Even though marketing emails to U.K. residents have increased 25% year-over-year, beauty brands are still not using the tool to its fullest. Brands in our Digital IQ Index: Beauty | UK send 0.8 emails a week on average, while U.S. brands send 1.4. Furthermore, only a small portion of the U.K. emails was customized for mobile, neglecting that 41% of emails are opened on mobile.
Calvin Klein and Boots send the most emails of brands in our Index, 5.48 and 3.63 respectively, but none of Calvin Klein’s emails highlight fragrances. Boots sends emails about Beauty products, but more than 90% highlight brands it carries rather than its own branded products.
Beauty brands’ use of email is expected to grow. 78% have started email marketing campaigns, but have stalled in developing them. For example, 50% of brands that offer email sign up fail to send welcome emails or ask for customizing preferences at sign up. Beauty and fashion emails have delivered high open and conversion rates in the U.S., and we can expect the trend to extend across the pond as the high ROIs continue.