The benefit of brand visibility on retailers’ email content is clear: scaled reach, valuable real estate, and data-informed targeting. Negotiations for content visibility, however, must be tailored to retailers’ respective strengths in order to be effective. Sephora and Ulta have built larger mailing lists than the average Beauty brands, using data to improve email segmentation. While both retailers use targeted emails to reach their respective audiences, L2’s latest report reveals that their email and social media content varies drastically.
Sephora drives engagement through emails that feature deluxe samples. In contrast, Ulta consumers respond the most to promotional emails, which garner 28% open rates, higher than any other type of Ulta email content. Both Sephora and Ulta generate above-average open rates to birthday and loyalty rewards emails, but Sephora prompts more response to both types of content.
Sephora gives preference to its private label, Sephora Collection, which is mentioned in 6% of the retailer’s emails. Meanwhile, L’Oréal Group shows up in Ulta emails more than any other enterprise. However, a third of brands mentioned in Sephora and Ulta’s email campaigns are independent brands, indicating the growing influence of this segment.