The end of 2020 might be in sight but the MailCharts crew continues to monitor the world of ecommerce email marketing to discover relevant brands, trigger and track journey emails and curate the best examples of emails in dozens of categories.

We also study key email data such as volume, frequency and sending patterns, and promotion types, kinds, and amounts. This gives us insider insights into major industries such as Jewelry, which is our Industry Spotlight in this update.

As a MailCharts user, you can use our research to save time and effort in planning your ecommerce email marketing strategy and map out your email campaigns more efficiently.


What’s new in the MailCharts Index

With the holiday shopping season swinging into high gear we’re working overtime to bring you the best and brightest content in ecommerce email. Here are the newest additions worth your attention.

New brands

We’re always on the hunt for brands that represent emerging industries, reimagine household names or push the creative envelope in message design or technological innovation. Here are some notable new entries to check out and consider adding to your custom tracking list:

New journeys

MailCharts triggers dozens of journeys. Then we organize, track, and analyze them and share the data and journey emails in a dashboard. It’s all right there — so easy for you to keep tabs on competitor and peer brands.

With Christmas just a few weeks away, we’re focusing attention on four key journeys of the holiday shopping season. Click each brand to see how it manages the journey and look for the number of emails it sends in each journey, the content in each message, sending pattern and other handy data.

Purchase journey
Purchase journey emails including all the messages the brand sends that relate to the transaction, such as purchase confirmation, shipping notice and updates, delivery confirmation and post-purchase emails such as review requests or customer service contacts.

High-performance brands send a wide range of relevant emails in their purchase journeys to keep customers in the loop, to build on the customer relationship and bring them back to buy again.

We triggered more than 50 purchase journeys in recent weeks. Here are three of our favorites:

  • Kendra Scott: The trendy jewelry maker sends seven emails over 25 days, beginning with a purchase receipt that confirms the details and ending with a product review that can influence other shoppers’ buying decisions. We love the Refer A Friend email, which gives the customer a $20 discount for referring friends and adds personalized product recommendations to spur another purchase.
  • Cupshe: This women’s swimwear brand follows up its purchase confirmation email with a delightful “thank you” email for first-time buyers. The email does double duty — it also invites the buyer to join its rewards program.
  • Rothy’s: Rothy’s sends eight emails over 23 days, including this excellent “Check Your Mailbox” delivery confirmation email. It captures the thrill of knowing your order is safe at your door — reassuring when your customer is away from home and a handy alert when they’re so busy with work or family that they miss the moment of delivery. This email goes the extra mile, too, because it shares product care and return policy info, inviting the buyer to share her purchase on social media and sign up for the email list.

Cart abandonment
Abandoned-cart emails have the highest ROI among triggered emails, and they get opened and clicked on more than promotional emails. Many brands send just one reminder email, but an email series gives you more opportunities to get the sale. Want to see more? Scroll down to our curated list of abandoned-cart reminders from hundreds of brands!

  • Ross-Simons: The jewelry retailer sends two abandonment reminders 24 hours apart. Its second email addresses one of the primary abandonment reasons: The shopper just isn’t sure about the product. This email offers related alternative items that might be more attractive.
  • Warby Parker: This eyewear brand totally understands why shoppers don’t complete the purchase. The second message in its two-email abandonment series adds social proof via customer reviews to reassure shoppers who hesitate at buying eyeglasses online. </span

Browse abandonment
Shoppers who break off browsing sessions are farther back in the purchase-intent funnel than cart-abandoners, so your emails have to lean harder on helpful information (product info, comparative shopping, customer service contacts) to bring them back and keep researching.

