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Art & Craft Brands Marketing Emails

QUARTERLY INDUSTRY BENCHMARK

Art & Craft Email Marketing Report
Q1 2025 (Jan-March)

The Data-Backed Strategies Behind Top Brands

We analyzed 150+ email campaigns over the first quarter of 2025. This playbook highlights key industry trends in send times, frequency, subject lines, and CTAs to help you optimize your email campaigns.

Disclaimer

This report is based on data collected from publicly available email campaigns sent by eCommerce Arts & Crafts brands between January and March 2025 to a random subscriber. While we strive for accuracy in our analysis, individual results may vary based on specific audience demographics, market conditions, and other factors. The strategies outlined in this report should be tested and adapted to your unique business needs. TargetBay is not affiliated with any of the brands mentioned in this report unless explicitly stated. All trademarks and brand names are the property of their respective owners.

The Brands We Analyzed

Our comprehensive analysis covers the Arts & Crafts industry. We’ve tracked their email marketing strategies to identify trends and best practices.

Brand

Emails Sent

Emails in Inbox

Emails in SPAM

Anastasia Beverly Hills

Aveda

145

136

Avon

Bareminerals

Bath & Body Works

114

Bluemercury

Bobbiebrown.com

Burt's Bees

Charlotte Tilbury Beauty

Clinique

130

Colourpop

Cover Girl Cosmetics

Dr.Jart

E.L.F. Cosmetics

Estee Lauder

124

Glossier

Juvia

Kylie Cosmetics

Laura Mericer Cosmetics

Maybelline

Moroccanoil

Morphe

Oribe Hair Care

Ouai

Rarebeauty

Tarte

The Body Shop America

Too Faced Cosmetics

Ulta Beauty

WetNWild Beauty

Key Data Insights from Art & Craft Email Campaigns

🔍 Strategies Behind Email Send Times

Peak send times are between 10 AM - 3 PM, with a noticeable peak at 2 PM. This suggests that many brands aim to reach customers during the mid-day, possibly when they have some free time or breaks to engage with their emails.
Evening Emails: There's a significant volume of emails sent during 6 PM - 9 PM, especially around 8 PM, which could indicate that brands are targeting evening shoppers.
Off-Peak Hours: A few emails are sent in the early morning hours (e.g., 4 AM - 6 AM), likely targeting early risers or those who engage with brands during the morning commute.

Strategies Behind Email Frequencies

Consistent Sending Patterns: Brands like Craftsy, with a high inbox rate, follow consistent sending patterns.

Text-to-Image Balance: Craftsy likely uses a good balance between text and images, which can prevent emails from being flagged as spam.

Personalized Subject Lines: Craftsy might also focus on personalized subject lines and engaging preview text, which contribute significantly to better deliverability and avoiding the promotions tab or spam folder.

95.2%

Average inbox rate

4.8%

Average Spam Rate

146

Total Emails Analyzed

What Makes People Click and Open Your Email?

Urgency/FOMO Tactics: Words like "HURRY" and "1-day" suggest that brands are using urgency in subject lines to trigger immediate actions.
Personalization: Subject lines like "A NO COST Special Offer Just for You!" directly target the recipient, increasing the likelihood of engagement.
Offers & Promotions: Terms like "FREE" and "On Sale" are used to highlight value and entice recipients to open the emails for discounts.
Emojis: The Usage of emojis like 🎂 and 🆓 is increasingly popular in subject lines, as they attract attention and create a friendly, engaging tone.

