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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.
Average inbox rate
Average Spam Rate
Total Emails Analyzed
The brand uses urgency effectively with terms like “Hurry” (8 mentions), “Last” (5), and “Final” (8). These create a sense of time-sensitivity in their offers. However, more powerful urgency cues like “Flash” (0) and “End of Season” (0) are absent, which could be particularly useful in a category where limited-edition products or seasonal sales are common.
Strategy in Play: The brand is capitalizing on urgency, but there’s potential to further emphasize limited-time offers and flash sales to increase conversions.
Discount messaging is heavily focused on the “Off” (24 mentions) and “Save” (13), which are straightforward and effective for drawing attention to offers. The brand also uses “%” (12) to reinforce percentage-based discounts. However, the absence of “Flat” discounts (0) and “Discount” (0) also suggests that the brand could diversify its discount formats.
Strategy in Play: The brand is using discounts well but should explore other types of offers, such as BOGO, bundle deals, or price drops, to drive higher order values and more engagement.
Seasonal promotions are somewhat utilized with “Valentine” (8 mentions) and “New Year” (7). These are great for capitalizing on holidays when customers are looking for gifts or special offers, especially for an art and crafts brand.
Missed Opportunity: The brand is using seasonal promotions, but could increase engagement by tapping into more seasonal triggers like Spring and Valentine’s Day.
Exclusive offers are mentioned sparingly with “Exclusive” (2) and “VIP” (1). There are no mentions of “Pre-Order” (0) or “Buy Now Pay Later” (0) strategies that could drive early access to limited items or provide flexible payment options.
Missed Opportunity: The brand is not fully utilizing exclusivity or payment flexibility. Introducing VIP offers, pre-order options, or flexible payment terms could enhance open rates and boost conversion rates.
The brand frequently uses “Best Seller” (9 mentions) to highlight popular products, which is a solid strategy for building trust through social proof. However, there is no mention of “New Arrival” (0) or “Trending” (0) items, which could generate excitement for new products and keep customers engaged.
Strategy & Misses Opportunity: The brand is promoting bestsellers effectively, but should also focus on new arrivals and trending products to attract interest and drive product discovery.
“Shipping / Free Shipping” is mentioned in only 4 email subject lines, but there was no mention of “Buy Now Pay Later” (0), a flexible payment option that could reduce friction in purchases.
Missed Opportunity: Convenience messaging is underutilized. Offering convenience and shipping perks could help convert hesitant shoppers, especially in an industry where items may vary in price.
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.
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.
Promotional
Relationship Building
Educational
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.Book a free consultation call.
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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.
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