Many brands also toss in a small incentive (not as generous as the lure offered to a high-interest buyer at the cart-abandonment stage) to bring the browser back. Testing can show you whether an incentive actually influences return decisions

  • Mizuno Running: Each of the two emails in the athletic-footwear manufacturer’s browse-abandon series includes a 5% discount to move shoppers back to the site, although each email positions the message just a little differently. The second reminder email goes full FOMO (fear of missing out) by wrapping the discount inside a “limited time only” message

Recently curated email examples

We search the MailCharts email database daily looking for new and noteworthy examples of the emails our users are most interested in most. Then we curate them into lists you can search using dozens of keyword combinations. This saves you time and effort you would otherwise spend scrolling through thousands of creative examples looking for just the right ones.

  • Christmas: Need inspiration for a last-minute campaign? We have 100+ promotional emails and seasonal greetings from dozens of brands in multiple industry categories like apparel, gifts, home décor, and children’s toys and clothing.
  • Cart abandonment: More than 200 emails from a wide range of brands and just as many different approaches to luring customers back to finish checking out.
  • Gift guides: Gift guides help time-pressed shoppers browse quickly and purposefully. They also can highlight desirable gifts that customers might not find on their own.
  • Thank you for your order: These emails are more than polite conversation. They might be your customers’ first email contact with your brand so you have to make a good first impression.

Industry Spotlight: Jewelry

As we head into the prime shopping month leading up to Christmas, we’re looking at brands and activity in our Jewelry industry group, which includes top names like Tiffany and Van Cleef & Arpels, branded but affordable collections like Kendra Scott, Alex & Ani and Pandora, mass-market retailers (Zales, Jared, Kay Jewelers) and emerging brands (Pure Vida, Dogeared).

Jewelry has always been a traditional gift during the holidays. The trend continues in 2020, with roughly 1 in 5 shoppers saying they plan to give jewelry this season and the same number saying they want to receive it.

The big question, of course, is how the coronavirus pandemic affected jewelry sales in 2020. The answer: Jewelry sales are withstanding the economic turbulence and shifts in shopping behavior that have buffeted other retail groups.

Jewelry’s two biggest competitors for the consumer’s pocketbook are dining out and travel. With spending way down in those categories thanks to travel restrictions and consumer hesitancy about congregating in large public groups, consumers are redirecting those savings into other areas, including jewelry:

MailCharts jewelry data
Overall, brands in the jewelry industry group saw email volume and promotional rates hold steady or even increase slightly in the first half of 2020, compared with the same period in 2019, before leveling off in the second half.

One explanation for the pullback is that jewelry companies are gearing up for a busy holiday season. But it also parallels a similar trend among brands in the MailCharts Luxury Apparel industry group.

Although some industry groups continue to run well behind comparable 2019 rates on email volume and promotional rate, jewelry brands are running slightly ahead in year-over-year comparisons.

Email campaign volume: Jewelry brands increased communications in the early months of the pandemic. This helped push email volume up 7% from January to June compared with the same period in 2019. From June to November, volume pulled back 2.5% compared with 2019. Still, email volume remains 7% higher YoY.

Emails sent by jewelry brands 300x193

Campaign promotion rates: Jewelry brands didn’t shy away from aggressive promotions to drive sales in 2020. Rates increased 9% from January to June 2020 compared with the same six months in 2019. Even with rates cooling off later in the year, they were still 4.5% higher from June to November than in the same period in 2019.

The chart below illustrates how jewelry brands slammed the brakes on promotions in the early weeks of pandemic-driven lockdowns but then rebounded quickly.

Average promotion rate for jewelry brands 300x195


What’s coming next in the MailCharts Index

We are constantly updating our MailCharts Index with fresh data. Here’s what we have planned for the next few weeks:

  1. New triggered journeys: We’re always on the lookout for noteworthy abandonment journeys, including cart and browse. But we’re also watching subscription lifecycle journeys, too.
  2. Curated lists with new email examples: We update our curated email lists almost every day to keep the messages and data you see there fresh and relevant. Add our examples to your custom lists of tracked brands, industry groups and email lists — one of the many perks of being a MailCharts subscriber!


What can we track for you?

Got a new brand or triggered journey you’d like us to track? Just drop us a note. We’d love to hear from you!