Email Subject Lines That Stood Out

3 Impressive (But Easy!) Ways to Shape a Danish…
We're Practically Giving These Away!
🆓 A NO COST Special Offer Just for you! See…
🎂 Congrats! You’ve been invited to get FREE cake…
Want to Sew Garments With Your Quilting Cotton...
HURRY...All Class Sets & Bundles are On Sale!
1-day Crafting Madness deal!
$5 DVDs and FREE Shipping?! Get the perfect Valentine’s Gift Now

Warm up with Winter’s Hottest Deal – Just $1.79!
You’ve just landed HUGE Savings!
Valentine's Day Craft Ideas 💘
How to Paint a Lace-Edged Heart in Watercolor
A Special Thank You: 65% off the shop!
Yes, You Can Zest a Lemon Without a Zester (Here's How)
Save & Craft. 🤪 Insane Craft Month Deal: Join for $1.49!

Get Inspired

Download Subject Line Inspirations from All Brands

Personalization: Preview texts often start with “Your” or “for you,” creating a personalized connection that encourages engagement.

Urgency & Value: Offering deals and mentions like “Plus, $10 Startup Projects!” or “Sign up for Free” suggest a strategy aimed at enticing readers to act quickly.

Clarity & Directness: Using simple, clear language like “Your Craftsy Newsletter is here!” ensures that recipients immediately understand the value of opening the email.

These preview texts show that Craftsy focuses on personalized communication and promotions, aiming to deliver immediate value and spark curiosity.

Email Preview Text Inspirations

The majority of emails fall into the Other category, indicating a focus on thematic, seasonal, and product-related emails.

Promotional emails are the second most common, suggesting a significant emphasis on sales and offers.

The brand seems to use educational content and relationship-building emails to a lesser extent, but they still play an important role in maintaining customer engagement.

Note: Other email types include product launches, Holiday and seasonal emails, and thematic email types.

30.8%

Promotional

4.8%

Relationship Building

9.6%

Educational

54.8%

Other

The commonly used CTAs focus on engagement and conversion with strong action-oriented phrases like “Sign up,” “Learn more,” and “Shop now.”

There is a strong emphasis on free offers and opportunities for the recipient to explore or access more content, making it clear that the next step for the recipient is to act quickly.

These strategies are aimed at driving immediate customer actions, whether through sign-ups or purchases.

Most Used CTAs by Each Brand

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Art & Craft Industry Email Trends: What Top Brands Have in Common

After analyzing nearly 150 email campaigns from the Arts and Crafts Industry, here are the common patterns we found.

Incorporating Urgency in CTAs: Phrases like "SIGN UP NOW", "HURRY", and "LAST CHANCE" are common.
There’s a noticeable trend toward seasonal or event-based emails, particularly around holidays or product launches, in the "Other" email category.
A high Frequency of Promotional Emails suggests that brands are prioritizing immediate conversion through discounts.

Clear and Direct Preview Texts reinforce the subject line, providing a quick value proposition to ensure high open rates.
Personalized and Direct Language in the subject lines and preview texts create a sense of one-on-one communication.
Phrases like "LEARN MORE", "tutorial", or "guide" entice readers who want to improve their skills.

Lessons from the Best: Key Takeaways for Email Marketers

Based on our analysis of the Arts & Crafts industry’s email marketing, we’ve identified several key strategies aimed at results across brands of all sizes.

1. Optimize Send Times for Your Audience

2. Leverage Emojis for Engagement

3. Prioritize Promotional Emails

4. Use Clear and Direct CTAs

5. Embrace Seasonal and Thematic Emails

Implementing These Insights in Your Email Strategy

Turning these insights into actionable strategies requires a systematic approach. Here’s how to implement these findings in your Arts & Crafts brand’s email marketing program:

Recommended Strategies

1. Audit Your Current Performance

Start by analyzing your current email metrics like open rates, click-through rates, and bounce rates for your last 30-60 days. Compare these against industry benchmarks and identify areas for improvement such as optimizing your subject lines or CTAs. Prioritize areas where a small change can yield a significant impact.

2. Develop a Testing Calendar

Create a structured plan to test different send times, subject line formats, and CTA strategies. For example, experiment with sending emails on weekends versus weekdays, or try variations of CTAs like “SHOP NOW” and “LEARN MORE”. Document your results to refine your strategies over time.

