Report Reveals Fashion Brands That Do E-mail Marketing Best

Growth marketing firm Iterable teamed with Holistic Email Marketing to analyze 20 of the top U.S. and U.K. fashion brands to see how they personalize e-mail messages “and keep customers coming back for more.” In the report, “Brits vs. Yanks: How U.S. and U.K. Fashion Brands Compare on E-mail Marketing,” researchers focused on e-mail content, e-mail marketing strategy, performance and “inbox placement.” The study revealed that U.K. e-mail engagement is higher, “due in part to higher personalization,” authors of the report said. In addition, U.K. e-mail engagement was more multilingual in comparison to its counterparts on the other side of the pond. U.K. e-mails also had higher inbox placement. For U.S. brand marketers, Iterable said they tended to be “more aggressive” in regard to acquisition and retention tactics. The report also showed that many of the U.S. and U.K. brands “are not taking advantage of life cycle e-mails.” Life cycle messages include “welcome, win-back, cart abandonment” e-mails as well as “browse abandonment” and “price drop” messages, among other types. “U.K. e-mail marketers excel in some areas, especially engagement and personalization of day-to-day e-mail,” the report stated. “Their U.S. peers have the edge in acquisition and life cycle e-mail personalization.” The U.S. brands analyzed in the 23-page

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