H&M

Marketing Strategy Breakdown

Logo of
H&M

Welcome to H&M, your shopping destination for fashion online. We offer fashion and quality at the best price in a more sustainable way.

An overview of
H&M
Marketing Strategy data - their Email Marketing Strategy (some of their
(soon)
emails tracked on Panoramata) data, Paid Ads, Landing Pages and the main Marketing Softwares they're using in their stack, along with other DTC brands from the same
Fashion
ecommerce industry.

H&M

- Ecommerce marketing strategy

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.

H&M

: Email Marketing and Advertising Benchmarks

Average subject length

🟢
🔴
32.0
characters

What about

H&M

then?

With their average of

32

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

896.12
kB

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

🟢
🔴
-1.2
(Assassin Spam Score for Newsletters)

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,

H&M

 gets a score of

-1.2

. 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

(soon)

Most common words

votre - extérieur - Derniers - jours - Nouveau - Mailles

Emoji use in subject lines

28.48
% of subject lines have emojis

Most popular emojis

✨ - 🖤 - 💙 - 😍 - ⚡ - 🏃

✨ - 🖤 - 💙 - 😍 - ⚡ - 🏃

Emojis are now a way to express emotions - and send a message - to your audience. What are they trying to express here? First of all, it means that they're clearly expressing a choice (or a preference) for their customers. They're using here what we're calling here "Preferred choice" emojis (for example, these could be ⭐, ✨, ❤️, 💖, 😍 or 😻). It shows love on the subject line - and triggers an appreciation emotion right away. Plus, it also drives social proof, which makes the audience more confident about the email (or the product) itself.There are various way to improve your open rate - and using what we call here "Important Alert" emojis are clearly a good choice. That's always what they're regularly doing - we can see that they are regurarly using emojis such as 🚨, ⚡, 📣, 💥, ❗ or 🔥 to drive engagement towards their email marketing strategy

Average Weekly Emails vs. Industry

Average Weekly Emails vs. Industry

Average Daily Ads and Time Running vs. Industry

Average Daily Ads and Time Running vs. Industry

Need more insights?
Unlock everything about

H&M

with Panoramata

Featured Email Marketing Assets from

H&M

Nouveautés : la collection d'été

Nouveautés : la collection d'été

Email from

H&M

Nouvelles robes tendance

Nouvelles robes tendance

Email from

H&M

✨ Robes d'été remarquables ✨

✨ Robes d'été remarquables ✨

Email from

H&M

Looking for ecommerce marketing inspiration? Subscribe to our newsletter!

Get 104 Email Marketing Ideas for free

We'll never send you spam. Never.

Featured Ads and Paid Media Examples from

H&M

H&M
H&M

Achetez sur hm.com

Achetez sur hm.com

Feed Ad from

H&M

H&M
H&M

Explorez les looks de la rentrée

Explorez les looks de la rentrée

Feed Ad from

H&M

H&M
H&M

Explorez les tenues de la rentrée

Explorez les tenues de la rentrée

Feed Ad from

H&M

Video Analysis

SEO strategy, Organic keywords and Traffic details for

https://www.hm.com

Domain Rating

87
This is the overall metric that matters most, as it sets
H&M
domain SEO authority.

It shows the power of
H&M
domain, through the analysis of their backlinks profile compared to others websites, where 100 is the highest score you could achieve.

You can consider that scores between 40 and 50 and average, between 50 and 60 are good and above 60, it starts to be excellent.

Here, for
https://www.hm.com
, as their domain authority is
87
, their score can be considered under average.

Here, for
https://www.hm.com
, as their domain authority is
87
, their score can be considered average.

Here, for
https://www.hm.com
, as their domain authority is
87
, their score can be considered pretty good! 🙌

Here, for
https://www.hm.com
, as their domain authority is
87
, their score can be considered excellent! Kudos to the team 👏

Estimated Traffic

8554744
One of the most important metrics for
H&M
SEO strategy! 

This figure is the estimated traffic they're receiving from Organic Search, and is directly correlated to their number of keywords (
119695
) and their Domain Rating.

Total Keywords

119695
Why does this matter for
H&M
SEO strategy? 

This is the total number of keywords where 
H&M
SEO rankings are in the top 100, across all countries. The more, the better, as it leads to a more important organic traffic.

Domains

86256
The total number of domain who have a link to  
H&M
website. The more, the better, as it helps to increase the domain rating.

Total Backlinks

3613607
What's a backlink? A link from another domain that redirect to  
H&M
website. On top of their amount of links, we break down the kind of links they have.

Backlinks Profile

Backlinks Text

3598615

Backlinks NoFollow

800739

Backlinks Redirect

14795

Backlinks Images

451350

Backlinks Frame

55

Backlinks Form

117

Happening right now: 
Benchmark and track your competitors automatically

Upcoming Learning Session - Online Webinar

Tune in to find our how to automatically benchmark monitor your competitors' marketing strategy (or any inspirational
brand) & get endless marketing inspiration.

With Panoramata, get your competitive advantage for e-commerce marketing, delivered in your dashboard and to your inbox*

*20 times faster than it would take to gather this information yourself

Email & SMS marketing monitoring

We monitor your competitors emails & sms, and organize them for you.

Email flows & sequences breakdown

Discover your competitors' lost checkout flow, welcome flow, etc.

