Almost all fashion brands (96%) engage in email marketing. Forty-six percent have a pop-up on the landing page encouraging visitors to sign up and 35% send abandoned cart emails. The top ten users of email marketing send between 3.7 and 7.8 emails a week. But other than the welcome email or a reminder to complete a purchase, what is the content of these emails?
For the most part, it’s discounts. L2’s Digital IQ Index: Fashion finds that 25% of emails promote savings, and 15.9% of those offer a certain percentage off of goods. And even though the perception prevails that fashion consumers (especially luxury buyers) seek exclusivity, just 6% of brands advertise that in their emails.