Warby Parker offers high-quality eyeglasses, sunglasses, contacts, and eye exams at an affordable price. Plus, for every pair of glasses or sunglasses sold, a pair of glasses is distributed to someone in need.
Emails, SEO, Marketing stack - you're in the right place to access some of the data to understand Warby Parker ecommerce marketing strategy - and from other brands from the Personal Care industry.
They have a very solid email marketing strategy - as their Average Spam score is very good since it's -2,2 (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 24 characters, they're doing great, that's exactly where we see a good open rate correlation. Kudos to the Warby Parker team!
If we take a look at their Ecommerce Marketing Stack, the main Email Marketing software (or ESP) they're using seems to be Mailgun .
Fun fact - they're using emojis in 44896% of their emails - the main ones they use are 📣 ❄️.
On Panoramata, we gather and analyze the entire Warby Parker email marketing strategy - along with other brands from the Personal Care industry. Amongst their last emails sent, two of them were 'Eye health reminder!' and 'All signs point to sunglasses'.
One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 81 on https://www.warbyparker.com/. This is excellent - and hard to achieve, as it takes time, consistent SEO work and a solid SEO strategy.
So you can now access all the available datapoints - and remember, always base youself on a deep understanding of what your customer needs and wants - and that is different for every brand and audience.
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
Electrifying. - Sitting - Contacts - scan - questions - deserve
Emoji use in subject lines
Most popular emojis
📣 - ❄️
📣 - ❄️
Average Weekly Emails vs. Industry
Average Daily Ads and Time Running vs. Industry
Eye health reminder!
All signs point to sunglasses
Sunglasses made for summer
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This time, we’re showing you ads from different chosen brands. We hope you’ll get some more tips to build your own campaign.
Analyzing and benchmarking existing email campaigns is the fastest way to hit the ground running when it comes to learning, understanding, and implementing effective email marketing strategies for your brand. Benchmarking email marketing campaigns -- be it frequency of emails sent, the type of automated email journeys brands (in your industry or others), creatives, angles, and offers -- doesn’t have to be hard though.