Kiehl's

Marketing Strategy Breakdown

Logo of
Kiehl's
An overview of
Kiehl's
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
Personal Care
ecommerce industry.

Kiehl's

- Ecommerce marketing strategy

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.

Kiehl's

: Email Marketing and Advertising Benchmarks

Average subject length

🟢
🔴
43.0
characters

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

851.05
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

🟢
🔴
-6.4
(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,

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

35.27
% of subject lines have emojis

Most popular emojis

🔥 - ⭐ - ⏰ - 🚨 - 🤑 - ❤️

🔥 - ⭐ - ⏰ - 🚨 - 🤑 - ❤️

Let's take a moment to review their emoji use. The first thing here is that we can see they're using what we're calling "Preferred choice" emoji - emojis that are expressing a best choice, a best seller, a well reviewed item ie. the brand is showing that it made the choice for you. These emojis could be, for example, ⭐, ✨, ❤️, 💖, 😍 or 😻. This is a manifestation of love.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 strategyAnd finally, we can see that they're using what we're calling Scarcity emojis (for instance, ⏰, ⌛, 😱 or 💸). They're mostly used to trigger a instant reaction of action, for instance for time-based promotions.

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

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Unlock everything about

Kiehl's

with Panoramata

Featured Email Marketing Assets from

Kiehl's

GIFT GUIDE 2022

GIFT GUIDE 2022

Email from

Kiehl's

🤩 Find the Right Cleanser for Your Skin Type.

🤩 Find the Right Cleanser for Your Skin Type.

Email from

Kiehl's

Re: How to Visibly Renew Skin

Re: How to Visibly Renew Skin

Email from

Kiehl's

Looking for ecommerce marketing inspiration? Subscribe to our newsletter!

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We'll never send you spam. Never.

Featured Ads and Paid Media Examples from

Kiehl's

Kiehl's
Kiehl's

Kiehl's NEW Fast-Release Retinol Night Serum reduces fine lines in 5 days & deep wrinkles in 2 weeks!

Fast Release Retinol Serum

Fast Release Retinol Serum

Feed Ad from

Kiehl's

Kiehl's
Kiehl's

Kiehl's NEW Fast-Release Retinol Night Serum reduces fine lines in 5 days & deep wrinkles in 2 weeks!

Fast Release Retinol Serum

Fast Release Retinol Serum

Feed Ad from

Kiehl's

Kiehl's
Kiehl's

Kiehl's NEW Fast-Release Retinol Night Serum reduces fine lines in 5 days & deep wrinkles in 2 weeks!

Fast Release Retinol Serum

Fast Release Retinol Serum

Feed Ad from

Kiehl's

Video Analysis

SEO strategy, Organic keywords and Traffic details for

https://www.kiehls.com/

Domain Rating

76
This is the overall metric that matters most, as it sets
Kiehl's
domain SEO authority.

It shows the power of
Kiehl's
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.kiehls.com/
, as their domain authority is
76
, their score can be considered under average.

Here, for
https://www.kiehls.com/
, as their domain authority is
76
, their score can be considered average.

Here, for
https://www.kiehls.com/
, as their domain authority is
76
, their score can be considered pretty good! 🙌

Here, for
https://www.kiehls.com/
, as their domain authority is
76
, their score can be considered excellent! Kudos to the team 👏

Estimated Traffic

561706
One of the most important metrics for
Kiehl's
SEO strategy! 

This figure is the estimated traffic they're receiving from Organic Search, and is directly correlated to their number of keywords (
211110
) and their Domain Rating.

Total Keywords

211110
Why does this matter for
Kiehl's
SEO strategy? 

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

Domains

0
The total number of domain who have a link to  
Kiehl's
website. The more, the better, as it helps to increase the domain rating.

Total Backlinks

851257
What's a backlink? A link from another domain that redirect to  
Kiehl's
website. On top of their amount of links, we break down the kind of links they have.

Backlinks Profile

Backlinks Text

722245

Backlinks NoFollow

51735

Backlinks Redirect

125498

Backlinks Images

283198

Backlinks Frame

0

Backlinks Form

3506

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Combination of technology and personalized services that help brands build online communities that drive business goals.

analytics

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Demandware

Tailored shopping experiences for consumers across all digital channels, including web, mobile and call center. Now known as Salesforce Commerce Cloud.

shop

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A/B Testing. Test different variations of a website and then tailor it to deliver a personalized experience that works best for each customer and for your business.

analytics

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Related Industries

Skincare

brands overview

The skincare industry is vast and ever-changing. It is one of the fastest-growing industries under personal care. We can broadly define the skincare industry as the businesses and products that are focused on improving the health and appearance of skin. This can include everything from cleansers and moisturizers to more specialized treatments for conditions like acne or wrinkles.  

Skincare
brands →

Haircare

brands overview

Hair care products are a big business for men and women. Products include coloring, shampoos, conditioners, oils, sheens, gels, relaxant products, and curling products. Women are the primary consumers of hair care products. Retailers include beauty supply shops and hair salons. The Haircare industry's growth is attributed to the demand for more naturally derived ingredients coupled with technologically advanced hair care products. 

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brands →

Bodycare

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brands →

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