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We analyzed 200+ emails from 5 popular Beauty & Baby Products brands over 3 months. This playbook highlights key trends in send times, frequency, subject lines, and CTAs to help you optimize your email campaigns.
Our comprehensive analysis covers 5 leading brands in the Baby Products industry. We’ve tracked their email marketing strategies to identify trends and best practices. Here are the brands we analyzed.
The spam rate is quite low, suggesting that spam issues are minimal, but there is still room for improvement, especially for some brands.
Some brands have higher spam rates than others, and the email placement strategy can be influenced by various factors such as send frequency, subject lines, and other email deliverability factors.
Factors contributing to improved inbox placement could include personalized subject lines, relevant preview text, balanced text-to-image ratios, and avoiding spam triggers in their email content.
Average inbox rate
Average Spam Rate
Total Emails Analyzed
Words like “Ends” (14 mentions), “Last” (15), and “Limited” (19) suggest baby brands are tapping into urgency to create time-sensitive offers. Other cues like “Hurry” (7), “Final” (5), and “Flash” (5) are used occasionally, indicating a moderate effort to drive immediate opens and action.
Verdict: There is an urgency-based strategy, but brands could benefit from pushing these triggers more consistently to boost conversions, especially in sale periods or when launching limited-run products.
Discounts are the most prominent strategy by far. “Off” and “%” are mentioned in more than 60% of the subject lines or preview texts, with “Save” (21) used as a secondary incentive. However, “Discount” (2), “Price Drop” (6), and “BOGO” (3) are underused, and “Bundle” appears just once.
Missed Opportunity: Brands are missing opportunities to experiment with AOV-boosting formats like bundles or BOGO deals. The lack of variety could reduce campaign freshness and limit upsell potential.
“Spring” (36) and Winter (10) were the only seasonal keywords used in the category where gifting and seasonal baby care matter.
Missed Opportunity: Brands are not fully capitalizing on seasonal triggers. There’s room to build stronger relevance and emotional appeal through calendar-based campaigns.
“Exclusive” appeared 5 times, but terms like “VIP,” “Pre-Order,” and “Buy Now Pay Later” were nearly nonexistent. For a category where loyalty, trust, and convenience are key, this lack of exclusivity messaging or flexible purchase options is a significant gap.
Missed Opportunity: Baby brands are missing out on opportunities to build deeper relationships with their customers through early access, loyalty programs, or flexible payment solutions, especially valuable for new parents managing big purchases.
With “New Arrival” mentioned in nearly 20% of the subject lines and “Trending” (10) also present, brands are showing some focus on showcasing fresh or popular products.
However, “Best Seller” appeared just twice, suggesting limited use of social proof or high-performing product promotion.
Missed Opportunity: While product discovery is part of the strategy, there’s more room to highlight top-rated or most-loved items to help customers feel confident in their choices, especially important in the parenting category.
“Free Shipping” was mentioned only once, and “Buy Now Pay Later” wasn’t used at all.
However, “Free” appeared 19 times, referencing free gifts or trial items. Still, shipping benefits and payment flexibility aren’t being clearly surfaced.
Missed Opportunity: Brands are missing key opportunities to reduce purchase friction. Highlighting free shipping and flexible options could significantly improve open and conversion rates, especially for first-time or bulk buyers.
Download Subject Line Inspirations from All Brands
Urgency & Deals: Similar to subject lines, preview texts like “Don’t miss” or “Flash sale savings” emphasize time-sensitive offers, encouraging customers to act quickly.
Emotional Appeal: Using phrases like “Cute doesn’t even begin to describe it…” or “Let’s Make Memories!” focuses on creating an emotional connection.
Personalization & Value: Using playful emojis and terms like “Stock up with deals” or “All your baby’s essentials” is a strategy to offer value in a fun, personalized way.
Engaging & Relatable Language: Using engaging language like “Reasons to shop with Bugaboo” or “Cute doesn’t even begin” creates relatability, encouraging users to open the email to learn more.
The majority of emails sent by the brands are promotional or fall under the “other” category, which includes product launches and seasonal content.
This indicates that brands in the Baby Products industry are heavily focused on driving sales through time-sensitive offers and engaging customers with product launches and seasonal campaigns.
Promotional
Relationship Building
Educational
Other
The majority of CTAs are designed to encourage purchases or engagement through phrases like “Shop now” and “Shop All.” These CTAs align with the promotional and sales-driven nature of most campaigns.
There is also a focus on educational content, as seen with the frequent use of “Learn More” and “LEARNING” in CTAs.
Some CTAs, like “Sign up” are geared toward building customer relationships and loyalty through email subscriptions.
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Focus on maintaining a high inbox placement rate by analyzing your email deliverability. Regularly clean your email list, monitor performance, and adjust your strategy to avoid being flagged as spam.
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In Quarter 1 of 2025, email marketing strategies in the Baby Products industry are heavily driven by urgency, promotions, and seasonal campaigns. Brands have embraced discounts and clearance sales through compelling subject lines like “50% off entire site” and “Stock up alert.” Personalized preview texts and clear CTAs like “Shop now” or “CLEARANCE” are integral to driving conversions.
Moving forward, the industry is likely to further refine segmentation to deliver more targeted and personalized content, integrating data-driven insights and mobile optimization to enhance engagement across diverse customer segments.
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