3. Refine Your Segmentation

Begin segmenting your audience based on their engagement patterns, purchase history, or specific product preferences. If you have data on how frequently certain customers engage with your emails, send them more personalized content (e.g., special offers for high-frequency buyers).

4. Incorporate Emojis and Urgency in Subject Lines

Based on email trends, use emojis in your subject lines to stand out. Combine this with urgency-focused language, such as “Hurry, Only a Few Hours Left!” or “LAST CHANCE to Save!” to drive immediate action from your readers.

Ready to implement these strategies in real time?

Art & CraftEmail Templates That Stood Out

Q1: Email Template Snapshots

Check Out More Email Templates from the Art & Craft Industry!

Complete repository of email templates.

Final Thoughts

In Quarter 1 of 2025, the art and craft industry has shown strong engagement in email marketing through frequent promotions and seasonal content. With a focus on personalized subject lines, urgent calls-to-action, and educational content, brands are continuously optimizing their email strategies to drive conversions.

The industry is expected to further embrace mobile optimization, segmentation, and interactive content to enhance user experiences. As brands continue to adapt, leveraging advanced data analytics and customer behavior insights will be key to refining strategies and staying ahead in the competitive email marketing landscape.

Art & Craft Brands Marketing Emails

QUARTERLY INDUSTRY BENCHMARK

Art & Craft Email Marketing ReportQ1 2025 (Jan-March)

The Data-Backed Strategies Behind Top Brands

Table of Contents

Disclaimer

The Brands We Analyzed

Brand

Emails Sent

Emails in Inbox

Emails in SPAM

Key Data Insights from Art & Craft Email Campaigns

1. Email Send Time & Days

🔍 Strategies Behind Email Send Times

2. Email Frequency & Cadence

Strategies Behind Email Frequencies

3. Email Placement: Inbox vs. Spam

95.2%

4.8%

146

4. Subject Line Trends & Strategies

What Makes People Click and Open Your Email?

Email Subject Lines That Stood Out

Get Inspired

5. Preview Text: The Secret Ingredient

Email Preview Text Inspirations

6. Email Types: What Works Best?

30.8%

4.8%

9.6%

54.8%

7. CTA Strategies: What Drives Conversions?

Most Used CTAs by Each Brand

Improve Your Email Inbox Placement Rate Today!

Art & Craft Industry Email Trends: What Top Brands Have in Common

Lessons from the Best: Key Takeaways for Email Marketers

1. Optimize Send Times for Your Audience

While emails are sent during peak hours (10 AM - 2 PM), Craftsy also sends emails on Sundays. Testing send times and days to maximize engagement.

2. Leverage Emojis for Engagement

Emojis like 🎂 and 🆓 are common in subject lines, making emails stand out in crowded inboxes. Emojis can increase open rates by adding a fun touch to your messages.

3. Prioritize Promotional Emails

A mix of promotional content (60%) with value-driven content like tutorials or guides is recommended to avoid overwhelming customers with sales pitches.

4. Use Clear and Direct CTAs

Brand commonly uses action-oriented CTAs like “SIGN UP NOW”, “LEARN MORE”, and “SHOP NOW”. Clear, concise, and compelling CTAs are key to encouraging immediate action.

5. Embrace Seasonal and Thematic Emails

54.8% of emails include seasonal promotions, product launches, and event-based emails. These thematic emails prompt customers to take part in time-sensitive offers.

Implementing These Insights in Your Email Strategy

Recommended Strategies

1. Audit Your Current Performance

2. Develop a Testing Calendar

3. Refine Your Segmentation

4. Incorporate Emojis and Urgency in Subject Lines

Ready to implement these strategies in real time?

Art & CraftEmail Templates That Stood Out

Q1: Email Template Snapshots

Check Out More Email Templates from the Art & Craft Industry!

Final Thoughts

Art & Craft Email Marketing Report
Q1 2025 (Jan-March)