Welcome to H&M, your shopping destination for fashion online. We offer fashion and quality at the best price in a more sustainable way.
There’s a lot to learn from H&M ecommerce marketing strategy. Here, you can pick their marketing strategy, learn lessons, and take inspiration for your own eCommerce business.
They have a very solid email marketing strategy - as their Average Spam score is good since it's -1,2 (Spam score is 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.). Also, a point regarding to subject lines - Emails usually have a better open rate while keeping the subject lenght below 36. Here, as it's 32 characters, they're doing just ok! H&M could improve their open rate even a little but on mobile devices by trying to keep their subject lines shorter.
Fun fact - they're using emojis in 28.48% of their emails - the main ones they use are ✨ 🖤 💙 😍 ⚡ 🏃.
We display here a overview of H&M email marketing strategy - along with other brands from the Fashion industry. Amongst their last emails sent, two of them were 'Nouveautés : la collection d'été' and 'Nouvelles robes tendance'.
One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 87 on https://www.hm.com. This is excellent - and hard to achieve, as it takes time, consistent SEO work and a solid SEO strategy.
In today’s competitive markets, we believe that benchmarking is key, as it allows you to deploy your marketing efforts more efficiently. This is why we built this library.
Average subject lenght
With their average of
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?
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.
gets a score of
. 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
Most common words
votre - extérieur - Derniers - jours - Nouveau - Mailles
Emoji use in subject lines
Most popular emojis
✨ - 🖤 - 💙 - 😍 - ⚡ - 🏃
✨ - 🖤 - 💙 - 😍 - ⚡ - 🏃
Average Weekly Emails vs. Industry
Average Daily Ads and Time Running vs. Industry
Nouveautés : la collection d'été
Nouvelles robes tendance
✨ Robes d'été remarquables ✨
Learning how to spy on eCommerce competitors is one of those smart things you can do to revisit your own marketing strategy.
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