NOTE: We’re unlocking select onboarding and cart abandonment journeys in the lingerie category for the next week to all users, even members with a Free account!
Over the past year, the lingerie and underwear industry has seen a lot of positive shifts. Brands such as Savage X Fenty, ThirdLove, and one of the unlocked brands below, Adore Me, have doubled down on their efforts to be more inclusive with more diverse models, inclusive sizing, and young shoppers. In this article, we’ll take you through the industry insights over the past 90 days and our favorite journeys.
Insights: Email Cadence & Promotions
The sending behavior over the past 90 days increased +34% YoY. This large increase is likely due to the impact the pandemic took on many industries in March-June of last year. When compared against the MailCharts Index of brands, this category had a higher sending cadence than those other brands.
While cadence increased, emails containing a promotion decreased by -10% YoY. This indicates that the industry as a whole has improved as brands are less reliant on discounting to drive sales.
Unlocked journeys
We’ve unlocked a few of the most recent onboarding and cart abandonment series from the lingerie category. These feature journey best practices including brand information, discounts, and product recommendations. Check them out below:
Adore Me
This body-positive email journey contains two simple welcome emails. The second features an introductory promo, perks of their subscription program, and their inclusive sizing for all body types. These are all essential to educating new email subscribers about the brand.
Jockey
This quick, two-touch series sent over 2 days post abandonment contains the makings of a great cart abandoner sequence. The emails contain the item left behind, recommended products, and a CTA to new arrivals.
Hanky Panky
This onboarding series is longer than the previous Adore Me journey and features large CTAs highlighting the introductory discount in all 4 emails. These emails also contain recommended products and calls to action to check out their social media platforms.
Frederick’s of Hollywood
Frederick’s of Hollywood includes a unique discount code for 10% off in their second email post-abandonment. They also feature beautiful photography of their products in their email.
Get more Lingerie journeys
Log in to the MailCharts app and either upgrade or continue to the journey tab if you’re already a Pro plan subscriber. Here, you can search various journeys within the MailCharts system by industry, brand, or journey type.
