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?

text-2 (4)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.

text-1 (4)A few brands have deviated from the majority. Ralph Lauren, for example, links to an ongoing sweepstakes for tickets to the U.S. Open, which the brand sponsors.

 

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