Ads monitoring

On several networks, you can see and save the ads published by your competitors, with full history access.

Brand profiles and Calendar View

Instantly see what a brand is doing well and when she's the most active.

Landing pages tracking

We track the changes made by your competitors on their website and on the landing pages they're using in their paid media.

Industry-specific Benchmarks

Based on all collected data, we build industry benchmarks you'll use for real, and share to your team/clients.

Softwares and Marketing eCommerce Stack

Coming soon.

Discover the best way to track brands (like

H&M

) in one single platform

Monitor automatically your e-commerce competitors' digital marketing strategy and access unlimited inspiration. Track newsletters, flows, ads, landing pages, SMS, tech stack and much more. Save more than 20 hours/mo.

Let us spy for you so you can invest your time strategizing and creating new campaigns, rather on checking what your competitors are doing.

See how Panoramata works:

Get Started for Free

1 minute signup, no Credit Card required

mehdi, founder of panoramata
Book a Demo

with Mehdi, our founder

★★★★★

"I'msaving a day a week.
I don't miss anything anymore and don't have to think about tracking competitors."
★★★★★

"It's crazy good and easy to use, we can track everything! I feel like a Sherlock Holmes for emails, ads & landings"
★★★★★

"It's way easier to plan my content calendareven for events such as Christmas or Black Friday"

What our customers say

Join 1,000+ ecommerce companies & start tracking your competitors instantly in one place.
"I wish I knew this existed before"
"Best investment so far"
"Incredible benchmarks"
"Got
5 wow moments
instantly!"
"I'm saving a day a week"
"I wish I knew this existed before"
"Best investment so far"
"Incredible benchmarks"
"Got
5 wow moments
instantly!"
"I'm saving a day a week"
"It's
Ads Libraries x Email Marketing x Pinterest
, all in one"
"It's been a lifesaver"
"Just filled my todo with
awesome ideas
in 5'"
"I know
what my competitors are doing
in 30s"
"We offer much more value to our clients"
"It's
Ads Libraries x Email Marketing x Pinterest
, all in one"
"It's been a lifesaver"
"Just filled my todo with
awesome ideas
in 5'"
"I know
what my competitors are doing
in 30s"
"We offer much more value to our clients"
"Saves me hours!"
"It's incredible
how much things I learned
on competitors"
"I can see it had been built for me"
"It's so easy to
find the perfect example
"
"I feel so much better"
"Saves me hours!"
"It's incredible
how much things I learned
on competitors"
"I can see it had been built for me"
"It's so easy to
find the perfect example
"
"I feel so much better"

Ready to dive in?
Get started today.

More brands you could track today on Panoramata

Amour Vert

Fashion

More details →

Galeries Lafayette

Fashion

More details →

American Giant

Fashion

More details →

Allen Edmonds

Fashion

More details →

Nomasei

Fashion

More details →

Bona Fide

Fashion

More details →

Related Insights

Top Ecommerce Advertising Strategies in the Cookware Industry

How do cookware brands promote their products online?By reviewing some of the major players in the industry, we’ve seen that brands’ approach to advertising and paid media has evolved to enhance the kitchen experience. Here are some takeaways.

Marketing
Top Ecommerce Advertising Strategies in the Cookware Industry

How to Track Your Competitor's Traffic

Spying on the competition is not only recommended–it’s a must! Tracking other brands’ website traffic can reap benefits like new ideas to try, good practices to undertake, and opportunities to leverage to drive traffic to your website. Even the most intriguing products and most meticulously designed online store will not thrive without attracting traffic to the website.

Marketing
How to Track Your Competitor's Traffic

10 Back-In-Stock Emails to Inspire Your Next Email Campaign

The objective of the back-in-stock email is to alert your audience that the awaited product is available again. With so many excellent examples out there, there’s hardly any reason to create a boring back-in-stock email. We’ve compiled a list of the brands that are doing the back-in-stock email right. Use the following brands as inspiration and apply these techniques to recover sales and increase conversions. 

Marketing
10 Back-In-Stock Emails to Inspire Your Next Email Campaign

Related Industries

Men

brands overview

Men
brands →

Clothes

brands overview

Clothes, being part of the Fashion industry, reflects an individual’s culture, personality, and preferences. Clothes began as a necessity to provide physical safeguards to the body from weather, heat, dust, rain and cold. Now due to the trends, they can tell us a great deal about a person's background, social status, style and mood. 

Clothes
brands →

Shoes

brands overview

The shoe industry (sometimes called the footwear industry) is the entire apparatus involved in designing, producing, and selling shoes. Shoes are always in demand anytime of the year hence everybody needs a good pair of shoes. This makes it a very lucrative business.

Shoes
brands →

Women

brands overview

Women
brands →

Fashion

brands overview

The fashion industry is unique - it is a highly competitive market. There are many different brands and styles of clothing available, so companies have to work hard to stand out from the crowd. The fashion industry is also affected by changes in fashion. What is popular today may not be popular tomorrow, so companies have to be prepared to change with the times. That is why the most successful campaigns are known for their use of celebrity endorsements, creative visuals, and catchy slogans. They have helped to increase the visibility of these brands and make them more desirable to consumers.

Fashion
brands →

Ready to dive in?
Get started today.