It’s no longer a secret that email is one of the most effective digital marketing tactics. Email open rates have increased despite the rise in quantity, and email registers a 6.1% average conversion rate (2.5x that social media or display ads). Yet as the number of emails from brands continues to grow, they will need to be differentiated. L2’s Digital IQ Index: Fashion looks at the top email senders in the category, and finds that the top sender of emails (Tommy Hilfiger) sends close to eight emails a week. Other brands are not far behind; Vince Camuto and Kenneth Cole send approximately six and five emails a week respectively.
The most frequent attempt to differentiate among Fashion brands is discount promotion. Twenty-six percent of brands promote savings in emails and 10% create a sense of urgency with limited time offers. Just 6% use personalization as a method of differentiation, even though trigger mails are more likely to be opened and have click-through rates 160% higher than standard messages.
Tommy Hilfiger in particular is good at leveraging triggers and adding a personalized touch. The first abandoned cart email the brand sends carries the message “You have great taste” with a CTA to check out and a product image. (Abandoned cart emails with an image have a 25% higher transaction rate than those that click to the brand site.) The second one asks the recipients if they were looking for a specific product category, and the third notifies the recipient that the item they had added to their cart has gone on sale.