Emails, SEO, Marketing stack - you're in the right place to access some of the data to understand BHS ecommerce marketing strategy - and from other brands from the Home industry.
They have a good email marketing strategy - if we look at their Average Spam score, it's very good - being at -3,7 (it is basically a measure of how likely an email is to be considered spam by a spam filter. The higher the score, the more likely the email is to be considered spam.). But they seem less performant regarding to subject lines - Emails usually have a better open rate while keeping the subject lenght below 36. Here, as it's 41 characters, they're doing not good, it's too long. For example, on mobile phones, their subject line is almost impossible to read.
If we take a look at their Ecommerce Marketing Stack, the main Email Marketing software (or ESP) they're using seems to be Mailchimp (for a long time, the best ESP, from far - especially for small merchants and bloggers - but as soon as you start to scale your ecommerce, this might not be the best choice).
Fun fact - they're using emojis in 87.5% of their emails - the main ones they use are 🛒 🎉 💡 😍 🙌 ✨.
On Panoramata, we gather and analyze the entire BHS email marketing strategy - along with other brands from the Home industry. Amongst their last emails sent, two of them were 'BHS - Your #SundayStyle' and '💎 BHS - Explore the Beautiful Paladina Range 😍'.
One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 54 on https://www.bhs.com/. This is good - and hard to achieve, so well done for them! Above 60 would be excellent.
So we present you all this marketing data gathered by our platform, Panoramata, the best ecommerce intelligence platform.
Average subject length
What about
BHS
then?
With their average of
41
characters, they're above the limit and should consider to shorten their subject line. Here's one good reason - usuallyy, subject lines that long are not shown entirely on email clients on desktop or mobile. And what's good on saying something that will never be read?
Stay short!
characters, they're right within the sweet spot, which is good! It basically says that you have enough characters to express yourself, but at the same time it will show up entirely on email clients. Just the right amount of characters you want for your own brand!
characters, which is rare - but it means that they have actually more space to express themselves and share their brand values.
Why does this matter? Well, for open rates. Keep it short - on average, you should aim for 16 characters. We consider that above 12 is good, and below 24 is great.
Average email size
Why does this matter? Well, for open rates as well - and especially to avoid the Promotions tab and to be less categorized as spam. The lower, the best.
Average spam score
We use Spam Assassin, the main platform used by email providers to score spam. Below 0, you're safe ie. not considered as spam. Below -2, you're great. If you're above 0, you'll likely to be categorized as spam.
So,
BHS
gets a score of
-3.7
. What does that mean exactly for their email marketing strategy ?
Well, as stated, it's good! Any score below 0 generally means that the email will not be categorized as spam, especially the ones below -2 - it's a great score, one you want to keep because it helps a lot the deliverability of your emails!
It's good! It means that their email are not headed to the spam folder. However, a score below -2 would be considered even better.
Well, "oops". It's not that good, they're at a level where it could impact their email deliverability.
Does it means they're in the spam folder every time? No. The considered treshhold to be considered spam 100% of the time depends on a lot of factor (generally, consider that a score of 5 means that you end up there every time). Being between 0 and 5 means that it could happen though.
Usual sending provider
Mailchimp
Most common words
Lines - Ends - Sunday* - BHS - BHS - Elegant
Emoji use in subject lines
Most popular emojis
🛒 - 🎉 - 💡 - 😍 - 🙌 - ✨
🛒 - 🎉 - 💡 - 😍 - 🙌 - ✨
Average Weekly Emails vs. Industry
Average Daily Ads and Time Running vs. Industry
BHS - Your #SundayStyle
Email from
BHS
💎 BHS - Explore the Beautiful Paladina Range 😍
Email from
BHS
🎉 BHS - 20% off Our Best Sellers* 💎
Email from
BHS
🏡 Discover our fantastic outdoor lighting and radiant heater collection. 🎉 Garden parties, here we come!
Feed Ad from
BHS
🏡 Discover our fantastic outdoor lighting and radiant heater collection. 🎉 Garden parties, here we come!
Feed Ad from
BHS
🏡 Discover our fantastic outdoor lighting and radiant heater collection. 🎉 Garden parties, here we come!
Feed Ad from
BHS
Domain Rating
Estimated Traffic
Total Keywords
Domains
Total Backlinks
Backlinks Profile
Backlinks Text
Backlinks NoFollow
Backlinks Redirect
Backlinks Images
Backlinks Frame
Backlinks Form
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Here are some inspiration from Tracksmith marketing strategies - how they connect with the audience, what type of ads and emails they send, and many more to learn from. On your marks, get set, go!
