Email generates about $40 for every $1 spent. That is almost 2X ROI of any other marketing channel.
We analyzed over 3,000 emails from made-to-measure/bespoke brands over the last year to see how they are using this profitable marketing channel.
The results are summarized below and examples and a deeper dive provided in the accompanying article here.
Most brands in our study do not leverage the power of email marketing:
59% sent no emails over 12 months
only 27% sent a welcome email to new subscribers
only 2% use any nurturing campaign
91% of the emails sent are impersonal promotional emails.
Brands featured in this chapter
These 15 brands were chosen to showcase positive email strategies based on current marketing best practices.
The statistics reported are based on ALL 100 brands and 3,000+ emails analyzed.
Trend Highlights
Number of emails sent by MTM brands per week:
Most brands (59%) send no email. Of those that send emails they mostly send 1-2 emails per week (30%).
Types of emails sent by MTM brands:
91% are promotional emails (36% sale and 55% new product email).
Top reasons MTM / bespoke brands say they don’t send emails:
- I don’t have images / assets to send in emails.
- I don’t know what to send (subject line, content).
- I am not sure how many emails is too much.
Campaign Highlights
Below are a few of the standout email strategies from MTM brands. View the actual emails and lots more examples here.
Timothy Everest
Timothy Everest shares custom Spotify playlists created by them, provide a look behind the scenes with their “Tailor’s Project” campaign as well as show social proof with “A Postcard From…” campaign.
Boglioli
Boglioli uses AMP technology to create unique interactive experiences in their emails – example to browse collections right inside the email.
AMP also allow customers to make a purchase and checkout, as well as book fitting appointments right inside the email.
Duncan Quinn
Duncan Quinn’s emails are a masterclass in branding and value-based selling.
Each email offers value (e.g. book lists, drink recipes) and builds deep connection through their social impact (e.g. Zimbabwe project) and events.
BALANI Custom Clothiers
BALANI Custom Clothiers sends regular emails using interactive GIF features.
One standout campaign featured GIFs that quickly show the benefits of a product and makes the reader want to buy.
Thanks for reading!
I believe that running a made-to-measure business should be easier, more profitable and more scalable.
I hope you got better market insight from this chapter.
Remember to visit the accompanying article here for lots of examples and a deeper dive.
Thank you,
Tyrone Whittle
