena to stay culturally connected.
Stanley Cup references accounted for 54% of TikTok-trend mentions in emails, underscoring its sustained dominance. Labubu followed at 19%, with Dubai chocolate at 8%. Ingredient-based trends also showed clear preferences: "protein" featured in 7,663 campaigns—more than triple the 2,426 mentions of "matcha"—highlighting how brands aligned language with product positioning, such as performance benefits versus aesthetic and wellness appeal.
"Internet trends help brands stay part of the conversation, but only if there's a clear fit," said Bauer. "Using a viral reference just to sound trendy rarely works. Protein is often used to signal performance, while matcha is tied to wellness and aesthetics. Picking one over the other shapes how customers think about the product, not just what it does."
Pop culture references provided reliable hooks for capturing attention in competitive inboxes. In music-themed campaigns, Drake led with 33% of mentions, followed by Coldplay at 18% and Beyoncé at 15%.
Movies leaned toward iconic characters, with Batman accounting for 19% of film-related references. Television mentions split between comforting and thought-provoking content: Bluey topped at 29%, while Black Mirror followed at 17%.
"Pop culture gives brands instant recognition," Bauer said. "In a crowded inbox, familiar artists, characters, and shows help brands connect without needing to explain the reference. That reliability still matters, even as trends change."
The analysis illustrates how ecommerce brands in 2025 used real-time cultural, economic, and social signals to craft resonant messaging. By addressing trade realities transparently, capitalizing on viral moments with strategic fit, and tapping enduring pop culture touchpoints, brands maintained relevance and strengthened customer connections amid evolving external forces.
About Omnisend
Omnisend is an email & SMS marketing platform with a suite of features made specifically to help ecommerce stores grow their online businesses faster. One-click integration with major ecommerce platforms, pre-made automation & email templates, and award-winning 24/7/365 live customer support make it easy for brands of any size to sell more – all without the exaggerated cost.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.