There’s a lot to learn from Kiehl's ecommerce marketing strategy. Here, you can pick their marketing strategy, learn lessons, and take inspiration for your own eCommerce business.
They have a good email marketing strategy - if we look at their Average Spam score, it's excellent - being at -6,4 (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 43 characters, they're doing not good, it's too long. For example, on mobile phones, their subject line is almost impossible to read.
Fun fact - they're using emojis in 35.27% of their emails - the main ones they use are 🔥 ⭐ ⏰ 🚨 🤑 ❤️.
On Panoramata, we gather and analyze the entire Kiehl's email marketing strategy - along with other brands from the Personal Care industry. Amongst their last emails sent, two of them were 'GIFT GUIDE 2022' and '🤩 Find the Right Cleanser for Your Skin Type.'.
One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 76 on https://www.kiehls.com/. This is excellent - and hard to achieve, as it takes time, consistent SEO work and a solid SEO strategy.
One interesting thing that this data allow us to understand is a common trait for the best brands, in order to achieve success - they always deliver a consistent message across all channels.
Average subject lenght
What about
Kiehl's
then?
With their average of
43
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,
Kiehl's
gets a score of
-6.4
. 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
from - our - Kiehl's - Representative - This - Maks
Emoji use in subject lines
Most popular emojis
🔥 - ⭐ - ⏰ - 🚨 - 🤑 - ❤️
🔥 - ⭐ - ⏰ - 🚨 - 🤑 - ❤️
Average Weekly Emails vs. Industry
Average Daily Ads and Time Running vs. Industry
GIFT GUIDE 2022
Email from
Kiehl's
🤩 Find the Right Cleanser for Your Skin Type.
Email from
Kiehl's
Re: How to Visibly Renew Skin
Email from
Kiehl's
Kiehl's NEW Fast-Release Retinol Night Serum reduces fine lines in 5 days & deep wrinkles in 2 weeks!
Feed Ad from
Kiehl's
Kiehl's NEW Fast-Release Retinol Night Serum reduces fine lines in 5 days & deep wrinkles in 2 weeks!
Feed Ad from
Kiehl's
Kiehl's NEW Fast-Release Retinol Night Serum reduces fine lines in 5 days & deep wrinkles in 2 weeks!
Feed Ad from
Kiehl's
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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Discover →More details →As we start the countdown to the busiest shopping day of the year, you’ll definitely get yourself on the “right track” with these examples of email newsletters along with tips and tactics for your own business.
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We’ve seen it all - but we wanted in this article to lay down a few reasons we often notice. If you are wondering why DTC brands fail, there are often solid reasons for it.
It takes a well-defined marketing strategy for your product launch to be successful. Get inspiration from these DTC brands' email journeys.
