We’re excited to share with you can access a newly-created Direct to Consumer Industry group in the MailCharts app that includes 50+ of the most popular DTC brands.
DTC Promotional Rate
The DTC industry group saw an increase in emails containing a promotion by 10.16% in November – December 2020 compared to 2019. This is to be expected as holiday promotions started early for many brands with discounts running the entire holiday shopping period.
We found that the week of Christmas had a significant increase in emails containing a promotion (+26% increase) compared to 2019. This is likely due to end of year sales starting or gift card promotion as the shipping cutoff for holiday shipping has passed.
When comparing against the MailCharts Index (premium brands hand-picked by MailCharts), DTC brands had fewer emails containing a promotion than the average (over the past 90 days). While we did see emails containing promotions for DTC increase YoY, it’s important to call out that this is less than that of other brands and industries.
DTC Sending Behavior
While emails containing a promotion increased, sending cadence for the 2020 holiday was flat compared to 2019. This isn’t surprising as an increase in cadence could cause promotional fatigue among consumers and thus resulting in higher unsubscribe rates.
More with MailCharts
The data above is available at your fingertips within the MailCharts app. Upgrade to access DTC emails, sending behavior, promotional behavior, and more to aid in your calendar and journey planning.
Emails We’re Loving
Landon might be the one
Why we love it: Warby Parker’s cart abandoner doesn’t include a discount and instead highlights payment options and reviews. Their first email mentions the ability for customers to pay over time with Affirm, making the purchase less burdensome.
6 styles you CAN'T miss from $7
Why we love it: Online thrift store, thredUP, had a unique approach to highlighting multiple product categories in their recent calendar send. They focused on top styles and featured trending categories like Activewear, Loungewear, and midi dresses. The email was complete with a coupon section for specific brands resold on thredUP.
New Bold Spring Colors ✨
Why we love it: This fun, spring-themed email from MeUndies has a unique call-to-action. After featuring their new collection of fun colors, they have a CTA to learn more about the couples they feature wearing MeUndies. This gives shoppers a more personal tie to the brand and is a unique way to drive purchases.
Need help planning your next campaign?
MailChart’s has hundreds of great guides, shipping, and holiday examples within the MailCharts app to help you start 2021 strong. Sign up for a free account today and get started!
