Primary

Marketing Strategy Breakdown

Logo of
Primary

Welcome to Primary. No labels, no slogans. Just soft, simpler clothes that kids and babies will love. Shop gender neutral, sustainable basics for the whole family.

An overview of
Primary
Marketing Strategy data - their Email Marketing Strategy (some of their
Klaviyo
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.

Primary

- Ecommerce marketing strategy

On Panoramata, we gather marketing data on DTC Ecommerce brands. On this page, we freely make some of this data available for Primary.

The datapoints we have collected on their email marketing strategy leads to think that they could definetely improve, especially regarding their Average Spam score, we consider it not good since it's -0,2 (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 43 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 Klaviyo (everyone speaks about them, they're great, focused on ecommerce, which makes the difference for most stores - it can be a good choice, especially if you're on Shopify!).

Fun fact - they're using emojis in 50.0% of their emails - the main ones they use are ❤️ 🌈 ⭐ 👉 🎃 👀.

We display here a overview of Primary email marketing strategy - along with other brands from the Fashion industry. Amongst their last emails sent, two of them were '25% off tees & tanks + 25% off ALL baby + 20% off your first order' and '👉 Ends Tomorrow: 25% OFF ALL tees tanks and baby styles!'.

One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 65 on https://www.primary.com/. This is excellent - and hard to achieve, as it takes time, consistent SEO work and a solid SEO strategy.

We're happy to let you access this data, as for your competitors or for your inspiring brands, any strategy should be continuously monitored to ensure effectiveness.

Primary

: Email Marketing and Advertising Benchmarks

Average subject length

🟢
🔴
43.0
characters

What about

Primary

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

2150.96
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

🟢
🔴
-0.2
(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,

Primary

 gets a score of

-0.2

. 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

Klaviyo

Most common words

we've - ever - made - Color - Last - Legging

Emoji use in subject lines

50.0
% of subject lines have emojis

Most popular emojis

❤️ - 🌈 - ⭐ - 👉 - 🎃 - 👀

❤️ - 🌈 - ⭐ - 👉 - 🎃 - 👀

What does it say about their email marketing strategy - especially on their subject lines? 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.To improve their open rates, they're using the kind of emojis that triggers interest, because it shows that the brand provides unique/interesting value. This is done through these emojis: 👀, 🌟, 🤩, 💫 or 💎. It shows curiosity, unicity and demonstrates clear interest.

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

Primary

with Panoramata

Featured Email Marketing Assets from

Primary

25% off tees & tanks + 25% off ALL baby + 20% off your first order

25% off tees & tanks + 25% off ALL baby + 20% off your first order

Email from

Primary

👉 Ends Tomorrow: 25% OFF ALL tees tanks and baby styles!

👉 Ends Tomorrow: 25% OFF ALL tees tanks and baby styles!

Email from

Primary

The Very Big Moving Sale starts NOW!  📦🚚

The Very Big Moving Sale starts NOW! 📦🚚

Email from

Primary

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

Primary

Primary
Primary

Soft and simple essentials in a rainbow of colors makes getting dressed child's play!

Signature kids organic short sleeve PJ top

Signature kids organic short sleeve PJ top

Feed Ad from

Primary

Primary
Primary

At Primary, every color is for every kid. Discover our latest styles in a rainbow of gender-neutral styles! 🌈

Straight legging pant

Straight legging pant

Feed Ad from

Primary

Primary
Primary

Primary swim is here! 🌈 ☀️ Shop 100% sustainable, UPF 50 separates in a rainbow of colors for endless mix-and-match combos.

Primary swim is here! 🌈 ☀️

Primary swim is here! 🌈 ☀️

Feed Ad from

Primary

Video Analysis

SEO strategy, Organic keywords and Traffic details for

https://www.primary.com/

Domain Rating

65
This is the overall metric that matters most, as it sets
Primary
domain SEO authority.

It shows the power of
Primary
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.primary.com/
, as their domain authority is
65
, their score can be considered under average.

Here, for
https://www.primary.com/
, as their domain authority is
65
, their score can be considered average.

Here, for
https://www.primary.com/
, as their domain authority is
65
, their score can be considered pretty good! 🙌

Here, for
https://www.primary.com/
, as their domain authority is
65
, their score can be considered excellent! Kudos to the team 👏

Estimated Traffic

117362
One of the most important metrics for
Primary
SEO strategy! 

This figure is the estimated traffic they're receiving from Organic Search, and is directly correlated to their number of keywords (
40514
) and their Domain Rating.

