Email marketing in the apparel and personal objects industry. An analysis.

by on February 4, 2014

NewslettersTagCloud

Thanks to NewsletterMonitor, throughout 2013 we collected a huge quantity of newsletters and have brought them together here in an analysis of how the apparel and personal objects industry communicated with its users.

The analysis relates to over 1,900 international brands that send newsletters in the English language.

According to our findings, some brands are perhaps a little over-reticent, with 14.5% sending just one solitary email a month. On the other hand, some brands risk going overboard and are sending out as many as 91.5 monthly emails!

Luckily, most brands – around 65% – send between 2 and 15 emails per month: a figure we consider a ‘safe’ frequency (though naturally, the ideal number depends very much on the business).

Emails are sent every day of every month, but we found peaks on Thursdays and Fridays and, not surprisingly at the end of the year; in fact, the approach of Christmas greatly increases the sending frequency , while in the first week of December, 3% of the entire year’s emails get sent out.
Weeks Email marketing in the apparel and personal objects industry. An analysis.
Source The apparel and personal objects industry in 2013

We also analyzed the time of day in which emails are sent and it is interesting to note that approximately 10% of emails go out at night. Keep in mind the importance of timing in being consistently relevant for your users: relevance means using the right channel with the right message… at the right time!

Regarding two of the best practices of email marketing, we can say that the use of “no-reply” in the mail-from address occurs in 9% of email (and obviously this is hardly a positive or relation-building element), while only 1% of emails omitted a mail-from name (beyond the mail-from address).

The length of the subject lines varies a lot, ranging from 0 (yes, zero… 21 emails were sent without a subject) to over 250 characters – but the average length is about 49 characters. As a reference, the part in bold in the previous sentence is 58 characters long.
SubjectLength Email marketing in the apparel and personal objects industry. An analysis.
Source The apparel and personal objects industry in 2013

Plenty of words are used in subjects, over 40,000 of them, but we notice that the most common are “Off”, “New”, “Sale”, “Free”. These words are mainly used to suggest savings, urgency, exclusivity and seasonality.
SubjectsTagCloud Email marketing in the apparel and personal objects industry. An analysis.
Source The apparel and personal objects industry in 2013

Last (but not least) it’s becoming common to use special characters and symbols in subjects. We count about 13,000 occurrences of them in different categories: stars, hearts, characters related to nature, seasons and symbols used to indicate urgency and hurry.

You can download the whole analysis here.

Which industry or language would you like to see analyzed next?

Happy email marketing to everybody.

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