The most surprising finding was the fact that the quality of the newsletter does not depend on the place of a brand in the fashion pyramid –– a hierarchy of companies depending on their positioning and target audience. We’ve already noticed this tendency when observing the newsletters from famous musicians.
Probably, it happens because, for both supreme and mass-market brands, email is the core promotion channel. That’s why fashion newsletters are mostly neat, thought out, eye-pleasing, and pretty frequent. Mass-market brands send emails almost every day (it seems a bit excessive) offering numerous promotions, discounts, and new collections. Vice versa, supreme & aspirational don’t treat us with their newsletters too often: several emails a month and that’s it.
In general, newsletters by clothing brands are an encyclopedia of effective email marketing strategies. So, no matter if you are a seasoned email marketer or a junior, e-commerce emails are a source of inspiration when it comes to design or some strategically important tips & tricks.