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We analyzed 3400+ emails from 70+ popular Fashion & Apparel brands over 3 months. This playbook highlights key trends in send times, frequency, subject lines, and CTAs to help you optimize your email campaigns.
Consistent Sending Patterns: Brands like ASRV and AllSaints maintain high inbox rates by sending emails consistently, which helps in building a good sender reputation.
Personalized and Engaging Content: These brands likely personalize their subject lines and preview texts, making their emails more engaging and reducing the chances of being marked as spam.
✅ Balanced Text-to-Image Ratio: Brands that focus on a balanced text-to-image ratio and avoid spammy language tend to achieve better deliverability.
High Email Frequency does not necessarily correlate directly with a lower inbox rate if the emails are consistent, relevant, and not spammy.
Brands sending high volumes of emails (e.g., Vineyard Vines) can still maintain a high inbox rate if their engagement strategies are effective.
Average inbox rate
Average Spam Rate
Total Emails Analyzed
Download Subject Line Inspirations from All Brands
Preview texts frequently highlight sales, discounts, and special offers to attract attention.
🛍️ Examples like “Enjoy an extra 20% off Sale” or “Plus, extra 20% off your entire purchase” are commonly used to encourage users to open the email for more details.
✨ Many brands also focus on new collections or new product launches, with subject lines and preview texts such as “New Collection: January Must-Haves” or “New Activewear for the New Year.”
💡 Personalization & Excitement: Some preview texts aim to create excitement or intrigue, like “Make way for a new chapter” or “Start 2025 in style.”
The fashion industry primarily focuses on promotional emails and product-related campaigns, followed by thematic emails related to seasonal launches or holidays.
There’s a minimal emphasis on educational or relationship-building content, indicating a more transactional approach with the audience.
Note: Other email types include product launches, Holiday and seasonal emails, and thematic email types.
Promotional
Relationship Building
Educational
Other
The most commonly used CTA is “SHOP NOW” with 34.47% of emails using this CTA.
Variants like “shop now” also appear frequently, showing a focus on encouraging immediate purchases.
💥 “Crafted with Heart™ since 1954 Learn more about our Texas brand” and “Click an Image Below to Shop the Look!” suggest that brands use CTAs that also emphasize storytelling or a more visual approach to engage their audience.
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After analyzing 3400+ emails from 70+ top brands from the Fashion & Apparel Industry, here are the common patterns we found.
Based on our analysis of the Fashion & Apparel industry’s email marketing, we’ve identified several key strategies aimed at achieving results across brands of all sizes.
Turning these insights into actionable strategies requires a systematic approach. Here’s how to implement these findings in your Fashion & Apparel brand’s email marketing program:
Start by reviewing the breakdown of email categories (Promotional, Thematic, etc.). Identify the most frequent types and balance your content to ensure a good mix that engages subscribers without overwhelming them.
Analyze the send times of your past campaigns and compare them to industry benchmarks. Focus on experimenting with peak send times like 12 PM – 2 PM or 6 PM – 9 PM to optimize engagement.
Balance your promotional content with value-driven or seasonal emails. Make sure your promotional campaigns make up no more than 30% of the total content, allowing room for thematic and engagement-focused content.
Monitor your inbox and spam rates closely. If necessary, adjust your sending patterns and ensure your emails are well-designed and follow best practices to maintain the industry average 97.89% or higher inbox rate, avoiding SPAM filters.
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In the Fashion & Apparel Industry, email marketing strategies in Q1 2025 have focused heavily on thematic and promotional emails.
They had a strong emphasis on product launches, seasonal campaigns, and urgent calls to action like “Shop Now.” Brands are leveraging personalized subject lines and offers in preview text to drive engagement, while maintaining high inbox deliverability rates.
As the industry moves forward, email marketing will likely continue to prioritize timing and personalization, with increased integration of urgency-based strategies to boost conversion rates. The focus will remain on striking the right balance between promotional and value-driven content.
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