Total Keywords

40514
Why does this matter for
Primary
SEO strategy? 

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

Domains

2524
The total number of domain who have a link to  
Primary
website. The more, the better, as it helps to increase the domain rating.

Total Backlinks

1370
What's a backlink? A link from another domain that redirect to  
Primary
website. On top of their amount of links, we break down the kind of links they have.

Backlinks Profile

Backlinks Text

1326

Backlinks NoFollow

13

Backlinks Redirect

0

Backlinks Images

919

Backlinks Frame

0

Backlinks Form

23

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

Klaviyo

Klaviyo

Email Marketing and Customer Lifecycle Management platform for Web Apps and eCommerce.

Email Marketing

Discover →More details →
AWIN

AWIN

Affiliate tracking application.

ads

Discover →More details →
Back in Stock

Back in Stock

Makes it possible for customers to sign up for back in stock email alerts.

widgets

Discover →More details →
Customer Privacy Banner

Customer Privacy Banner

Tracking consent banner for EU customers

shop

Discover →More details →
Digital Window

Digital Window

Digital Window provides performance marketing solutions. Providing customers with the tools and account management to get the most from their affiliate programmes

analytics

Discover →More details →
Google Tag Manager

Google Tag Manager

Google Tag Manager is a free tag management system that allows you to manage and deploy marketing tags (snippets of code or tracking pixels) on your website (or mobile app) without having to modify the code.

widgets

Discover →More details →
Hextom

Hextom

Shopify plugin experts.

shop

Discover →More details →
Kiwi Sizing

Kiwi Sizing

Clothes size recommendation system.

widgets

Discover →More details →
Shopify Conversions

Shopify Conversions

This Shopify instance uses Shopify's analytics object to load tools like Google Analytics.

shop

Discover →More details →
Shopify

Shopify

Shopify is an ecommerce platform that hosts your online store. Hosted shopping experience with multiple themes and requires very little programming experience.

shop

Discover →More details →
Shopify Custom Theme

Shopify Custom Theme

This site is using a custom Shopify Theme and not one from the Shopify Theme template library.

shop

Discover →More details →
Shopify Pay

Shopify Pay

Shopify Pay - PCI compliant end to end payment solution from Shopify.

payment

Discover →More details →

Discover the best way to track brands (like

Primary

) 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.

My name's Mehdi, I'm the founder. See how Panoramata works:

Get Started for Free

1 minute signup, no Credit Card required

mehdi, founder of panoramata
Book Demo with Mehdi

Schedule a time

★★★★★

"I feel like I'm saving a day a week.
I don't miss anything anymore."
★★★★★

"It's crazy good, it's my own Pinterest x Emails x Ads Libraries"
★★★★★

"It's way easier to plan any big campaign like 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

Clove

Fashion

More details →

Holden

Fashion

More details →

Filling Pieces

Fashion

More details →

UNIF

Fashion

More details →

Balibaris

Fashion

More details →

Mud Jeans

Fashion

More details →

Related Insights

Fitness Industry: Email Marketing Best Practices

Fitness is health, right? But it doesn’t mean that promoting fitness products and services is easy. It always comes with challenges like targeting the right audience, promoting innovative products and workout regimens, and staying ahead of the competition.

Marketing
Fitness Industry: Email Marketing Best Practices

How to Identify Best Performing Competitor Ads

You kill three birds with one shot when you learn how to identify best performing competitor ads. FIrst, you get to stay in the know about what your competitors are doing. Second, you'll have creative inspiration galore. And third, you’ll never run out of campaign angles and offers you can make while promoting your ecommerce brand. 

Marketing
How to Identify Best Performing Competitor Ads

5 Advanced Email Marketing Strategies for eCommerce: Do it or Lose it 

Use advanced email marketing strategies to grow your eCommerce business.

Marketing
5 Advanced Email Marketing Strategies for eCommerce: Do it or Lose it 

Related Industries

Kidswear

brands overview

The kidswear (also known as childrenswear) industry is one of the most lucrative segments in the Fashion industry. Kidswear is often more casual than adult clothing, specially designed for play and rest. Cotton fabric is the most popular choice for children's and baby apparel because it is soft, highly absorbent, and gentle on their delicate skin. 

Kidswear
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.