Consumers are spending more of their money on brands that reflect their values (as we mentioned in the International Women’s Day post). This is fantastic news for brands who already aim to be sustainable and environmentally conscious. Unfortunately, with a more eco-friendly product comes higher costs which can sometimes impact the price to the consumer, too. In this article, we’ll chat about what’s happening in the Eco-friendly & Sustainable Brand Industry Group and some of their emails we love!
What we’re seeing: Email keywords & promotions
When measured against the MailCharts Index of top brands, the Eco-friendly & Sustainable Brand Industry Group has significantly fewer emails containing a promotion (23% for sustainable brands vs. 49% median for the MailCharts Index).
By being less promotional, brands can make up for the larger costs involved in making eco-friendly products.
While eco brands are less promotional, there was a +10.84% increase of emails containing a promotion for the category in 2020. This rate fluctuated throughout the year with more aggressive promotions the first three months of the pandemic (+27% higher YoY).
When examining keywords for 5,000+ emails within this category, our data team found that more than 400 (7%) of them included one of the following: Sustainability, Eco, or Organic.
Our favorite email examples from eco-friendly & sustainable brands
With being uniquely non-promotional, this category contains far fewer emails incentivizing purchases. Here are a few emails within journeys that caught our eye…
Something you liked is waiting for you...
Why we love it: Shoe favorite, TOMS, is not only giving back, but they’re also aiming to be a more sustainable brand. In their browse abandoner, TOMS sends one email. Because they are a B-corp, we’re not surprised to see that they’re not heavily discounting in their browse abandoner. They use
The gear you’re considering
Why we love it: We are loving the fun imagery used in Patagonia’s cart abandoner. Like TOMS this email doesn’t include a discount but does include call-outs to their guarantee, company footprint, and promise to give back. The format for both touches is the same with CTAs pointing back to their shopping cart. Take a look at the first email below.
Don't keep it to yourself!
Why we love it: Another outdoorsy/activewear brand, Outdoor Voices, has an excellent example of a simplistic purchase journey. This has all the great makings of a purchase journey including purchase receipt, shipping confirmation, and two product review emails. By soliciting customer reviews, they can keep a pulse on their customer’s experience as well as create user-generated content for marketing purposes. They also incentivize those who leave a review for a chance to win a $100 gift card.
Let us take care of ground shipping
Why we love it: Sustainable home brand, COYUCHI, is another strong cart abandoner series. This journey is more aggressive than most with 5 emails sent over two days. While they aren’t heavy discounters, we love that they included a guide to finding the perfect COYUCHI sheets and blankets and a free shipping offer in the latter two emails.
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Excited about sustainable brands or looking for more inspiration in other categories? Upgrade your account or log in to access other industry journeys like those found in this group!
